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The Peak of Perfection, British Electricity 1948
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The Peak of Perfection, British Electricity 1948
The Peak of Perfection. The Switch Family Robinson. Advert for British Electricity in 1948 suggesting ways people can reduce their electricity usage, including turning off the electric fire, taking a bath during off-peak times, and using the cooker economically. Keep your demand off-peak, says the advert. Date: 1948
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Media ID 23041438
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1948 Economical Economy Electric Electricity Fuel Oct17 Peak Perfection Reducing Usage
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The Peak of Perfection: A 1940s Call to Conserve British Electricity This evocative black-and-white photograph, titled "The Peak of Perfection," is an advertisement for British Electricity from 1948. The image, featuring the Switch family gathered around their cozy living room, encapsulates the spirit of post-war austerity and the importance of conserving resources, particularly electricity. The scene is set in a modest, semi-detached house, where the Switches are huddled around their electric fire, engrossed in various activities. The father, in a suit and tie, reads the newspaper, while the mother, in an apron, prepares dinner at the stove. Their children play with toys nearby. The caption above the image reads, "Keep your demand off-peak," emphasizing the need to use electricity efficiently and economically. The advertisement offers practical suggestions for reducing electricity usage, such as turning off the electric fire when leaving the room, taking baths during off-peak hours, and using the cooker economically. These simple actions were encouraged to help manage the demand for electricity and ensure a stable supply for all consumers. The Peak of Perfection is a poignant reminder of a time when energy conservation was a shared responsibility and a collective effort. This advertisement reflects the spirit of post-war Britain, where families worked together to make the most of their resources and contribute to the greater good. The image of the contented Switch family, enjoying their cozy home and the benefits of modern conveniences, while also being mindful of their electricity usage, remains a powerful symbol of the balance between comfort and conservation.
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