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Illuminated sign for Chalmers Underwear, New York City, January 6, 1917 (b / w photo)
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Illuminated sign for Chalmers Underwear, New York City, January 6, 1917 (b / w photo)
1079013 Illuminated sign for Chalmers Underwear, New York City, January 6, 1917 (b/w photo) by Hassler, William Davis (1877-1921); Collection of the New-York Historical Society, USA; (add.info.: Possibly photographed for the United Electric Light & Power Company.); eNew York Historical Society; American, out of copyright
Media ID 23084574
© New York Historical Society / Bridgeman Images
Billboard Billboards Lights Nighttime Sign Signs Underwear Chalmers
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EDITORS COMMENTS
This photograph captures the vibrant energy of New York City on a chilly January night in 1917. The focal point of the image is an illuminated sign for Chalmers Underwear, proudly displayed against the backdrop of a bustling cityscape. The sign stands tall, commanding attention with its bold lettering and bright lights. The photographer, William Davis Hassler, skillfully captures the essence of this advertising spectacle. Perhaps commissioned by the United Electric Light & Power Company, Hassler's lens freezes this moment in time when billboards dominated urban landscapes. This particular advertisement for Chalmers Underwear showcases American ingenuity and innovation at its finest. As we gaze upon this historic image today, we are transported back to an era where nighttime was transformed into a magical realm through these illuminated signs. The photo serves as a reminder of how advertising has evolved over time while also highlighting the enduring power of visual communication. Now part of the collection at the New-York Historical Society, this photograph not only documents a specific brand but also encapsulates an entire era in American history. It speaks to our fascination with consumer culture and serves as a testament to the artistry that went into creating these larger-than-life advertisements. Intriguingly nostalgic yet timeless in its appeal, this photograph invites us to reflect on how far we have come while appreciating the beauty found within everyday moments from our past.
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