Human billboard

Image:London human billboards Scharf.jpg]]

Human billboards have been used for centuries. In the 19th century London, the practice began when advertising posters became subject to a tax and competition for wall space became fierce. Prince Pückler-Muskau described the activity in 1820s London as such:

{{quote|Formerly people were content to paste advertisements up; now they are ambulant. One man had a pasteboard hat, three times as high as other hats, on which is written in great letters, "Boots at twelve shillings a pair—warranted".{{cite web | url=http://www.urban75.org/london/billboards.html | title=London placard carriers and 'sandwich men', 1820–1840 | website=Urban75.org | date=September 2004 | access-date=2007-05-02}}}}

Furthermore, besides holding signs, some human billboards would wear sandwich boards. Charles Dickens described these advertisers as "a piece of human flesh between two slices of paste board". It was claimed in The Times in mid-1823 that such human billboards were a London invention—while a familiar sight in London, the "biped advertisement" was new in Paris at that time.

{{quote|A man walks the Palais Royal and the most frequented streets in the neighbourhood, with one large placard covering the whole of his back, and another extending along the front part of his body down to his knees. It contains the announcement of a new coach between London and Paris. On the back he bears the French, and on his breast the English. The French have given this non-descript animal—this walking placard—the title of {{lang|fr|l'Homme-affiche}}, or biped advertisement.{{Cite news |title=L'Homme-affiche |work=The Times |location=London |date=21 August 1823 |issue=11956 |page=2, column 2 }}}}

The banning of posters from private property in London in 1839 greatly increased the use of human billboards.{{cite web|url=http://www10.gencat.net/probert/angles/exposicio/ex12_critspaperang.htm |title=Gems from the History of Advertising Posters |publisher=Palau Robert |first=Jordi |last=Ventura |access-date=2007-05-03 |archive-url=https://web.archive.org/web/20070416160511/http://www10.gencat.net/probert/angles/exposicio/ex12_critspaperang.htm |archive-date=2007-04-16 |url-status=dead }} As the novelty of seeing humans carrying placards wore off, advertisers would come up with variations on the theme in order to catch the eye, such as having a "parade" of identical human billboards, or having the human billboards wear outrageous costumes.

File:HumanDirectional.jpg

File:Human Billboard.jpg

File:Walking Billboard NL.jpg

Human directionals are still widely used, especially in areas that have a lot of pedestrian traffic, but even in places that have a great deal of automobile traffic. For the latter, the signs will frequently be shaped like arrows in order to direct traffic to the location being advertised. Eye Shot, a Lake Forest, California company claims to have invented modern sign spinning using arrow-shaped signs.{{cite news | url=http://www.latimes.com/business/la-fi-spinners1may01,1,2572262,full.story | title=The fine art of making a point | newspaper=Los Angeles Times | first=Alana | last=Semuels | date=May 1, 2007 | access-date=2007-05-02 | url-status=dead |archive-url=https://web.archive.org/web/20080927062156/http://articles.latimes.com/2007/may/01/business/fi-spinners1 |archive-date=2008-09-27}} The modern human directional employs a number of tricks to attract attention, such as spinning the sign on one finger, throwing it up in the air and spinning it, or even riding the sign like a horse. Another California company, AArrowSign Spinners, conducts "boot camps" to train its employees, and has also filed patent applications for a number of its "signature moves".

However, the use of such attention-grabbing tricks has been criticized by city officials as being distracting to drivers, and as a result, a number of cities have banned sign twirling.{{cite news | url=https://www.nytimes.com/2006/11/19/realestate/19nati.html?ex=1178337600&en=2eb3ba4922e4b271&ei=5070 | title=The Signs of a Cooling Market in California | newspaper=The New York Times | date=November 19, 2006 | first=Rebecca Fairley | last=Raney | access-date=2007-05-03}} Some companies like Enlarge Media Group and Jet Media are able to offer human directionals as "sign walkers", a less distracting form of sign twirling.{{cite news|url=http://media.www.ecollegetimes.com/media/storage/paper991/news/2008/06/26/News/Spin-Doctors-3385772.shtml |title=Spin-Doctors |publisher=College Times |date=June 26, 2008 |first=Nate |last=Lipka |access-date=2008-07-14 |url-status=dead |archive-url=https://web.archive.org/web/20080713234013/http://media.www.ecollegetimes.com/media/storage/paper991/news/2008/06/26/News/Spin-Doctors-3385772.shtml |archive-date=July 13, 2008 }} Further restrictions on sign walkers in Arizona caused Jet Media Promotions, the state's largest supplier of human billboards, to sue the city of Scottsdale. The company's owner then successfully campaigned for legislation that made it illegal for cities in Arizona to ban such advertising.{{cite web | url=http://www.phoenixnewtimes.com/2007-03-29/news/sign-wars/ | title=Sign Wars | first=Megan | last=Irwin | website=Phoenix New Times | date=March 28, 2007 | access-date=2009-02-23}}{{cite news | title=Gilbert to reverse 'sign walkers' ordinance | url=http://www.eastvalleytribune.com/story/126911 | newspaper=East Valley Tribune | first=Jason | last=Mossad | date=September 28, 2008 | access-date=2009-02-23 |archive-url=https://web.archive.org/web/20081007230757/http://www.eastvalleytribune.com/story/126911 |archive-date=2008-10-07}}

Demand for human directionals has significantly increased since the introduction of sign-twirling techniques. In temperate and warm locations, sign holders can be employed year-round and their effectiveness has been amply demonstrated. For example, during the month of October 2006, nearly 8% of the 3,600 people who visited model homes in a housing development in Moreno Valley, California were directed there by human directionals. The Entertainment Factory in Florida provides human directionals to several successful businesses in Central Florida. Some use them as their sole form of advertising. Naturally, there are concerns that just as in 19th-century London, as human directionals become more and more commonplace, their effectiveness will be diminished.

In the U.S., independent tax preparers, and some tax-preparation chains, use sign wavers in costume, seasonally near the US personal income tax deadline of April 15. The costumes are usually of the Statue of Liberty or Uncle Sam.{{cite web | url=http://blog.sageadvicemarketing.com/2011/04/how-did-tax-day-become-a-marketing-holiday/ | title=How Did Tax Day Become A Marketing Holiday? | first=Mary | last=Adams | date=April 19, 2011 | access-date=2011-05-06 | archive-url=https://web.archive.org/web/20110505041317/http://blog.sageadvicemarketing.com/2011/04/how-did-tax-day-become-a-marketing-holiday/ | archive-date=May 5, 2011 | url-status=dead }}{{cite web|url=http://costumehub.wordpress.com/2011/04/18/its-tax-day/ |archive-url=https://web.archive.org/web/20110814004306/http://costumehub.wordpress.com/2011/04/18/its-tax-day/ |url-status=dead |archive-date=August 14, 2011 |title=It's Tax Day! |date=April 18, 2011 |access-date=2011-05-06 }} This seems to be a recent, 21st-century trend and is becoming common and competitive.{{cite web | url=http://triblocal.com/palos-hills/community/stories/2011/02/tax-time-give-me-liberty-or/ | title=TAX TIME: Give me Liberty or ... | first=Hunter | last=B | date=February 9, 2011 | access-date=2011-05-06 | archive-url=https://web.archive.org/web/20110726125047/http://triblocal.com/palos-hills/community/stories/2011/02/tax-time-give-me-liberty-or/ | archive-date=2011-07-26 | url-status=dead }}

Sign wavers are also commonly used in the U.S. for Halloween stores, which are only temporary and relocate each year, and thus do not have permanent store signs, nor time to gradually build a customer base by word of mouth, or by being shown on web mapping services. These human billboards often wear a Halloween costume supplied by the store.

Advertising on clothing has also long been used, with T-shirts being extremely popular. At first, T-shirts were used exclusively as undergarments, but as early as the 1930s, they were already used for advertising, with a 1939 The Wizard of Oz promotional shirt being a prized collector's item today.{{cite web|url=http://www.markedixon.com/new_page_10.htm |title=A T-Shirt History |first=Mark E. |last=Dixon |access-date=2007-05-03 |url-status=dead |archive-url=https://web.archive.org/web/20070501104540/http://www.markedixon.com/new_page_10.htm |archive-date=2007-05-01 }} The 1948 United States presidential campaign featured a T-shirt with "Dew It for Dewey", referring to candidate Thomas Dewey, which is now housed in the Smithsonian Institution. T-shirts have since been used to advertise all different kinds of products, services, and political messages.

