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Hovis is one of the most important breadmakers in Britain. The Twentieth Century has seen a gradual concentration of the UK Flour milling industry - now one of Europe's most modern and efficient. In 1907 there were 1,250 mills but by the 1930s this number had fallen by over a half. Now the UK has about 73 mills compared to France's 754, Italy's 647 and Germany's 540. We do not yet know much about the Hovis company. The Hovis adverisment we have found looks to be from the 1920s. We are not sure why the 'o' is written with some kind of European accent mark. The boy in the ad wears a blouse with Peter Pan collar, a string tie, short pants, white socks, and strap shoes. Notice that the boy is depicting as cwearing short pants rather than kneepants. We believe hat this would have been preceivd by consumers as a boy from an affluent, but not rich family.
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