side. With fence mounted banners rarely in use, the terminology for a run-through became "banner". Banners were now several metres tall, and the few supporters holding the poles from the base were replaced with three supporters holding tethers from the top of the pole and five or six at the base, for each pole. It is generally raised 20 or 30 metres away from the fence. Traditionally, the captain would lead the team through the run-through, with his teammates trailing behind. During the 1980s teams began to gather their players in front of the banner before breaking through it together in a display of togetherness and teamwork. Advertising first appeared on run-throughs in the late 1970s. Costs increased commensurate with the size of the run-through, creating a need for additional funding. Early advertising was in club colors and often incorporated into the run-through's message. After 2000, approximately, advertising logos often appeared in their own color. If different from the club colors, this detracts from the visual effect of the banner. Inspirational, or anti-opposition, messages were replaced by advertising slogans, creating an insipid feel to the banner. In 2014, Collingwood Football Club banned the cheer squad from creating or holding the team's banner. The club now arranges this themselves. They have replaced the traditional crepe banner with a fabric curtain. It remains to be seen if terminology will change again. The curtain method is also used by other clubs. Uses There are five main functions that a banner can take. As it is a double-sided construction, which the cheer squad usually hoists in all four directions to allow all fans to read each side, most of these are seen each week. Inspirational messages: these are generally found in the form of a four-line rhyming message. They can be fairly predictable, and usually will the team on to beat the opposition and continue up the ladder. Demotivational messages: when an opponent, particularly a hated one, is coming off a bad loss or is having a bad year, it is common for cheer squads to use the banner to annoy the opposition fans. This is particularly prevalent amongst more heated rivalries, such as Carlton and Collingwood, or Adelaide and Port Adelaide. Celebration of milestones: when a player is playing a milestone game - his 50th, 100th, 150th etc. AFL game or club game, or a record-breaking game, it is standard practice to reward