<body> Public Ad Campaign: How To Look At Billboards By Howard Gossage
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Tuesday, June 16, 2009

How To Look At Billboards By Howard Gossage

So everyone should read Howard Gossage's How To Look At Billboards. It's a wonderful piece written in 1960 before the Highway Beautification Act of 1965. I'm not gonna talk at length about it, but the following quote is worth repeating. Rebuking what was then simply the Outdoor Industry and today the more aptly coined Outdoor Advertising Industry, Gossage defies the argument that "billboards are well-constructed and well-maintained."
"We'll accept that, although it does seem a trifle immaterial. It is rather like a man who is accused of shouting in a hospital quiet zone insisting that he has shiny teeth and gargles after every meal."

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