Shop Between 10 and 4, by Edward McKnight Kauffer, 1931
- Published by Underground Electric Railway Company Ltd, 1931
- Printed by Vincent Brooks, Day & Son Ltd,
- Format: Double royal
- Stylistic influence: Futurism
- Dimensions: Width: 635mm, Height: 1016mm
- Reference number: 1983/4/3002
The range of entertainment on offer in London provided countless vibrant and enticing subjects for transport posters. Rather than advertising specific venues or events, posters usually promoted general activities such as shopping or going to the theatre. Many aimed to encourage travel to the city in the evenings and at weekends. Others encouraged regular commuters to stay in the city after work, rather than travelling home at rush hour. In the 1930s, posters were also issued with listings of specific events scheduled for that week.
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Some of the Underground's most iconic posters promote shopping. Many reminded the public of seasonal events, such as the winter or summer sales. Others encouraged shopping trends, such as travelling at off-peak times or shopping early for Christmas. These posters were predominantly aimed at women. Although the West End and Kensington were always the principal shopping districts, a small number of destinations outside central London were promoted for their shops.
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