US2005859A

US2005859A - Mail advertising device

Info

Publication number: US2005859A
Application number: US717911A
Authority: US
Inventors: Walter W Hoke
Original assignee: Individual
Current assignee: Individual
Priority date: 1934-03-29
Filing date: 1934-03-29
Publication date: 1935-06-25
Anticipated expiration: 1952-06-25

Description

June 25, 1935. w. w. HOKE MAIL ADVERTISING DEVICE Original Filed Jan. 16, 1933 2 Sheets-Sheet l ATTORNEYS June 25, 1935. V w. w. H OKE 2,005,859

MAIL ADVERTISING DEVICE Original Filed Jan. 16, 1933 2 Sheets- Sheet 2 Um A/AZLZNTOR m ifn a m w ATTORN EYS Patented June 25, 1935 v I v UNITED-STA ES 'PATsNroFFIc-s MAIL ADVERTISING DEVICE Walter W. Hoke, Forest Hills, N. Y., assignor to Robert Stuart, Forest Hills, N. Y.

Continuation of application Serial No.'651,991, January 16, 1933. This application March 29, 1934, Serial No. 717,911 v '11 Claims. (Cl.4i)--124.1)

This application is a continuation of applica tisement by mail. Depending upon the nature tion Serial No. 651,991, filed January 16, 1933. of the display, the wire may also, serve to anchor The present invention relates to a device for the display directly to the folder; and, if desired, use in association with a circular letter, folding the wire may also be so constructed that the dispost-card, or any other folder of sheet material, play asa whole may be removablyattached 5 and of the nature having a display adapted to be thereto. 1 V positioned between folds of the folder and to A further object is to provideadevice which, by assume an upright position above the plane of reason of its spring construction, can be made, if the folder when unfolded. Such a device may be desired, to cause the display to- ,oscillate'in mid used advantageously in mail advertising, because air, this feature of the invention adding to the 10 of the fact that the display, which may be made elementsof surprise andamusement it creates on suggestive of the advertising or reading matter the receiver. printed on the folder or to simulate the very arti- These and further objects and features of the ole which it is desired to advertise, is forced uninvention will more fully appear in the following 1 expectedly before the eyes of the recipient upo-n description taken in connection. with the etc--15 his opening of the folder, the device being therecmpanyins d win s in which Fi 1 is p fore helpful in obtaining his attention which is Spe i e V w Of a de e dy e i v required in order that he may learn of the article tion in i s na u a DOSitiOHfWith the letter to or subject-matter advertised. which it is attached unfolded; Fig. 2 is a plan The general object of the invention is to proview of the folded letter, with thedevice flat- 20 vide a device of the above character, which is simtened out therein; F g- 3 s a enlarged end View, pie in construction, low in cost of making and looking om e r t 0f 4 is an adapted for quick attachment to the folder, yet l rsed view of the wire con ruction used; Fi 5 extremely reliable in operation. is an enlarged cross-sectional upper end view of A specific object of the invention is to provide, he device, Sh W ng e m e eef attaching the as an essential element of thedevice, a wire which p ay to t W 6 i a perspective View is so constructed that, while insuring certainty f an e d v e embodying t nv W t of operation in its capacity as a display actuator, the folder to which it is anchored unfolded and also serves as an effective means to quickly anshown in part; Fig. 7 is a perspective view of still char the device as a whole to thefolder. Stated another or of th v n w t the folder in 30 in other words, the invention comprehends a Open p t o a d shown n P 't;" 3 a d 9 spring wire construction as a dis lay carri are respective views of the wire construction which is adapted to be removably and effectively and display sheet u d i the embodiment illu secured to the folder, but which is further chart a d n F F g. 10 is a p sp i 35. acterized in that its ability to spring back to it of a still further form of the invention with the g originalshape is in no way impaired when subf ld r in op n p s i n'and s w in pa t; i 11 jected to strain by conditioning. it for use within is a V Of t Wire construction used in t folder folds, regardless of the pressure which may e nt a ed in Fig.v be brought to bear upon it after itsenclosure h inv n s apa f s v al forms, n y

