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Патент USA US3032915

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May 8, 1962
D. G. SCHULTZ
3,032,905
ADVERTISING DISPLAYS
Filed Aug. 18, 1958
5 Sheets-Sheet 1
INVENTOR
DALE G. SCHULTZ
%u'i%
AT TORN EYS
May 8, 1962
o. s. SCHULTZ
3,032,905
ADVERTISING DISPLAYS
Filed Aug. 18, 1958
s Sheets-Sheet 2
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INVENTQB
DALE e. SCHULTZ
ATTORNEYS
May 8, 1962
3,032,905
D. c. SCHULTZ
ADVERTISING DISPLAYS
3 Sheets-Sheet 3
Filed Aug. 18, 1958
I
'
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INVENTOR
DALE e. SCHULTZ
43??“
ATTORNEYS
United States Patent ‘0 "we
2
1
FIGURE 5 is a transverse sectional view through the
3,032,905
ADVERTISING DISPLAYS
Dale G. Schultz, Milwaukee, Wis., assignor to Dale Gor
don Designs, Inc., Milwaukee, Wis., a corporation of
Wisconsin
3,032,905
Patented May s, 1962_
.
Filed Aug. 18, 1958, Ser. No. 755,629
2 Claims. (Cl. 40-133)
.advertising device, taken on the line 5—-5 of FIGURE 3,,
looking in the direction of the arrows, and
FIGURE 6 is a vertical longitudinal sectional view
through the advertising device, taken on the line ,6—6_
‘ of FIGURE 5, looking in the direction of the arrows.
Referring to the drawings in detail, wherein similar
reference characters designate corresponding parts
throughout the several views, the letter D generally
This invention appertains to advertising displays and
more particularly to illuminated exhibitors for printed 10 indicates my improved advertising device and the same
includes a hollow box-like housing 10 having an open
advertising matter and/or articles of various shapes and
front 11. The housing 10 can be fabricated in various
kinds.
manners, but as illustrated, the same includes end walls
One of the primary objects of the invention is to pro
12 and 13 formed from rigid material, such as wood, or
vide an advertising device, which will not only effectively
display articles and printed matter to the best advantage, 15 the like. Secured to the upper edges of the end walls
but which will be attractive to the eye, and thus please
the esthetic taste of observers.
Another salient object of the invention is to provide
an advertising device capable of either being suspended
from a wall or other support, or rested on a counter or
12 and 13, is a top wall 14 and connected to the rear
edges of the side walls is a rear wall 15. The top and ’
rear walls can be formed from a single sheet of opaque
material and the front edge of the top wall 14 has formed
thereon a depending ?ange 16. The bottom of the hous
ing is closed by a bottom wall 17 formed from trans- _
table, preferably at eye level, embodying a box-like hous
lucent material, and this bottom wall can be in the
ing having an open front and a display platform in the
nature of a thermoplastic substance. Formed integral
form of a ?ight of steps leading from the bottom of the
with the front edge of the bottom wall 17 is a display
open front inwardly and upwardly to a desired level with
platform
18, and this platform, as best shown in FIG
25
an inclined re?ector (mirror) leading from the upper
URES 1 and 5, is in the nature of a ?ight of steps. The
end of the open front inwardly and downwardly to the
steps lead inwardly and upwardly from the bottom of
uppermost step of the platform, whereby articles placed
the open front of the housing to the rear wall of the
on the treads of the steps will be visible both on the
housing. Thus, the platform includes a series of risers
steps and in the mirror, so that different effective views
of the articles can be simultaneously had, and whereby 30 19 and a series of treads 20. The uppermost tread 20
has formed thereon a depending ?ange 21 which can be
advertising matter on the steps can be read both from _
secured to the inner surface of the rear wall 15. As the
the risers of the steps (direct) and from the treads of
the steps in the mirror in logical sequence, the matter on
the treads of the steps being printed in reverse, so that
display platform 18 forms a continuation of the bottom
wall 17, the same is also of a translucent material. The
rear edge of the bottom wall 17 has formed thereon an
35
the printed matter will appear correct for reading in the
mirror.
