WO2000063871A1

WO2000063871A1 - Advertising system, especially for roadside

Info

Publication number: WO2000063871A1
Application number: PCT/HU2000/000031
Authority: WO
Inventors: András GÓTZY
Original assignee: Gotzy Andras
Priority date: 1999-04-15
Filing date: 2000-04-11
Publication date: 2000-10-26
Also published as: HU9901195D0; AU4135100A; HUP9901195A3; HUP9901195A2

Abstract

Equipment for advertising, especially roadside advertising, posted at a busy place (along a main road, railway line, at an airport, etc.), which has a panel containing advertising elements, especially words and/or pictures. Looking from the direction of the person moving towards the panel (1) it also has one or more modifying elements (3, 4, 5) placed at a certain distance behind the panel (1), giving the approaching person the impression of motion, partly or completely uncovered and/or covered by the panel (1).

Description

ADVERTISING SYSTEM, ESPECIALLY FOR ROADSIDE

The invention relates to equipment suitable for advertising, comprising a panel and modifying elements belonging to it.

It is generally known that the significance of advertising has been increasing all over the world. Beside advertisements appearing in the media, outdoor advertisements are also becoming more significant. In the recent years outdoor advertisements and signs posted at busy places (along main roads, railway lines, at airports, etc.) have become widespread. The neat slogans and smart, colourful pictures of the billboards call people's attention to the object of the advertisement. Moving advertisements are more efficient than billboards, because people involuntarily pay attention to the movements and changes taking place around them.

Several advertising panels combined with movement are known. The moving parts of these are operated by equipment running on energy supplied from somewhere else. The installation and operation of such equipment is rather costly, it tends to break down easily and it is difficult to mend such equipment.

The present invention has a lot in common with our former invention consisting of a panel and one or more modifying elements placed in front of the panel. This solution cannot provide unexpected information as the writing, drawing or figure shown on the panel is only partly covered by the modifying element placed in front of the panel, and so one can guess in advance what is on the covered part of the panel.

The present invention is an improved version of the above invention, and its aim is to produce an advertising medium in the case of which the elements of the advertisement cannot be guessed in advance, movement is used as an interest factor, no motor drive is needed, it is cheaper than the already known solutions and at the same time its attention attracting efficiency is the greatest.

The invention is based on the recognition that motion does not need to be produced in the equipment containing the advertising panel itself, in the case that the person whose attention the advertisement is supposed to attract is moving towards the advertising panel at a very low speed. If at a certain distance behind the advertising panel another panel - a modifying panel - is placed which is at least partly covered by the advertising panel looking at it from the aspect of the person moving towards the advertising panel, in relation to the advertising panel in the front the moving person will perceive the movement of the modifying element behind it. which is obviously only due to a visual illusion, as the two panels are in a fix position and in reality neither of them is moving. The illusion that the modifying element is moving is caused by the fact that the advertising panel in the front is closer to the moving person.

The panels are in a fix position with respect to each other, and the person moving towards the panel perceives the apparent motion described above as real motion.

As in most cases the modifying element or panel is completely covered by the advertising panel, in the course of the apparent motion or '"emergence" of the modifying element the information on it strikes the viewer unexpectedly, and so, compared to the former solutions, this advertising medium fulfils its attention attracting function the most efficiently.

On the basis of the above recognition, in accordance with the invention, the set task was solved with an advertising medium posted at a busy place (along a main road, railway line, at an airport, etc.). which has a panel containing advertising elements, especially words and/or pictures, and looking from the direction of the person moving towards the panel it also has one or more modifying elements placed at a certain distance behind the panel, giving the approaching person the impression of motion, partly or completely uncovered and/or covered by the panel.

The modifying elements can be fixed behind the panel with any suitable means, for example it can be mounted on legs or it can be attached to the supporting structure of the panel. The most practical solution is when the fixing structures, such as bars, are in a covered position, at right angles to the panel, so that the panel covers them.

According to a favourable construction the projected surface of the modifying element falling on the surface of the panel is smaller than the surface of the panel. Generally the modifying element is significantly smaller than the panel or billboard. In the case of such proportions the person approaching the advertising medium finds or perceives that the smaller element, that is the modifying element moves away from its place and emerges from behind or disappears behind the panel.

This '"movement^" of the smaller element is obviously only apparent, it is a visual illusion caused by the fact that the panel is closer to the person approaching the advertising medium than the modifying element. The apparent motion of the modifying element can be speeded up or slowed down by increasing or reducing the distance between the modifying element and the panel. In certain cases the modifying element can be the same size as or even bigger than the panel.

Practically on the surface of the modifying element there are figures and/or graphical elements and/or colour combinations and/or words and/or letters supplementing the advertising elements on the panel and/or of some other character.

Another favourable construction of the equipment is characterised by that the modifying element is a square-shaped board.

According to another invention criterion the modifying element is a plate or space element the shape of which is not a geometrical shape. Such elements have a special shape (the shape of a vehicle or an animal). Normally the modifying element is in a position parallel to the panel, but it is also possible that the planes of the elements include an angle other than a right angle.

According to another favourable construction the modifying element has a different shape and colour.

According to another favourable construction the modifying element is placed behind the panel in a way that its distance from the panel can be changed and/or it can be moved in its own plane. Obviously the modifying element can also be fixed in the altered position. The alteration can be realised by telescopic bars, vertical rails fixed with a lock, etc. This solution makes it possible to use the same modifying element with different advertisements.

