Great American Billboards: 100 Years of History by the Side of the Road (Paperback)

by Fred E. Basten (Author)
Key Phrases: United States, Los Angeles, World War (more...)

Editorial Reviews

Product Description
Early in the 20th century, as Americans climbed into their Model-Ts and took to the open road, American manufacturers and retailers discovered miles and miles of new advertising space, and the audaciously oversized billboard was born. For a century, billboards have recruited, congratulated, teased, sold, and seduced us, promoting everything under the sun, from hosiery to war bonds, presidential candidates to rock shows. GREAT AMERICAN BILLBOARDS not only offers a lively look back at changing styles, products, and tastes, but is also an important visual record of this largely unheralded yet ubiquitous American art form.

From the Publisher
* A look at America's ever-changing cultural, political, technological, and economic landscape, decade by decade from 1900 to 2000, through the bold and evocative graphics of 180 billboards. * Most examples in this extensive collection have never been reproduced until now. * A great visual reference or gift for graphic artists, designers, collectors of advertising, and lovers of Americana.

See all Editorial Reviews

Product Details

• Paperback: 224 pages
• Publisher: Ten Speed Press; illustrated edition edition (January 1, 2007)
• Language: English
• ISBN-10: 1580086586
• ISBN-13: 978-1580086585
• Product Dimensions: 10.9 x 6.5 x 0.6 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 3.7 out of 5 stars See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #244,202 in Books (See Bestsellers in Books)

  Popular in these categories: (What's this?)

  #50 in	Books > Nonfiction > Transportation > RVs
  #74 in	Books > Entertainment > Pop Culture > Americana

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars May be the most comprehensive catalog of billboard photos throughout the 20th Century!, June 19, 2007

By	BlogOnBooks "BlogOnBooks" (Los Angeles CA) - See all my reviews

In 1908, Henry Ford introduced the world to his first Model T automobile, and with only 150 miles of paved road in America, the American billboard industry first took hold. Billboard advertising is unlike any other advertising in that the sponsor has only a few split seconds to get his message across. By nature, billboards have historically been about immediacy and impact. One need only look through Fred Basten's chronicle, "Great American Billboards" to see the sudden impact an advertiser's message must convey to be an effective marketing tool. Basten's quest began at a 1995 luncheon where he was introduced to Joe Blackstock, the historian for the famed outdoor advertising company Foster and Kleiser. By gaining access to F&K's vaults. Basten was able to assemble what may be the most comprehensive catalog of billboard photos throughout the 20th Century. From the early days of motorcars and now defunct consumer goods companies, to the years of the war effort of WWII ("Smash the Axis. Pay Your Taxes") liquor, movie ads and cigarettes (including the famous Camel smoking billboard in Times Square) America's billboards reflect the times we live in. Basten chronicles the evolution of outdoor advertising from one-color product shots and clever slogans from the 20's and 30's to the 70's era 'less is more' statements to the 80's and 90's versions of the construction board, where three dimensional installations were used to expand the borders of the traditional board to grab drivers attention. (Shamu, anyone?) Unfortunately, most of the book relies on Basten's access to one company's archives and thus it's examples are more limited than they might otherwise be, but 'Great American Billboards' is nonetheless a look at our consumer society from a unique historical perspective.

2 of 2 people found the following review helpful:

3.0 out of 5 stars Highway shouts, May 17, 2008

By	Robin Benson - See all my reviews (REAL NAME)

The first thing that came mind when I looked through this book was why there were so many black and white photos. The first color billboard photo is from 1954 for Budweiser on page 136. The previous pages have some color but they are illusrations. Most of the contents seem to be mono photos which can hardly do justice to this obviously colorful medium. The book evolved from the archives of Foster and Kleiser (now owned by Clear Channel Outdoor) and maybe the company didn't need to take color shots for their files. As the contents relate only to F and K sites the word Great in the tile is rather misleading, this is not a collection of well designed posters by any means.

I thought the most interesting part of the book were the chapters covering the Second World War. Companies and the Government went all out to use billboards as morale boosters. There are several examples of recruiting, buy War Bonds, give blood, share you car with a serviceman or War services come first...that's why you can't always buy Wrigley's.

Missing from the pages is any in depth reference to how these huge posters and paintings are produced. On page 154 there is a fascinating photo of a painter working, in 1962, on a huge female face, I assume in the F and K studio and the author mentions contemporary posters using digital imaging printed on weather-resistant vinyl. Production techniques would have made an interesting two or three pages.

Basten's book invites comparison with one by James Fraser The American Billboard: 100 Years which came out in 1991 but I see it is still available quite cheaply from several internet sellers. This has 166 illustrations (with 150 in color) and nicely the editorial tends to feature more award winning and distinctive posters than Great American Billboards, also the text relates to the poster industry, ad agencies and designers. Of the two books I much prefer Fraser's, it's larger and overall a much more lavish production.

***FOR AN INSIDE LOOK click 'customer images' under the cover.

3.0 out of 5 stars Nostalgia not design, December 4, 2008

By	Daniel P. Klimke "Red Right Hand" (Hillsboro, OR) - See all my reviews (REAL NAME)

I bought this as inspiration for some design work but it is more of a coffee table book for entertainment rather than design inspiration.