Sample Paragraphs - Signs Lab
Sample 1
Lewis
Clothing Store, Ruston, Louisiana
Signs sometimes convey meaning above and beyond that conveyed simply by the text they contain. In the photo on the right, the Lewis sign for this department store appears at first glance to simply notify viewers that this store is (or was) owned by people named Lewis. Upon further reflection however, there are many additional messages communicated by this sign, which is after all the entire facade of this store. The script or font strongly suggests that this store was a popular shopping destination in the 1960s because this font style was common then. The script style also suggests that shoppers here in could have expected high-fashion clothing in 1965. The cursive handwriting evokes style, class and exclusivity, surely characteristic of a person whose penmanship looked like this. Today, I suspect that the clothing styles for sale at Lewis are somewhat dated, much like the sign. I assume grandmothers would find clothing here well suited to their tastes. This suspicion is reinforced by the rust-stained paint on the upper facade of the building. The rust streaks suggest that maintenance is faltering at Lewis, perhaps because of poor sales, which may be a result of this store's lack of stylish, or perhaps affordable clothing. I wouldn't want to shop here. I bet the sales ladies are uppity.
Sample 2
Holiday Motel, Las Vegas, Nevada.
This is another sign in which meaning extends beyond text. The first thing that jumps out at me is the appearance of blatant copyright infringement by this motel upon the much better known Holiday Inn chain, whose signs used to all look very much like this one. By mimicking the motif of the better known chain, this motel is trying to "borrow" some of the reputation cultivated by Holiday Inn, and perhaps in the process lure in a few unsuspecting or drunken tourists. Beyond the copyright issues, the design of the sign does support the notion of "holiday", a term synonymous with "vacation" in Britain. The font style, the rainbow and "deeli-bopper" antennae at the top of the sign are fun and frivolous, and suggest that this hotel would be a great place to have a good stay. The vintage of the sign tells us that the motel is at least a generation old, but since the paint is not chipping or peeling, one might safely assume that the hotel remains profitable and therefore probably remains a safe and clean motel, while perhaps less expensive than a newer motel. Most puzzling is the marquee which advertises a pool, free coffee acceptance of major credit cards. The pool is something one might want to advertise, but free coffee seems hardly an inducement. Using good marquee space to mention credit cards seems a bit odd though in 2005, seeming to suggest that recently (2004 perhaps?) they did not take credit cards. Cash only policies I suspect are more common among "hot pillow joints" or the "motel-no-tell" variety of inns. This appeal to a not-so-modern convenience like Master Card raises a sleazy red flag for me and I tell the wife and kids...let's keep driving, maybe there's a Holiday Inn down the road a bit.
Sample 3
Kon
Tiki Restaurant, Shreveport, Louisiana
I love this sign, and the whole idea of a Polynesian restaurant. I don't know what Kon Tiki means, but that's fine, because this place is supposed to exotic, and for a place like Shreveport, especially when this restaurant was first opened, I'm sure it was. Judging by the sign, I assume the Kon Tiki was opened in the 1960s, if not earlier because of the the chevron (arrow) and the neon touches, both popular features of signs up until the 1970s. The secondary sign, indicating that this place has a restaurant and a lounge seems to indicate that the owners were worried that passers-by might not know what a "Kon Tiki" is and keep driving. The exotic, foreign name and the neon-rimmed palm tree promises visitors unusual entrees and flavorful drinks, probably served in coconut shaped mugs with colorful, tiny umbrellas poking from a rim. The exoticism, for some also may conjure visions of bronze-skinned, half-naked, Polynesians and the carefree, sun drenched beaches of the South Pacific, and it turn (though unrelated to the food served within), may promise elicit adventures for those who stop in for dinner and drinks.
