[-metaphorism, crackles!-]

metAphorism is a word I coined to mean a simple, everyday thing, concept or event that points us in the direction of a deeper lesson. metaphor - figure of speech giving an implicit comparison: this is that. aphorism - concise statement of a truth or opinion.

by Nancy Waldman

The metAphorism:
Burma-Shave Signs
The Lesson:
spaces provoke > > >
anticipation, humour, suspense, thrills, interest …

Unless you were born in the USA before 1955 or so, you won’t remember this brilliant advertising coup. So why bring it up now? Because Burma-Shave ads point out the important of what this PCQ is all about: leaving space between things.

From the 1920’s, Burma-Shave entertained highway drivers by putting poems on a series of six tiny, red signs spaced a few hundred feet apart. The last new signs were posted back in 1963 but people still remember and talk about them. Why? They are memorable not only for their humour but also because

EACH

SIGN

TOOK

ITS

OWN

TIME.

At the end there was usually a laugh and sometimes a surprise. Of course people looked forward to seeing what they would come up with next. You can be sure, though, that if the whole message had been on one sign - just like every other billboard - people would not be talking about them over 40 years after the last one was posted. That’s why we remember them and that’s why you should keep Burma-Shave in mind when you do your creative work.

Here are a few examples:

SAY, BIG BOY

Burma-Shave - (1937)

HENRY THE EIGHTH

BURMA-SHAVE

IN CUPID’S LITTLE

BURMA-SHAVE (1947)

And there were many about highway safety:

YOU CAN’T REACH 80

BURMA-SHAVE(1940)

This one is in the popular culture section of the Smithsonian Museum:

WITHIN THIS VALE

BURMA-SHAVE

And a favourite of mine:

SAID JULIET

BURMA-SHAVE

Remember Burma-Shave as you work creatively. In writing, acting, dance, music, comedy, painting, photography and simple conversation don’t forget the pauses, stops, rests and spaces-in-between! Here’s my own ditty to help you remember:

When you strive

like Burma-Shave

for more information on the history of Burma-Shave signs go to signindustry.com/outdoor/articles/

Originally published in the July 2005 issue of The Practically Creative Quarterly; theme: space and spaces