40 therein. Because of this, the display is caused to s m f w h ar sh wn'in th d awin s. T 40 assume exactly its intended position upon open construct any of these devices in accordance with ing of the folder by the recipient. Further, the the invention, however, a wire is used which is so device can be made to open up or assume its nat- C nstructed by bending as t0 P a base P ural position, as the folder is being unfolded, with tion to extend in close relationship with the such speed as to escape notice or prevent its nafolder and to serve as a means for removably ture being understood while it is in this act of anchoring the wire as a whole thereto, as well as opening, up, with the result that the display is an upright portion to extend away from the I presented suddenly in mid-air or above the plane folder when unfolded and to Serve as a direct of such folder before the astonished recipient can actuating means to which the display is relatively do appreciate by what means this presentation is immovably attached. The'base portion, besides accomplished. The device has an almost starits construction as a securing means, includes tling effect upon an unaware recipient, and bea straight portion located immediately adjacent cause of this element of surprise it creates, the upright portion and adapted to twist under coupled with its novel character of amusement, it the influence of swinging movement applied to is a highly useful. means to carry out an adverthe upright portion when positioning the latter and the display betweenfolder folds. As a result of this wire construction, the character of the bends therein are not in any way affected during said operation of bringing the upright portion and display between folder folds. In other words, substantially all strain is taken up by the torsional portion, which untwists upon opening the folder, causing the pivotal parts, comprising the upright portion and the display carried thereby, to swing back exactly to their original position above the plane of the folder. These features will be more clearly understood by the following description of the examples illustrated.

In Figsl to 3 inclusive, an advertising device embodying the invention is shown in use with a base or circular letter sheet} of the usual which may carry advertising literature on the upper surface thereof and which is preferably divided into three areas or

sections

4, 5 and 6 by the two parallel creases 1 and 9, forming hinges a'longw-hich the extreme portions 4 and. '6 may be folded over the central portion 5, as is the usual custom. The device comprises as an essential element/a wire it of suitable crosssection and length and of the desired strength and torsional resiliency, and to one end II of this wire is attached a suitable figure or display l2, which may, ifdesired, represent the article to be advertised. As most clearly illustrated in Fig. 4, thewire l 'has'a bend 14 formed, pref erably at right angle, at a predetermined distance from the display-carrying end H. tween said bend land the other end l5, the wire is bentor curved to provide a base adapted to he slipped in the manner of a clip over an edge of the sheet 2 and from the plane of which the remaining wire portion I6 projects, prefer ably at right angles; This base should be constructed with thejview-to removablyattach the device to the sheet 2, but also with the views that the device be firmly held by frictionin position on the sheet 2 and that any tendency of the device to rotate out of-or collapse from its natural position indicated in Fig. 1 be prevented, another requirement of construction being that a suitablefle'ngth I! be caused to extend in a direct line from the bend for a purpose which will be made apparent hereinafter. In the embodiment illustrated, three distinct arcuate bends or loops, i8, I 8 and lye-reformed at suitable intervals in such a manner as to provide four parallellengths, H, 2|, '22 and 24, evenly spaced from one another. In positioning the clip thus constructed over an edge of the sheet, it is forced inwardly, with its central U-shaped portion beneath the sheet and'it's outer portions l and i1 on'the sheet, until its outer loops I 8 and 29 are engaged by the sheet edge.

The display l2 illustrated is made of sheet material, such as heavy paper olr cardboard. This is a preferred construction, in view of its light weight and lowcost as well, althoughit is understood, of course, that any solid object not exceeding prohibitive dimensions can be utilized for presentation) The display 12 is also shown lying in .a'plane with portion I! of. the wire 10, although this'again is not essential, as will be made apparent hereinafter. As shown in Fig. 5, the display I2 may be conveniently attached to the wire H) by applying a paper or cardboard sticker 25 to the rear surface of said display, with the portion it of the'wire between said'glued parts. "I-fde'slred, the sticker 25 may be made similar in contour to the display .12 so as to cover the entire rear surface of saiddisplay, and the to insure a maximum effect on the recipient uponv his opening of .said folder. When utilizing a circular letter of the type illustrated in Fig. 1, the

device is preferably attached to the central section 5 at a distance from the lower crease 9, as shown in said figure, it being noted that the particular construction of the Wire base permits positioning it in such a manner that its straight portion ilymay register with the upper crease 1. It is understood, however, that, by proper construction of the wire base, the portion I] maybe caused to be disposed within the section 5 at an angle to the folder creases. position of the portion i! with reference to its angular relation with the folder creases governs angle at which the display is viewed, for a given position of said display on the wire 18.

