Landscape Preservation, ‘advertising disfigurement’, and English National Identity c. 1890–1914

Abstract

Abstract In the late Victorian and Edwardian periods, anxieties developed about the impact of advertisements on the English landscape. Large posters and hoardings in rural areas were increasingly seen as having a damaging effect on the scenic beauties of the country, and a campaign to have their use restricted was started up in the 1890s. This article focuses on that campaign, and on the activities and ideology of the organisation (the National Society for Checking the Abuses of Public Advertising — SCAPA) which spearheaded it. In doing so, it seeks to engage with the wider historiographical debate about the nature of ‘Englishness’ in the late nineteenth and early twentieth centuries. Through an examination of the agenda of SCAPA and other preservationist bodies (such as the National Trust), it suggests that it is misleading to conclude that English culture in this period was pervaded by backward-looking ‘rural-nostalgic’ obsessions. However, it also emphasises that English national identity was nonetheless to an important extent related to ideas about land and landscape. It does not do to write off phenomena like opposition to the ‘disfigurement’ of picturesque English scenery as insignificant, the concern only of a very marginal section of elite culture.