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I agree with Tom.

This is the technique I would use which is similar to Toms!

I would create a Curves adjustment layer above the image.

Pull the curve downwards to darken the entire image, but concentrate on the area you you really wish to darken, in my example it would be the pole.

Highlight the mask of the Curves Adjustment layer (white brackets around mask) and hit Command/Control + I to invert the mask. Mask will go from white to black.

Then use the Brush Tool (or any of the selection tools), set to White, to mask the area you wish to darken.

In this GIF, I want to make the Pole of the sign darker.....

[ATTACH]44756[/ATTACH]

edit: I forgot to mention that at any time you wish to darken the masked area (pole) more or less, just change the Curves Adjustment layer.