Author Tim Hollis takes readers across Louisiana for a celebration of signs that have wormed their way into the collective memory.

Many Louisianans have never stopped to realize how many of their fond memories involve advertising signs. Although these neon spectaculars, billboards and even signs painted directly onto brick walls were created expressly to persuade customers or tourists to patronize businesses, many such signs remained in place for so long that they became landmarks in their own right. From the colorful signs of Pontchartrain Beach to the dazzling signage along Canal Street in New Orleans and the eclectic collection of motel and restaurant billboards and signs found along the Louisiana highways.