JP2014081500A - Advertisement display device in noncontact data communication - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an advertisement display device in which an effective advertising function is given to a data reading part for noncontact data communication using an IC card, a mobile phone, or the like.SOLUTION: The advertisement display device for use in noncontact data communication using an IC card 40, a mobile phone, or the like comprises a data reading part 20 provided with a reader/writer 30 over which the IC card 40 is to be held, and an advertisement display part 10 installed on an upper surface of the data reading part 20. The advertisement display device can obtain a higher appealing effect than general advertisement by only making a user view the advertisement display part 10 for a very short time.

Description

  The present invention provides a data reading unit for reading data recorded on an IC chip mounted on an IC card or a mobile phone in contactless data communication using an IC card or a mobile phone in the field of electronic money. The present invention relates to an advertisement display device having an advertisement medium on an upper surface.

  In recent years, IC cards incorporating an integrated circuit for recording and calculating data have become widespread. By incorporating a semiconductor memory such as RAM, ROM, or EEPROM in the IC card, the amount of information is several thousand times that of a conventional magnetic stripe card.

  There are two types of IC card information reading and writing methods: contact type and non-contact type. The contact type is a type having a module terminal that comes into contact with a reader / writer terminal which is a reading portion of a card terminal, and performs communication by directly contacting the card and the terminal. Contact type that can perform reliable communication is mainly used in the field of payment and authentication that require more robust security.

  On the other hand, the non-contact type has an IC chip and a coil that functions as an antenna inside the card. When the card is held over a magnetic field generated by a reader / writer, which is the reading part of the terminal, data is transmitted via wireless communication. It can be exchanged. It is used in fields where more convenience is required, such as when passing through railway ticket gates and when paying for regular shopping. Four types of "contact type (~ 2mm)", "proximity type (~ 10mm)", "proximity type (~ 70mm)" and "remote type (70mm ~)" depending on the communication distance of the reader / writer that is the reading part Are distinguished.

  As described above, the non-contact type IC card operates only when there is a data reading portion called a reader / writer as the other side holding the card. By receiving the electromagnetic waves from the reader / writer, it is possible to supply power to the IC card and to read / write data. A ticket gate that touches an IC card or a mobile phone when passing through a railroad ticket gate corresponds to a terminal that holds an IC card or a mobile phone placed beside the cash register when paying for shopping.

  The data reading unit usually has only a function for reading data recorded on an IC chip built in an IC card or a mobile phone, but the applicant is a part holding the IC card. We thought that it would be preferable to be able to display advertisements in the data reading unit, and as a result of extensive research, we developed an advertisement display device in which the upper surface of the data reading unit functions as an advertisement display unit.

JP 2007-4490 A

  Since the data reading unit that holds the IC card usually has only a function for reading the data recorded on the IC chip built in the IC card or the mobile phone or the like, this part is effectively utilized in the first place. There was no problem. Applicants must attach a hand holding an IC card or mobile phone while observing the data reading unit without fail when the user holds or touches the IC card or mobile phone on the data reading unit. We focused on the fact that this act is a pointing confirmation work itself to ensure safety.

  If it is normal thinking, the part that holds the IC card or mobile phone will be hidden behind the IC card or mobile phone, so it is difficult to reach the idea of displaying advertisements on this part. is there. However, the act of the user holding or placing an IC card or a mobile phone over the data reading unit is a so-called finger pointing confirmation operation, and the user always looks at the part.

  The user always looks at the data reading unit immediately before holding the IC card or mobile phone over the data reading unit, and even if it is away from the part where the IC card or mobile phone is held up, Even if such a part is unconscious, it is separated from the part over which the IC card or the mobile phone is held in a state of being visually observed. From the above, the applicant considered that the advertisement displayed on the part holding the IC card or the mobile phone has a higher appeal effect than a normal advertisement even if it is a short time.

  Messages that users repeatedly see on a daily basis are unconsciously input into the human brain, and when a user sees a product that contains messages that are actually input to the brain, Psychology has shown that by establishing a sense of security for related companies and products, it promotes the spread of favorable brand images and improves willingness to purchase.

  Furthermore, it is preferable that the moving image used for the advertisement or the like is not long for the viewer. It has been found that viewers feel uncomfortable if a video that they are not interested in lasts more than 3 seconds. For this reason, it is important for ad creators to spend more than 3 seconds on video, and spend more time and cost on content that attracts viewers' interest. It must be produced with considerable ingenuity, such as calling.

