Sandwich board
A sandwich board is a type of advertisement tool composed of two boards with a message or graphic on it and being either carried by a person, with one board in front and one behind in a triangle shape, hinged along the top, creating a "sandwich" effect; or set up next to a store advertising its goods. In this way, the advertising message can be read on both sides interchangeably.
History
The term "sandwich man" was coined by Charles Dickens.[1] He described these advertisers as "a piece of human flesh between two slices of paste board".[2] Sandwich boards were most popular in the 19th century, and have largely been supplanted by billboards, which are more effective in advertising to passers-by who are now likely to be in automobiles, rather than traveling by foot.
However, they are still frequently to be seen on major shopping streets such as Oxford Street, London; Champs Élysées, Paris, and 42nd Street, New York City, where they are used to advertise offers from particular stores most often in adjacent side-streets.
Types
There are generally two types of sandwich boards.
Carried Version
The carried version is usually attached to straps acting as suspenders, allowing the person wearing the boards to carry the weight on his or her shoulders and keeping the boards balanced on the wearer. The wearer might also pass out flyers or shout advertising slogans.
A-board
Another is called "A-board" which is kept next to the stores, on public transport grounds, such as sidewalks or pedestrian zones to draw the attention of the customers passing by. These A-boards resemble the shape of letter A. In some modern A-boards the conventional two boards have been replaced by a single board hanging within the frame. A-boards are most typically deployed in busy pedestrian areas to advertise businesses. Advertising the business website or social media page on these boards helps the business get recognized locally as well as internationally.[3]
Materials used
Many different types materials are used to make these boards. The carried type is generally made up of light materials like cardboard or paperboard[4] and yarn to hang it to the shoulders.[5] The conventional types of A-boards are generally made with wood or MDF and modern A-boards are made with aluminum and hinges are made with leather. To resist the blow of the winds in the windier days sandbags are hung under the board as a counterweight which gives balance and stability.
Cultural depictions
A restaurant in Vancouver wrote an anti-police message on its sandwich board[6][7] after the killing of George Floyd by a white officer in the US state of Minnesota on may 2020[8] On the same issue an owner of a dog boutique in Mashpee Commons, placed a sandwich-board outside her store that read “Dogs Don’t Discriminate. Be Like Dogs! #BlackLivesMatter”.[9]
References
- "Sandwich board | advertising". Encyclopedia Britannica. Retrieved 2020-04-10.
- "London Street Advertising, showing Sandwich Men, human billboards, placards and banners". www.urban75.org. Retrieved 2020-06-27.
- morningadvertiser.co.uk. "Unique A-boards can 'raise a pub's profile'". morningadvertiser.co.uk. Retrieved 2020-04-11.
- "How to Make a Cardboard Sandwich Board". Our Pastimes. Retrieved 2020-04-11.
- Armstrong, Linda (2009-01-04). Phonics, Grade 1. Carson-Dellosa Publishing. ISBN 978-0-7424-2061-8.
- Agahi, Emad (2020-06-05). "Anti-police sandwich board: Vancouver restaurant staff member stands by it, despite complaint". British Columbia. Retrieved 2020-06-12.
- "What's Up? Hot Dog stands by sign condemning police for racist violence | Dished". dailyhive.com. Retrieved 2020-06-27.
- "George Floyd: Black man dies after US police pin him to ground". www.aljazeera.com. Retrieved 2020-06-12.
- Treffeisen, Beth. "Black Lives Matter sign sparks complaint, then support". capecodtimes.com. Retrieved 2020-06-27.
