US 2273259 A
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Description (OCR text may contain errors)
Feb. 17, 1942. GQSLING, JR 2,273,259
ADVERTISING DEVICE Filed Oct. 30, 1940 2 Sheets-Sheet l 14 TTORNEY Feb. 17, 1942.
'J. GOSLING, JR
ADVERTIS ING DEVICE Filed Oct. 30, 1940 2 Sheets-Sheet 2 INVENTOR.
BY Wow/17M 4 TTOR/VEY .JFlmes FUEL/NE, JR.
Patented Feb. 1 7, 1942 2,273,259 ADVERTISING DEVICE James Gosling, Jr., Paterson, N. J., .assignor to Franklin Simon Co. 'Inc., New York, N. Y., a corporation of New York Application October 30, 1940,, Serial No. 363,537
' spite the above described limitation, yet the element of motion adds considerable appeal to such displays.
In accordance with the present invention,
motion is utilized, yet in a shielded manner, so
that its eifect is confined to a relatively small number of passers-by who form an audience for the display. The dignity of the store window is maintained, yet its attraction powers are considerably increased.
Among the principal objects of the present invention, lies the provision of a novel window display construction which is adapted to display .a maximum amount of sales merchandise in a minimum of space.
Another object herein lies in the provision of a window display construction wherein certain portions of the display are used to attract passers-by so that they form an audience, not only for the attraction-getting medium which is also used for the display of goods, but also for other portions of the display which are disposed adjacent thereto.
Another object herein lies in the provision of a window display device wherein certain optical effects are utilized and not only is the principal moving display. seen in a desirable manner, but certain means are provided for framing or adding a marginal associative decoration thereto.
A feature of the present invention lies in the fact that merchandise for sale within the window display is brilliantly lit, and by reason of the optical effect, more particularly described hereinbelow, the colors of the goods are enhanced and intensified.
Another object herein lies in the provision of a window display construction in which living models may be used for the display of goods and in which proper illumination and ventilation for such models are provided, as well as simplified ingress and egress.
These. objects and other incidental ends and advantages will more fully appear in the progress of this disclosure and be pointed out in the appended claims.
In the drawings constituting a material part hereof, similar reference characters designate corresponding parts throughout the several views in which:
Figure 1 is a .front elevational view, with certain parts fragmented and shown in section, of a first embodiment of the invention.
Figure 2 is a horizontal sectional view, as seen from the plane 2-2 on Figure 1, somewhat diagrammatic, the model M not being shown for purposes of clarity.
Figure 3 is a central vertical sectional View of the device shown on Figure 1.
Figure 4 is a view in perspective with certain parts broken away showing an alternate embodiment of the invention, while Figure 5 is a reduced front .elevational view of the alternate embodiment.
Turning now to the first embodiment of the invention illustrated in Figures 1 to 3 inclusive, the advertising device generally indicated by numeral I0 is of such general size and construction that the same may be installed within the usual type and size of store display window. Numeral II indicates the stage upon which the primary and secondary displays may be placed, and this stage may well be the usual floor of the store window. The front of the display includes a transparent pane I2, which may be composed of plate glass, and this glass may be the usual window glass forming the formal front of the store display window. Spaced from and parallel to the pane I2 is the rear wall I3. The front walls I4 and I5 may be part of the outer surfaces of the building in which the device I0 is disposed.
Disposed substantially centrally of the pane I2, and spaced rearwardly therefrom is the lens supporting panel I6. This panel I6 extends preferably vertically with relation to the stage II and is preferably only slightly wider than the lens 20. The panel I6 is provided with an orifice within which is mounted the lens 20. The lens is secured in position in any suitable manner, as for example, by means of the retaining ring 2| and the external frame 22. The lower edge I! of the panel I5 is preferably in light-tight connection with the upper surface of the stage II, while the upper edge I8 is preferably in lighttight connection with the under surface of the ceiling I9. The ceiling I9 may either be the true ceiling of the store display window, or may be a sub-ceiling specially assembled into the device. Disposed preferably at the point of connection between the outer vertical edges of the pane I2, and the inner vertical edges of the walls I4 and I5, are a pair of spaced and parallel side panels 23 and 24. The rear edges 25 and 26 of the side panels 23 and 24 are disposed at positions spaced forwardly of the rear wall I3, thus leaving the passageways 21 and 28, indicated schematically on Figure 2.
