EP1023714B1

EP1023714B1 - Equipment for supplying highway advertising

Info

Publication number: EP1023714B1
Application number: EP97918295A
Authority: EP
Inventors: Andras Gotzy
Original assignee: Individual
Current assignee: Individual
Priority date: 1995-11-01
Filing date: 1997-04-23
Publication date: 2002-03-27
Anticipated expiration: 2017-04-23
Also published as: HUT75852A; EP1023714A1; WO1998048401A1; HU9503107D0; HU217229B

Description

The invention relates to an equipment for supplying highway advertisement, comprising a broadsheet.

It is well known that the importance of advertising goods and services is growing all over the world, and in addition to the media advertisement, the outside advertisement appears in varied and newer forms. In the last few years, more and more broadsheets of both multinational and other firms have been seen, most of them next to busy main roads and highways. Advertisers are trying to call people's attention to their products with striking slogans and ingenious pictures. It is generally known that advertisements producing movement are much more effective than others because the viewers' attention is caught spontaneously by the movements occuring in the enviroment.

Advertisements combined with movement (City Lights) are well known; the moving parts are operated by means of an electric motor. Such an equipment can present at most three different advertisements, and the investment and running costs are very high (particularly because of the high energy consumption). Other disadvantages are that they go wrong easily and the repairing is quite complicated.

The object of the present invention is to provide an equipment for supplying highway advertisement using movement as an element of effect without a motor mechanism, and therefore having much lower investment and running costs than the similar equipments known in the art, but being much more effective to attract attention.

The invention is based on the recognition that it is not necessary to induce movements in the equipment or in its structure itself if the person whose attention is to be guided to the broadsheet moves with at least a minimal speed towards it; this requirement is fulfilled necessarily and automatically when persons are moving in road vehicles towards broadsheets placed by the side of the road. Namely, if another board is put in front of the first one at a (minimum) distance, covering at least a part of the first board from the point of view of the traveller, the moving person perceives as if the front board is moving as compared to the second one behind it; this is, of course, just a result of a visual fallacy induced by the fact that the front board is nearer the moving person. Although the boards are fixed in relation to each other, said illusive movement seems real for the observer; therefore, the advertising equipment fulfils its attention-attracting function stressed and extended by movements very effectively.

On the basis of the above mentioned recognition, the object of the present invention is accomplished by an equipment for supplying highway advertisement according to claim 1.

The one or more modifying element(s) (small boards) can be fixed in front of the broadsheet by any suitable means, e.g. said element(s) can stand on legs or can be fixed to the framework of the broadsheet. The best solution is if the fixing constructions, e.g. bars, are covered by the modificating element or part, and they are e.g. perpendicular to the broadsheet.

According to a preferred embodiment of the invention, the projection of the modifying part on the advertising surface of the broadsheet is smaller than said surface, and preferably not larger than the half of said surface. In other words, the modifying element is smaller - usually much smaller - than the broadsheet. Under such relations the person moving towards the broadsheet feels that the smaller (i.e. modifying) element moves from its place and "crosses" the broadsheet. The apparent movement of the modifying part can be speeded up or slowed down by increasing or reducing the distance between the broadsheet and the front board. The size of the modifying part can be equal to, or even bigger than, the size of the broadsheet.

In another preferred embodiment of the equipment according to the invention, the modifying part consists of a rectangular board. According to another characteristic of the invention, the modifying part consists of a shaped element having a shape different from a regular geometric form, and preferably said element is made of a sheet or plate. Such elements can have concrete shape, e.g. they can depict a car, an animal etc.

Generally, the modificating part is parallel to the broadsheet, but it is also possible that there is an angle (but not a right angle) between the planes of the elements.

It can be advantageous, if the color of the - particularly rectangular - modifying part is the same, or essentially the same, as the background color of the broadsheet. Preferably, the modifying part is placed at a distance of 1.0 - 3.0 m from, and parallel to, the broadsheet; however, another distances and angles, respectively, are also applicable between the plane of the modifying part and the plane of the broadsheet.

In a further preferred embodiment, the modifying part is fixed in front of the broadsheet in such a manner that the distance from the broadsheet can be changed and/or the position of the modifying part can be changed in its plane. Naturally, the modifying part can be fixed in the new position, too. The position can be changed by means of telescopic bars, vertical rails with locking etc. Thereby, the same modifying part can be used for different advertisements.

Finally, in a preferred embodiment, the surface of the modifying part contains one or more picture(s) and/or graphic element(s) and/or combination(s) of colors and/or a text, a word and/or one or more letter(s), which complete the advertising elements on the broadsheet and/or are of different character than said advertising elements.

