Signs of the (Bygone) Times
Bold graphics and familiar names recall an era when advertising signs were built to grab attention, and decades later, they’re still doing exactly that.
Richmond Auctions’ three-day June Premier Advertising sale offered collectors an impressive selection of 1,780 lots spanning porcelain signs, neon displays, advertising clocks, restaurant memorabilia, amusement park advertising, country store collectibles, and petroliana.
One of the most visually striking offerings was a large 1940s Sea Nymph bathing suit Masonite sign. Produced by Stites Portrait Co., the piece was likely intended for display in Cincinnati-area theaters during the early 1940s. The artwork was adapted from a full-page illustration created for Esquire magazine in 1940 by Barbara Shermund, one of the leading female cartoonists of her era. Featuring nostalgic appeal, a bold graphic design, and a distinctly American character, the sign captured the spirit of mid-century advertising while highlighting the growing influence of women in commercial art.
Petroliana enthusiasts had no shortage of options during the three-day sale, and collectors showed strong interest in a restored Wayne Model 80 computing gas pump advertising Sinclair Dino Gasoline. Standing 90 inches tall, the professionally restored pump featured reproduction porcelain pump plates, a rubber hose and nozzle, and a lighted Capco globe.
Gas Pump, 90” H, $8,000.
Among the sale’s more colorful offerings was a 1967 Mountain Dew embossed tin sign featuring Willy the Hillbilly and the memorable slogan, “It’ll Tickle Yore Innards!” With its playful graphics and regional flavor, the sign reflected an era when soft drink advertising often relied on humor and exaggerated characters to build brand recognition.
Restaurant memorabilia was represented by a six-foot McDonald’s neon sign featuring Speedee, the mascot that preceded Ronald McDonald. Restored and illuminated with classic McDonald’s colors, the sign recalled an earlier chapter in the company’s history.
For many collectors, Speedy remains a nostalgic symbol of the chain’s rapid growth during the postwar years.
Another notable lot celebrated one of America’s most storied motorcycle brands. The six-foot Indian Motorcycles lighted dealer sign featured a convex embossed plastic face housed in its original metal can. With bold graphics and strong visual presence, the piece reflected the enduring popularity of motorcycle advertising and the continuing collector demand for historically significant American brands.
36” L × 72.5” W × 7” H, $5,500.
Advertising clocks also found enthusiastic buyers. A lighted Poll Parrot Shoes clock offered a nostalgic look back at a brand once familiar to generations of children and parents. Featuring original paint and a fully functioning illuminated clock, the piece demonstrated how advertising clocks continue to bridge the gap between decorative display and practical utility.
One lot that drew attention for entirely different reasons was a four-foot porcelain neon clown amusement park sign. Collectors of carnival and amusement advertising undoubtedly appreciated its vibrant graphics and colorful neon display. This author, however, viewed the piece through the lens of a lifelong case of coulrophobia. Personal fears aside, the sign’s eye-catching design and strong visual impact made it a memorable example of the whimsical advertising once used to entice visitors through amusement park gates.
Together, the featured lots illustrated the remarkable variety found throughout the three-day sale, where familiar brands, memorable mascots, and iconic slogans continued to attract enthusiastic collectors.
For more results, visit richmondauctions.com.
Images courtesy Richmond Auctions.
Advertising Worth a Second Look:
