Photographic Advertising Limited contact sheet, c 1950.
© NMeM / Photographic Advertising / Science & Society Picture Library
Nine photographs of women in the kitchen, with the company's details along the top of the sheet and individual negative numbers below each image. The images were taken in the Photographic Advertising Limited's studio kitchen. The company, founded in 1926, heavily promoted the kitchen and its authenticity appealed to advertisers. Multi-purpose stock images had the potential for selling a range of products. 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.