A photograph of an elderly man gardening as a woman looks on from an open window, taken by Photographic Advertising Limited in 1953. This photograph of a sunny afternoon in an English garden was used to illustrate the leaflet 'Plan For Retirement', produced by the Co-operative Insurance Society. Photographic Advertising Limited was founded in 1926 by a group experienced in photojournalism and film. The company created multi-purpose stock images with the potential for selling a range of products. Whilst enjoying its greatest success during the 1930s, it continued in business until 1977. Photographic Advertising Limited's trademark, the staged studio photograph resembling a film still, was its selling point and, later, its downfall. Sophisticated, adaptable and generic, this kind of image gradually fell out of favour as clients increasingly demanded targeted advertising campaigns with specific photographs.
© Photographic Advertising / National Science & Media Museum / Science & Society Picture Library