By Catherine Gudis
First released in 2004. Routledge is an imprint of Taylor & Francis, an informa corporation.
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Extra resources for Buyways: Billboards, Automobiles, and the American Landscape (Cultural Spaces)
68 In Boston, theater managers were ordered by their board of aldermen “to tone down their representations of women in tights and skirts,” though the board could not agree on what constituted a “proper” poster. 69 Newspapers and the trade magazine Printers’ Ink, which represented the interests of advertising agents and print media, regularly excoriated the use of lithographs of their outdoor advertising competitors on the grounds that they were crude, lurid, and ineffective in conveying the advertisers’ message.
9). Using an authoritative quote from President Calvin Coolidge, it depicts the engines of industry churning out masses of identical packages. 5 In either case, the advertisement depicts the central preoccupation of the industry in mass producing mass-consuming audiences: where to find audiences, how to make their mass grow, and by what means to communicate with them. These were issues that each advertising medium addressed differently in the 1920s and 1930s. As for the outdoor advertising industry, since their billboards were located on the road and since their target audiences were mobile, it is not surprising that fostering a culture of mobility should have become central to its two inextricable goals: (1) to package and sell motorist attention to big business, and (2) to commodify spaces for motorists to traverse and consume.
51 It also was establishing a legal basis for billposting as a legitimate business, with claims just as rightful as other owners and renters of property. In this way it professionalized the indus- 23 24 B U Y WAY S try while it rationalized advertising services and spaces. As the industry consolidated, its ties to show business were strained. Billboard Advertising, the magazine of both advertising and show business, noted that the nature of postings was changing as greater numbers of general advertisers began to vie with theaters for use of the boards.