Leica Advertising

Gelatine silver print, mounted behind cardboard of the photograph in size of the negative (24x36mm) and enlarged (size 25x37cm without cardboard). The photograph shows a German military scene with 'Leitz Elmar f=5cm 1:3,5 Agfa Brovira Vergrößerung Leica' on cardboard. Unlike conventional advertising materials, which focused on cameras and their technical specifications, these enlargements laminated onto carton, so-called 'enlargements for loan', served to document the firm’s accomplishments and were loaned to Leica retailers and representatives worldwide.