Because here's how to spoil this good idea in 5 lessons:
_ Make a bad choice of old pubs,
_ Forget all time notion,
_ Restrict their choice over time (here between 1900 and 1950 clearly despite the title "100 years of advertising ..."),
_ Put anarchic and incomplete translations
_ Finish the job vaguely commenting the advertisements say.
And here, you have now given birth to a beautiful frustrating book, which was ultimately required minimal editorial work, and that will sell well thanks to a few hundred onlookers who buy or worse, that will offer this book, thinking have a nice and funny reading. (For leregarddefred.com)