Roadside Advertising.

An advertisement beside a road has a brief opportunity to become a memory. It may rely on repetition, a large word, an unusual silhouette or a sequence of messages along the journey. Margolies photographed these appeals as objects in their own right. Read the words, then look at the supports, surroundings and scale. The Wall Drug and South of the Border stories offer documented examples of how a distant promise could help define the destination itself.