The equipment according to the other invention is based on that beside a panel containing advertising elements, especially words and/or pictures, and the modifying elements placed at a certain distance in front of the panel, giving the approaching person the impression of motion, partly or completely uncovered and/or covered by the panel, looking from the direction of the person moving towards the panel it also has one or more modifying elements placed at a certain distance behind the panel, giving the approaching person the impression of motion, partly or completely uncovered and/or covered by the panel.

In the case of a construction according to both inventions it can also be favourable, if the individual modifying elements are placed at different distances from the panel, behind the panel.

Below the inventions are described in detail on the basis of the attached drawings showing the favourable constructions of the equipment. In the drawings

figures la-lc show equipment advertising a supermarket, in front view, in three different positions of the person moving towards it; figures 2a-2c show equipment advertising ice-cream, in a way similar to figures la-lc; figures 3a-3c show equipment according to the other invention, advertising a prize winning game, as shown in figures la-lc.

The equipment shown in figures la-lc has a panel 1 (billboard, advertisement board) standing on legs 2, and at a certain distance behind it there is a modifying element 3 in a fixed position, which - according to the present construction - is a square shaped panel smaller than the advertising panel 1, parallel to it. On the advertising panel 1 there is the name of the supermarket. At a certain distance behind the panel 1 there are two modifying elements 3, 4: a modifying element showing an empty shopping trolley 3 and a modifying element showing a full shopping trolley 4. The person approaching the equipment at a certain speed only sees the big panel 1 first, and the modifying element showing the empty trolley 3 behind the big panel 1. Approaching the big panel, due to the changing of the angle of view, the modifying element with the empty trolley 3 seems to move, it disappears, and at the other end of the panel 1 the modifying element with the full trolley 4 appears. While approaching the advertising equipment the person has the feeling that an empty shopping trolley goes in the entrance of the supermarket and a full trolley comes out through the exit.

It is easy to see that this advertisement is extremely efficient, as it is "in motion" for a relatively long time for the persons looking at it. it attracts their attention and finally the modifying element showing the full trolley 4 appears unexpectedly, and it results in an efficient, lasting experience.

The advertising equipment shown in figures 2a-2c advertises ice-cream. In the case of this advertising equipment, at a certain distance behind the big panel 1. in a covered position there is a popsicle shaped three-dimensional modifying element 5. The person moving towards the advertising equipment can only see the big panel first, which symbolises the box of the ice-cream, as the modifying element 5 showing the popsicle itself is in covered position. However, as the viewers are getting closer to the equipment, they have a very surprising and attention attracting experience, because due to the changing of the angle of view the modifying element showing the popsicle 5 seems to "emerge" from the box. and by this it gives the viewers a memorable experience.

In figures 3a-3c a solution is shown according to another combined invention.

In this case in front of the big panel 1 a there is a modifying element 7 with words on it, and behind the panel 1 there is a modifying element 6 showing the prize. The modifying elements 6, 7 are placed at a certain distance from the panel 1. The modifying element 6 showing the prize is a shape cut to the right form, while the modifying element 7 is a smaller panel with words on it.

While approaching the advertising equipment the viewer has a visual experience that the modifying elements 6, 7 move unexpectedly and surprisingly they move in the opposite direction with respect to each other. This sight gives the viewer a lasting experience.

The favourable effects of the inventions can be summarised as follows: due to the use of modifying elements the equipment produces a surprising advertisement giving the impression of motion, which increases the efficiency of the advertisement significantly.

The modifying elements are in a fix position, so there is no need for costly moving mechanisms. A further advantage is the wide range of possibilities of variation, as by changing the shape of the modifying elements 3. 4. 5. 6. 7 and/or their distance from the panel, and with many different types of the advertising element used on the panel 1 many different advertisements can be achieved.

Obviously the inventions are not restricted to the examples detailed above, but they can be realised in innumerable different ways within the possibilities defined by the patents.

Claims

1. Equipment for advertising, especially roadside advertising, posted at a busy place (along a main road, railway line, at an airport, etc.). which has a panel containing advertising elements, especially words and/or pictures, characterised by that looking from the direction of the person moving towards the panel (1 ) it also has one or more modifying elements (3, 4. 5) placed at a certain distance behind the panel (1), giving the approaching person the impression of motion, partly or completely uncovered and/or covered by the panel (1).

2. Equipment as in claim 1. characterised by that the projected surface of the modifying elements (3, 4, 5) falling on the surface of the panel (1) is smaller than the surface of the panel (1).

3. Equipment as in claims 1 or 2, characterised by that there is information containing words and/or pictures on the modifying elements (3, 4. 5).

4. Equipment as in any of claims 1-3, characterised by that the modifying elements (3, 4, 5) are square shaped panels.

5. Equipment as in any of claims 1-3, characterised by that the modifying elements (3, 4, 5) are plates and/or three-dimensional elements.

6. Equipment as in any of claims 1-5, characterised by that the modifying elements (3, 4, 5) are fixed behind the panel (1) in a way that its distance from the panel (1) can be changed and/or it can be moved in its own plane.

7. Equipment as in any of claims 1-6, characterised by that the individual modifying elements (3, 4, 5) are placed behind the panel (1) at different distances from it.

8. Equipment for advertising, posted at a busy place (along a main road, railway line, at an airport, etc.), which has a panel containing advertising elements, especially words and/or pictures, and modifying elements placed at a certain distance in front of the panel, giving the approaching person the impression of motion, partly or completely uncovered and/or covered by the panel, characterised by that looking from the direction of the person moving towards the panel (1) it has one or more modifying elements (7) placed at a certain distance behind the panel (1). giving the approaching person the impression of motion, partly or completely uncovered and/or covered by the panel (1).

9. Equipment as in claim 8, characterised by that there is information containing words and/or pictures on the modifying elements (6, 7).