"Bride and groom cutting their wedding cake, c 1949."
© Photographic Advertising/NMeM / Science & Society
"A photograph by Photographic Advertising Limited. Romantic images proved popular in the Photographic Advertising archive. This photograph of a wedding reception show a typical attention to detail in the use of sets and props. 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."