The back roads of America once served as the platform for one of the most successful advertising campaigns of the 20th century. The idea was simple, the results incredible. Four red signs were placed at 50 foot intervals, three with a portion of a clever saying and the fourth with the name of the company, Burma Shave.
Advertising concepts have always been highly competitive in a market where the public loves you in January and can’t remember your name by June. The creativity and persistence of the American advertising pioneers is truly to be admired, and the thousand of collectors of advertising memorabilia pay tribute to their work.
The companies of the mid-1800s faced a number of obstacles, not the least of which was the fact that they were often dealing with an illiterate public. In order to make people understand what they were trying to sell they turned to the use of colorful graphics. As a result, artfully decorated hand mirrors, thermometers, tape measures and fans were produced to advertise everything from talcum powder to soft drinks.
Tin containers, highly collectible for their wonderfully executed lithography, first appeared ion the mid-1880s. The subtle colors and intricate art work of these early tins is among some of the finest to be found on any advertising collectable. Tobacco tins are the most highly sought by collectors, but there is also interest in coffee, talcum, cracker, and candy tins. Broken hinges and rust considerably reduce the value of these early tins.
Porcelain signs first appeared in American in 1890 and are collected not only in the category of advertising, but also as art objects. Topic matter on these signs will be indicative of the period of origin. A well developed collection offers insight into the popular amusements, humor and taste of the time frame in which the signs were produced. The shifting moral attitude of our culture also comes into play when determining the age of porcelain signs. This is most apparent in the presence of the female form in advertising. From the modesty of Victorian era ladies to the bikini-clad gals of the late 20th century, beautiful women and product promotion have been constant companions.
The unfounded claims and exaggerations of early advertising are often an amusing draw to the collector. Tonics and potions lead the way with their claims to cure everything from rheumatism to hair loss. In 1906 the Federal Food and Drug Administration curtailed these laughable deceptions.
One of the most effective and enduring forms of product recognition came through the use of character logos. The Goose trademark from The Red Shoe Company, the Campbell Kids, Mr. Peanut, and the RCA Victor dog Nipper are some of the most highly sought images.
Old porcelain has been in reproduction for years. Watch for signs with three or more fired-on colors, as this is an indication of age. Older signs will also be very heavy, while newer counterparts are made of flimsy lightweight material.
In an age where a computer can generate most anything the mind can conjure, I rather miss the old days. As for me . . . computer graphics . . . and high tech designs . . . will never replace . . . the Burma Shave signs. Until next time….Linda
Irvington resident Linda Kennett is a professional liquidation consultant specializing in down-sizing for seniors and the liquidation of estates and may be reached at 317-258-7835 or lkennett@indy.rr.com