South of the Border

Abstract

For hundreds of miles on I-95 in each direction, from a spot just south of where North and South Carolina meet, travelers are prompted every 30 miles or so by billboards of Pedro reminding them of their imminent approach. Designated by its landmark 110 foot "Pedro" sign, South of the Border has provided an amusing, larger-than-life rest stop for over 30 years. Using South of the Border as a point of departure, this article explores how the myth of "Mexican-ness" is perpetuated through word and image in space and, to this end, how visual communication reflects the power structure found in the larger culture.