Perhaps the most easily recognizable advertising medium of the late 19th and early 20th centuries is the porcelain sign. Starting in the 1880s, companies saw the advantages of porcelain as a material that was both durable and weather resistant. Although these signs were first made in Germany, the manufacturing technique soon spread to America, where their bold colors and eye-catching graphics were put to good use advertising cigars, motor oil, railroads, and soda pop, especially Coca-Cola. With the onset of World War II, however, many of these signs were destroyed for the base metal they contained. Their resulting rarity makes them attractive to collectors.
A similar fate befell tin signs, which were often produced as a cheap alternative to porcelain ones. Unlike their porcelain companions, however, tin signs were prone to rust and degradation, so many of those that have survived the years are in poor condition.
On the other end of the size scale were celluloid pinbacks, cheap buttons that were meant to be worn and displayed. Some companies distributed pinbacks to encourage newspaper subscriptions or the purchase of particular brands of cigarettes, while others were handed out at political rallies as campaign pieces.
Alongside ads that were meant to be seen were ads that were meant to be used. Coca-Cola, for one, realized that practical pieces of advertising would last much longer than signs and posters, which were routinely discarded. Common types of “utilitarian” ads included thermometers, calendars, mirrors, and clocks, all of which bore a company’s brand name and image in some way or another. Some small storeowners, for example, kept their vintage Coca-Cola thermometers displayed in their stores, for the simple reason that they remained useful. Items that were never or barely used, of course, command the most attention from collectors.
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Share this itemNorth Bay Business Journal, September 1st
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