  The applicant noticed that a higher advertising effect can be obtained by repeatedly displaying short messages that do not require cost and do not require much ingenuity. In other words, the applicant thought that advertising by showing short messages repeatedly was more reasonable than trying to show a long video.

  Conventionally, by providing a reader / writer that can communicate with a memory such as an IC card from the display unit side, a technology for easily exchanging content data and related data displayed on the display unit with the memory. (Japanese Patent Laid-Open No. 2007-4490). However, it is a display terminal device that provides a memory support unit in the vicinity of the display unit and exchanges data with the memory (see paragraph 0009 of Patent Document 1), and is different so as not to overlap with the part holding the IC card. A part is provided with a display unit.

  In order to solve the above-described problems, the present invention provides an advertisement display device in non-contact data communication using an IC card or a mobile phone on which an IC chip is mounted, wherein the data reading unit is a side on which the IC card or the mobile phone is held. The gist of the invention is that it is an advertisement display device in non-contact data communication, characterized in that an advertisement display section is installed on the upper surface.

  SUMMARY OF THE INVENTION In order to solve the above-mentioned problems, the present invention has a gist of being an advertisement display device in non-contact data communication, characterized in that a liquid crystal display is installed in an advertisement display section.

  SUMMARY OF THE INVENTION In order to solve the above-mentioned problems, the present invention has a gist of being an advertisement display device in non-contact data communication, wherein a three-dimensional display is installed in an advertisement display unit.

  In order to solve the above problems, the present invention is an advertisement display device in non-contact data communication, characterized in that a flexible advertisement medium can be obtained by installing a film liquid crystal in the advertisement display section. Is the gist of the invention.

  In order to solve the above-mentioned problems, the present invention provides an advertisement display device for non-contact data communication, characterized in that the advertisement display unit is provided with a paper or plastic film having an adhesive layer on the back surface. did.

  According to the present invention, the data reading unit literally has only a function for reading data recorded on an IC chip mounted on an IC card or a mobile phone, but an advertisement display unit is provided on the upper surface of the data reading unit. By installing it, it came to function as an advertising medium.

  There has been a fundamental problem that the data reader that holds an IC card or a mobile phone has not been used effectively so far, but the applicant is not allowed to act on the data reader by holding the IC card or mobile phone. Focusing on the fact that it is the pointing confirmation work to be visually observed, by displaying the advertisement on this part, it has become possible to circulate an advertisement having a higher appeal effect than the conventional advertisement.

  In other words, in daily life such as everyday shopping, advertisements that are repeatedly touched even in a short time are input into the human brain by unconsciously acting on the human brain, It is now possible to display effective advertisements that improve purchase incentives.

  The part over which the IC card or the mobile phone of the data reading unit is held is hidden by the IC card or the mobile phone or the like, so that it cannot be visually recognized. However, the applicant has proved in psychology that advertising that is viewed repeatedly even in a short time acts on the human brain in an unconscious manner and is input into the human brain, improving purchase motivation. It was possible to develop an advertisement display device for non-contact data communication according to the present invention by paying attention to this and finding that this part has unlimited possibilities.

It is a principal part schematic diagram of an advertisement display device. It is communication system explanatory drawing of an IC card and a reader / writer. It is explanatory drawing which shows the Example in self-registers, such as a convenience store. It is explanatory drawing which shows the example of an advertisement display (an initial screen and the screen where the advertisement was displayed) by a liquid crystal display. It is explanatory drawing which shows the example of a three-dimensional advertisement display by a three-dimensional mascot doll. It is explanatory drawing which shows the example of an advertisement display by the combination of a three-dimensional three-dimensional advertisement and a two-dimensional advertisement. It is explanatory drawing which shows the example of an advertisement display by a film liquid crystal. It is explanatory drawing which shows the example of an advertisement display by the sticker in which the company name or the brand name was described. It is explanatory drawing which shows the example of a motor vehicle advertisement display by the sticker in which the manufacturer name or the vehicle model name was described. It is explanatory drawing which shows the Example in the auto cash register of a dining room.

  The present invention will be described with reference to FIGS. As an embodiment of the present invention, there are a mode in which an IC card is held over the data reading unit 20 and a mode in which a mobile phone is held over the data reading unit 20, but in this specification, an embodiment using an IC card will be mainly described. .

