JP2000276087A - Advertisement display structure and advertisement sheet used for the same - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an advertisement display structure which is well conspicuous and is capable of making efficiently merchandise advertisement even when a limited space can be assured as a merchandise exhibition block. SOLUTION: The sheet-like advertisement sheet 3 which is displayed with advertisement information 4 of the exhibited merchandise G on its surface is attachably and detachably arranged on a front floor surface F of the exhibition block 52 for the merchandise G in a merchandise exhibition section 2 where the merchandise G is exhibited. The advertisement sheet 3 arranged on the floor surface is well conspicuous to remote customers as well and has a high appealing effect. Since the advertisement sheet 3 is arranged on the floor, there are no limitations in the space and the advertisement display larger than the dimensions of, for example, the exhibition block is possible and the appealing effect is additionally enhanced. Further, the advertisement sheet 3 is arranged on the floor surface in the position corresponding to the exhibited merchandise G and, therefore, the merchandise to be advertised may be made more conspicuous from the other merchandise and the customers are easily rendered with the motivation for purchase.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to an advertisement display structure used in a supermarket, a restaurant, or other retail stores, and an advertisement sheet used therein.

[0002]

2. Description of the Related Art For example, in a place where products are sold to general consumers, such as a supermarket or a restaurant, for example, as shown in FIG. A poster CV1 is pasted or a stand CV2 is put up as an advertising medium on the front side of the pile of put products. In addition, pop advertisements are also suspended from the ceiling.

[0003]

However, the above-mentioned conventional method has the following problems. First, when the product display section is small, placing an excessively large poster or billboard as an advertising medium may hide the product, which may hinder the display. However, if the size of the advertising medium is reduced, it becomes less noticeable, and the effect of appealing to customers is diminished. In addition, hanging advertisements are cumbersome to install and can give customers intimidation.

[0004] In the above-described conventional advertisement mode, the advertisement display surface is formed spatially up and down, that is, in a standing state, so that the advertisement content can be visually recognized only from the front side of the display surface. For example, in the case of FIG. 11, when the customer looks at the display section from a position off the front of the poster CV1 or the bill CV2, for example, from the side, it becomes impossible to notice the presence of the advertisement, and the product is an advertisement target product. You will not be able to recognize anything at all. That is, there is a limit to advertising noticeable in a limited space.

[0005] In supermarkets and the like, merchandise is often displayed on merchandise shelves arranged in a comb shape, and customers select merchandise while walking along a passage formed between shelves. In this case, the advertisement is naturally attached to a shelf frame or a package of some products. However, in this embodiment, when the customer stands at the end of the aisle between the shelves and sees, where on the shelves the desired product is displayed is completely invisible, much less the presence of advertisements attached thereto. You can't even notice.

That is, the above-described conventional advertisement display structure has a drawback that the advertisement cannot be noticed unless the user approaches the commodity display section. As a result, while displaying a product worthy of PR, it is not possible to attract customers who are away from the display section due to the defect of the advertisement form, and sales and the like have to be slowed down.

[0007] An object of the present invention is to provide an advertisement display structure that can stand out effectively even when only a limited space can be secured as a product display section and that can perform an effective product advertisement, and an advertisement sheet used therefor. It is in.

[0008]

In order to solve the above-mentioned problems, an advertisement display structure according to the present invention comprises a merchandise display section on which merchandise is displayed, and a merchandise display section on which the merchandise is displayed. An advertisement sheet configured in a sheet shape on which advertisement information is displayed, and detachably disposed on a floor corresponding to a product display unit such that the surface on which the advertisement information is displayed is on the upper side. And characterized in that:

[0009] The advertisement sheet of the present invention used for this is formed in a sheet shape on which the advertisement information of the product is displayed on the front surface, and is attached to the display portion of the product indicated by the advertisement information by the adhesive layer on the back side. It is characterized by being used by sticking it on the corresponding floor surface.

