"Couple sitting reading together, c 1945."
© Photographic Advertising/NMeM / Science & Society
"The couple sit together, the woman perching on the arm of an armchair, her arm around her partner. The man holds a document, possibly meant to indicate a mortgage or insurance agreement. 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."