The R. C. Maxwell Company photographic exhibit on Atlantic City, New Jersey’s Boardwalk, curated by the John W. Hartman Center for Sales, Advertising, and Marketing History in the Duke University Libraries, offers an extraordinary glimpse into the excitement created by the company’s larger-than-life electric signs. One such image, taken on July 4, 1936, appears in Bryant Simon’s essay on Atlantic City in American Tourism.

 

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