US1576636A - Advertising device - Google Patents

Description

s. B. EGAN ADVERTISING DEVICE March 16 19.*26.

Filed NOV. 21, 1924 Ivi/Evra? S/D/VEVBEEH/v Patented Mar. 16, 1926.

UNITED STATES PATENTv oFFICE.

SIDNEY IB. EGAN, OF OAK PARK, ILLINOIS.

ADVERTISING DEVICE.

Application led November 21, 1924. Serial No. 751,275.

To all whom t may concern Y Be it known that I, SIDNEY B. EGAN, a citizen of the United States, residing at 211 Linden Avenue, Oak Park, in the county of Cook and State of Illinois, have invented new'and useful Improvements in Advertising Devices, of which the following is a specification.

The present invention relates to advertising devices and has to do particularly with a device adapted to be usedwith a plurality of interchangeable advertising cards or inserts.` i

Among the objects of the invention are the following:

The provision of a novel blankfor forming a card supporting means, the folding of such a blank to provide for two inserts, one to be in the .foreground and the other to provide the background thereof;

lhe correlation of the various elements which constitute the device in such a manner that the greatest economy in stock is secured in its production; and

The formation from pasteboard or similar materialV of an advertising novelty having a design giving a stage effect', lthe foreground and background being adapted to be changed at will.

These, and such other objects as may hereinafter appear, are attained by the novel construction, combination and arrangement of the'various elements which constitute the invention, one sheet of drawing being attached hereto and made a part of this specification for the purpose of illustrating the invention.

Figure l in said drawing is al plan view of a blank for forming one embodiment of the invention. v

Figure 2 is a front'view of such embodiment. c

Figure 3 is a top view of the device taken on the line 3-3 of Figure 2 and looking in the direction of the arrows.

Figure 4. is a vertical section through the device taken on the line 4-4 of Figure 2 and looking in the direction of the arrows.

Figure 5, is a plan view of a blank for forming a second embodiment of the invention.

Figure 6 is a top view of said second embodiment of the invention.

Like reference characters are used to designate similar parts of the several figures and in the description of the invention which follows. f l h In' present daypoint of-purchase advertising practice, there is a growing tendency to Vcoordinate advertising efforts into what is called a service, where at stated and regular intervals, seasonable advertising'material is supplied to retail establishments for display-` While some advertisers mail regularly cornplete new sets of advertising material, considerable merit has been found in furnishing to a retailer a holder or stand provided with means for receiving material comprising cards, inserts or the like for the time being, such material to be replaced from time to time with new material, the changes to occur as such new material is received by the retailer. v

Holders or stands of a permanent nature have been proposed but these are costly to manufacture and transport, and many of these `find their way into the waste before they have earned their cost inl advertising value. In many establishments, there is an aversion'to anything in advertising which savors of permanency, and it is afact that many chain store systems have instructed their store managers to refuse to receive or display any advertising material which, by

its nature, is of such'a fixed character that it is cumbersome and not readily removable and easily destroyed. y

vFor overcoming these objections, and other objections to changeable point of purchase advertising, the present invention was conceived. It presents in a holder or stand a structure as efficient as expensive permanent devices,`with costs saved in material, manufacture, and distribution. nIt has greatermobility, a wider range of usefulness, and because of its novelty, has the added asset of arousing attention.

Reference should now be had to the draw ingl submitted herewith. vIn Figure 1, a blankV 10 of cardboard or similar material is disclosed." This blank may be cut from sheet material ata single die. cutting operation for it comprises a plurality of 'simple angles and straight scores.

From blank 10, the holder or stage is formed by articulating the various parts and extension portions thereof and interlocking two of said parts. j Y

That these several parts may be identified, that portion of blank 10 providing the front of the set-up device is designated 11, and Figure 2 are made to extend from one or the section forming the back thereof 12. Out of the front 11 is cut an aperture or opening 13, the purpose of which will shortly be apparent. Front section 11 may have an integral extension portion 14 upon its top margin for decorative purposes as indicated.

Intermediate the front section 11 and back section 12 is a vertical score 15 to facilitate articulation, and at the end opposite that to which the back section 12 is joined, a short section 16 separated from front section 11 by a score 17 is provided, said score 17 being parallel to score 15 and providing for ready articulation of said section 16. l

Depending from the lower edge of each of sections 11, 12 and 16 are short extension portions, separated one from another by the removal of a Ismall portion of the material intermediate said extensions. A single continuous score 1S at the lower edge of sections 11, 12 and 16 separates all of said extensions from said sections and facilitates articulation.

Said short extensions from left to right .are identified as follows: The extension upon section 16 bears the ordinal 19, that upon .front 11 is identified by the numeral 20, and the twoV extensions upon back section 12 are 'designated 21 and 22. With respect to said extensions 21 and 22, it will be noted that in addition to the material therebetween being removed at their adjacent inargins, the lower margins of said extensions are formed in a single arc to facilitate the `folding operation now to be described.

