1937 Photograph of the Interior of a General Store in Pine Castle, Florida.
A visually-rich image in terms of documenting the material culture found in a small general store in Pine Castle, Florida at the tail-end of the Great Depression.
The photograph is packed with a wealth of information. From the 1937 calendar affixed to a pillar post—with adjacent placards advertising “Simplicity” brand women’s dress patterns and “Fine Quality” scissors—to wall and point-of-sale signs for Durkee’s margarine, Luzianne coffee and chicory, Kellogg’s All-Bran and Corn Flakes cereals, Cracker Jack popcorn candy, Paramount toothbrushes, and Scripto pencils. Show cases and shelves display clothing by Moorewear, baby shoes, Polar White shortening, Hershey’s Cocoa, and various products from Heinz plus numerous bottles, cans, tins, jars, and boxes.
The proprietor and his wife, and presumably his son, holding a cigarette in his hand, pose for the camera. The two men wear identical leather jackets, shirts, and pants. Both sport bow-ties.
Description: 1937 Photograph of the Interior of a General Store in Pine Castle, Florida.
[Florida. 1937]. Silver print; image size: 4¼ x 6½ inches. Lightly worn, near fine.