Abstract: The display apparatus has an endless drive member wound on drive sprockets and driven sprockets so that the drive member travels along a circulating travel path. An array of display plates is attached to a specified region of the endless drive member in such a manner that each of the display plates can be swiveled. First, when the display plates are located at the front part of the path, an advertising sign on their front surfaces is shown. As the display plates move, driven by the drive member, and pass the left end of the circulating path, they are guided by a first guide member in such a way that they maintain the same attitude. When they enter the rear part of the circulating path, an unobstructed view of an advertising sign on a stationary display board installed inside the endless drive member is obtained.