In bringing the device down between folder folds, care should be exercised not to alter the character of the bend 14 in the wine. In other words, pivotal movement of the wire portion 16 and display attached thereto should. be out with the straight portion 11 as axis, causing the latter portion to twist throughout its length. This movement of the pivotal parts into closed position may beperformed automatically in Fig. l, by simply folding the upper sheet sections 4 and 5 until they meet one another, which is of course, the method of enclosure when the device is used in combination with -a two-section folder, and is positioned with reference tot-he crease of such folder as shown in said figure. As will be made apparent hereinafter however, a much stronger effect is had on the recipient, if a three-section sheet of the usual character is utilized and the device positioned between its lower folds, as shown in Figs. 2 and3. In this instance the en closing of the device is as follows: first the wire portion 15 and display attached thereto are swung down manually toward the lower crease 9 until they meet the plane of the section 5; second, the lower section 6 is folded on the central section 5, thereby enclosing the device betweenthe

sec tions

5 and 6; and third, the upper section 4 is brought down to cover the lower, section 6.

As a result of the twist in the straight Portion i"! during the enclosing operation, energy is stored therein and, if this torsional portion is of sufficient length, it will not be stressed beyond the elastic limit so that, upon openin'gthe letter, it will be caused to untwist to its original state, thereby pivoting the display-carrying portion I6toits upright position. It is to be particularly noted that the wire construction is such that, except for the twist in the'portion II, no

the bend l4 separating the pivotalt'portion Hi from the torsional portion I1. 'The recipient first unfolds the upper section 4!, and hisunfolding of the lower sectionfi will at the start hide the device from his View, so that, coupled with the speed with which the device springs up to its natural position, the display l2 appears at first sight inmid-air, which creates a startling effect on' said recipient. Further, a

the display I2 immediatelyoscillates in mid-air be'causeof the vibratory or flexing movements of that portion of the-wire located between the torsional portion Hand display. The oscillating character of the device precludes any possibility of an immediate understanding of the devices nature and therefore adds to the astonishment it creates on the receiver, as well as to its character v of amusement.

It is also observed that, if the display I2 is set at an angle with the plane of the wire portions it and I1, the portion i6 is also subjected to torsion whenthe -device is positioned between folder folds, it untwisting when the device is released from said folds. It is thus apparent that the display l2 may be presented at any desired angle ofview, for a given setting of the device base on the folder, without impairing the nature of the bend l4.

The device shown in Fig. 6 comprises a wire 36 which, besides having a base constructed to adapt it to be clipped over an edge of the folder 3| is also formed with an upper clip '32 serving to removably carry a display 3:! therein. The wire 38 curves upwardly from the torsional portion 'of the lower clip to cause its displayc'a'rrying portion 36 to extend naturally away from the plane of the folder when unfolded. In this embodiment, the bend 3] thus formed in the wire,

. because of its curvature pivots downward with the upper portion 36 when positioning the device between folder folds, it also springing upwardly therewith when thedevice is released from said folds. The torsional portion 35 is positioned at a distance from the folder crease 38, because of the particular construction of the lower-clip.

- In Fig. 'Lthe device is seen from-its rear for the purpose of more clearly illustrating the construction of the parts and the method of their assembly, and comprises a display sheet lil which, as also shown independently in Fig. 9, is formed with a crease 4| separating it into a pivotal portion or display proper 42 and a baseportion 44 to be removably secured to the folder 45. As most clearly illustrated in Fig. 8, the wire construction used comprises 'a pivotal portion 46 ending in an upper hook or clip 4'! and a torsional portion 49 from which extends, at an angle therewith, a portion 50 having apointed end to adapt it for use as an ordinary pin. Assuming that a two'- section folder is utilized, the display portion 4 is preferably positioned, as illustrated, on the upper fold 5| with the display crease 4! adjacent the folder crease 52. The display portion 44 is then anchored tothe fold Si'by simply pinning it thereto by means of the wire portion 5!]. For this purpose, the upper surface of the display portion 44 is preferably provided with a line 54 (Fig. 9) to indicate the direction along which the wire portionEll should be threaded through folder and display sheets. The pin is slidably adjusted along this line, as well as rotatably adjusted, tocausc the wire portion 49 to be positioned adjacent the display crease M and the wire portion 46 to ex-- tend upwardly from the plane of the folder. The displayportion 42 is thereafter rotated upward-- ly and its upper edge caught beneath the hook 4'1. The operation of the device is self-evident. When folding the folder 45 along its crease 52, the device is brought down between its folds, causing the wire portion 413 to twist. Upon opening the folden'said wire portion 49 untwists, causing the advertising display to be at once presented perpendicularly to the plane of the folder.

with the device shown in Fig. 1 may be utilized. thebase portion at being preferably positioned within the central fold to cause the device to be totallyenclosed within the two lower folds.

