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Wow, that is an old system indeed (late 60's early 70's?).
Anyway, the switch you would turn from "off" to "pilot" is on the gas valve. When you turn it to "pilot" and press the knob down, you should hear gas flowing out of the pilot tube.
The metal plates you see are most likely diverters for the pilot flame. Just hold the match next to the metal plates (while holding the knob on the gas valve down) to light. After its lit, continue holding the knob down for 60 seconds, then release. If pilot stays lit, turn the know to "on" and the heat should start working. If the pilot shuts off after you let go of the knob, you may need a new thermocouple.
Let me know how everything goes and/or if you need additional help.