Abstract: A tapered-transparent acrylic plate has advertising or the like applied to front or back surfaces. The thick end of the plate has openings to receive illumination sources. Incandescent sub-miniature lamps are mounted to a circuit board and are closely coupled to the openings in the plate. The lamps and tapered plate provide uniform illumination of the advertising. The tapered plate and circuit board are retained in a plastic channel which is secured to a base. The channel has ventilation means for the cool operation of the display. The display is powered by a remote transformer which operates the lamps at a level below the design voltage of the lamps. Operating lifetime is significantly increased.