"Little boy with a cereal packet, 1948."
© Photographic Advertising/NMeM / Science & Society
"A photograph by Photographic Advertising Limited of a smiling little boy with his hand in a packet of Kellogg's Corn Flakes. Images of children are common in the Photographic Advertising archive. Photographs of smiling boys and girls could be used by advertisers to promote a wide range of products. Although this photograph features a box of Kellogg's Corn Flakes, it was sold to advertise shoes and for an ICI Limited promotional brochure. 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. Sophisticated, adaptable and generic, this kind of image gradually fell out of favour as clients increasingly demanded targeted advertising campaigns with specific photographs."