Canny companies have often employed the colourful imagery of the changing seasons to sell their products.
And as this cute vintage advert for Trixie Umbrellas shows, the weather in particular can prove to be an excellent marketing tool.
Tapping into the traditional idea that April is a month of unpredictable showers, the ad dates from 1920-39 and is made from simple papier mache and wood.
Originally, it would have been displayed in shops to encourage people to pick up and umbrella and be prepared for any unexpected downpours.
Today, it is on display at Leeds City Museum as part of a popular exhibition exploring the impact the changing seasons have on the world we live in.
For All Seasons, which is free to enter, features vintage fashions, wildlife, some 100 year-old decorative Easter eggs, delicate ceramics, and paintings by world-famous Leeds artist John Atkinson Grimshaw, on loan from Leeds Art Gallery.
Ruth Martin, Leeds Museums and Galleries curator of exhibitions, said:
“The fact that businesses use the changing seasons so frequently in their adverts is recognition of how much influence they have on the way we live our lives, dictating everything from what we wear to how we travel and the leisure activities we enjoy.
“It also shows how beautiful and inspiring the imagery of the seasons is and how it can grab our attention and fire our imaginations.”
The umbrella advert is displayed with a huge variety of other exhibits around a series of imaginative centrepieces such as a giant sandcastle, indoor tree, traditional sledge and hook-a-duck pond.
The exhibition is also accompanied by specially-recorded classical piano sheet music from the museum’s collection.
Councillor Brian Selby, Leeds City Council’s lead member for museums and galleries, said:
“The seasons, and the profound effect they have on the world, have been an inspiration to some of history’s most celebrated artists, sculptors, composers and musicians and it’s wonderful that the museum will be celebrating this in such an interactive and accessible way.
For All Seasons runs until August 28. For more details about the exhibition and the programme of activities, please visit: http://www.leeds.gov.uk/museumsandgalleries/Pages/Seasons.aspx