In 1999, Vibe magazine predicted that companies in the next millennium would pay people to get tattoos advertising their brands.O'Briant, Don. (August 10, 1999

) The Atlanta Journal-Constitution The newsstand: Brown's much-hyped talk walks the walk. Section: Features; Page D2. In March 2001, American professional basketball player Rasheed Wallace rejected an offer from advertising firm Fifty Rubies Marketing to wear a tattoo advertising a candy company's product.Rogers, Glenn. (March 21, 2001) San Antonio Express-News Next step: body art ads. Section: Sports; Page 5C.Rubin, Adam. (March 22, 2001) New York Daily News Tattoos used as Ads have drawn NBA's ire. Section: Sports; Page 80.Vukelj, John. (June 2005) Fordham Intellectual Property, Media & Entertainment Law Journal [http://law.fordham.edu/publications/articles/200flspub6142.pdf Post No Bills: Can the NBA Prohibit its Players from Wearing Tattoo Advertisements?] {{Webarchive|url=https://web.archive.org/web/20070706123221/https://law.fordham.edu/publications/articles/200flspub6142.pdf |date=2007-07-06 }} Vol. 15; page 507.Ostler, Scott. (March 25, 2001) San Francisco Chronicle "The sky is falling or the odds of Ryan Leaf being a hit with Bucs". Section: Sports; Page D2. However, a month later, the cheerleaders for Lincoln Lightning's High Voltage Dance Team wore 2-inch by 4-inch temporary tattoos ("tadoos") that advertised local companies on their bare midriffs.Talalay, Sarah. (April 22, 2001) South Florida Sun-Sentinel "Houston: No Tiger, No Problem".' Section: Sports Sunday; page 20C.Tribou, Richard. (August 15, 2001) The Daytona Beach News-Journal {{"-}}'Tadoo' new gimmick for advertisers". Section: News-Journal; Page 6D. In September 2001, a prominent online casino paid boxer Bernard Hopkins US$100,000 to wear a temporary tattoo on his back during his championship fight with Félix Trinidad,{{cite web | url=http://www.slate.com/id/2084647/ | title=Show Us Your Tats | website=Slate.com | first=Rob | last=Walker | date=June 23, 2003 | access-date=2007-05-03}} making him the first athlete to wear a tattoo advertisement during a professional sports event.Coates, Pete. (October 7, 2001) Milwaukee Journal Sentinel Ads show up on bodies. Hopkins wore tattoo for online casino. Section: C Sports; page 2. Six months later, the company did the same to participants in the television show Celebrity Boxing''.{{cite news | url=https://www.usatoday.com/money/advertising/2002-04-04-tattoo.htm | title=Ad tattoos get under some people's skin | newspaper=USA Today | first=Michael | last=McCarthy | date=April 4, 2004 | access-date=2007-05-03}}

The company's efforts drew immediate criticism from consumer watchdog groups. Despite this, the move was successful, with the casino's web site traffic increasing 200% after the airing of the show. The company has since followed up with temporary tattoos on a topless woman at the 2003 U.S. Open and a streaker who ran at the 2003 French Open as well as the 2003 UEFA Cup final.

The first documented instance of person being paid to get a permanent tattoo for advertising purposes was 22-year-old Jim Nelson, who in 2003 sold the space on the back of his head to CI Host, a web hosting service for $7,000.{{cite web|url=http://www.bmezine.com/news/pubring/20040927.html |title=Tattoo my head with anything anti-Bush! |publisher=BMEzine |first=Shannon |last=Larratt |date=September 27, 2004 |access-date=2007-05-03 |archive-url=https://web.archive.org/web/20070320003321/http://www.bmezine.com/news/pubring/20040927.html |archive-date=March 20, 2007 |url-status=dead }} In the first six months after its application, the tattoo drew in 500 new customers for the company.{{cite web | url=http://www.send2press.com/PRnetwire/pr_03_1208-cihost.shtml | title=World's First 'Living' Advertisement Makes A Big Splash | publisher=CI Host | format=press release | date=December 8, 2003 | access-date=2007-05-03}} In 2005, Andrew Fischer gained worldwide notoriety for auctioning his forehead space on eBay for temporary tattoo advertising, with the final bid coming in at $37,375 for thirty days' worth.{{cite news | url=http://news.bbc.co.uk/1/hi/technology/4170523.stm | title=Forehead ad auction hits $30,000 | publisher=BBC | date=January 14, 2005 | access-date=2007-05-03}}{{cite web | url=http://intraspec.ca/adspace.php | title=Advertising and the Human Billboard | publisher=Dagan Designs | first=Richard | last=Dagan | date=April 19, 2005 | access-date=2007-05-03 | archive-url=https://web.archive.org/web/20120603161212/http://intraspec.ca/adspace.php | archive-date=2012-06-03 | url-status=dead }} Since then, tattoo advertising has become relatively popular, with a number of companies offering such services, and even large companies like Toyota having used it.{{cite news|url=http://findarticles.com/p/articles/mi_qn4158/is_20050117/ai_n9694522 |title=It's not subtle, but body advertising is a lucrative way of using |newspaper=The Independent |date=January 17, 2005 |first=Genevieve |last=Roberts |access-date=2007-05-03 |archive-url=https://web.archive.org/web/20070622043552/http://findarticles.com/p/articles/mi_qn4158/is_20050117/ai_n9694522 |archive-date=June 22, 2007 |url-status=dead }}{{cite web | url=http://www.adrants.com/2004/04/forehead-advertising-goes-mainstream.php | title=Forehead Advertising Goes Mainstream | publisher=Adrants | date=April 8, 2004 | access-date=2007-05-03}} However, The Globe and Mail reported that there were more people selling parts of their body for advertising than there were buyers.{{cite web | url=http://blog.ericgoldman.org/archives/2006/01/auctioning_tatt.htm | title=Tattoo Advertising/Human Billboards | publisher=Technology & Marketing Law Blog | first=Eric | last=Goldman | date=January 2, 2006 | access-date=2007-05-03}}

