Abstract: An illuminatable sign advertising element with a substantially light-impermeable installation carrier, whose interior is provided with at least one light source and is covered with a generally opaque front panel, whose outer side is provided with at least one light transmissive advertisement, which exhibits a different coloration than the region of the front panel adjacent to it, wherein the inside of the front panel is light transmissive in the region of the advertisement and is light impermeable in the adjacent regions, whereby the light transmission intensity of the light transmissive region of the front panel inside varies.