Ghost signs: Fading reminders of the past

In the streets of Schenectady, New York, Ron Ladouceur engages in the practice of hunting ghosts, or ghost signs, during the day. These faded advertisements, often hidden in alleyways and on old brick walls, are a tangible connection to the past. Ladouceur, an adjunct professor of marketing at the University at Albany, believes these signs offer a window into history, particularly from the golden era between 1895 and the 1930s, which coincided with the rise of national advertising.

Many of these ghost signs promote long-defunct companies and products, with some being nearly impossible to decipher due to multiple layers of paint. While some ghost signs are clearly visible, such as Coca Cola or Wrigley's gum, most are barely legible and have been painted over multiple times. Craig Winslow, an artist, has been bringing these ghosts back to life through his Light Capsules project, which uses projection mapping to recreate the appearance of ghost signs in their prime.

By combining research with archival images and old directories, Winslow uncovers the various layers of a ghost sign, bringing decades of history to light in a brief, temporary display. However, purists like Ladouceur argue that repainting a ghost sign would destroy its historical essence, and it's best to allow these fading remnants to remain as a reminder of the past.