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Buyways : Billboards, Automobiles, and the American Landscape - Catherine Gudis


Billboards, Automobiles, and the American Landscape


Published: 1st April 2004
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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"

Introductionp. 1
Before the Carp. 9
Producing A Landscape of Signs
A Nation on Wheelsp. 37
The Culture of Mobilityp. 40
Producing Mobile Audiences and Corridors of Consumptionp. 49
The Aesthetics of Speed and the Powers of "Picturization"p. 66
Modern Art and Advertisingp. 79
Distributing Traffic and Trade: Decentralization and the Birth of the Strip
Visualizing Distributionp. 101
The Consolidation and Growth of National Advertisingp. 103
Traffic and Trade: "Buying Power in Motion"p. 115
An Architecture of Mobilityp. 127
The Stripp. 151
"The Billboard War": Scenic Sisters and the Business of Highway Beautification
"The Billboard War"p. 163
When Separate Spheres Collidep. 166
The Pastoral Viewp. 182
"Billboard Barons"p. 196
Zoning and the Road to Federal Legislationp. 211
Losers and Winnersp. 227
Conclusion: The Road Aheadp. 231
Acknowledgmentsp. 247
Notesp. 251
Bibliographyp. 303
Illustration Creditsp. 319
Indexp. 323
Table of Contents provided by Rittenhouse. All Rights Reserved.

ISBN: 9780415934541
ISBN-10: 0415934540
Series: Cultural Spaces
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 336
Published: 1st April 2004
Publisher: Taylor & Francis Ltd
Country of Publication: GB
Dimensions (cm): 22.9 x 17.8  x 2.54
Weight (kg): 0.88
Edition Number: 1