Framed advertising poster W E Occleshaw

Catalogue Number: 689
Framed advertising poster W E Occleshaw
Category: Memorabilia and ephemera
Sub-Category: Advertising, ophthalmic practitioners
Year Of Publication/Manufacture: undated c 1940
Time Period: 1940 to 1999
Place Of Publication/Manufacture: Melbourne
Publisher/Manufacturer: unknown
Description Of Item: Advertising poster for W E Occleshaw, Optometrist and Optician of 323 Bourke Street Melbourne, advertising his possession of a Greens' refractor head and modern instrumentation, with a black and white picture of an optometrist and patient in a consulting room, showing a Greens refractor, a Bausch and Lomb keratometer, a test chart projector, a Bausch and Lomb indirect ophthalmoscope (see in reflection in a mirror) together with a hydraulic chair and instrument stand of the type used in the 1940s and 1950s, framed with a wooden brown frame 405 mm W x 580 mm H and glazed. A detail of the insert photograph of the consulting room in this poster is in digital image format in iPhoto file 1792 x 1427 935 kb on the museum computer.
Historical Significance: The date of this item is uncertain. Its style and the dress of the people in the photograph indicate that it dates from the late 1940s to early 1950s. The Green's refractor was the most popular refractor in use in Melbourne in the 1950s (the clinic of the Australian College of Optometry was equipped with them) and into later years. It was manufactured by Bausch and Lomb. The patent for the Greens refractor was lodged in 1929 (see picture page A57 in Hirschberg's History of Ophthalmology Vol II Part 2) and we have a manual for it dated 1935. (cat No 1223). The telephone number on the poster is F6068. This telephone number is given in Melbourne telephone directories for May 1936 to Feb 1945 as the number for WE Occleshaw Optometrist at 323 Bourke Street. He is also listed in the November 1929 directory but the telphone number is Central 7560. In the November 1951 Directory his telephone number is FA8912. The F6068 telephone number dates this poster between November 1929 and Nov 1951. The early date is unlikely because the Greens Refractor had just been patented in 1929. Refractors (also called phorometers or phoropters) were devised in the 1930s -1940s to make refraction quicker than with a trial lens set and trial frame and they also held devices such as Maddox rod and Risley prisms for the measurement of heterophoria. In fact the first phorometers were devised for this latter purpose early in the 20thC. (See Cat no 5, 351 and 550). Spherical and cylindrical lenses on rotary discs were added later.
How Acquired: Donated by Pharmacy Board of Victoria, which found it in 2008 on cleaning up its offices
Date Acquired: 15 April 2008
Condition: Good some lettering faded
Location: Archive room. East wall slat board

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