According to the present invention, the following effects can be obtained. Unlike conventional posters, billboards, hanging advertisements, etc., the advertisement sheet placed on the floor is well visible to distant customers and has a high appeal effect. In addition, the feeling of intimidation as in some hanging advertisements is not likely to occur. Unlike the conventional method of arranging advertising media using wall surfaces, shelves, or displayed products, the advertisement sheet is placed on the floor, so there are few restrictions on space, and it is possible to display advertisements that are larger than the dimensions of the display section, for example And the appeal effect is further enhanced. In general retail stores, sales floors are often configured according to product categories. In the advertisement structure of the present invention, since the advertisement sheet is arranged on the floor surface at the position corresponding to the displayed product, the advertisement target product can be complemented from other products, and the customer can purchase more. Easy to give tivation. When the floor space in front of the product display section is formed in the shape of a passage, the advertisement is very noticeable when looking through the passage. As a result, even when the product display section is not directly visible, only the advertisement sheet can be viewed, and the attention of the customer can be attracted.

[0011]

Embodiments of the present invention will be described below with reference to embodiments shown in the drawings. FIG. 1 shows an advertisement display structure 1 according to one embodiment of the present invention. The structure 1 includes a product display unit 2 on which the product G is displayed and an advertisement sheet 3. The advertisement sheet 3 is a sheet-like sheet on which the advertisement information 4 of the product G displayed on the product display unit 2 is displayed, and the product display unit is arranged such that the surface on which the advertisement information 4 is displayed is on the upper side. 2 is detachably arranged on the floor surface F corresponding to 2. The advertisement information 4 can include, for example, an advertisement design D ′ that reflects at least a part of the design D displayed on the package P of the product G. According to such an advertisement structure 1, the advertisement sheet 3 is arranged on the floor F at a position corresponding to the displayed product G, and the advertisement information D ′ displayed on the advertisement sheet 3 is designed on the package P of the corresponding product. Design (including product name and logo) D
Is used, it is possible to identify at a glance what the advertisement target product is in the product display unit 2, and as shown in the figure, the advertisement target product is further enhanced from other products. be able to.

As shown in FIGS. 2 and 3, the advertisement sheet 3
Can be used in a form of being adhered on the floor surface by the adhesive layer 32 on the back side. This makes it possible to extremely easily set and remove the advertisement sheet 3 on the floor surface and reduce the possibility of damaging the floor surface. Specifically, the advertisement sheet 3 is composed of an advertisement sheet main body 31 having the advertisement information 4 formed on the surface thereof, and an adhesive layer or a double-sided adhesive sheet layer arranged so as to cover the back side of the advertisement sheet main body 31. It can be configured to include the adhesive layer 32. According to this, the advertisement sheet 3 can be configured in a seal shape, and can be easily attached to the floor surface for use. In this case, as shown in FIG.
2 can be covered with the release paper 33 on the floor sticking side.

In FIG. 1, when a product displayed on the product display unit 2 is changed, the advertisement sheet 3 must be replaced with a product corresponding to the changed product. Also,
If the advertisement sheet 3 is damaged or the advertisement display becomes difficult to see due to scratches, rubbing, or the like, it is necessary to replace the advertisement sheet 3 with a new one. In any case, the old advertising sheet 3 must be peeled off from the floor surface. At this time, if the adhesive force of the adhesive layer 32 is too strong, it will take a great deal of effort to peel it off. Even if it is possible, the resin tiles and flooring on the floor may be raised together with the sheet 3, or the adhesive or the like constituting the adhesive layer 32 may remain on the floor and become soiled. On the other hand, if the adhesive strength is too weak, the advertising sheet 3 may be easily peeled off while being trampled on a pedestrian or being kicked at a corner or edge, or wrinkles may occur when a strong force acts locally. There is a problem that floating is likely to occur. In order not to cause such a problem, the adhesive strength of the adhesive layer 32 is 400 to 2 times the normal adhesive strength (adhesive strength after 20 hours from the application) specified in JIS: Z-1528.
000gf / 25mm, desirably 600-1500g
It is preferable to adjust to f / 25 mm (for example, 1000 gf / 25 mm). This is roughly equivalent to the normal adhesive referred to as the seal adhesive.

