© london transport museum collection
Your guide to winter sales, by Reginald Percy Gossop, 1928
- Medium: Gouache
- Dimensions: Width: 625mm, Height: 1011mm
- Reference number: 1995/4033
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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The West End
In the same way that the City is traditionally London's business district, the West End has always been its centre for entertainment. Whether for shopping, eating out, going to the cinema or seeing a show, the West End featured on numerous London Transport posters. Being essentially a work destination, the City was rarely promoted for entertainment. However, it did occasionally feature on posters celebrating historic buildings and churches.
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