New York City: From Briefcases to Broadway

Katarina Keel

10/17/12

Analysis of Two Visual Texts

Times Square, 1935. 1935. Photograph. New York City. New York Architecture. 1935. Web. 01

Oct. 2012. <http://www.nyc-architecture.com/SPEC/GAL-BW.htm>.

Times Square. 2012. Photograph. New York City. HR&A Advisors. HR&A Advisors, 27 Mar. 2012.

Web. 01 Oct. 2012. <http://www.hraadvisors.com/news/ny-times-and-crain%E2%80%99s-

feature-hra%E2%80%99s-findings-on-times-square-economic-impact/>.

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Times Square generates $110 billion in economic activity every year. With only taking

up 0.1% of New York City’s total land area, this district still generates roughly 11% of the city’s

total economic output. With 11% of New York City’s economic output and 10% of the city’s

employment, Time Square’s economic impact competes with that of mid-sized American cities

like Pittsburgh, PA and Portland, OH. Tim Tompkins, the President of the Times Square

Alliance, states, “Times Square’s success through tough economic times is due largely to our

diversified economy, helping us to stay strong and grow jobs across an array of sectors. While

finance, insurance, and banking markets contracted, slowing the City’s economy overall, the

growth in areas like entertainment, hospitality and tourism reminds us of the value of investing in

the travel and tourism sectors” (Times Square 1). When comparing Times Square in 1935 to

2012, New York City’s economy has learned to adapt to America’s economic changes through

their marketing strategies, transportation systems, and overall economic focus.

Times Square in 1935 is much different from the Times Square of today. At first glance,

most of the buildings shown in the picture of Times Square in 1935 have the same, boxy look to

them. However, upon closer examination, the architectural designs become apparent. All of the

buildings have a gothic-style architecture, with pillars on their tops and a minimal amount of

advertisements blocking their natural beauty. The advertisements that are shown are well-named

brands like Coca-Cola, Wrigley gum, and Chevrolet. Other business signs are shown like Hotel

Aster and Paramount Theater, but most of the shops are small boutiques, delis, and other

interesting shops that were mostly family owned. No brand name stores like Macys, Forever 21,

or American Eagle are present. From this observation, it is deduced that in 1935, Times Square

was a thriving commercial center for family owned, local businesses.

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The streets are unpainted, with only rails for trolleys marking up the pavement. Trolleys

are everywhere, with one appearing in this picture every quarter mile or so. In addition to this,

streets are filled with pedestrians walking randomly across the roads with cars driving every

which way. One interesting observation is the fact that there are not a lot of cars driving through

these streets. Most people seem to be walking to their destinations. Like New York today, all of

the businesses are within walking distance, making them easily accessible for pedestrians. The

sidewalks are busy with traffic, and everyone seems to be walking with a purpose. This displays

the business orientation of New York City in 1935 because they are not just strolling the streets

looking for entertainment; they are hustling to get to their important appointments, meetings,

dates, and anything else they have on their agendas.

The other picture displayed on the cover page is Times Square in 2012. The most eye-

catching piece of this picture is all of the vibrant colors present. Compared to 1935, New York

City seems to have come alive; the buildings are lit up with electronic advertisements and most

of the skyscrapers have been covered with bright flashy signs. Advertisements are more apparent

in this picture than the buildings themselves. Well-known brand names like Kodak, South Pole,

Virgin, and Marriot are everywhere. In addition, advertisements for Broadway shows have

popped up all around, The Little Mermaid, Rent, and Phantom of the Opera are just a few. These

electronic signs make the city so bright at night that the street lamp in the middle of this picture

isn’t even in use. All of the small boutiques, delis, and organic markets displayed in the last

picture have been replaced by huge chain stores like Macys, Forever 21, and the American

Eagle.

Streets in this picture are packed with bright yellow taxis and bikes, however, much of

the population is strolling the streets. Unlike the people in 1935, everyone in this picture is

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shown in casual dress attire, more for a night on the town than for business. This picture was

most likely being used to capture the glory of a night in Times Square and all of New York City

in general.

Advertisements have become a key feature in what we know of today as New York City.

Back in 1935, New York was the business center of America. The streets were bustling with

people who enjoyed the thriving business aspect New York City brought as well as the

entertainment feature. In 1935, the marketing strategies consisted of billboard signs, newspaper

advertisements, and word of mouth. As demonstrated in the picture of Times Square in 2012,

New York has turned into a giant billboard. According to the New York Times writer, Patrick

McGeehan, roughly 230 electronic signs adorn Times Square alone (1). Buildings are plastered

with advertisements- bright, lit-up signs that illuminate the whole city at night. Everything is

made to catch a person’s attention, to make them curious. On top of that, most of the

advertisements in New York are now electronic, with video screens, neon lights, and flashing

signs. Cookie-cutter clusters of skyscrapers and bright billboards are slowly replacing the

beautiful architecture New York was once known for. As Lewis Mumford, author of The City,

states, “If our cities cannot justify their existence by their creative achievements, by their

demonstration of the efficacy and grace of corporate life, it is doubtful whether they will be able

to persuade the country to support them.” In most instances, this is correct, however, New York

City seems to break this stereotype. The more New York City modernizes and advertises, the

more society shows interest in the city.