The pressure-sensitive adhesive can be constituted by a pressure-sensitive adhesive. Examples of such rubbers include a synthetic rubber (for example, nitrile rubber, styrene rubber, chloroprene rubber) or natural rubber mixed with a tackifier and, if necessary, a softener or an antioxidant, and a plurality of acrylics having different glass transition temperatures. Acrylics obtained by copolymerizing acid esters and other types of sensitive monomers, silicones comprising silicone rubber and resin, polyurethanes and polyurethanes can be used, and rubbers and acrylics are particularly suitable. Can be used.

If it is desired to prevent the adhesive from remaining on the floor as much as possible, as shown in FIG.
2 is a double-sided adhesive sheet in which a first adhesive layer 32a and a second adhesive layer 32b are formed on both sides of a core material 32c such as paper or a resin sheet. The adhesive layer 32 having a two-layer structure directly adjacent to the two adhesive layers 32b is used, and the second adhesive layer 32b on the floor surface side is weaker than the first adhesive layer 32a on the advertisement sheet main body 31 side. A configuration in which the adhesive strength of each layer is adjusted so as to be adhesive can be adopted.

Next, regarding the structure of the advertisement sheet main body 31, as described above, since it is used by sticking to the floor surface, it can be stepped on by a pedestrian, a wheel of a cart, a caster, or the like.
Alternatively, it is necessary to adopt a structure in which damage such as scratches and rubbing does not easily occur even when rubbed with a commercial cleaning machine or the like, and the content of the displayed advertisement is not easily worn away. As an example, as shown in FIG. 3, a main body base 34 formed in a sheet shape, an advertisement information display layer 35 formed on the main body base 34, and a transparent or semi-transparent covering the advertisement information display layer 35. One having a protective layer 36 formed of a transparent polymer material can be exemplified.
By doing so, the advertisement information display layer 35 is
And the protective layer 36 is buried between the display layer and the protective layer 36, thereby effectively preventing abrasion of the displayed contents.

The main body base material 34 is made of any material having flexibility, such as a polymer material, paper, or a composite material thereof, in consideration of the ease of sticking or peeling to the floor. It is desirable to configure with. On the other hand, the advertisement information display layer 35 can be a print layer of advertisement information formed on the main body base material 34. In this case, the protective layer 36
Can be made of a transparent polymer material that is more flexible than the body base material 34. When the protective layer 36 is made of such a flexible material, the protective layer 36 is less likely to be finely scratched due to rubbing or the like, and the appearance of the advertisement information display layer 35 is less likely to be impaired even after long-term use. The protective layer 36
The surface may be embossed to make the surface scratches less noticeable.

As a material of the protective layer 35 satisfying such conditions, particularly, soft vinyl chloride can be exemplified. In this case, the main body base material 34 is made of soft or hard vinyl chloride, and can be pressure-bonded and integrated with the protection layer 36 made of soft vinyl chloride via the printing layer 35. According to this, since the main body base material 34 and the protective layer 36 are made of the same vinyl chloride-based material, they have excellent affinity,
Since the adhesion strength between them is increased, peeling of the protective layer 36 and the like can be effectively prevented. Here, the printing layer 25
It is desirable that the main body base material 34 and the protective layer 36 are pressure-bonded at a low temperature of 80 ° C. or lower in order to prevent the dissolution or discoloration of the base material. In addition, as shown in FIG. 7, if the chamfered portion 31a is formed on the peripheral edge of the surface of the advertisement sheet main body 31, it is possible to more effectively prevent the sheet from being turned up or peeled off.

