Abstract: The invention provides a gas discharge point of purchase display device. This device utilizes two flat vitreous glass plates, one of which contains a continuous channel of any desired shape, and together which form an ionization chamber. These vitreous plates are transparent; however provision is made for the incorporation of an opaque cover layer that conforms to the desired final illuminated geometry and which thus serves to obscure specified channel regions. The simple design of this sign makes possible the construction of these devices in quantity and at a relatively low cost by mass production methods.