Transportation in New York City has contributed not only to its economic growth, but

also to its attempts to be a green society. According to David Owen, author of Green Metropolis,

studies show that New York City is among one of the greenest cities on the planet when it comes

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to measuring their carbon footprint (1). Owen states, “The average New Yorker annually

generates 7.1 tons of greenhouse gasses, a lower rate than that of any other American city, and

less that 30 percent of the national average.” The wonderful thing about New Yorkers is that they

don’t even have to try. Catherine Tumber wrote in her book Small, Gritty, and Green that just by

living in small quarters and having access to all their needs within walking distance, New York

can do more for the environment than the most dedicated of environmentalists (65). Saving the

economy has also proved to be good for the local economy. Because many New Yorkers do not

own cars and therefore walk from place to place, all of a New Yorkers daily activities need to be

within walking distance. This means that grocery stores, clothing boutiques, banks, insurance

agencies, and other companies are all local, easy to access small businesses. In the same aspect,

employment opportunity is increasing because of this. Times Square alone contributes 385,000

jobs, which is one-tenth of the jobs available in the city (McGeehan 1).

Overall, New York has changed its economic focus completely since 1935. In 1935, it

was a thriving business community. However, 50 years later, all of New York and most of

America’s economy took a turn for the worse. The difference between New York City and the

rest of America is that New York was quick to adapt and use its appealing aspects to form a

stronger economy. Today, New York City has become the tourist center of America. Everything

has changed its focus in order to become the most publicized tourist destination in the US. They

have switched focus from business to entertainment. In 2012, New York City drew in 48.7

million tourists and the annual spending of these tourists was $31 billion. Forty Broadway

theaters have popped up across the city with 12 million Broadway shows put on in 2010 alone

(Times Square Alliance 1). On top of that, major holiday spectaculars like New Years Eve and

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the Thanksgiving Day Parade bring in a huge crowd of tourists and catch the attention of billions

of people worldwide.

As demonstrated from comparing Times Square in 1935 to 2012, New York City’s

economy has learned to adapt to America’s economic changes through their marketing strategies,

transportation systems, and overall economic focus. New York City is a prime example of the

ideas Tumber presents in her book. What New York has done by drawing off of their tourist

appeal in order to create a successful economy even in America’s current economic state just

proves that cities can re-invent themselves. As Tumber says, “By developing both knowledge-

and manufacturing-based low-carbon industries, relocalizing agriculture and food systems,

developing appropriate transportation systems, reviving local retail and curbing sprawl… these

places could thrive economically, with productive work that people of all classes can do with

integrity.” Even though New York City is by far not a small, industrial city, it has taken the exact

steps that Tumber states are what a city needs to thrive. New York City has become a low-carbon

society, with local food markets and systems, good transportation methods, small family owned

retail, and has shaped itself into a thriving economy with plenty of employment opportunities for

any class of workers. New York City has fought against all odds to gain the success it deserves

and has become a place for small industrial cities to look upon with respect.

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Works Cited

McGeehan, Patrick. “Times Square Lights Up City’s Economy, Study Finds.” The New York

Times. The New York Times Company, 19 Mar. 2012. Web. 5 Oct. 2012.

Mumford, Lewis. “Modernism in Architecture, 1922.” The City. Ed. Harold E. Stearns. New

York: Harcourt Brace and Co., 1922. 3-20. Print.

Owen, David. Green Metropolis. New York: The Penguin Group. 2009. Print.

Times Square Alliance. The Impact of Times Square. HR&A Advisors Inc, Mar. 2012. Web. 5

Oct. 2012.

Times Square District Management Association Inc. New Report on Economic Impact of Times

Square Finds District a Steady Growth Engine for NYC. 20 Mar. 2012. Times Square the

Official Site of Times Square. Web. 5 Oct. 2012.

Times Square, 1935. 1935. Photograph. New York City. New York Architecture. 1935. Web. 01

Oct. 2012. <http://www.nyc-architecture.com/SPEC/GAL-BW.htm>.

Times Square. 2012. Photograph. New York City. HR&A Advisors. HR&A Advisors, 27 Mar.

2012. Web. 01 Oct. 2012. <http://www.hraadvisors.com/news/ny-times-and-crain

%E2%80%99s-feature-hra%E2%80%99s-findings-on-times-square-economic-impact/>.

Tumber, Catherine. Small, Gritty, and Green. Cambridge: The MIT Press, 2012. Print.

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