The advertisement information display layer 35 is not printed with ink, but electrostatically transfers the advertisement design onto the main body base material 34 using, for example, a pigmented resin powder as shown in FIG. Thus, it is also possible to form the resin powder transfer pattern 45 and then heat and fix it as shown in FIG. According to this, an advertisement information display layer having higher wear resistance can be obtained. On the other hand,
As shown in (c), the advertisement information display layer 35 may be formed by offset-transferring a pattern corresponding to the design onto the main body base material 34 and filling the bottom of the offset pattern 35a with ink. Since the stamp surface is formed at a position depressed by the offset pattern 35a, the advertisement information display layer 35 is hardly worn. In either case, the protective layer can be omitted.

Next, the thickness of the advertisement sheet main body 31 is set to 0.
It is preferable to adjust within a range of 15 mm to 1.0 mm. When the thickness of the advertisement sheet main body 31 is smaller than 0.15 mm, it becomes difficult to peel off the sheet adhered to the floor surface, and it may take time to replace the sheet. Further, if the thickness is too small, the durability of the sheet may not be sufficiently secured. On the other hand, if the thickness of the advertising sheet main body 31 exceeds 1.0 mm, pedestrians' shoes, cart wheels, and the like are likely to be caught on the edge of the sheet, which hinders passage or causes the sheet to be easily peeled off. There is. The thickness of the advertisement sheet main body 31 is more preferably adjusted to 0.15 mm to 0.5 mm (for example, 0.25 mm).

FIG. 4A shows a design example of the advertisement sheet 3. Here, in many ordinary stores,
The floors of the sales floors are often decorated in beige or grayish colors. According to the investigation by the present inventor, such a color tone of the floor surface is N6.0 to N9.N on the lightness scale defined in JIS: Z8721.
It was found that there were a very large number in the range of 5. In this case, if the entire advertisement sheet 3 is designed with a bright color, the display content of the advertisement sheet 3 is buried in the surrounding floor color, and is slightly away from, for example, a distance of 5 m or more. However, there is a problem that it is difficult to identify the presence of the advertisement sheet 3 with the illumination intensity which is usually adopted. Therefore, as a result of repeated experiments, 30% or more of the entire surface area of the advertisement sheet 3 is designed with a dark color of N5.0 or less, or the outer peripheral area of 1 cm from the periphery of the advertisement sheet 3 Part 60
% Or more is designed in a dark color of N5.0 or less, so that the advertisement sheet 3 can be clearly identified even from a position of 5 m or more, and the attention of pedestrians and the like can be sufficiently attracted. found. For example, in the advertisement sheet 3 of FIG. 4A, the dimensions of the sheet are 41 cm in length and 60 cm in width, and the outer peripheral area 4 from the periphery to at least 1.6 cm.
Substantially the entirety of No. 1 is colored with a blackish color having a brightness of N3.0, and about 40% of the entirety is a colored region of N5.0 or less.

Hereinafter, a more specific configuration of the advertisement display structure of the present invention will be described. First, as shown in FIG.
In the product display unit 2, a plurality of types of products are displayed in a state where a floor space is created on the front side and at least horizontally visible, and the advertisement sheet 3 is placed on the floor space. , Can be arranged in front of the corresponding product display section 52 in the product display section 2. In addition, on both sides of the corresponding product display section 52, display sections 51 and 53 of other products are provided.
Are formed. According to this, it is possible to identify at a glance what the advertisement target product is in the product display unit 2 in which many types of products are arranged.

As shown in FIG. 8, the width W2 of the advertisement sheet 3 can be larger than the width W1 of the corresponding product display section 52c. Advertising sheet 3
Has a vertical dimension L of at least 20 cm and a width W3 of 4
It is desirable to keep it within 0%. If L is less than 20 cm, the advertising effect will be weakened, and if the dimension exceeds 40% of the passage width W3, it will be difficult to grasp the entire contents when approaching the advertising sheet 1, and the advertising effect may be impaired. It is. Passage width adopted in general supermarkets and drug stores is 120-150cm
In this case, it can be said that L is desirably selected to have an upper limit of between 48 and 60 cm.