  FIG. 1 is a conceptual diagram of an advertisement display device in contactless data communication according to the present invention. The advertisement display device according to the present invention includes a data reading unit 20 including a reader / writer 30 that is a part that holds the IC card 40, and an advertisement display unit 10 installed on the upper surface of the data reading unit 20 (note that In FIG. 1, a cross section along the longitudinal direction of the IC card 40 is shown). The advertisement display unit 10 advertises advertisements by displaying images (including moving images) on a liquid crystal display, and paper or a plastic film (so-called sticker or sticker) coated with an adhesive on the back surface of the data reading unit 20. An advertisement or the like in a form in which the advertisement display unit 10 is installed by pasting is also included, but is not limited thereto.

  In addition to the reader / writer 30, the data reading unit 20 includes a light source, a drive circuit, a power supply circuit, and the like (none of which are specifically shown) necessary for running advertisements or the like on the advertisement display unit 10. Note that the detailed operation mechanism of the advertisement display unit 10 using a liquid crystal display or the like is a very general matter and is not the gist of the present invention, and therefore will not be described in this specification.

  FIG. 2 is a diagram for explaining a communication method between the IC card 40 and the reader / writer 30. When the antenna 50 built in the IC card 40 receives an electromagnetic wave (usually a carrier frequency of 13.56 MHz) transmitted from the antenna 60 provided in the reader / writer 30, the IC card 40 side acquires power by electromagnetic induction. The IC chip mounted on the IC card 40 is activated to exchange data.

  Since the reader / writer 30 and the IC card 40 transmit information via coupling by electromagnetic induction, the magnetic field may be weakened when the installation environment of the reader / writer 30 is inappropriate. When the magnetic field is weakened, a necessary communication distance with the IC card 40 cannot be obtained, and in some cases, the IC card 40 may not be recognized.

  Therefore, it is necessary to pay attention to the installation environment so that the magnetic field generated from the reader / writer 30 is not weakened. As a specific cause of the weakening of the magnetic field generated from the reader / writer 30, the influence of a wide metal surface parallel to the antenna 60 surface of the reader / writer 30 can be considered. When a wide metal surface parallel to the antenna 60 surface of the reader / writer 30 is located nearby, an induced current flows through the wide metal surface parallel to the antenna surface 60 of the reader / writer 30 due to the magnetic field generated by the reader / writer 30. The generated magnetic field may cancel the magnetic field generated by the reader / writer 30, and as a result, the magnetic field generated by the reader / writer 30 may be weakened.

  In the present invention, the influence of an electrode (a transparent electrode or the like often used for a liquid crystal display) that is indispensable for the display of the liquid crystal display of the advertisement display unit 10 is considered, but the distance from the antenna surface provided in the reader / writer 30 is By installing the reader / writer 30 so as to be as far away as possible, or by installing a sheet-like magnetic body 70 of an appropriate size on the back surface (side of the reader / writer 30) of the electrode of the liquid crystal display, the transparent built-in in the liquid crystal display The influence of the electrode can be completely eliminated.

  In particular, the sheet-like magnetic body 70 selectively selects only the electromagnetic waves transmitted from the reader / writer 30 that act on the electrodes incorporated in the liquid crystal display and adversely affect the communication between the IC card 40 and the reader / writer 30. Since it absorbs in the sheet-like magnetic body 70, an induced current does not flow to the electrode built in the liquid crystal display. That is, the sheet-like magnetic body 70 acts on the electrodes built in the liquid crystal display and absorbs only the electromagnetic waves that have an adverse effect, thereby transferring information between the IC card 40 and the reader / writer 30 by the electrodes built in the liquid crystal display. The influence can be eliminated.

  The sheet magnetic body 70 is manufactured by mixing magnetic powder and a polymer. In the implementation in the advertisement display device in the non-contact data communication as in the present invention, the sheet magnetic body 70 needs to absorb an electromagnetic wave having a frequency of 13.56 MHz, and the material design is made so as to absorb the electromagnetic wave having this frequency. There is a need to. According to the radio wave absorption characteristics for each frequency of the sheet magnetic body 70 material, the magnetic permeability of the sheet magnetic body 70 (measured at 30 to 70: 13.56 MHz), the surface resistance, and the thickness of the sheet magnetic body 70 (0.05 It has been confirmed that the sheet magnetic body 70 (˜0.3 mm) absorbs electromagnetic waves having a frequency of 13.56 MHz.

