Sandwich-Board Women in Berlin, 1920
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Sandwich-Board Women in Berlin, 1920
Photograph showing some sandwich-board women, with advertising on the back of their cloaks, walking the streets of Berlin in 1920. The advertising was for a newly opened variety theatre, the Scala
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Media ID 4377570
© Mary Evans Picture Library 2015 - https://copyrighthub.org/s0/hub1/creation/maryevans/MaryEvansPictureID/10219021
Berlin Cloaks Newly Opened Sandwich Scala Variety
EDITORS COMMENTS
This evocative photograph captures a scene from the bustling streets of Berlin in 1920, as a group of sandwich-board women make their way through the city. Dressed in heavy cloaks and carrying large advertising boards on their backs, they promote the newly opened Scala Variety Theatre with determination and enthusiasm. The theatre, which had recently opened its doors to the public, was an important cultural hub during the interwar period in Germany. The sandwich-board women, also known as "hawkers" or "walking advertisements," were a common sight on the streets of European cities during the early 20th century. They played a crucial role in spreading the word about new businesses, shows, and events, often working long hours in all weather conditions. In this image, the women's expressions suggest a sense of pride and camaraderie as they go about their work. The Scala Variety Theatre, which was located in the heart of Berlin, offered a diverse program of entertainment, including music, dance, comedy, and acrobatics. The theatre was known for its avant-garde productions and attracted a diverse audience, making it an important cultural institution in the city. The advertising on the women's boards reflects the excitement and energy surrounding the opening of this new cultural landmark. This photograph is a fascinating glimpse into the past, offering a glimpse into the daily life of Berlin in the 1920s and the role of advertising in promoting cultural events. The image is also a reminder of the resilience and resourcefulness of the sandwich-board women, who played an essential role in spreading the word about new businesses and shows in the city.
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