Abstract: A flexible or yieldably supported advertising sign for installation on merchandise racks, showcases, carpet display stands or "waterfalls" and the like for appropriate and necessary information to prospective purchasers on the contained merchandise and adapted to maintain a vertical position when free of overlying items for full viewing and lying in substantial horizontal position when loaded by the weight of said items. The sign or flag is adapted to automatically return to vertical position when said load is removed for continuing advertising function. The sign comprises a clip, a base member to which the clip is secured, a poster frame or panel to receive and exhibit advertising material and information and means for mounting the panel vertically along the clip, said means including yieldable interconnecting elements between the lower portion of the panel and a wall of the clip thereby permitting the panel to deflect downwardly upon application of items of merchandise thereagainst.