Rosenthal Outdoor Advertising Co.
Pair of Albums documenting the Company's roadside billboard installations, 1953-56
Photo albums (2); Silver prints (39)
8 x 10 inches; two smaller
Most with the Rosenthal "watermark" printed in the negative and Billboard dimensions scrawled on recto, and many with dates and/or locations verso.
Most with the Rosenthal "watermark" printed in the negative and Billboard dimensions scrawled on recto, and many with dates and/or locations verso.
Sold
Further images
-
(View a larger image of thumbnail 1
)
-
(View a larger image of thumbnail 2
)
-
(View a larger image of thumbnail 3
)
-
(View a larger image of thumbnail 4
)
-
(View a larger image of thumbnail 5
)
-
(View a larger image of thumbnail 6
)
-
(View a larger image of thumbnail 7
)
-
(View a larger image of thumbnail 8
)
-
(View a larger image of thumbnail 9
)
-
(View a larger image of thumbnail 10
)
-
(View a larger image of thumbnail 11
)
-
(View a larger image of thumbnail 12
)
-
(View a larger image of thumbnail 13
)
A typological duo of presentation albums with numerous photographs composed as though they were shot from within the traffic; with various images showing blurry cars intercepting the photographic frame. These...
A typological duo of presentation albums with numerous photographs composed as though they were shot from within the traffic; with various images showing blurry cars intercepting the photographic frame. These thoughtfully composed documents likely aimed to replicate the intended feeling of movement and engagement with the billboards, as viewers would be exposed to them while seated in their car. Only a handful appear to be taken from within automobiles, and others, more formally arranged, were likely made with a large format camera.
The Cleveland-based Rosenthal Outdoor Advertising Company was founded by Milton Rosenthal in the early 1950s and installed signage throughout the Midwest. Rosenthal had come to the trade after working as a sales manager for the Franklin Liquor Company in Milwaukee, who would later become one of his primary clients.
The Cleveland-based Rosenthal Outdoor Advertising Company was founded by Milton Rosenthal in the early 1950s and installed signage throughout the Midwest. Rosenthal had come to the trade after working as a sales manager for the Franklin Liquor Company in Milwaukee, who would later become one of his primary clients.