The 'arch' - or gantry - carries the pub sign for the 'Swan', nearby. I was reminded of a similar arrangement in Stamford, Lincolnshire, where a gantry over the old Great North Road advertises the 'George', on the banks of the River Welland http://www.geograph.org.uk/photo/1712780.
Uploaded to Geograph by Stefan Czapski on 22 September 2011
Photo © Stefan Czapski, 22 September 2011. Licensed for reuse under this Creative Commons licence