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HIGHWAY BILLBOARD, 1937. National billboard advertising campaign sponsored by the
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HIGHWAY BILLBOARD, 1937. National billboard advertising campaign sponsored by the
HIGHWAY BILLBOARD, 1937.
National billboard advertising campaign sponsored by the National Association of Manufacturers on U.S. Highway 99 in California. Photograph by Dorothea Lange, March 1937
Granger holds millions of images spanning more than 25,000 years of world history, from before the Stone Age to the dawn of the Space Age
Media ID 13215973
1937 Auto Billboard Brother California Campaign Daughter Dorothea Family Father Great Depression Highway 99 Husband Lange Manufacture March Mother National New Deal Roadside Rural Sister Smiling Wife
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This photograph, titled "HIGHWAY BILLBOARD, 1937" takes us back to a significant moment in American history. Captured by the talented Dorothea Lange in March 1937, this image showcases a National Association of Manufacturers-sponsored billboard advertising campaign on U. S. Highway 99 in California. In this snapshot of early America, we witness a typical family standing proudly beside their car parked alongside the highway. The father stands tall with his wife by his side, while their children - two young boys and a girl - eagerly pose with their beloved pet dog. Their smiling faces reflect hope and resilience during the challenging times of the Great Depression. The billboard itself is an emblematic representation of American dreams and aspirations during that era. It boldly declares "There's no way like the American way" – a powerful slogan that resonated deeply with people seeking solace amidst economic hardship. Dorothea Lange's composition beautifully captures not only the essence of rural life but also symbolizes unity within families as they embarked on journeys across vast landscapes seeking better opportunities out West. As we gaze upon this remarkable print from Granger Art on Demand, let us be reminded of our nation's ability to overcome adversity and strive for progress. This photograph serves as both an important historical document and an artistic testament to America's unwavering spirit during one of its most challenging periods.
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