Picturegoer — Week ending 10 July 1943
Alan Ladd cover · wartime dress-shield shortage advertising · ‘Roams Round Hollywood’
Picturegoer for the week ending 10 July 1943, built around a large colour portrait of Alan Ladd. The rear page is an unusually useful piece of wartime consumer evidence: an Odo-ro-no advertisement begins ‘IF YOU CANNOT GET DRESS SHIELDS’ and explicitly describes a shortage, pitching deodorant as a substitute means of protecting scarce clothing and uniforms from perspiration.
Read the catalogue note →- Organisation
- Odhams Press
- Condition
- Fair to Good appearance for an original 1943 wartime issue, ungraded. Strong and largely clean Alan Ladd cover image, but with conspicuous top-edge loss affecting part of the frequency banner, spine and edge wear, creasing and smaller edge losses. Interior remains highly legible.
- Completeness
- Assumed complete under the standing TMR magazine rule unless the owner states otherwise. Front cover, rear page and one interior spread are supplied; no page-by-page collation has been performed.
- Date
- Week ending 10 July 1943
- Territory
- United Kingdom
- Language
- English
- Format
- Illustrated film fan magazine; cover states ‘Every Other Thursday’
- Orientation
- Portrait
- Status
- Original period publication
- Release context
- British wartime Picturegoer issue combining an Alan Ladd star portrait with wartime scarcity advertising, Hollywood candid photography and reader discussion of film anthologies
Catalogue note
Picturegoer for the week ending 10 July 1943, built around a large colour portrait of Alan Ladd. The rear page is an unusually useful piece of wartime consumer evidence: an Odo-ro-no advertisement begins ‘IF YOU CANNOT GET DRESS SHIELDS’ and explicitly describes a shortage, pitching deodorant as a substitute means of protecting scarce clothing and uniforms from perspiration. It sits beside beauty, dental and medicinal advertising. Inside, ‘Our Candid Camera Roams Round Hollywood’ assembles informal photographs of stars and servicemen, while the letters page debates film anthologies and the preservation or compilation of notable film sequences. Together the issue documents star culture, wartime scarcity, consumer adaptation and contemporary film spectatorship.
Why this object matters
Score and assessment method
Archive Importance: 9.3 / 10 · Gold Star.
This is a curatorial judgement, not a measurement accurate to one tenth or a market valuation. Read the explanation and its evidence limits together.
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