By Catherine Gudis
First released in 2004. Routledge is an imprint of Taylor & Francis, an informa corporation.
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Additional info for Buyways: Billboards, Automobiles, and the American Landscape (Cultural Spaces)
Posters commissioned by governmental agencies and service organizations were not the only ones to employ the rhetoric of patriotism or the imagery of wartime defense. Many regular commercial advertisements came to include tag lines at the bottom of their campaigns exhorting people to buy Liberty Bonds or merely using scenes of fighting soldiers to fuse the ideas of consumerism and citizenship. Wartime messages suggested that patriotism and the fulfillment of civic duty could be purchased along with, or just like, any other commodity.
56 Increasingly, it devoted less attention to billposting and more to show business. ” By the turn of the century, use of outdoor advertising grew, but so did advertising more generally, as a greater range of companies began to see its value. 58 The Billposters’ Association played no small part in ensuring the windfall. By systematizing the services of its members and driving out of business those that did not comply, it made the billposting business more agreeable to far more national manufacturers (plate 1).
Outdoor advertisers were well situated to fulfill Link’s promise. In 1912, the association formally established an education committee whose task was to create a central network for public service campaigns using open advertising space. They kicked it off in December 1913 with the circulation of ten thousand color lithographs of a Nativity scene, and at Christmas time every year thereafter, through at least World War II, this image graced billboards across America. General Ulysses S. S. S. Navy made liberal use of outdoor advertising for recruitment purposes.