Cute Young Brunette Girl Posing With A Neon Tube Lamp

Neon signage was received with particular enthusiasm in the United States. In 1923, Earle C. Anthony purchased two neon signs from Claude for his Packard car dealership in Los Angeles, California; these literally stopped traffic. Claude's US patents had secured him a monopoly on neon signage, and following Anthony's success with neon signs, many companies arranged franchises with Claude to manufacture neon signs. In many cases companies were given exclusive licenses for the production of neon signs in a given geographical area; by 1931, the value of the neon sign business was $16.9 million, of which a significant percentage was paid to Claude Neon Lights, Inc. by the franchising arrangements. Claude's principal patent expired in 1932, which led to a great expansion in the production of neon signage. The industry's sales in 1939 were about $22.0 million; the expansion in volume from 1931 to 1939 was much larger than the ratio of sales in the two years suggests.
Rudi Stern has written, "The 1930s were years of great creativity for neon, a period when many design and animation techniques were developed. ... Men like O. J. Gude and, in particular, Douglas Leigh took neon advertising further than Georges Claude and his associates had ever envisioned. Leigh, who conceived and created the archetypal Times Square spectacular, experimented with displays that incorporated smells, fog, and sounds as part of their total effect. ... Much of the visual excitement of Times Square in the thirties was a result of Leigh's genius as a kinetic and luminal artist." Major cities throughout the United States and in several other countries also had elaborate displays of neon signs. Events such as the Chicago Century of Progress Exposition (1933–34), the Paris World's Fair (1937) and New York World's Fair (1939) were remarkable for their extensive use of neon tubes as architectural features. Stern has argued that the creation of "glorious" neon displays for movie theaters led to an association of the two, "One's joy in going to the movies became inseparably associated with neon."
The Second World War (1939–1945) arrested new sign installations around most of the world. Following the war, the industry resumed. Marcus Thielen writes of this era, "...after World War II, government programs were established to help re-educate soldiers. The Egani Institute (New York City) was one of few schools in the country that taught neon-trade secrets. The American streamlined design from the 1950s would be unimaginable without the use of neon." The development of Las Vegas, Nevada as a resort city is inextricably linked with neon signage; Tom Wolfe wrote in 1965, "Las Vegas is the only city in the world whose skyline is made neither of buildings, like New York, nor of trees, like Wilbraham, Massachusetts, but signs. One can look at Las Vegas from a mile away on route 91 and see no buildings, no trees, only signs. But such signs! They tower. They revolve, they oscillate, they soar in shapes before which the existing vocabulary of art history is helpless."
Overall, however, neon displays became less fashionable, and some cities discouraged their construction with ordinances. Nelson Algren titled a 1947 collection of his short stories The Neon Wilderness. Margalit Fox has written, "... after World War II, as neon signs were replaced increasingly by fluorescent-lighted plastic, the art of bending colored tubes into sinuous, gas-filled forms began to wane." A dark age persisted at least through the 1970s, when artists adopted neon with enthusiasm; in 1979 Rudi Stern published his manifesto, Let There Be Neon. Marcus Thielen wrote in 2005, on the 90th anniversary of the US patent issued to Georges Claude, "The demand for the use of neon and cold cathode in architectural applications is growing, and the introduction of new techniques like fiberoptics and LED — into the sign market have strengthened, rather than replaced, neon technology. The evolution of the 'waste' product neon tube remains incomplete 90 years after the patent was filed."