Signs & Signposts
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In 1923, Georges Claude and his French company Claude Neon introduced neon gas signs to the United States by selling two to a Packard car dealership in Los Angeles. Earle C. Anthony purchased the two signs reading "Packard" for $1,250 apiece. Neon lighting quickly became a popular fixture in outdoor advertising. Visible even in daylight, people would stop and stare at the first neon signs for hours, dubbed "liquid fire." Neon signs were extremely popular in the USA from about 1920–1960.