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Simple answer: you don't.
Don't assume that just because something is often reproduced, it's freely copyable. In most cases it isn't. Remember that in most countries, copyright extends for 70 years after death, which means that a picture taken in 1942 will still be protected by copyright even if the photographer died on the day it was taken.
Image rights are a nightmare. It's just not worth the risk of using an existing image.
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