A pair of curved framing panels 29 and 36 have the forward edges 3| and 32 in light-tight connection with the outer vertical edges 33 and 34 of the panel IS. The rear vertical edges 35 and 35 are in light-tight connection with the rear edges 25 and 26 of the side panels 23 and 24 respectively. As previously described, the upper and lower edges of the panel l6 contact the ceiling l9 and the stage H, and this is also true of the side panels 23 and 24, and the curved framing panels 29 and 30.
Preferably suspended from the under surface of the ceiling l9, at a position between the curved framing panels 29 and 36, are primary illumination sources 40, which are adapted to cast general illumination upon the primary or moving display generally indicated by the letter A. As seen in Figure 2, the primary display is located in front of the rear wall l3 and rearwardly of the curved framing panels 29 and 39. The optical portions of the primary display are located along the principal axis X of the lens 20. Where desired the illumination sources may take the form of spotlights which will give sharp shadows and a high contrast in the display A. The illumination sources 40 may, however, cast a diffused light and this in turn may be augmented by other sources of light to create dramatic effects. 7
On Figures 1 and 3, there is shown a model M seated upon a bench N. The model M and bench N are shown only by way of example, since it will be obvious to those skilled in the art to which the present invention relates that all manner of display means and/or models may be used in the display A.
The lens 20 is of the reducing type, such as a double concave or plano-concave lens, and is preferably of relatively large diameter. In working full size models of the present invention, a lens having a diameter of ten inches was found satisfactory. Realism, and more desirable aesthetic eifects were obtained by having the frame 22 of oblong shape. In the model just referred to, the frame was eight inches high by ten inches long.
Reducing lenses of a size just described, have an extremely wide angle of field and in the present invention, this range is combined with the curved framing panels in such a way that the edges of the image in the lens include portions of the inner or rear surfaces 4| and 42 of the curved framing panels 29 and 38. By reason of the optical effect, the portions 4| and 42 do not appear to be close to the lens, but appear as side walls or partitions adjacent the primary display A. When viewed from the point Y, they appear to take a position indicated by the dot-dash lines 4| and 42' on Figure 2.
The present display is capable of incorporation in relatively small display window, and obviously if the portions 4| and 42 were located at the positions indicated at 4| and 42', they would seriously interfere with convenient and quick entrance or exit from the position of the primary display A.
By reason of the relative prominence and decorative effect of the display portions 4| and 42 as they appear in the lens 20, various decorations or embellishments may be placed thereon. For example, where the model M is Wearing a fall ensemble, leaves 5| and 52 may be hung upon the portions 4| and 42. Fans placed at Z will cause movement of the leaves 5| and 52, which will appear realistically in the side edges of the image seen in the lens 20.
As viewed by the audience formed by passersby who have stopped to see the primary image as transmitted through the lens 23, they will see in very much reduced size the model M on the bench N. The model M will be situated in front of the rear wall l3 which also will be seen, and above the stage The stage also appears in the lens 2|]. The rear wall l3 and the stage II may receive any desired decorative treatment which will complement the merchandise or model being shown. The portions 4| and 42 will appear at the sides of the image in the lens 20 as indicated in Figure l, and the leaves 5| and 52 will also appear, thus enhancing the general pictorial effect.
Since in order to see the image in the lens 2|] clearly, it is necessary to be within a relatively limited area adjacent the lens and in front of the pane I2, the passer-by must come to a position relative to the entire device where he can not only see the image in the lens 20, but also may give attention to the auxiliary or secondary displays B and C. The forward surfaces of the curved framing panels 29 and 30 act as backgrounds for the auxiliary displays B and C. Any suitable store window lamp may be utilized for illuminating the secondary displays B and C.
It may thus be seen that the curved framing panels act as backgrounds for the secondary displays B and C, as mechanical supports for the lens structure 20, and associated parts, and as optical side panels or framing members for the image seen in the lens 20. Said side panels have the illusory effect of being positioned at 4| and 42', yet not actually being at these positions so that a free passageway for entrance and exit, as Well as ventilation, is provided through the passageways 21 and 28. By reason of the substantial width of the passageways 2'! and 28, other relatively large size properties may be substituted for the bench N so that a desirable setting may be made for the presentation of merchandise.
By reason of the compact arrangement of the parts, it is possible to create a considerable area for displaying merchandise in a relatively small space. In a successful model of the device, embodying the invention, the distance between the forward surface of the rear wall I3 and the rear surface of the pane |2 was six and onehalf feet. The distance from the lens 20 to the pane I2 is preferably about twelve inches. For the best optical effects, it is desirable that the model M and the properties N be confined within the space, extending forwardly from the rear wall I3, of about three feet. Where more space is available, however, all of the parts may be correspondingly enlarged, permitting a greater field of view in the lens 20.
