ADVERTISING

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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  minutes. ­
  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  consideration ­
  in  conducting  an  elaborate  advertising ­
  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  unknown. ­
  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  broadening ­
  of  streets  and  the  laying  out  of  modern