Abstract: A barcode reading apparatus for reading a translucent barcode label or strip that has opaque indicia such as spaced black bars on a translucent background. The barcode reading apparatus includes a transmitter for projecting an incident light beam toward the label so that some of the light is returned back from the translucent background and some of the light passes through the translucent background to a light returning surface on the opposite side of the slide. The portion of the incident light beam that strikes the light returning surface is returned back through the slide toward a detector portion of the barcode reader. This portion of returned light produces a signal that is added to the signal produced by the portion of the incident light beam initially returned from the translucent background of the barcode label to produce a much stronger identifying signal.