By the Seaside

Seaside resorts were some of the most popular holiday destinations in the first half of the twentieth century. Whilst the resorts themselves strove for somewhat unique images, they nevertheless agreed on the main tenets of their offerings. So too did holidaymakers, whose desire for photography made seaside resorts some of the most photographed destinations. This chapter examines how the GWR negotiated this visual vocabulary surrounding seaside life for advertising purposes, adapting its views in response to changing fashions and sensibilities. It devised emotional appeals to attract families, showed the ‘modern’ consumer the provisions for fun and variety, and deployed its own take on the advertising girl. This chapter demonstrates, however, that such images were contested and could lead to unexpected results for resorts.