{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O128415"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O128415/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2006AM3905/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2006AM3905/","_alt_iiif_image":[],"imageResolution":"low","_images_meta":[{"assetRef":"2006AM3905","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false},{"assetRef":"2021MW6873","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false}]},"see_also":null},"record":{"systemNumber":"O128415","accessionNumber":"E.2913-1995","objectType":"Poster","titles":[{"title":"Here comes the bride","type":"generic title"}],"summaryDescription":"The British Ministry of Health's campaign against the spread of venereal disease (VD) during World War II warned men in the armed forces of the risks involved in casual sex, particularly when undertaken with promiscuous ('easy') women or prostitutes. 'Here Comes the Bride' reminds the male viewer of his social - and personal - responsibilities, and places the woman in the role of innocent virgin bride, in stark contrast with its companion poster, 'VD, the easy girlfriend' (E.2914-1995).","physicalDescription":"Portrait format poster, blue ground fading to black, upon which is the white silhouette of a bride.  Two shadowy hands grasp at her, and the slogan reads, 'Here Comes the Bride'.  Warns of the dangers of venereal disease and advises treatment.","artistMakerPerson":[{"name":{"text":"Mount, Reginald","id":"A7806"},"association":{"text":"designer","id":"AAT25190"},"note":""}],"artistMakerOrganisations":[{"name":{"text":"Ministry of Information","id":"A7822"},"association":{"text":"publisher","id":"x32600"},"note":""},{"name":{"text":"Ministry of Health and Central Council of Health Education","id":"A7921"},"association":{"text":"publisher","id":"x32600"},"note":""}],"artistMakerPeople":[],"materials":[{"text":"printing ink","id":"AAT187371"},{"text":"paper","id":"x30308"}],"techniques":[{"text":"colour lithography","id":"AAT190525"}],"materialsAndTechniques":"Colour lithograph","categories":[{"text":"Health","id":"THES48942"},{"text":"Prints","id":"THES48903"},{"text":"Propaganda","id":"THES48902"},{"text":"Posters","id":"THES252963"}],"styles":[],"collectionCode":{"text":"PDP","id":"THES48595"},"images":["2006AM3905","2021MW6873"],"imageResolution":"low","galleryLocations":[{"current":{"text":"LVLC (VA)","id":"THES49171"},"free":"","case":"Y","shelf":"70","box":"D"}],"partTypes":[[{"text":"poster","id":""}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"United Kingdom","id":"x29336"},"association":{"text":"published","id":"x30682"},"note":""}],"productionDates":[{"date":{"text":"ca. 1943-ca. 1944","earliest":"1938-01-01","latest":"1948-12-31"},"association":{"text":"published","id":"x30682"},"note":""}],"associatedObjects":[],"creditLine":"Given by Edwin Embleton MBE","dimensions":[{"dimension":"Height","value":"378","unit":"mm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"approx.","note":""},{"dimension":"Width","value":"254","unit":"mm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"approx.","note":""}],"dimensionsNote":"","marksAndInscriptions":[],"objectHistory":"","historicalContext":"","briefDescription":"'Here comes the bride', poster warning of the dangers of VD, designed by Reginald Mount for the Ministry of Information, UK, 1943-44","bibliographicReferences":[],"production":"Produced by the Ministry of Information for the Ministry of Health and the Central Council of Health Education\n\nReason For Production: Commission","productionType":{"text":"Mass produced","id":"THES48863"},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[{"text":"World War II (1939-45)","id":"V16"}],"associatedEvents":[],"contentOthers":[{"text":"women","id":"AAT25943"},{"text":"bride","id":"x36606"},{"text":"silhouettes","id":"AAT15423"},{"text":"hands","id":"x31539"},{"text":"veils","id":"AAT46128"}],"contentConcepts":[{"text":"Venereal Disease","id":"x36184"},{"text":"Health and Safety","id":"x36185"},{"text":"Sexuality","id":"AAT55187"},{"text":"marriage","id":"AAT55475"},{"text":"propaganda","id":"AAT55539"}],"contentLiteraryRefs":[],"galleryLabels":[],"partNumbers":["E.2913-1995"],"accessionNumberNum":"2913","accessionNumberPrefix":"E","accessionYear":1995,"otherNumbers":[],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2025-04-05","recordCreationDate":"2006-10-06","availableToBook":false}}