Simple Messages and Humble Folks

During the 1910s and 1920s, when billboards began targeting automobiles, advertisers placed a greater emphasis on how the message was conveyed and where the poster was located. The wordy billposters of the late 19^th and early 20^th centuries gave way to detailed images with simple, straightforward messages. As well, the advertisers began to psycho-analyze the consumers. A great deal of thought was put into appealing to consumers and grabbing their attention. As a result, many billboards had a humble, folksy quality, featuring what were thought to be typical Americans acting out everyday scenes. Many of these figures frequently recurred in advertisements, allowing consumers to develop a relationship with the character. The images themselves were quite detailed and were often described as snapshots of real life moments.

Folksy Billboards with Simple Messages and Everyday People: Image courtesy of Catherine Gudis, Buyways: Billboards, Automobiles, and the American Landscape, 2004.