Rare Cleveleys Advertising for Westmoreland’s Pastries Magic Lantern Slide c1930.

This is an antique glass magic lantern slide produced for advertising Westmoreland’s Pastries. I was manufactured by the Cleveleys Advertising Co., based in Blackpool.  Cleverlys were known for supplying local and national businesses with hand-painted, photographic, and glass lantern slides to be shown in movie theaters and local entertainment venues, mostly tied to the seaside entertainment industry. During the late 19th and early 20th centuries, local cinemas, music halls, and community venues would project these glass slides before the main feature or during intermissions to advertise local businesses, shops, and products.

Westmoreland’s Pastries were located at Paper Mill Road and 487 Bellhouse Road in Shiregreen, they were remembered by locals as a cornerstone of the neighborhood's shopping parade, serving generation after generation of Shiregreen families with fresh bread, savory pies, and traditional bakes.

The magic lantern features an illustration depicts a family from the mothers viewpoint, gathered around a dining table enjoying a meal, paired with the humorous advertising slogan: ‘You must excuse their manners, but they know they're Westmoreland's Pastes.’ It also gives the two addresses used by the company: A. E. Westmoreland, Paper Mill Road, Shiregreen and 487 Bellhouse Road, Shiregreen, Sheffield.

In the 1920’s and 1930s, Paper Mill Road and Bellhouse Road in Shiregreen underwent rapid changes during this time, quickly growing from a small village into an independent parish by 1938. Bellhouse Road's name derives from the historic seventeenth-century Bellhouses (built in 1600), which were demolished to make way for these new municipal homes. Tragically, residents of Paper Mill Road were impacted during World War II, with recorded casualties such as local firefighter Tom Stacey of 90 Paper Mill Road who was killed in action during the December 1940 Sheffield Blitz.

The slide is in excellent condition, it measures approx. 8.1cm by 8.1cm.

The slide offers a wonderful insight into Shiregreen local history.

Please see pictures for more details.

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