As shown in FIG. 8, the commodity display section 2 can be formed in a horizontally long form extending in one direction. The floor space forms a walking path 60 along the product display unit 2. In this case, a plurality of display sections for displaying different products can be formed in the product display section 2 so as to be adjacent to each other in the horizontal direction. At least two or more of these display sections (here, 52a and 52b) are used. ), The advertisement sheets 3a and 3b displaying the advertisement information 4a and 4b of the corresponding product are arranged side by side in the direction in which the walking path 60 is formed (the direction indicated by the arrow in the figure). can do. For example, since the products in the display section behind the aisle are originally difficult to see, the products themselves hardly attract the pedestrian's attention, and it is hard to notice the existence of special sale items or the like that are targeted for advertisement. Therefore, by arranging the advertisement sheets 3a and 3b in correspondence with the display sections 52a and 52b located side by side in the direction of the passage as described above, a standard product to be advertised is located anywhere along the passage. It is very easy to find out whether or not there is a special sale item, and even if the ad sheet is far away, it is easy to attract the pedestrian's curiosity if it can be identified that the ad sheet exists there. Become.

For example, in a supermarket or the like, FIG.
Many stores have adopted the sales floor layout as shown in the table below. In this example, in addition to the merchandise display sections 12 arranged along the periphery of the sales floor, apart from this, the horizontally long merchandise display section (shelf) 22 intersects with the longitudinal direction (here, the orthogonal direction). , Are arranged side by side with the walking path 60 interposed therebetween. In addition, on at least one end side of the merchandise display unit 22, in this embodiment, on both end sides, the auxiliary passage 61 is formed in such a manner that the walking passages 60 formed therebetween are connected in a comb shape. Is formed. Then, in the walking passage 60, when the walking passage 60 is viewed from the auxiliary passage 61 side, the advertisement sheet 1 is arranged at one or a plurality of predetermined intervals so that the arrangement state is visible. .

Even if a pedestrian (customer) walking in the auxiliary passage 61 looks at the passage 60 between the display units from the side of the row of the product display unit 22, the target product is displayed anywhere in the product display unit 22. You can hardly know if there is a product in front of you. Traditionally, many customers
In many cases, when the user actually looks at the merchandise display sections 22 on both sides while walking along the aisle 60 and finds a special sale item, a standard item, or the like, he stops and looks in or picks it up. But,
Due to the fact that they are already tired of walking around many sales floors, or are simply chilled out and have no motivation to purchase, floating customers who do not actively enter the aisle 60 may actually be quite a problem. Climb. According to the above configuration, when the inside of the passage 60 is viewed from the side of the auxiliary passage 61, it is immediately noticeable that the advertising sheet 1 is meaningfully arranged on the floor of the passage. It is also possible to stimulate the curiosity of even a prospective customer and invite him to the passage 60 where the advertisement target product is placed.

[Brief description of the drawings]

FIG. 1 is a perspective view showing an advertisement display structure according to an embodiment of the present invention.

FIG. 2 is a perspective view showing a front surface side and a back surface side of an advertisement sheet used therein.

FIG. 3 is a schematic diagram showing an example of a cross-sectional structure of an advertisement sheet together with its operation.

FIG. 4 is a diagram showing a design example of an advertisement sheet.

FIG. 5 is a schematic cross-sectional view showing some specific examples of forming an adhesive layer on the back side of an advertisement sheet.

FIG. 6 is a schematic cross-sectional view showing some examples of an advertisement sheet in which a protective layer is omitted.

FIG. 7 is a schematic cross-sectional view showing an example in which a chamfered portion is formed at a peripheral edge portion of a surface of an advertisement sheet main body.