When the blank 10 is shipped it may be packed fiator it may be articulated upon the score 15 to make a shorter package. To set up, it is usual to first articulate upon the line defined by score 18. The second and third articulations are made upon scores 15 and 17 A slight separation is made between section 16 and extension 19, whereupon the material of back section 12 and extension 22 are inserted therein until the end margin of back 12 abuts the material lof front 11 adjacent score 17. This provides a stage-like device having a flat front 11 with the extension 20 inwardly disposed and upwardly turned to receive an apertured advertising card 23 (see Figures 2 and 3), and a curved back with an inwardly disposed and upwardly turned card receiving section for a bent card 24, (see Figure 3), such card receiving portion comprising back -section 12 and extensions 19, 21 and 22.

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Gard 23 is of substantially the same length as front 11 and ordinarily is apertured, or to be more exact, it comprises an integral border extending entirely therearound, and an object or objects in outline such as the dress, hose and shoes shown in more of its sides. Said card 23 'is seated at its lower margin between front 11 and extension 20, and is held against backward displacement -by engagement with the curved wall of back 12 or by card 24. Said card 24e is vof substantially the same dimension as back 12 and is printed on the surface to be exposed when said card is disposed in the seat therefor comprising the extensions 2l and 22 upon back 12. The arcuate margins of said extensions 2l and 22 vand the removal of a portion of material therebetween facilitate the obtaining of regularity in the curve of back 12 and of said extensions 21 and 22 and prevent any buckling or other untoward effect, the result of an excess of material. Forward displacement of card 24: is prevented by its curved position and by the proximity of front 11 to its ends when said card 24 is in proper position. l

It is quite manifest that cards y23 and 24 may be removed and replaced at will, and that the device and the interchangeable cards therefor may be handily packed in a flat package for shipment and easily transported at low cost from point to point. lhenset up, the curve in the material of back 12 and extension 22 in conjunction with that in section 16 and extension 19 creates considerable friction between abutting surfaces of material, renderingV accidental separation between said parts 'almost impossible. v

In Figures 5` and '6, a second blank 30 illustrating` another embodiment of the i'nvention is disclosed. In this embodiment an apertured front 31 anda backv32 are provided. The aperture in front 31, designated 33, is suggestive of an object or objects as inthe case of card 23 in the previously described embodiment.

F ront 31 has a top integral extension 34, and is separated 'from back 32 by score 35. Back 32 is printed on the side opposite to that on which front 31 is finished, for reasons that shortly will be apparent. j

An extension 36 separated from front 31 by scoring 37 is provided. 0n the margin of said extension 37 Aare a plurality of tongues 38 adapted to register with and be inserted into a plurality of aligned slots 39 in the free end of back 32. As back 32 is 'of greater 'length than front 31, it is necessary to bend back section 32 'to secure registration of tongues 38 and slots 39, but when the free end of back 32 is brought inside of extension 36, and said tongues 38 are seated in slots 39, a snug interfit is obtained and back y32 is securely locked against accidental separation from extension 36. Figure 6 clearly shows the vbending of the material of tongues 38 as an incident to the setting-up of the device.

From the foregoing it is Iquitev manifest how the device operates. But two articulations are necessary in order to put it in operable position, vsuch folding permitting of viewing the finished surface of back section 82 through aperture 33 in front 3l.

Other forms of the device are ossible and within the spirit of the invention, but it is believed that the two embodiments disclosed and described will be sufficient to i1- lustrate the invention as set forth in the ap'- pended claims.

I claim 1. An advertising device possessing physical resemblance to a stage comprising a blank for providing the front of said device and having extensions, one of said extensions being bent in a regular arc and being adapted to form the back of said device, said front and back having upturned extensions adapted to form pockets to receive replaceable advertising matter whereby to change the character of advertising displayed 1n said device.

2. In an advertising device possessing physical resemblance to a stage, a blank having an extension portion adapted to be articulated, part of said-blank providing a front for said stage, Aand the remainder thereof the background therefor, said extensionv portion when articulated providing a pocket to receive removable inserts.

3. An advertising novelty having physical resemblance to a stage comprising an apertured blank forming the front of said stage and having extension portions, a part of said extension portions being adapted to inter-l-ock to provide aback for said device, and another part a parallel oHset wall upon the margin of said blank whereby to hold replaceable card inserts uprightly in said device.

4. An advertising novelty comprising a blank forming a stage-like holder havin marginal pockets to receive removable and replaceable cards adapted to provide a change in the foreground and the background of said stage, said blank comprising a plurality f sections having extensions, said sections being separated by parallel scores to provide the front and the back of said stage, and said extensions being separated from said sections by a single continnous score to provide said marginal pockets.

SIDNEY B. EGAN.

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