In Fig. 10, the device is again seen from its rear, a display sheet, comprising a pivotal portion 63 anda base portion 6!, being again utilized. On the other hand, the wire construction comprises, as also illustrated independently in Fig 11, a lower clip t2 part of which is formed by the torsional portionlit. At its upper end, another clip E lis provided, whichpivots with the upright portion 65. As illustrated, the lower clip 62 is adapted to removably anchor the. display Should a three-section letter be utilized, the method of enclosure described in connection portion ti to the folder 66 with the wire portion 63 adjacent the display crease 67 and with the wire portion extending from said folder when unfolded, and the upper clip 64 is adapted to removably hold the display portion 50 to the wire portion 65. In mounting the device on the folder, the

clips

62 and 64 may be initially fastened to the display portions (ii and 60, andthe display portion 6i may thereafter be anchored to the folder by also locating the edgeof the folder within the clip 62. Or, the display portion 5! may first be anchoredfto the folderand the display portion 6% then'brought to an upright position to be caught within the clip 64. If a three-section letter is utilized, the displayportion iii is preferably positioned, as illustrated,

within the central fold 69 close to the upper crease l0. i

It now becomes apparent that I have provided a useful advertising'device satisfying the various objects of the invention. Because of its simplic ity, the manufacturer of the device or the ad- I vertising agency may ship both wire and display to the individual or companydesiring to carry on the advertising campaign by mail and, atthe premises of said individual or company, the device assembled on the letters or folders by, the

regular office personnel employed there. The. forms of the device illustrated in Figs. 6, T'and l0 areparticularly useful when the paper or cardboard display is intended to serve a definite purpose other than a mere advertising display.

For example, the displays in these figures may be of the nature of an admittance ticket to a thcatricalperformance, railroad ticket, etc., and

over an edge of said folder with a torsional por- F tion thereof extending from said. upright portion, and a display carried by said upright portion at a distance from said torsional portion, said tor.- sional portion twisting under the influence of swinging movement applied to said'uprightpor tion and display with said torsional portion as axis to permit said upright portion and display to be positioned between folder folds withoutsubjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said upright portion and display to pivot back to their original upright position upon opening of said folds, that portion of the wire between said torsional portion and display flexing thereby causing said display to oscillate in niid-air.

v 2. The combination with a folder of sheet'material, of a wire bent to form a base portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, said base portion being of the character ofa clip adapted to be slipped over an edge of said folder with-a torsional portion thereof extending from said upright portion, said upright portion carrying adisplay of sheet material at an angle with said torsional portion and also comprising a torsional portion below said display, said torsional portions twisting without subjecting the wire, bends to strain affecting their character when positioning said upright portion and display between folder folds, said torsional portions untwisting thereby causing said display to assume its original position above the plane of the folder when unfolded.

3. The combination with a sheet having a creasedividing it into two foldable sections, of

. a wire bent to form a base portion to extend in close relationship with said sheet and an upright portion to extend away from said sheet when unfolded, said base portion being adapted to be removably secured to said sheet with a torsional portion thereof extending from said upright portion in registry with said crease, and a display carried by said upright portion, said torsional portiontwisting under the influence of swinging movement applied to said upright portion and display with said torsional portion as axis to'permit said upright portion and display to'be positioned between said sections without subjecting the Wire bends to strain affecting their character, sa'id torsional portion untwisting thereby causing said upright portion and display to pivot back to their original upright position upon unfolding said sheet.

