A Far Cry from St. Louis


Throughout Frontierland are period graphics that help set the scene. Many are advertisements for carriages or horse auctions. The ad in the photo above, found near the Trading Post, is one of my favorites.

The term "Wild West" didn't just refer to untamed wilderness or the threat posed by outlaws. It also came from the fact that on the American frontier, pioneers were forging a new way of life apart from the sometimes rigid social mores of the east. There were indications of this "loosening up" at the Diamond Horseshoe Saloon, inspired by St. Louis and the "Gateway to the West," where mildly risque entertainment like the Can-Can Girls performed in what was still a rather formalized setting.

Once past the Mississippi and into Frontierland, though, all convention is discarded. The ad for the fictional Dawson's Barbary Coast Saloon actually plays on this idea, enticing patrons by promoting the "scandalous" nature of the place.

These tactics are still used today. An "R" rating on a film both restricts children from viewing its content as well as gives adults an idea of what they can expect. FOX Television and others use the slogan "Viewer Discretion Is Advised" to similar effect. It lets people know that a show may feature violent or otherwise objectionable material, providing both a warning and a draw.

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