The Evening statesman. [volume] (Walla Walla, Wash.) 1903-1910, 1909-04-15
GROWTH OF ELECTRIC SIGNS.

TIE dazzling light which envelops
the cities of this country today, as
soon as the light giving rays of the
sun pass on, ever westward, is the pro-
duce of many centuries of artificial
lightning Way back in dim antiquity
the ancients recognized the value Of
artificial lighting and tried their best
TO light their buildings and the streets
Of their cities. The Persians, Egyp-
tians and Assyrians Illuminated their
temples, their palaces, their plazas and
streets luxuriously with the crude
lamps then in Use but the poor peas
ant had to sit By the feeble light of his
fire or burning rush stuck in dish
of oil. Memphis, Babylon, Susa and
Nineveh were Illuminated until the
streets were fairly light Along the
streets We're placed long rows of stone
and bronze vases each filled with as
much as a hundred pounds of oil
which burned a wick three inches in
diameter.
For a long time in this country
street lighting was practically I'M
known and the only light on the thor
ouGhfGre was the signs in front of tav-
ems and other places of business. In
those tin, horn and glass lanthorns
was born the street sign of today.
Practically all forms of publicity are
communicated to the brain through
the sense of sight, which is made pos
sible only by the use of light. 1t is
therefore important that it must please
the eye. In print this is accomplished
to some extent by attractive designs
color effects, style of type, class of pa
per or catch lines, which is demons
trated by advertising matter in news
papers, magazines and circulars re-
ceived through the daily mail, all OF
which shows that the object is to make
a lasting and favorable impression
upon the brain.
Light as medium of publicity
therefore occupies a very prominent
position. 1t does not compete with otheI
forms of advertising but occupies {
field of its own, at a time when Other
forms without it would be of les:
value. Its use is at time when Their,
is nothing to detract from it-wheI
people are walking or riding, wheI
they do not read the papers.
The most striking evidence, per
haps of its value as a means for publ
city is the enormous increase of it
use by merchants of all kinds. in mul
titudinous forms, limited apparent,
only by the capacity of imagination ii
which light may be utilized in tn
great field of aggressive publicity.
A brilliantly and artistically IL
Illuminated store presents a cheerful
and inviting appearance which mer
chants have come to realize is a YER
important element to success in bust
ness, as it unconsciously extends
welcome and establishes confidence
Human instinct prompts people to g
into welllighted stores, to walk OF
well-lighted streets and to visit we'll
lighted cities.
The most popular form of light 70
publicity is the show window Be
sides, well-lighted window is muc
more attractive by night than by da,
as there is not so much to detract fror
it. the eye being naturally attracted b
an illuminated object at night Their
are many classes of goods that ap
pear more striking and attractive un
DER artificial light than by daylight
Besides. Illuminated show windows
add to the brilliancy and attractive
ness of the street
me Illuminated sign burns tn
a.ne, business and location into til
pubic mind. 1t is indeed the s;vr :
SYMBOL which renreson,