The present invention will now be described by way of examples with reference to the accompanying drawings, in which:

Figures 1a - 1c: front views of an equipment advertising mobile phones, viewed from three different positions of a person moving by car towards the equipment;

Figures 2a - 2c: another embodiment of the advertising equipment according to the invention, represented in the positions as shown in Figures 1a - 1c;

Figures 3a - 3c: an equipment according to the invention advertising a soft drink, in the positions according to Figures 1a - 1c; and

Figures 4a - 4c: an equipment advertising a car, in the positions according to Figures 1a - 1c.

Figures 1a - 1c show an advertising equipment with a broadsheet 1 standing on legs 1a; a modifying part 2 is fixed at a distance in front of the broadsheet 1; the modifying part 2 consists of a rectangular board smaller than, and placed parallel to, the broadsheet 1; said board has the same background color as the broadsheet 1. The distance between the planes of the broadsheet 1 and the modifying part 2 is e.g. 2 m. The broadsheet 1 displays a text, a picture 5 and the name 4 of a firm. The latter is a fantasy name "BRO". The picture 5 is a simplified view of a mobile phone, which is naturally a product of the firm "BRO". The full text consists of two part-texts: the part-text 3 (WE OFFER MORE) is on the upper part of the broadsheet 1; the part-text 3a (TO YOU), which is written in the right side of the picture 5 of the mobile phone, is visible only in Figures 1b (partly) and 1c. A part-picture 5a showing the right side end of the mobil phone is drawn on the modifying part 2.

In Figure 1a, the modifying part 2, which is drawn with thick contours, covers the right side of the picture 5 and the part-text 3a of the advertisement; since the background color of the broadsheet and the modifying part is the same, the two boards blend totally for the observer, so it is not perceptible that there are two boards in front of (or behind) each other. In this position, the part-text 3a (TO YOU) is covered entirely, it is not visible at all. However, as the car moves towards the advertising equipment placed by the side of the road (Figs. 1a - 1c), the person sitting in the car perceives that, in consequence of the apparent movement of the modifying part 2, more and more becomes visible from the part-text 3a, while the picture 5 is stretching horizontally (in longitudinal direction), and the full inscription "TO YOU" appears gradually. Only three phases of this process can be seen in Figures 1a - 1c (in Fig. 1b, the word "TO" can already be read); however, it is easy to see that the advertisement is very efficient, because it seems to move for quite a long time and attracts the observer's attention necessarily. Finally, the whole text can be read, giving the full information: WE (i.e. the firm BRO) OFFER MORE TO YOU.

Figures 2a - 2c show an advertisement of a restaurant; the attention of the travellers is called to the fact that there is a restaurant at a distance of 500 m from the advertising equipment; this equipment, which is similar to the equipment shown in Figs. 1a - 1c, comprises a broadsheet 1 standing on legs 1a, and a modifying part 9. The rectangular modifying part 9 is smaller than, and parallel to, the broadsheet 1. The lower edge of the modifying part 9 is in alignment with the lower edge of the broadsheet 1. The distance between the planes of the broadsheet 1 and the modifying part 9 is 2.8 m. The backgrond color of the broadsheet 1 and the modificating part 9 is the same. The broadsheet 1 displays the inscription 6 on the upper part, a long arrow 7 to indicate the direction, and a series 8 of guiding arrows on the lower part, behind the modifying part 9.

Under the long arrow 7, a further information "500 m" is also indicated.

A person moving by car towards the advertising equipment shown in Figures 2a - 2c does not see the series 8 of arrows at first, because it is covered by the modifying part 9. As the car is coming closer to the advertising equipment, the modifying part 9 is shifting apparently to the right, and the person sitting in the car sees more and more arrows 8a of the series 8; in Fig. 2a three, in Fig. 2b six, and in Fig. 2c nine arrows 8a are visible. If the arrows 8a are painted with phosphorescent material, the observer has the impression that the arrows 8a "light up" one after the other; thereby, the advertising effect induced by the movement is intensified.

