Not sure how "Pre-neon" is ridiculous jargon? I think it accurately describes a category of illuminated advertising signage that precedes the advent of arguably the most fascinating, unique and important element of advertising in the last century - neon. Pre-neon signs were lit with incandescent lamps beginning in 1881, and before that with gas lamps. Georges Claude From France introduced neon to the US market in 1923 - a pair of Packard signs for a California dealer. The punched tin Ford sign in question used incandescent lamps inside reflecting off the "punches". I think the previous commenters were right on in their description. We often categorize or date items relative to something major, which neon is in the sign world. Nothing wrong with "pre-neon", in my opinion of course. Nice sign!
