Now that we’ve been pretty much off the grid for the past couple of days, we have no idea as to what has been going on in the media other than some local weather updates. However, on the way here, Mike and I found the infamous “WALL DRUG” billboards and advertisements to be particularly entertaining.

They start advertising 400 miles in advance in each direction on I-90 and then gradually do more and more as you get closer and closer. They have the most ridiculous ads about dinosaurs, cowboys, and some just really trippy looking ones that don’t even say how far away it is. We began hypothesizing that it was some sort of crazy interpretive billboard art meant for conversation and that WALL DRUG wasn’t a convenience store at all. But we knew it had to be something because we started seeing signs saying, “WALL DRUG Only 29 Minutes Away!” and then eventually, “WALL DRUG NEXT EXIT! Don’t Miss it!” Turns out it’s just this little hole in the wall store that has some novelties and gimmicks to attract tourists. Whatever, I still liked the signs. Oh, and check out our progress:

Anyways, I’m typing this as we’re leaving Yellowstone, and all these mountainous, twisting, winding roads and the constant smell of sulfur is all starting to make me feel a little queasy, so I’m going to stop here. Until later…
I like this. I want to go to Wall Drug, solely because of the signs. I think what you've identified here is great, because it's a simple media trick that has huge impacts and implications. Wall Drug has epic status because of its extended self-presentation, while its reality is something more mundane. Or maybe it isn't mundane at all anymore, maybe the signs keep it epic.
ReplyDeleteIt crazy that advertising is so wide spread that it takes something as ridiculous and the progression of signs on the highway to notice that Wall Drug is being pushed hard. I had a similar experience on a highway in Florida last year- as we were driving to the beach there were easily 8 or 9 billboards advertising Corona with things like "you're almost there" and "we have the limes ready" as we got closer to the coast.
ReplyDeleteI think Evan is on to something--the signs MAKE it epic. Remember when you guys were still in OHIO and I was telling you to watch out for the Wall Drug signs? Choice.
ReplyDelete