Those billboards are symbols of urbanisation. The bigger the billboard, the more urbanised the area. Indeed, the size of the billboards tells visitors how the locals perceive their economic success stories.

Billboards are also installed as a welcome for the arrival of influential figures. For example, a few days before the prime minister is scheduled to arrive in a province, billboards will be posted on the way from the airport. Thus, the city fathers hope to impress their big visitor, and once the impression sets in, it'll be easier for all kinds of mutually beneficial talks.

Thus, it is not strange to learn from The Economist that billboards are used in Beijing to the show the progress of local units of foreign companies whose executives regularly fly in for periodic corporate health checks.

"One example has become a well-understood signalling device for whomever is visiting China: the rental of a huge billboard on the road between Beijing Airport and the city to advertise a firm's products. The idea is that a visiting boss will see it on the drive into town and remark on the company's prominence in China. The sign is changed a few days later as the next boss, from another firm, touches down."

The frequent billboard turn-rounds mesh well with reports that aircraft to China are packed with executives trying to inhale whatever it is that produces rapid growth.

The trouble with this approach is that in places where efficient execution is paramount, far too much time is spent ensuring that visitors from the head office have a happy trip.

Likewise, Thai officials also spend too much time on pleasing influential visitors instead of paying attention to solving problems at home.

This tells how universal the idea of impressing visitors through billboards can be.

Just look at the billboards along the way from Don Muang and Suvarnabhumi airports into town. Most belong to international luxury brands, thus convincing visitors of what Bangkok has to offer.

But we should not trust what billboards tell us. Oops! That might offend our advertisers. But sadly, I really mean it.

achara_d@nationgroup.com