  Furthermore, in the present invention, in order to reduce the influence of the electrodes built in the liquid crystal display, the area of the advertisement display unit 10 is smaller than the area formed by the IC card built-in antenna 50 as shown in FIG. It is devised so that electromagnetic waves generated from the reader / writer 30 provided in the reading unit 20 do not hinder communication with the antenna 50 built in the IC card 40.

  Generated from the antenna 60 of the reader / writer 30 when the user holds the IC card 40 over the data reading unit 20 from the initial screen of the liquid crystal display on which “Please apply the card” is displayed together with the company name and brand name. Electric power is generated via the antenna 50 in the IC card 40 due to electromagnetic induction by the electromagnetic wave. The CPU in the IC card 40 is activated by the power, and data is exchanged between the IC card 40 and the reader / writer 30 of the data reading unit 20. At the same time that the data is exchanged, a signal is sent from the data reading unit 20 to the power supply circuit of the advertisement display unit 10, and the drive circuit and the light source are also operated, and the advertisement display unit installed on the upper surface of the data reading unit 20 The advertising advertisements are flowing in 10.

  An embodiment of the present invention will be described with reference to FIG. FIG. 3 shows an example of a self-checkout installed in a convenience store or the like. FIG. 3A is an overall perspective view of the self-registration, and FIG. 3B is an enlarged view of a broken line portion of FIG. The user holds the IC card 40 over the data reading unit 20 instead of paying money. For the user, it is not necessary to prepare money from the wallet, so the settlement process can be rationalized and omitted.

  When the user holds the IC card 40 over the data reading unit 20, electric power is generated via the antenna 50 in the IC card 40 by electromagnetic induction. The CPU in the IC card 40 is activated by the generated power, and data is exchanged between the IC card 40 and the reader / writer 30 of the data reading unit 20. At the same time that data is exchanged, a signal is sent from the data reading unit 20 to the power supply circuit for operating the advertisement display unit 10, and the driving circuit and the light source are also operated to display an advertisement on the advertisement display unit 10. It is like that.

  If it is normal thinking, if you hold the IC card over the data reading unit 20, the data reading unit 20 will be behind the IC card 40 or mobile phone. It is. However, the act of the user holding the IC card 40 or the mobile phone over or against the data reading unit is a finger pointing confirmation work, and the user always looks at the part.

  The user always looks at the part holding the IC card 40 or the mobile phone just before holding the IC card or the mobile phone over the data reading unit, and is away from the part holding the IC card or the mobile phone. However, in an instant, such a part is unconsciously viewed and separated from the part over which the IC card or mobile phone is held. By running advertisements during this short period of time, advertisements that are repeatedly viewed even in a short period of time work unconsciously on the human brain. Psychology has shown that purchasing will improve by unconsciously acting on the human brain, and it is possible to run advertisements that have a higher appealing effect than general advertisements.

  FIG. 4 shows an example of an advertisement displayed on the advertisement display unit 10 according to the present invention. When the user holds the IC card 40 over the part where “Please apply the card” together with the company name and brand name as the initial screen of the liquid crystal display, the IC card 40 and the reader / writer 30 of the data reading unit 20 are displayed. Data is exchanged between the data reading unit 20 and the data exchange unit. At the same time, a signal is sent from the data reading unit 20 to the power supply circuit of the advertisement display unit 10, and the drive circuit and the light source are also activated. On the advertisement display unit 10 installed on the upper surface of the display 20, an advertisement with a moving image in which a cap of a carbonated beverage as shown in the lower diagram of FIG. An advertisement that is viewed repeatedly even in a short time works unconsciously on the human brain, so that it can be input into the human brain and improve the willingness to purchase.

  FIG. 5 shows an advertisement example by a three-dimensional display (so-called mascot doll) displayed on the advertisement display unit 10 according to the present invention. By displaying so-called mascot dolls such as character goods on the advertisement display unit 10 as shown in FIG. 5, there is an effect that the user can feel as if he / she became a friend of a famous character. Since there is a desire for human beings to enjoy good feeling over and over again, children tend to be particularly strong, and users are likely to want to shop again in this store, so an advertising effect can be expected. The advertisement as shown in FIG. 5 is considered to be particularly effective for advertising character goods and advertising related movies.

