Escapees May-June 2023

places. These billboards motivated and communicated to the nation about the war emergency facing Americans. These billboards depicted visions of battleships, explosive war scenes, along with promises for a brighter future. They also were supposed to mobilize the American public into supporting the war effort and “working for the war.” They called upon the public for help whether it be buying war bonds or saving grease. Howard Miller’s “We Can Do it!” as well as the poster displaying “Rosie the Riveter” were very popular and sent good messages for helping with the war effort by contrib uting to production. These billboards often were decorated with American fl ags. Attracting Attention Down through the years, many innovations have changed billboard appearances and improved the effectiveness of their messages. Generally, when travelers see billboards, they are tempted to act by purchasing some item or patronizing a certain business. Great competition exists among fast food restaurants and other busi nesses. So, what can a business owner do to attract attention to his business and gain customers? Billboard advertisements often solve that problem. McDonald’s bulletin board with an egg hatching certainly would gain attention and, perhaps, customers. Other unusual billboards that appealed to the sense of smell and taste were those sponsored by a popular restaurant. These billboards, at certain times of the day, emitted aromas of cooking meat. Unbelievable but true, the American public may be exposed to up to four thousand ads per day. Now, this poses a problem for those advertising. How can they get an “edge” on enticing more travelers to be in fl uenced to try their product? Travelers and others really do read messages on billboards. An Arbitron study discovered that 71 percent of people report not just seeing billboards but actually noting what ison them. Rental Fees The costs to advertise on billboards is, at times, very expensive. Google paid $2.5 million to rent the billboard

DOROTHY RIEKE began teaching at the age of 16 and continued to teach for over 40 years. After retirement, she has spent most of her spare time writing for magazines. She lives on a farm with her husband in southeastern Nebraska. when it debuted in New York City. This tech giant paid about $625,000 per week in rental fees. Of course, keep in mind that the average daily traf fi c will see the billboard over that month-long display. Important, too, is that outdoor advertising can be up to 80% less expensive than advertising on TV and 60% less than newspaper advertising and up to 50% less than using radio for advertising. Throughout the years, billboards, always a popular form of advertising, pro fi tedmore when the Interstate highway system became a reality. This system of connecting different states through safe and ef fi cient roads, spanned 49,000 miles. With this many view ers involved, opportunities for advertising on billboards became immensely popular. Legends of America Some were especially captivating, such as the Burma Shave road signs, often referred to as “Legends of America.” Each sign was about 10 inches tall and 36 inches wide. Four or fi ve signs would be placed at inter vals along the highways so that when drivers passed them, they could read each one. These red painted signs were eye-catching with white letters. Over 7,000 of these signs were constructed in 45 states. The sign program ended in 1963. All kinds of billboards have appeared down though the years. Boring billboards are not effective, so creative people have designed many types of boards to engage the public in viewing and acting. One company uses live pigeons on its billboards, another is made with 7,563 dice, another displays real money and “ cutout” models are used on some billboards to gain attention of drivers. There are animated digital billboards, billboards made of glass, mystery billboards and many others. Even though billboard uses have changed to some extent over the years, billboards have a place in history for spreading a real message and getting real results.

Burma Shave Sign Series Poetry “LEGENDS OF AMERICA” Hardly a driver Is now alive Whopassed

On a hill at 75 Burma Shave Thewolf Is shaved

So neat and trim Red Riding Hood

is chasing him Burma Shave Within this vale Of toil Andsin Your head grows bald But not your chin Burma Shave Many a forest Used to stand Where a lighted match Got out of hand

Burma Shave No lady likes Tosnuggle Or dine Accompanied by

A Porcupine Burma Shave Thirty days Hath November, April, June and TheSpeedO ff ender Burma Shave

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ESCAPEES Magazine May/June 2023