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Illuminated sign, approaching San Joaquin Valley town, outskirts of Fresno, on U. S. 99, CA, 1939. Creator: Dorothea Lange
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Illuminated sign, approaching San Joaquin Valley town, outskirts of Fresno, on U. S. 99, CA, 1939. Creator: Dorothea Lange
Outskirts of Fresno. On U.S. 99. Illuminated sign, approaching San Joaquin Valley town. California. [ Fresno Home of Sunland Refining Corp. Sunland Gasoline - " Look for the Orange Pump" ]
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Media ID 25327586
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Advert Advertisement California United States Of America Electric Electricity Gasoline Illuminate Illuminated Illumination Illuminations Lit Up Petrol Railway Line Railway Track Railway Tracks Sign Train Track Dorothea Lange Dorothea Lange Taylor Dorothea Margaretta Nutzhorn Graphic Design Lange Dorothea Lee Russell Nitrate Negatives Gmgpc Nutzhorn Dorothea Margaretta Recession Russell Lee Taylor Dorothea Lange
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EDITORS COMMENTS
This photograph taken by Dorothea Lange in 1939 showcases an illuminated sign on the outskirts of Fresno, California. As we approach a San Joaquin Valley town along U. S. 99, the sign proudly advertises "Fresno Home of Sunland Refining Corp. Sunland Gasoline - 'Look for the Orange Pump'". The image captures a moment frozen in time during the Great Depression era. Lange's composition skillfully highlights both the industrial and economic aspects of this scene. The electrified sign stands tall against a darkened sky, symbolizing hope amidst challenging times. Its vibrant illumination serves as a beacon to weary travelers seeking fuel for their journeys. The photograph not only documents advertising techniques of that period but also reflects Lange's ability to capture significant moments in American history through her lens. As part of the Farm Security Administration (FSA) project, she aimed to shed light on social issues and raise awareness about rural poverty during this tumultuous time. Through her masterful use of lighting and contrast, Lange invites viewers to contemplate both the physical landscape and its underlying narrative. This image becomes more than just an advertisement; it becomes a visual representation of resilience and determination within America's heartland. As we gaze upon this vintage print from Heritage Images, we are transported back to an era marked by struggle yet defined by unwavering spirit – reminding us that even in darkness, there is always room for illumination and progress.
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