In Figures 3a - 3c, the modifying part 9a, which is similar to the modifying part 9 of Figs. 2a - 2c, is placed in front of, and parallel to, the broadsheet 1 at a distance of e.g. 1.8 m. The modifying part 9a has a rectangular shape and the same background color as the broadsheet. In this case however, in the starting position, the modifying part 9a covers the second "SWEET" of the text 6 "SWEET is really SWEET" in the middle of the broadsheet 1 (Fig. 3a). The picture 10 above the text 6 on the broadsheet 1 shows a soft-drink bottle or container held slantwise; the flow of liquid 12 streaming out of the opening 10a can be seen in Figs. 3b and 3c only. The liquid pours into a glass 11, which already contains some liquid, i.e. soft drink 12a. On the basis of the above mentioned facts, the advertising effect of the equipment according to Figs. 3a - 3c is evident due to the perception of the relative movement: driving in the direction of the equipment, the observer sees the broadsheet as illustrated in Fig. 3a at first, i.e. the second "SWEET" and the flow of liquid 12 cannot be seen. Getting closer to the broadsheet, the observer feels that - as a consequence of the relative movement of the modifying part 9a - the drink is beginning to pour from the container into the glass 11. Simultaneously, the text 6 of the advertisement is being completed, and finally the whole slogen - and the whole advertsement, of course - becomes visible (Fig. 3c).

The equipment shown in Figures 4a - 4c advertises a car with the fantasy name "SALOME" (the full text 15 can be seen in Fig. 4c only). In this case, the modifying part 13 is a car cut out of a sheet or plate, and placed at a distance in front of the broadsheet 1. Although the background color of the car-shaped modifying part is different from that of the broadsheet 1, the observer - because of the shape of the modifying part - does not perceives from a distance that it is a freestanding element, separated from the broadsheet. The picture 14 on the broadsheet 1 shows a landscape in sunshine with the sun 14a, clouds 14b and trees 14c. In the position according to Fig. 4a, the person moving by car towards the broadsheet just catch a glimpse of the advertisement, where the car-shaped modifying part 13 is at the left side of the broadsheet 1, absolutely covering the text 15, i.e. the fantasy name "SALOME" of the car. Getting closer to the broadsheet, the observer feels that the modifying part 13 is moving across the landscape from left to right, while the name of the car, i.e. the text or inscription "SALOME" becomes visible gradually, from letter to letter. The advertisement is very effective in this case, too: the relative movement of the modifying part 13 creates the impression in the observer that the advertisement-car comes to life and speeds across the landscape of the picture 14, leaving the text 15 of the advertisement, i.e. the brandname of the advertised car represented by the modifying part 13, behind as a dust-cloud.

The advantageous effects of the invention can be summarized as follows:
The equipment provides an advertisement creating an impression of movement in the observer by means of the modifying part, rising the efficiency of the advertisement significantly. Usually, the modifying part is fixed, and therefore there is no need for applying expensive electric motors to provide a movement-effect. Another advantage is the extremly wide range of variations, since by changing the shape of the modifying parts and/or changing the distance between the broadsheet and the modifying part and/or using different sorts of innumerable advertising elements including forms, colors, texts and different compositions thereof, many kinds of advertisements can be achieved.

Claims

Equipment for supplying highway advertisement, comprising

a broadsheet (1) for placing at the side of the road,

said broadsheet being provided with one or more advertising elements (3,4,5), especially in text or picture form,

at least one modifying part (2) fixed to the front of the broadsheet as seen from the road,

characterized in that
the modifying part (2) is fixed at a distance from the broadsheet (1) thereby creating an impression of movement on the broadsheet as the modifying part appears to move relative to the broadsheet as seen by a person travelling along the road.
Equipment according to claim 1, characterized in that the projection of the modifying part (2, 9, 9a, 13) on the advertising surface of the broadsheet (1) is smaller than said surface, and preferably not larger than the half of said surface.
Equipment according to claim 1 or 2, characterized in that the modifying part (2, 9, 9a) consists of a rectangular board.
Equipment according to claim 1 or 2, characterized in that the modifying part (13) consists of a shaped element having a shape different from a regular geometric form, and preferably said element is made of a sheet or plate.
Equipment according to any one of claims 1 to 4, characterized in that the modifying part (2, 9, 9a, 13) is parallel to the broadsheet (1).
Equipment according to any one of claims 1 to 5, characterized in that the color of the - particularly rectangular - modifying part (2, 9, 9a) is the same, or essentially the same, as the background color of the broadsheet (1).
Equipment according to any one of claims 1 to 6, characterized in that the modifying part (2, 9, 9a, 13) is placed at a distance of 1.0 - 3.0 m from the broadsheet.
Equipment according to any one of claims 1 to 7, characterized in that the modifying part (2, 9, 9a, 13) is fixed in front of the broadsheet (1) in such a manner that the distance from the broadsheet can be changed and/or the position of the modifying part can be changed in its plane.
Equipment according to any one of claims 1 to 8, characterized in that the surface of the modifying part (2, 13) contains one or more picture(s) and/or graphic element(s) and/or combination(s) of colors and/or a text, a word and/or one or more letter (s), which complete the advertising elements on the broadsheet (1) and/or are of different character than said advertising elements.