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13864226
Wall Art and Photo Gifts from Mary Evans Picture Library
13864226
Mary Evans Picture Library makes available wonderful images created for people to enjoy over the centuries
Media ID 32308330
© Aviation Ancestry
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VISUAL DESCRIPTION
This is a vintage black and white advertisement featuring an illustration with a humorous tone. The main message of the ad is "Don't take unnecessary risks. . . " which is prominently displayed at the top. The illustration shows an exaggerated scene where an overheated hunter, who appears to be sweating profusely, has taken off his hat to cool down. Unbeknownst to him, there's a tape measure-like snake slithering out from his hat towards a nearby tree. In the background, two animals—a hippopotamus and what seems like an antelope—are observing this scene with apparent amusement or curiosity. Below the image are two sections of text that further emphasize the message: 1. A narrative-style warning that begins with "WHEN this overheated hunter gets his tape back he'll think twice before he takes another unnecessary risk. " It goes on to suggest that taking needless risks can lead to trouble whether in hunting or business. 2. An admonition stating "you just can't afford unnecessary risks—it pays to be sure in the first place!" This section also serves as a segue into promoting Salter scales by drawing parallels between avoiding physical dangers and ensuring accuracy in weighing for both personal and professional purposes. At the bottom, it says "INSIST ON QUALITY BY SALTER of course" followed by "Buy SALTER Scales, " positioning Salter as a trusted brand for quality products. Finally, we have information about the company: "GEO. SALTER & CO. LTD. —WEST BROMWICH, " indicating its name and location. The overall style of artwork along with typography suggests that this advertisement could date back several decades when such illustrations were commonly used for marketing purposes before modern photography became widespread in advertising.
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