SECTION 11

EXTERIOR LIGHTING
Exterior-lighting applications discussed in this section are various types
of electrical advertising and decoration, including signs, luminous com-
mercial fronts, and floodlighting. Lighting for gardens, pools, fountains
and waterfalls and for the prevention of sabotage, theft, and accident also
is discussed.
Illumination for outdoor sports is covered in Section 12, and Section 13
describes current lighting practice for transportation areas, including streets
and highways, railroads, and airports.
LIGHTING FOR ADVERTISING
Electrical advertising in the United States dates from the latter part of
the nineteenth century and since that time has become one of the strong
mediums of the art. It is used for several purposes, including:
Identifying a place of business
Advertising a building or plant
Advertising a product or a service
Electrical advertising differs in several respects from other major classes
of advertising such as printed matter and radio. In the case of printed
matter (newspaper, magazine, and direct-mail advertising), the reader
handles the copy which attracts his attention. No time limit is imposed on
the reader's perusal, and printed characters are planned to contrast well
with their background. Radio advertising appeals to a listener through
his hearing sense, after attracting his attention.
Electrical-sign advertising, on the other hand, to be successful in terms
of present-day business economics, should gain the observer's attention
and serve its purpose in the relatively short period of a few seconds.
ELECTRIC-SIGN CHARACTERISTICS
Outdoor electric signs may be classified as follows:
1. Exposed incandescent lamp signs.
2. Enclosed lamp signs.
3. Silhouette signs.
4. Electric-discharge lamp signs.
5. Combination signs (incandescent and discharge lamps).
6. Poster panels, panel signs, and wall signs.
They may be evaluated from two interrelated approaches: legibility and
advertising effectiveness.
Size. Physical location, desired legibility range, and character bright-
ness determine the minimum letter height required for legibilty. However,
to attain advertising effectiveness, letter heights of twice minimum height
generally are employed for legibility. Vertical columns of letters, though
usually an aid in increasing the apparent size of a sign, are more difficult
to read than horizontal columns.
Note: References are listed at the end of each section