336 SELLING LATIN AMERICA 
s 
are very effective in bringing to their atten 
tion articles which they may desire. 
Sign boards are beginning to be well 
thought of and are making their appearance 
throughout the larger cities. Posters, well 
executed, but in glaring colors, and if possible 
displaying a portion of a nude female always 
attract universal attention and for many lines 
are excellent mediums. Some of the coun 
tries charge an internal revenue tax on all sign 
boards, posters, placards and street announce 
ments proportionate to their size. Before un 
dertaking a campaign requiring the use of this 
class of material, it is therefore well to ascer 
tain what this fee will amount to and arrange 
for its payment. In some cities the hoardings 
are sold for a period of years, to the highest 
bidder, who in turn rents them to the user for 
a specified time. These spaces are often the 
property of the municipality which contracts 
directly with the user for them. In Buenos 
Aires these stands are so highly thought of that 
they are often leased years in advance. 
Moving picture theatres abound in the