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anigbrowl
tl;dr it's not what your neon sign says, it's the fact that you have a neon sign.

Good article, but in the case of Understanding Media it is very much worth the time and effort to read the original. I cannot praise it highly enough.

bdr
The author of this article seems to explicitly reject your interpretation of the phrase.
anigbrowl
Don't agree. Oh well, each to his own.
HalcyonMuse
More like it's not what your neon sign says, but that the neon sign lights up the street, allowing people to see better, increasing foot traffic at night, reducing crime perhaps...

I think.

iterationx
My friend was telling me there was a Jean Baudrillard book with that same idea, but I don't remember what it was called.