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On Second Thought: 1939

On Second Thought: 1939

September 1939. "Sign along the road near Capulin, New Mexico." Photo by Russell Lee for the Farm Security Administration. View full size.


On Shorpy:
Today’s Top 5

What They Did Not See Coming

This wasn't an isolated case.

Resting assured

I think the "rest assured" means "you are assured to get a good rest here. Safely and comfortably."

[Indeed. It's a pun -- a play on the common idiom "rest assured", the twist being that it's meant literally, in the sense of sleeping or relaxing, as opposed to the figurative sense of "be confident." - Dave]

Native American

The swastika had various innocuous meanings for Southwestern Indian tribes, hence the hotel theme.

Hotel Yucca

The building is now a bank but the swastikas remain around the upper perimeter. More info at Hotel Yucca history.

"Rest Assured"

Rest assured of what? Since it's in quotation marks, I guess it's no guarantee of whatever they have in mind. Kind of like the farmer's market down the road from me with its "Fresh" Vegetables sign.

"Freshening the Brand"

... as we say in the marketing biz.

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