"Elderly woman knitting, 1949."
© Photographic Advertising/NMeM / Science & Society
"A photograph of an elderly woman knitting, taken by Photographic Advertising Limited in 1949. This photograph was used to advertise sweets and a health tonic in South Africa. 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."