e·phem·er·a: things that exist or are used or enjoyed for only a short time.
The California Historical Society has large holdings of ephemera related to the City of Los Angeles and Los Angeles County dating back to the mid-1800s. Examples include colorfully illustrated advertisements and promotional materials from enterprises large and small in a range of industries that speak to an optimistic, thoroughly modern early-twentieth century Los Angeles. The California mythos is especially evident in a selection of wine, beer, and spirit labels from the Kemble Collections on Western Printing and Publishing. Designed during the terrible privation and unrest of the Great Depression for the Southern California producers of mass manufactured, highly alcoholic wines and liquors, the labels invoked deliciously unrealistic fantasies of peace, plenty, and the high-class life.