Advertising That Reminds

Walldogs were artists who painted external signs and murals used as advertisements throughout the United States in the 1890s through the mid-1900s. These artists were known for working like "dogs" through the heat of the summer, sometimes in very dangerous conditions. This book is dedicated to walldogs everywhere, past and present.

Two earthquakes that rocked the Northern California city of Santa Rosa in 1969 required the demolition of a building that the jolts had rendered unsafe. Removal of that building revealed a hidden surprise: old but remarkably well-preserved advertising art that embellished the newly exposed wall of the adjoining building - the one shown on the cover of this book.

That revelation triggered Robert Olson's interest in learning more about this vintage art and its history, and set him off on a journey of discovery that has spanned many years since. During the course of his travels and ad hoc field research, Olson located an elderly man (Caleb Whitbeck) who had been a "walldog" artist - a sign painter. Noting that this bit of Americana had been overlooked as an art form, he introduced the author to the fraternal society of "Walldoggers," who painted ads on building walls to sell products and services of the day. This compilation is dedicated to those sign painters.

Intended to show examples of walldog art, this book presents only about half of the photos from Olson's collection. Pictures were often hard to get because of distance, narrow alleys, traffic, access difficulties, and limitations due to his camera and photographic skills.

He also sprinkled this book with some non-walldog signs, such as early neon signs, and interesting modern-day murals.