During the 2012 U.S. presidential election campaign, professional wrestler Eric Hartsburg garnered media attention for getting a Romney campaign "R" logo permanently tattooed on his right temple. Hartsburg had offered a tattoo-placement via eBay and was contacted by an unnamed Republican supporter, who paid $15,000.00 for the promotion. No direct connection to the official Romney campaign was claimed.[http://www/examiner.com/article/exclusive-wrestler-eric-hartsburg-explains-inspiration-for-romney-face-tattoo]{{dead link|date=November 2018|bot=medic}}{{cbignore|bot=medic}} Although he had originally intended to keep the tattoo, Hartsburg expressed disappointment with the defeated candidate's post-election comments and decided to have the design removed, but has stated that he does not regret his decision in getting it.{{cite news| url=http://www.huffingtonpost.com/2012/11/29/eric-hartsburg-tattoo-romney-face_n_2210646.html | work=Huffington Post | first=Ariel | last=Edwardslevy | title=Man Planning To Remove Romney Facial Tattoo | date=2012-11-29}}{{cite web|url=http://www.upi.com/blog/2012/11/29/Romney-face-tattoo-guy-getting-ink-removed/2001354207764/|title=Romney face tattoo guy getting ink removed|website=Upi.com|access-date=11 August 2018}}

However, Hartsburg ultimately kept the tattoo, and it remains on his temple to this day.

For the launch of its Windows Vista software, Microsoft employed a "human billboard" which was a performance art piece reminiscent of Cirque du Soleil. In this event, people were suspended along the side of a building and moved banners across a backdrop, creating the Vista logo in the process.{{Citation needed|date=August 2018}}

BuyMyFace.com was a website created by two University of Cambridge graduates, Ross Harper and Edward Moyse, to repay almost {{GBP|50,000}} in student debt ({{inflation|UK|50000|2011|fmt=eq|cursign=£}}). Each day the site would display portrait pictures of the pair with an advertiser's logo or alternative image painted on their faces, with travel, activities and stunts able to be sponsored.{{cite news |last1=Lee |first1=Katy |url=http://www.interaksyon.com/article/28068/students-turn-human-billboards-to-pay-off-debts-in-britain |title=Students turn human billboards to pay off debts in Britain |access-date=11 August 2018 |work=Interaksyon |agency=Agence France-Presse |date=March 28, 2012 |archive-url=https://archive.today/20130126140859/http://www.interaksyon.com/business/28068/students-turn-human-billboards-to-pay-off-debts-in-britain |archive-date=2013-01-26 |url-status=dead }}{{cite news|url=https://www.thetimes.com/article/were-no-mugs-weve-sold-our-faces-2zdbxcjx5z3|title=We're no mugs, we've sold our faces|last=Grimston|first=Jack|newspaper=The Sunday Times|date=4 Mar 2012|access-date=19 Jul 2018}} The year-long project began on October 1, 2011, and by the end had reportedly earned more than the debt owed.{{cite news |title=Pair sell advertising face space |url=https://www.bbc.co.uk/news/uk-england-dorset-15399217 |access-date=11 August 2018 |work=BBC News |date=21 October 2011}}{{cite news |last1=Thomas |first1=Kim |title=From BuyMyFace to bitcoin, what's next for young entrepreneur Ed? |url=https://www.theguardian.com/small-business-network/2015/sep/08/bitcoin-young-entrepreneur-university-funding |access-date=11 August 2018 |work=the Guardian |date=8 September 2015 |language=en}}

In many countries this type of ad is considered illegal.

