Abstract: A Commercial Message (CM) transmitting and receiving system which allows an advertiser to obtain an expanded advertisement effect regardless of types of broadcasting during a same time period and allows a viewer to easily select, of his/her own will, a CM. In an advertiser terminal, two pieces of CM/ID information corresponding to CM materials are distributed. In a broadcasting terminal, a scaled-down image and multi-channeled voices are generated and two pieces of CM/ID information are synthesized. In a transmitting device, the scaled-down and synthesized image, multi-channeled voices and two pieces of CM/ID information are output. In a receiving terminal, based on two pieces of CM/ID information and attribute information of viewers, one CM material is automatically or manually selected.

Abstract: An original pattern stored in a first memory, is read out in read-out blocks. A rotated pattern, namely, the original pattern given a rotation of one of 0.degree., 90.degree., 180.degree., and 270.degree. that is selected by a selection signal, is written in a second memory in write-in blocks. Each of the read-out and write-in blocks consists preferably of N N-bit words, where N represents a predetermined integer. The write-in block in which a read-out block should be written with the rotation, is selected by the selection signal. Each read-out block is stored in an array of shift registers for the respective words of the block and successively read out stage by stage into a loading circuit for the second memory as words of one of the write-in blocks when the rotation is 90.degree. or 270.degree.. Words of each read-out block may directly be transferred to the loading circuit when the rotation is 0.degree. or 180.degree..