Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1928-06-10
MARMON HITS
UNARTISTIC
HIGHWAY ADS
lndorse Move of Club
Women Seeking To
Maintain Beauties of
The Open Roads

Another automobile manufacturer.
the Marmon Motor Car company of
indianapolis, through its vice presi-
dent and general manager, II. L.
Purdy, has added its Endorsement
to the campaign launched by the art
division Of the General Federation
OF Women's clubs 20 save the rural
landscapes Of America by restricting
billboard advertising to commercial
centers.
In explanation Of his attitude, Mr..
Purdy pointed out the fact that the
commercialization Of our highways
and the exploitation of the scenic
beauties of the country had over
stepped all bounds Of propriety and
the time had come to call a halt.
Every progressive automobile
manufacturer" said Mr.. Purdy,
can appreciate the fact that our
rural landscapes are one of our
greatest assets. More than 5000, 900
motorists this year are planning to
invest some three or four billions Of
dollars in fresh air and and
II their pleasure is 10 be marred by
a succession of unsightly ~billboards,
the popularity Of touring will fall
off.
Instead Of defacing our highways,
we should do all in our power to en-
hance their beauty and thus add to
the enjoyment of touring. The
American landscapes are the common
property Of all, and it is as pre-
sumptuous o. the part Of outdoor
advertisers to cheaper them with
blatant signs as it would be 10 pol
sute the air or dim the sunlight.
Il an told that within the last
twenty-five years outdoor advertis-
ing has increased in volume more
than 5000 per cent. and / car we'll
believe that statement. Even to the
most casual observer it is apparent
that our highways have become
motor slums.
"The natural beauty Of America Is
not the least important Of her re-
sources. and is IN asset both COM
mercially and spiritually. Yet, a.
rapidly as we build new highways.
opening up new and attractive vistas,
the ugly billboard takes up a stra-
tegic position and obscures the view.
II not infrequently happens, more
over, that these signboards are an
accident hazard, especially when
erected along the approach Of a dan
Eerous grade crossing.
The campaign rs carried on By
the women's clubs, | understand. is
not directed against outdoor adver-
Using as a whole, but seeks only 10
restrict such advertising to districts
where n Is appropriate. II can be
said for the interests controlling
these billboards that they have made
many improvements in the appear
ance of their outdoor displays, but
apparently are unwilling to surren-
der without n fight their purely
American privilege Of marring the
face of nature.
while | believe the
and magazines offer q better media
for advertising than the billboards.
! viii concde that outdoor advertis-
ing has IT'S economic value, but must
he relegatcd 10 its proper place. II
we were 10 visit an art gallery or a
museum we would be offended If
reminded of the virtues of some
breakfast food or soap.
Similarly. the motorist who goes
cut to enjoy nature and the beauties
of the countryside is entitled to re
sent Il when such breakfast foods
and soaps. not 70 mention other mc.-
~chandise. intrude upon him at every
turn. One OF the pleasures az motor
ing u to get away from all that sort
of thing.
we sing America. the Beautiful
and we ought to live up to the senti-
ment. For these reasons ! have been
E'ad to pledge my own support to
the campaign for more attractive
highways. ! al see no justice in al
lowing any one group 10 exploit for
its own profit a natural that
belongs to all. and the advertiser who
does SO is robbing the motorist Of
pleasure TO which he is rightly en-
titled"