According to London Hackney Carriage Act 1853 (16 & 17 Vict. c. 33) and section 9 of the Metropolitan Streets Act 1867 (30 & 31 Vict. c. 134), it was not lawful for any person to carry any picture, placard, notice, or advertisement, on any carriage or on horseback or on foot in London except those which are approved of by the Commissioner of Police of the Metropolis or the Commissioner of the City of London Police.

File:Golf sale man at Oxford Circus - geograph.org.uk - 426548.jpg

In 2002, a London judge ruled that "golf sale" placards were not covered by laws on attaching adverts to buildings, leading to an increase in human billboards in central London. Writing in the Guardian, John Harris described them as "huge, seven-foot square things, bolted on to tubular constructions that look like crucifixes".{{cite news |last1=Harris |first1=John |title=The 'board guys' of London's west end |url=https://www.theguardian.com/money/2005/nov/16/workandcareers.shopping |work=The Guardian |date=16 November 2005}} A law was planned to ban them in 2006.{{cite news |last1=Roberts |first1=Genevieve |title=The end of the world is nigh for Oxford Street's boardmen |url=https://www.independent.co.uk/news/uk/this-britain/the-end-of-the-world-is-nigh-for-oxford-street-s-boardmen-6098412.html |access-date=8 October 2023 |work=The Independent |date=12 June 2006 |language=en}}

• In NCIS: Los Angeles season 4 episode 11 ("Drive") Marty Deeks goes undercover as a sign twirler.{{cite web |last=Day |first=Carla |date=January 9, 2013 |title=NCIS: Los Angeles Review: Crockett, Tubbs, Krafty and a Sign Spinner |url=http://www.tvfanatic.com/2013/01/ncis-los-angeles-review-drive/ |publisher=TV Fanatic |access-date=10 February 2015}}

• In Hawaii Five-0 season 5 episode 10 ("Wawahi moeʻuhane"/"Broken Dreams") Jerry Ortega gets a job as a sign twirler working for Kamekona.{{cite web |author=Stormy Elizabeth |date=January 2, 2013 |title=Hawaii Five-0 Recap – Dead Hula Girl: Season 5 Episode 10 'Wawahi Moe'uhane' |url=http://www.celebdirtylaundry.com/2015/hawaii-five-0-recap-1215-season-5-episode-10-wawahi-moeuhane/ |publisher=Celeb Dirty Laundry |access-date=10 February 2015}}

• In the 2020 film Soul, major supporting character Moonwind is a sign twirler.

• Lead character Evelyn Wang in the 2022 film Everything Everywhere All At Once is a sign twirler in another universe.

• Stanley Green (Protein Man), well-known Londoner who campaigned against dietary protein for many years
• Forehead advertising
• Sandwich board
• Chindon'ya - traditional walking advertisements in Japan

{{Reflist}}

• {{cite news |last=Horsley |first=Scott |date=August 24, 2006 |title=Real Estate Downturn Produces Condo Glut |url=https://www.npr.org/templates/story/story.php?storyId=5701616 |newspaper=Morning Edition |publisher=National Public Radio |access-date=10 February 2015}}
• {{Cite news |last=Katz |first=Celeste |url=http://www.nydailynews.com/blogs/dailypolitics/public-advocate-bill-de-blasio-bbh-global-homeless-hotspot-stunt-nyc-blog-entry-1.1689398 |title=Public Advocate Bill de Blasio To BBH Global: Keep Your 'Homeless Hotspot' Stunt Out Of NYC |work=Daily News |location=New York |date=March 13, 2012}}
• {{cite news |last=Schmidt |first=Alex |date=October 16, 2013 |title=There's A New Kind Of Sign Spinner In Town |url=https://www.npr.org/2013/10/16/232105767/there-s-a-new-kind-of-sign-spinner-in-town |newspaper=Morning Edition |publisher=NPR |access-date=10 February 2015}}
• {{cite news |last=Sharpe |first=Jennifer |date=September 29, 2006 |title='Human Directionals' Twirling for Your Attention |url=https://www.npr.org/templates/story/story.php?storyId=6166814 |newspaper=Day to Day |publisher=National Public Radio |access-date=10 February 2015}}
• {{Cite news |last=Wortham |first=Jenna |url=https://www.nytimes.com/2012/03/13/technology/homeless-as-wi-fi-transmitters-creates-a-stir-in-austin.html |title=Use of Homeless as Internet Hot Spots Backfires on Marketer |work=The New York Times |date=March 12, 2012}}

• {{Commons category-inline}}

Category:Billboards

Category:Tattooing

Category:Advertising tools