FIG. 8 is a perspective view showing an example in which the present invention is applied to a case where product display portions are formed on both sides of a walking passage.

FIG. 9 is a plan view showing an example of a layout of a product display unit and an arrangement of advertisement sheets.

FIG. 10 is a perspective view showing a conventional advertisement display method.

[Explanation of symbols]

 DESCRIPTION OF SYMBOLS 1 Advertisement display structure 2,12,22 Commodity display part 3,3a-3c Advertisement sheet 4,4a-4c Advertisement information F Floor surface G, G1, G2, G3 Commodity 31 Advertisement sheet main body 32 Adhesive layer 33 Release paper 34 Main body base Material 35 Advertisement information display layer (print layer) 36 Protective layer 41 Outer peripheral area 51-53, 52a-52c Product display section 60 Walking path 61 Auxiliary path

Claims (10)

[Claims] 1. A product display section on which a product is displayed, and a sheet shape on which the advertisement information of the product displayed on the product display section is displayed on a surface, and the surface on which the advertisement information is displayed is formed. An advertisement display structure, comprising: an advertisement sheet detachably disposed on a floor corresponding to the product display section so as to be on the upper side. 2. The merchandise display section displays a plurality of types of merchandise at least in a laterally visible state in a state in which a floor space is formed on a front side, and the advertisement sheet includes The advertisement display structure according to claim 1, wherein the advertisement display structure is arranged on a floor space in front of a display section of a corresponding product in the product display section. 3. The commodity display section is formed in a horizontally long form extending in one direction, and the floor space forms a walking passage along the commodity display section, and the commodity display sections are different from each other. A plurality of display sections for displaying the products are formed so as to be adjacent to each other in the horizontal direction, and an advertisement sheet for displaying the advertisement information of the corresponding product corresponding to the front position of at least two or more of the display sections is provided. The advertisement display structure according to claim 2, wherein the advertisement display structure is arranged side by side in a direction in which the walking passage is formed. 4. A plurality of the horizontally long product display portions are arranged side by side in a direction intersecting with the longitudinal direction so as to sandwich the walking passage therebetween, and at least one of the product display portions. At the end portion, an auxiliary passage is formed in such a manner that each of the walking passages formed therebetween is connected in a comb shape, and the walking passage is viewed from the auxiliary passage side. When the position is visible,
The advertisement display structure according to any one of claims 1 to 3, wherein the advertisement sheet is arranged at one or a plurality of intervals. 5. The advertisement display structure according to claim 1, wherein the advertisement sheet is used so as to be adhered on the floor surface by an adhesive layer on a back surface side. 6. The adhesive sheet according to claim 1, wherein the advertisement sheet includes an advertisement sheet body having the advertisement information formed on a surface thereof, and an adhesive layer or a double-sided adhesive sheet layer disposed so as to cover a back side of the advertisement sheet body. The advertisement display structure according to claim 5, comprising a layer. 7. The advertisement sheet main body includes a main body formed in a sheet shape, an advertisement information display layer formed on the main body base, and a transparent or translucent high covering the advertisement information display layer. And a protective layer formed of a molecular material.
7. The advertisement display structure according to any one of items 1 to 6. 8. The main body base material is made of flexible paper, a polymer material or a composite material thereof, and the advertisement information display layer prints advertisement information formed on the main body base material. The advertisement display structure according to claim 7, wherein the protective layer is made of a transparent polymer material that is more flexible than the main body base material. 9. The protective layer is made of soft vinyl chloride, and the main substrate is made of soft or hard vinyl chloride, and the protective layer is made of the soft vinyl chloride via the printing layer. 8. A crimping / integration method.
Or the advertisement display structure according to 8. 10. The product is configured in a sheet shape on which advertisement information of a product is displayed on a front surface, and has an adhesive layer on a back surface side.
An advertisement sheet, which is used by being attached to a floor corresponding to a display part of a product indicated by the advertisement information.