A further object of the invention is the provision of
the steps being formed of translucent material with illu
_ upstanding ?ange 22, which is in turn fastened to the _
rear wall 15. Access to the housing in rear of the steps
can be had in various manners, but in the present in
stance, the ?ange 22 and the rear portion of the bottom
minating means in the housing in rear of the steps,
whereby light rays emanating from the light source will 40 wall 17 are temporarily secured in place so that the'
same can be ?exed downwardly and the lower part of
shine through the steps and effectively illuminate the
the rear wall 15 can also be temporarily secured in place
.articles or advertising on the steps, as well as the mirror.
so that the same can be ?exed downwardly and the
A further important object of my invention is to pro
lower part of the rear wall 15 can also be temporarily’
vide changeable exhibitors of translucent material in the
form of steps and bearing different printing and/or pic 45 secured in place so that the same can be pulled out
wardly.
'
tures thereon removably mounted on the platform in the
Also disposed within the housing 10 is a mirror 23:
and this mirror extends inwardly and downwardly from
the upper edge of the open front of the housing to the“
the advertiser.
'
v
rear wall 15 and to the innermost edge of the upperw
50
A still further important object of my invention is the
tread 20 of the platform 18. The inner faces of the side
provision of an opening in the bottom of the housing,
‘ housing, so that the printed matter or pictures to be
exhibited in the housing can be changed at the will of
so that the advertising device can also be used for illu
minating desired objects below the housing, when the
walls 12 and 13 can be provided with grooves 24 into
which the mirror can be slipped, and this forms an ade
quate support for the mirror. In order to add rigidity
With these and other objects in view, the invention 55 to the platform, the side walls 12 and 13 can have their
inner faces cut away and arranged in stepped formation
consists in the novel construction, arrangement and for
to receive the opposite ends of the platform.
mation of parts, as will be hereinafter more speci?cally
Arranged within the housing and below the translucent
described and claimed and illustrated in the accompany
platform 18 is a source of light 25, and this source of
ing drawings, in which drawings,
FIGURE 1 is a perspective View of my improved ad 60 light can be an incandescent bulb, a ?uorescent tube, or
the like. It is obvious, however, that rays of light ema
vertising device ready to receive the articles or advertis
nating from the light source will shine through the
ing matter to be exhibited;
translucent platform and onto the mirror 23. Rays of
FIGURE 2 is a perspective view of one piece of ad
light from the light source will also shine through the
vertising matter to be associated with the device;
FIGURE 3 is a front elevational view of the advertis 65 bottom wall 17.
The display platform 18 can be treated in various
ing device with the .advertising piece shown in FIGURE
ways to enhance the appearance thereof, and if so de
2 associated therewith, parts of the device being shown
sired, side opaque strips 26 of a selected color can be
broken away and in section;
placed on the platform and these opaque strips 26 can
housing is suspended from a wall or other support.
FIGURE 4 is a view similar to FIGURE 3, but show
ing the printed advertising matter removed from the de 70 have cut out therefrom suitable designs, such as stars 27,
vice and articles to be exhibited associated with the
device;
and such designs will be effectively shown both on the
platform and steps by light shining through the translu
3,032,905
3
cent platform. The side opaque strips 26 are preferably
relatively narrow, so as to leave a wide illuminated dis
play portion 28 for advertising and other matter to be
displayed and exhibited.
The Wide translucent display portion 28 of the plat
form 18 is, of course, adapted to receive .articles to be
exhibited and the printed matter to be exhibited.
In
FIGURE 2, I have illustrated a display sign 29 which is
shaped to correspond to the form of the platform and t0
the width of the display portion 28 of the platform.
