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Originally Posted by Steve Tinker
I worked for Esso Australia for 10 years, and it was only in the 1970's that the Esso signs were illuminated internally here - usually by fluorescent tubes.
Previous to that (especially in rural areas) the signs were illuminated externally - usually by a remotely mounted floodlight. Thus it was the retailer who paid for the illumination while Esso supplied a cheaper non illuminated sign. The silver coating probably reflects light from an external source, not an internal one.
Of course, Esso signage may well have been different in the US, so I could be wrong.....
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If I recall correctly, this was one panel of a two panel display which was lit between the two panels, at least that's how I remember it. However, your explanation makes sense too, otherwise why would it be so resistant to powerful back lighting?