  FIG. 6 shows an advertisement example in which a three-dimensional stereoscopic display (so-called mascot doll) displayed on the advertisement display unit 10 according to the present invention and a two-dimensional advertisement using a liquid crystal display are combined. It is also possible to display an advertisement as if the angler is hanging a fishing rod on the pond where the fish is swimming as shown in FIG. Thus, a more effective advertisement can be displayed by combining a three-dimensional solid and a two-dimensional image. By putting the maker name on the screen, the advertisement that is repeatedly viewed even in a short time acts on the human brain unconsciously, and is input into the human brain, thereby improving the willingness to purchase.

  FIG. 7 shows an example of an advertisement displayed on the advertisement display unit 10 using a film liquid crystal. As shown in FIG. 7, an advertisement display unit 10 made of a film liquid crystal is installed on the upper surface of the data reading unit 20, so that an advertisement can be displayed as if the drum can continue to roll on a curved surface that looks like an inclined slope. It is. Advertising using any curved surface is possible by using the flexibility of film liquid crystal without being constrained by the conventional two-dimensional image. Therefore, since a variety of three-dimensional displays can be performed, it is possible to display advertisements that are more effective than in the past. By putting the maker name on the screen, the advertisement that is repeatedly viewed even in a short time acts on the human brain unconsciously, and is input into the human brain, thereby improving the willingness to purchase.

  So far, advertisements using so-called video images have been described. However, instead of a liquid crystal display, a sticker or sticker on which the manufacturer name, brand name, etc. are written as shown in FIGS. Even if the display form is configured to be pasted on the upper surface of the data reading unit 20, an advertising effect similar to the advertising effect of the liquid crystal display can be obtained.

  FIG. 9 shows an example of an automobile advertisement at the ticket gate when the IC card 40 passes the railway ticket gate. In the advertisements posted on the station premises like the current situation, there is unevenness in the flow of people depending on the central part of the station where people tend to gather and other places (for example, the end of the platform), as well as places such as up and down lines. It is considered that there are differences in the effects of the location.

  On the other hand, in the advertisement display device according to the present invention, all users who get on and off using the IC card 40 always pass through the ticket gate. That is, when entering or leaving the station, the IC card 40 is always held up while looking at the data reading unit 20 at the ticket gate. Therefore, the data reading unit 20 is a point that can be seen by most users, and the above-described difference is in the effect of the advertisement displayed on the advertisement display unit 10 installed on the upper surface of the data reading unit 20. It is thought that it does not occur.

  As shown in FIG. 9, the advertisement display unit 10 installed on the upper surface of the data reading unit 20 of the automatic ticket gate installed at the ticket gate of the station as an advertisement example displays a short word ( A word that can be read during a moment's passing), and the silhouette of the vehicle model instead of a display to specify the position where the IC card 40 is held over the center where the IC card 40 is held over A more effective advertisement can be performed by displaying by sticking a sticker or a sticker.

  Normally, for the convenience of the user, there is a display for specifying the position where the IC card 40 is held up, such as “Please apply the card”, but it is already socially possible to hold the IC card 40 at the ticket gate. Even if there is no display for specifying the position where the IC card 40 is held over, such as “Please apply the card”, there is no problem that the user is confused.

  Users who have passed through the ticket gates can get information about today even if they are worried about the silhouettes and model names displayed on the platform if they are waiting for the train and on the train. In view of communication circumstances, it is possible to search immediately using a mobile mobile terminal or the like, and it is possible to obtain more detailed product information from a homepage or the like.

  Therefore, the current advertisement does not require a large amount of information as in the past, and it seems effective to convey as quickly as possible short keywords (search words) such as car model names and product names. It is. Even if it is not a station ticket gate, it is considered that the same effect as described above can be obtained in a security gate such as an office building.

  The seal or sticker according to the present invention is a laminate of a base film (such as a film made of synthetic resin such as PET) on which an advertisement or the like is printed and an adhesive layer. As for the size of the sheet or sticker, the length in the vertical direction and the length in the horizontal direction are both 60 mm to 120 mm, and the thickness of the base film is preferably about 5 to 20 μm. In addition, it is more preferable that the sheet or the sticker is slightly smaller than the IC card 40 by setting the length in the vertical direction to 20 mm to 60 mm and the length in the horizontal direction to 20 mm to 40 mm. By using a transparent material for the base film and printing only advertising characters, the place where the card is touched can be recognized from the sticker or sticker. In order to protect the advertisement printed on the base film from abrasion caused by contact with the IC card 40 or the like, a print protective layer (3 to 10 μm) made of synthetic resin such as polyester resin is further provided on the upper surface of the base film. It can also be provided.

