Abstract: An illuminated advertisement type display comprising an open front housing that is closed by a transparent panel of plastic or the like which has a display printed thereon simulating a neon sign. Within the housing, there is a fluorescent light bulb that provides illumination for the printed display. The printing is by "transparent" pigment that may have incorporated therein translucent substances in small amounts, but sufficient to occlude the vision of the fluorescent light bulb to a viewer of the display. Surrounding the printed display is a coating of opaque material, so that the areas surrounding the printed matter is black. This coating may be a high reflecting aluminum foil which also reflects light produced by the fluorescent light to increase the light transmited through the panel.