Exceptional 4 1/2mX 7 1/2 photograph on 7 X 10 mount by the Garden City Foto Co. of Los Angeles, depicting a well-executed street advertising float drawn by two horses and occupied by two men in work attire. The float promotes L. Franklin’s boot and shoe store at 104½ South Spring Street, offering “reliable goods” at “reasonable prices.” Advertising copy is hand-painted on the sides of the float with confident flair, and a large placard reads “Boots and Shoes” in bold letters.

Taken on a quiet tree-lined street in front of a clapboard home, the image captures the mingling of commerce, labor, and residential life in early 20th-century Southern California. The use of a branded delivery or parade wagon exemplifies the energetic local marketing culture of the era. Imprint of Garden City Foto Co., 606 E. Fifth Street, appears blindstamped on the mount and elaborately printed on the verso.