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What is PICA?

PICA (ABN: 91 002 962 754) is a national association of the senior management of companies actively involved in importing, manufacturing and distributing photographic and imaging equipment. Its objective is to grow the imaging business. It continually examines ways in which companies in competition with each other can work together for the benefit of the industry as a whole.

More about PICA

35mmSLR
The 35mm Single Lens Reflex (SLR)

If you're out to master the art of taking creative photos and shoot in all situations and under all conditions, then the SLR is for you.

A SLR camera has few limitations. Unlike compact cameras, when you look through the viewfinder, what you see, is what you get! Thanks to some trickery with mirrors (that's the reflex bit) you're actually looking right through the camera lens at the subject. So you can see exactly what is in the frame, exactly what is in focus and exactly what is being metered for exposure control. All these are vital aspects of total creativity.

Although called a single lens reflex, the most exciting aspect of these cameras is the ability to change lenses. The accessory range is enormous: from lenses that zoom from a fly's eye to a distant galaxy; flash units to reach the furthest corners and special effect filters that can turn bright sun to dense fog. The only limit is your own imagination.

This is the magic of SLR photography. Everything is within your reach: from action-packed sports photographs to tranquil sunsets.

Why doesn't everybody buy one? To be a regular SLR carrier requires commitment. They cost a little more in terms of both weight to carry and dollars to spend. Expect to outlay from $500 upwards.

If this is not for you, compact cameras can be lighter on your pocket in every sense of the word. But in terms of getting the picture every time, your SLR investment goes unrivalled. If weight is a real problem check out the SLRs in the Advanced Photo System.

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