Human directionals are still widely used, especially in areas that have a lot of pedestrian traffic, but even in places that have a great deal of automobile traffic. For the latter, the signs will frequently be shaped like arrows in order to direct traffic to the location being advertised. Eye Shot, a Lake Forest, California company claims to have invented modern sign spinning using arrow-shaped signs. The modern human directional employs a number of tricks to attract attention, such as spinning the sign on one finger, throwing it up in the air and spinning it, or even riding the sign like a horse. Another California company, AArrow Advertising, conducts "boot camps" to train its employees, and has also filed patent applications for a number of its "signature moves".