Black and white photograph of billboard posters on the platform at Caulfield Railway Station in Melbourne, circa 1940. The posters are advertising telephone installation, Bovril, and Hecla Electrics Pty Ltd new series of 'electric fires'. The models of electric fires featured are 'Quadra', 'Sphera', 'Verta', 'Fluta' and the 'Fluta-Bar', and prices are included in the poster. The designs mark Hecla's shift into a more modern and streamlined style.

This photograph is from an album containing 255 black and white photographs depicting electrical appliances, showroom displays, factory interiors and advertising material relating to Hecla Electrics Pty Ltd. It is part of the Hecla collection of photographs, documents, products, manuals and promotional materials from the Hecla Electrics factories in Melbourne. This collection dates from the late 19th century to the late 20th century and was acquired in 2004 from the current owner of the Hecla Electrics brand.

Hecla Electrics manufactured and distributed a wide range of domestic and commercial electric appliances products to Australasia, such as heaters, kettles, toasters, stoves and water heaters. Its client base included households, commercial businesses such as cafés, hospitals and offices, as well as the military. The company promoted its goods through advertisements in home magazines and displays in shop windows, home shows and the 1935 All-Electricity Exhibition. Hecla Electrics became a household name in Melbourne during the 1920s and remained a popular Australian brand until the late 20th century.'

Description of Content

Five billboard posters on a railway station platform. A sign is located in front of the billboards, and behind them are trees. Only three of the billboards are fully visible and legible.

Physical Description

Black and white photograph adhered with sticky tape to a blue cardboard mount, with inscription below the photograph. There are two part holes punched out at top [probably as stored in a ring binder].

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