Woman driving a car in the rain, c 1950.
© Photographic Advertising/NMeM / Science & Society
"A photograph of a woman driving a car in the rain, taken by Photographic Advertising Limited in about 1950. This atmospheric - yet staged - photograph was produced by combining two separate negatives, one of the car and the other of the woman. Photographic Advertising Limited, founded in 1926, 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. Their 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."