This sign is molded, or otherwise formed from translu-'
cent material and also includes riser portions 30 and
tread portions 31. The risers 30 have printed thereon
4
Further the apparatus is of such a character that not
only does the same attract attention, but will sustain
attention; in that the same gives a third dimension effect
and presents an illusion of the matter displayed extend
ing into and beyond a wall ‘in-which the housing is
affixed.
'
‘
Various changes in details may be made without
departing from the spirit or the scope of this invention,
but what I claim as new is:
1. An advertising and display device comprising a
housing having an open front, a display platform in said
housing in the form of a ?ight of steps leading upwardly
and inwardly from the lower portion of the open front,
or otherwise a?‘ixed thereto desired matter for direct
said platform including risers and treads and said plat
reading and the treads 31 have printed or a?ixed thereon 15 form being formed from translucent material, a source
matter written in reverse for appearing in the mirror
of light in said housing disposed below said translucent
23 for reading by an observer. The sign 29 is freely
platform, an inclined mirror in said housing leading
removable from the platform and hence this allows differ
downwardly and inwardly from the upper portion of the
ent characters of signs to be associated with the plat
open front to the rear of the uppermost tread portion
form. The matter printed on the signs is laid out so 20 of the platform and extending at an angle thereto, said
that a logical sequence can be had when reading the
angle being considerably less than a right angle, and
sign direct from the platform and in the mirror.
strips of opaque material in the form of steps having
It is to be also understood that the opaque strips 26
cut out designs therein placed on the side portions of
can be removed and transparent display matter used in
the platform leaving a wide display translucent section,
lieu thereof.
25 and matter to be displayed positioned on said translu
A very effective display can be had by using pictures
cent portion, whereby matter placed on said treads can
of scenes, or the like, on the removable signs.
be seen and read in said mirror and matter placed on
As best shown in FIGURE 4, the platform 18 can be
said risers can be seen and read directly to give twice
effectively used for displaying articles, such as watches,
or as shown, pen and pencil sets 32. The articles to be 30
displayed are placed on the desired treads of the plat
form and an observer views the article in elevation on
the ordinary readable display area.
2. An advertising and display device comprising a
housing having an open front, a display platform in said
housing in the form of a flight of steps leading upwardly
the platform and then views the articles in top plan in
and inwardly from the lower portion of the open front,
the mirror. Thus, effective views of the articles are had
said platform including risers and treads, an inclined
simultaneously by an observer.
35 mirror in said housing leading downwardly and inwardly
With the basic display device before a person, such
from the upper portion of the open front to the rear
erson can use his own intelligence to arrange signs and
displays to the best of advantage.
As heretofore brought out, the display device can be
of the uppermost tread portion of the platform and
extending ‘at an angle thereto and overlying all of the
tread portions of the steps to re?ect all of said treads
laid on a counter or table, preferably at an eye level, 40 in the mirror, said platform ‘being formed from translu
or can be suspended from a wall or other support. Any
cent material, and a source of light in said housing dis
desired means can be employed for securing the advertis
posed below said translucent platform to illuminate the
ing device to a wall or other support, such as picture
platform and to aid in the re?ection of matter placed
wire, and eyes secured to the end walls 12 and 13.
on the treads of said platform in said mirror.
Where the display is suspended from a support, desired 45
objects below the device can be illuminated from the
rays of light shining through the translucent bottom
Wall‘17‘.
From the foregoing, it can be seen that I have pro
vided an unusual device presenting an intriguing optical 50
illusion in which advertising or other material can be
read from the platform and mirror as a continuous mes
sage.
References Cited in the ?le of this patent
UNITED STATES PATENTS
1,745,164
1,955,674
2,356,688
2,635,434
Gri?ith ______________ __ Jan.
Gill ________________ __ Apr.
O’Reilly _____________ __ Apr.
Bentley _____________ __ Apr.
28, 1930
17, 1934
22, 1944
21, 1953
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