The highway has become the buyway. Along the millions of miles the public travels, advertisers spend billions on images of cola, cars, vodka, fast food, and swimming pools that blur past us, catching our fleeting attention and turning the landscape into a corridor of commerce.
A smart, succinct, and visually compelling history of the billboard in America, "Buyways" traces how the outdoor advertising industry changed the face of American commercialism. Taking us from itinerant bill-stickers of circus posters in the 19th century to the blinking, beeping, 3-D eyesores of today, Gudis argues that roadside advertising has turned the landscape itself into a commodity to be bought and sold as advertising space.
"Buyways" vividly chronicles the battles between environmentalists and businessmen as well as the response of artists, from New Deal photographers who satirized the billboard-infested landscape to commercial artists who embraced the kitsch of it all. It also shows how advertisers tapped into the American mythology of the open road, promoting mobile consumption as the American Dream on four wheels.
Entertaining and brilliantly illustrated, "Buyways" is a vibrant road map of the new geography of consumption. Also includes an eight page color insert.
"'I found the book very interesting and was impressed by both the clarity and confidence of the writing, and by the conceptualization of the project.' - Stuart Ewen"
|Before the Car||p. 9|
|Producing A Landscape of Signs|
|A Nation on Wheels||p. 37|
|The Culture of Mobility||p. 40|
|Producing Mobile Audiences and Corridors of Consumption||p. 49|
|The Aesthetics of Speed and the Powers of "Picturization"||p. 66|
|Modern Art and Advertising||p. 79|
|Distributing Traffic and Trade: Decentralization and the Birth of the Strip|
|Visualizing Distribution||p. 101|
|The Consolidation and Growth of National Advertising||p. 103|
|Traffic and Trade: "Buying Power in Motion"||p. 115|
|An Architecture of Mobility||p. 127|
|The Strip||p. 151|
|"The Billboard War": Scenic Sisters and the Business of Highway Beautification|
|"The Billboard War"||p. 163|
|When Separate Spheres Collide||p. 166|
|The Pastoral View||p. 182|
|"Billboard Barons"||p. 196|
|Zoning and the Road to Federal Legislation||p. 211|
|Losers and Winners||p. 227|
|Conclusion: The Road Ahead||p. 231|
|Illustration Credits||p. 319|
|Table of Contents provided by Rittenhouse. All Rights Reserved.|
Series: Cultural Spaces
Number Of Pages: 336
Published: 1st April 2004
Publisher: Taylor & Francis Ltd
Dimensions (cm): 22.9 x 17.8 x 2.8
Weight (kg): 0.89
Edition Number: 1