  In today's fast-changing world, advertisements with the same content are not posted for many years, and advertisements with different contents are usually posted in about three months. Even if the advertisement display unit 10 has a display form in which a sticker or sticker on which a manufacturer name, a brand name, or the like is written is attached to the upper surface of the data reading unit 20 instead of a liquid crystal display as shown in FIGS. Similarly, stickers and stickers are frequently replaced to display other advertisements.

  In such a case, the sticker or sticker provided with an adhesive layer made of a heat-peeling adhesive can be used so that the sticker or sticker has an adhesive force at room temperature and can be easily peeled off only by heating. Seals and stickers with adhesive layers made of heat-peeling adhesive are bonded at normal temperatures in the same way as normal seals and stickers, and when you want to remove them, you can easily remove them by simply heating the seals and stickers. Not only does the replacement work take much time, but it also does not damage the adherend.

  In order to easily peel off the sticker or sticker, in addition to providing an adhesive layer made of a heat release adhesive, it is also possible not to provide an adhesive layer on a part of the base film (for example, at the corner). It is possible to easily peel off seals and stickers by reducing the adhesion area by forming it in an uneven shape of about 0.3 mm to 0.7 mm, for example, so that the part where the adhesive layer does not contact the bonded part is formed You can also

  FIG. 10 shows an embodiment of a cafeteria auto cash register. FIG. 10A is an overall perspective view of a cafeteria auto register, and FIG. 10B is an enlarged view of a broken line part of FIG. In addition to self-checkout installed at convenience stores, the present invention can also be implemented in an automatic checkout system in a cafeteria. Even if there is no cashier, the system reads the menu with the IC tag, which can contribute to unmanned and cashless operations. That is, the system can realize rationalization and omission of the settlement process.

  In view of the fact that after the meal, the advertisement displayed in the automatic checkout system of the cafeteria will be more effective if it is an advertisement for a luxury item that the user wants after meal such as gum, frisk or coffee. Conceivable. In the embodiment of the auto register of the cafeteria, advertisements as shown in FIGS. 4 to 9 can be displayed as in the case of the self-checkout of the convenience store.

  Furthermore, the present invention can be applied to vending machines such as juice. In recent years, juice vending machines that can be paid with the IC card 40 are often seen, but advertisements can be displayed on the part where the IC card 40 is held. By putting the manufacturer name in this part, advertisements that are repeatedly viewed even in a short period of time act on the human brain unconsciously, so that it can be input into the human brain and improve purchase motivation.

  The present invention is an advertisement display device at the time of automatic settlement using non-contact data communication using an IC card or a mobile phone, and is used in a field related to an automatic settlement system using an IC card such as a self-register or a mobile phone. Can do.

10. ・ Advertisement display unit 20. ・ Data reading unit 30 ・ ・ Reader / writer 40 ・ ・ IC card 50 ・ ・ IC card built-in antenna 60 ・ ・ Antenna (reader / writer side)
70. Sheet magnetic material

In order to solve the above-described problems, the present invention provides an advertisement display device in non-contact data communication using an IC card or a mobile phone on which an IC chip is mounted, wherein the data reading unit is a side on which the IC card or the mobile phone is held. An advertisement display device in non-contact data communication , wherein an advertisement display unit is installed so as to overlap an upper surface , and the advertisement display unit is inside the data reading unit when viewed from the upper surface side This is the gist of the invention.

In order to solve the above problems, the present invention has a gist of the invention that the advertisement display unit is an advertisement display device in non-contact data communication, wherein the advertisement display unit is a flexible film liquid crystal .

Claims (5)

An advertisement display device in contactless data communication using an IC card or a mobile phone equipped with an IC chip,
An advertisement display device in non-contact data communication, wherein an advertisement display unit is installed on the upper surface of a data reading unit on the side where the IC card or mobile phone is held.   The advertisement display device in non-contact data communication according to claim 1, wherein a liquid crystal display is installed in the advertisement display unit.   The advertisement display device in non-contact data communication according to claim 1, wherein a three-dimensional display is installed in the advertisement display unit.   The advertisement display device in non-contact data communication according to any one of claims 1 to 3, wherein a flexible advertisement medium can be obtained by installing a film liquid crystal in the advertisement display unit. .   The advertisement display device in non-contact data communication according to claim 1, wherein the advertisement display unit is provided with a paper or a plastic film having an adhesive layer on the back surface.

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