The artwork employed by the publicity department was often influenced by the art movement of the day, for example Art Deco, Art Nouveau or orientalism (Jack's the Boy, 1932; The Ghost Goes West, 1935; The Good Companions, 1933).

Some press books might be illustrated with woodcuts or linocuts (The King's Highway, 1927).

Several images might be selected to publicise one film, each suggesting a different aspect of the story, its treatment or its star (A Tale of Two Cities).