'4. The combination with a sheet having two hingesdividingit into three foldable sections, of a wire bent to form a, base portion to extend in close relationship with said sheet and an upright portion to extend away from said sheet when unfolded, said base portion being adapted to be removably secured to the central section of said sheet at a distancefrom its lowest hinge andcomprising a torsional portion extending from said upright portion, a display carried by said upright portion, said torsional portion twisting under the influence of swinging movement applied'to said upright portion and display with said torsional portion as axis to permit said upright portion and display to be brought down toward the lowest hinge of said sheet to meet its central sectionv without subjecting the wire bends to strain affecting their character, first the bottom sheet section then the top sheet section being folded over the central sheet section to cause the enclosed wire and display to be hidden from view upon unfolding the top section, said torsional portion untwisting thereby causing said upright portion and display to pivot back to their original upright position as the bottom section is unfolded. I

5. The combination with a folder of sheet material, of aiwire bent to form a base portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, said base portion being of axis to permit said upright portion and display to be positioned between folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said upright portion and display, to pivot back to their original upright position upon opening of said folds.

6. The combination with a sheet having a crease dividing itinto two folds, of a wire bent to form a base portion to extend in close relationship with said sheet and. an upright, portion to extend away from said sheet when unfolded, said base portion being of the character of a clip adapted to be slipped over an edge of said sheet and be positioned within one of said folds with a torsional portion thereof extending from said upright portion in registry of said crease, and

a display carried by said upright portion, said I torsional portion twisting under the influence of swinging movement applied to said uprightportion and display with said torsional portion as axisto permit said upright portion and display to be positioned between said folds without subject '2 ing the wire bendsto strain affecting their character, said torsional portion, untwisting thereby causing said upright portion and display to pivot back to their original upright position upon opening of saidfolds.

7 The combination with a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, said base portion being of the character of a clip adapted to be slipped over an edge of said folder with a torsional portion thereof extending from said upright portion, and a'display of sheet material, said upright .portion being adapted to have said display removably secured thereto, said torsional portion twisting under the influence of swinging movement applied to said upright portion and display with said torsional portion as axis to permit said upright portion and display to be positioned'between folder folds without subjecting the wire bends to strain affectingtheir character, said 8. The combination with a folder of sheet ma terial, of a wire bent to form a base portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, and a display sheet having a crease providing a base portion and an upright portion, said wire base portion being of the char acter of a clip adapted to removably secure said sheet base portion to a folder fold with'a torsional portion thereof extending from said wire upright portion in registry with saidcrea se, said wire upright portion having a portion of the character of a clip adapted to have said sheet upright portion removably secured'thereto, said torsional portion twisting under the influence of swinging movement applied to said wire and sheet wire upright portionsto permit the latter to be positioned between folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said wire and sheet upright portions to swing back to their original upright position upon opening of said folds.

9. The combination of a folder of sheet material, of a wire bent to form abase portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, and a display sheet having a crease providing a base portion and an upright portion, said wire base portion comprising a torsional portion extending from said wire upright portion and a pin portion adapted to removably secure said sheet base portion to a folder fold with said torsional portion adjacent said crease, said Wire upright portion being adapted to have said sheet upright portion removably secured thereto, said torsional portion twisting under the influence of swinging movement applied to said wire and sheet upright portions to permit the latter to be positioned within folder folds without subjecting the wire bends to strain affecting their character, said torsional portion un twisting thereby causing said wire and sheet upright portions to swing back to their original upright position upon opening said folds.

10. The combination with a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folder and an upright-portion to extend away from said folder when unfolded, and a display sheet having a crease providing a base portion and an up: right portion, said Wire base portion comprising a torsional portion extending from said wire upright portion and a pin portion adapted to removably secure said sheet base portion to a folder fold with said torsional portion in registry with said crease, said sheet base portion having a linear indication along which said pin portion is pinned, said wire upright portion being adapted to have said sheet upright portion removably secured thereto, said torsional portion twisting under the influence of swinging movement applied to said wire and sheet upright portions to permit the latter to be positioned between folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said wire and sheet upright portions to swing back to their original upright position upon opening said folds. V

11. The combination with a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folds and an upright portion to extend away from said folds when unfolded, and a display sheet having a crease providing a base portion and an upright portion, said wire base portion being of the character of a clip adapted to removably secure said sheet base portion to a folder fold with a torsional portion thereof extending from said wire upright portion in registry with said crease, said sheet upright portion being secured to said wire upright portion, said torsional portion twisting under the influence of swinging movement applied to said wire and sheet upright portions to permit the latter to be positioned within folder folds without subjecting the wire bends to strain afiecting their character, said torsional portion untwisting thereby causing said wire and sheet upright portions to swing back to their original upright position upon opening said folds.

WALTER w. HOKE.