"Groom carrying his bride, c 1949."
© Photographic Advertising/NMeM / Science & Society
"A photograph of a smiling groom carrying his bride across the threshold, taken by Photographic Advertising Limited in 1949. Romantic images proved popular in the Photographic Advertising archive. This photograph of an archetypal wedding ritual shows typical attention to detail. 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."