The curvature of the curved framing panels 29 and 30 is such that the portions 4| and 42 appear in the image in the lens, in order to create the border effect which is one of the objects of the invention.
Turning now to the second embodiment of the invention, illustrated in Figure 4, for the purpose of avoiding needless repetition, corresponding parts are given singly primed reference charactors. The principal difference existing between the first embodiment and the second embodiment lies in the fact that four divider panels 50, 5|, 52 and 53 are introduced, and the upper and lower curved framing panels I29 and I30 are integrated therewith. As a result of this construction, the inner surfaces of the portions MI and I42, as Well as the inner surfaces of the portions I43 and I44 will appear as shown in Figure 5, forming a frame or border for the image of the primary display A.
By reason of the arrangement of the divider panels 59 to 53 inclusive, in addition to the primary display A auxiliary displays B, C, D, and E may be located as illustrated in Figure 4. The result of this construction is that after the passer-by has been attracted and has brought himself in a position to see the primary display A, he is also in a position to clearly see and be affected by the auxiliary displays B, C, D, and E. The funnel-shaped construction formed by the curved framing panels, I29, I30, 29', and 39, possesses inherent mechanical strength by reason of the shape and. construction thereof, but the same is further supported by the divider panels 50, 5!, 52, and 53, which extend from the stage II, the ceiling I9, and the side panels 23 and 24'.
As described in the previous embodiment, motile decorative treatment may be applied to the inner surfaces of the portions I 4|, I42, I43, and I44, which form part of the curved framing panels 29', 30', I29, and I30, respectively. This motile decorative material will appear in the framing portions adjacent the image of the primary display as illustrated in Figure 5.
Various materials may be used for forming component elements in the present invention. The framing panels, which are curved, may be readily constructed of bent plywood, so that they tak up relatively little space. Means may be provided for changing the focal length of the lens 20, to produce different effects. That is, to include a wider or narrower field of primary display. It may thus be seen that I have provided a novel advertising device readily adapted to all kinds of store windows, which is capable of displaying merchandise in a desirable manner.
Means are provided for showing a primary display in an unusual manner, and for embellishing th primary display by means of additional decorative material which may be motile where desired. Chambers for the presentation of secondary displays adjacent the lens for viewing the primary display are provided so that merchandise is placed in a position where it will receive the greatest attention.
By reason of the arrangement and organization of the various components of the invention ready and convenient changing of sets so that the merchandise may be presented in a continuously changing environment.
The construction herewith disclosed may be manufactured at relatively low cost so that the same may have a consequent wide sale and distri bution.
I wish it to be understood that I do not desire to be limited to the exact details of construction shown and described for obvious modifications will occur to a person skilled in the art.
1. An advertising device comprising: a stage adapted to have merchandise displayed thereon; a lens adapted to cast an image of said display, said lens having a certain field of view; curved framing panels disposed forwardly of said merchandise and rearwardly of said lens; said curved framing panels having convex portions extending rearwardly into the said field of View of said lens, whereby the said convex portions of the framing panels are visible from in front of said lens and form a border to the view of the merchandise as seen through the lens from in front thereof.
2. For use with a model, in combination: a show window having a front transparent pane, a stage, and a rear wall; a lens supporting panel having a lens mounted therein, said lens having a certain field, said panel supporting the lens being positioned rearwardly of the said pane; a
pair of curved framing panels extending up-- wardly from said stage and rearwardly from the lateral edges of the lens supporting panel to points spaced forwardly of the rear wall thereby providing passageways for the entrance or exit of said model, said curved framing panels having convex portions thereof extending rearwardly into the said certain field of the lens whereby the said convex portions of the framing panels are visible in said lens from a point of view in front of said pane, forming a border for the view of the model and appearing as sidewalls adjacent the model.
3. An advertising device for use with a primary and a secondary display, said device comprising: a stage adapted to have placed thereon a primary display of merchandise; a lens adapted to cast an image of said primary display, said lens having a certain field of View; a plurality of curved framing panels disposed forwardly of said pri mary display and rearwardly of said lens, said curved framing panels having convex portions extending rearwardly into the said certain field of view of said lens, the curved edges of adjoining curved framing panels being connected to form curved joints; a plurality of divider panels each extending outwardly of the joint to which it is aifixed, in a direction radially of the optical axis of said lens, any pair of adjacent divider panels and the outer surface of the intervening curved panel forming a chamber for the presentation of said secondary display.
JAMES GOSLING, JR.