Portrait of a man in a flat cap, 1949

Portrait of a man in a flat cap, 1949. A photograph of a man in a flat cap with his thumbs tucked into his pullover, taken by Photographic Advertising Limited 1949. This image was used to advertise sweets for John Mackintosh and Sons Limited, in 1964. 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. ©SSPL/NMeM/Photographic Advertising