This sign, produced by Pabst Brewing Company, is an example of a yard-long sign. Yard-longs were a popular advertising choice from the late 19th century to the early 20th century. They often featured women dressed in the fine fashion of the period in which they were produced. This sign features a woman modeling the popular fashion choices of the 1910s, including feathers, beading, long pearl necklaces, and dresses with a loose silhouette. On the reverse side of this yard-long, there is a calendar for the year 1910, as well as an advertisement for Pabst Extract, a tonic often marketed towards women. Pabst Brewing Company was established in 1889, after Captain Frederick Pabst took over his father-in-law’s brewery in Milwaukee, Wisconsin.