"Woman showing a man a dress, 1948."
© Photographic Advertising/NMeM / Science & Society
"The man sits smoking a pipe in a rather bare room as his wife holds out a bold print floral dress for his inspection. This photograph was sold to the 'Scientific Sales Service' for use in Britain, and to the Kpeldbeck Bureau for use in Denmark. 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."