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Cinema advertising slide promoting Hartley Cycles, about 1937

2014.0020.0002

Cinema advertising slide promoting Hartley Cycles, about 1937

Object information

Description

James R. Hartley (d.1934) moved to Bendigo after travelling there from Melbourne in 1895 to compete in a cycle race. [4] A 'keen interest in cycling' led him to open a store specialising in sporting and cycling goods, and to produce Hartley-branded bicycles. [5] 'Hartleys' was one of many small businesses established to cater to growing demand for bicycles in Australia at that time. As his business expanded, Hartley opened major stores in Melbourne and his bicycles, along with a lengthy list of components and accessories, could be ordered via catalogues and through an extensive network of agents in towns across Victoria and southern New South Wales. This cinema advertising slide was produced by Alex Gunn & Sons, of 9 Collins Place, Melbourne, a specialised glass slide-making company (ca. 1903-1955). It reproduces a print advertisement for Hartley Cycles published in the Argus newspaper in 1937. The slide features the scene of a rider sitting beside his broken bicycle with a road marker showing '35 miles to Melbourne' in the background. It is a good example of the 'reliability' type of bicycle advertisement, in which durability (important for Australian conditions and distances, as well as brand reputation) was strongly emphasised.

Physical description

A glass slide advertising Hartley bicycles, in yellow, green, red, blue and black. The slide depicts a man sitting on the ground beside an upturned bicycle with text below him that reads, 'I should have / bought a / HARTLEY'. A further panel to the right reads in part, 'ALL BRITISH / and / GUARANTEED 10 YEARS / ? /'. Below this is the text, '74 BRIDGE STREET / BALLARAT.'.

Object information

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