4 0 c m
actual image size: 24cm x 32cm

"Woman in a swimming costume, c 1950."

Photographic Advertising Limited

© Photographic Advertising/NMeM / Science & Society


"A photograph of a smiling woman in a swimsuit and swim cap, taken by Photographic Advertising Limited in about 1950. Women feature most frequently in the work of Photographic Advertising. Images were often retouched to enhance the glamour of the model. 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. "



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