Excerpt from Outdoor, Street-Car, and Radio Advertising
1. Scope of the Subject. - Advertising in the open air is the oldest form of written publicity. As it exists today, it is one of the most effective. It has made tremendous strides within the last few years; not only in quantity, but noticeably in the quality of the whole medium - in its structural betterment and its copy beauty. Structures are finer; locations are more judiciously selected; standardization has brought progress, and the general tone has been raised to the point where many of the best advertisers consider outdoor advertising an indispensable part of their campaigns.
In Europe, posters occupy a very high place in the esteem of the public and have always been used by governmental departments. The Frenchman or German has a good time with his posters. They are clever - or bold - and often naive. He makes them simple and clean, and one feels that the artist himself has dominated the planning of the outdoor message at all times during its preliminary and finished stages. This characteristic gives to French and German posters a very definite personality.
English outdoor advertising is often beautiful, especially the posters produced by some of the railways, showing famous localities along their routes.
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