"Father Christmas riding in his sleigh, c 1940s."
© Photographic Advertising/NMeM / Science & Society
"A photograph of Father Christmas with a sack of toys, taken by Photographic Advertising Limited. Christmas is a popular subject in the Photographic Advertising Limited archive, suggesting joy, goodwill - and overspending. The company was founded in 1926 by a group experienced in photojournalism and film. The company 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. PAA'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."