ADVERTISING 
337 
larger cities as they do with us. Between 
films it is the custom to run advertisements 
which are thrown on the screen for a few min 
utes. This is a rather cheap and practical 
means of announcing one’s wares, inasmuch as 
it reaches a good class of people. 
Street cars are used as extensively as in the 
United States, and are worthy of serious con 
sideration in conducting an elaborate adver 
tising campaign. Not only are the inside 
spaces in the car for sale, but in many cities 
the spaces outside both above and below the 
windows and the front and rear dashboards 
are effectively used. 
Electric signs are as yet comparatively un 
known. Some of the larger cities such as Rio 
de Janeiro and Buenos Aires have a few but 
they are the exception to the general rule. 
The streets are usually so narrow that good 
locations for display purposes are difficult to 
find. This condition will be overcome in time, 
in many of the metropolitan towns, with the 
advent of municipal improvements, the broad 
ening of streets and the laying out of modern