Abstract: Apparatus for mounting display devices on retail store modular shelving of the type that has hollow steel upright supporting posts each having a line of spaced longitudinal slots; with posts of laterally adjacent modules abutting one another or with adjacent modules hung on a single post. The mounting apparatus has a pair of fittings which engage vertically spaced post slots, a bracket which has an upright mounting arm is fastened to the fittings by two screws and has a display device supporting arm at right angles to the mounting arm, and a leveling screw goes through a threaded hole near the bottom of the mounting arm so as to bear against the post for leveling the bracket and fixing it firmly relative to the post. The fittings are constructed so two of them may be placed in coplanar slots of abutting posts in order to mount abutting display devices on laterally adjacent modules.

Abstract: A modular retail counter display apparatus for merchandise, such as cigarettes, which is displayed and sold in small packages. Two identical trays may be connected to a column, either with a separate means supporting the column or with one or both trays supporting the column. A sign holder slides onto the top of the column and a ratchet engagement between the sign holder and the column permits a sign to be mounted at any desired height on the column. The trays may be connected to the column in vertically spaced relationship, or the trays may be secured together in end abutting relationship and connect to the column in a horizontal arrangement. Alternatively, the trays and column may be supported by means of a clamp assembly either upon a horizontal rail or upon a vertical pole.

Abstract: A modular display device for articles of merchandise which are sold at retail in small packages includes a display tray, an advertising sign frame adapted to receive and hold an advertising sign, a support member to which the advertising sign frame is detachably connected by resilient tongues on the frame which interengage with slots in a front wall of the support member, and a laterally extending web which is an extension of a bottom wall of the support member that enters a laterally open slideway on a bottom wall of the tray adjacent a tray end wall and has a hooked finger engaging a recess in the slideway so the advertising sign frame is immediately adjacent said tray end wall.

Abstract: A point of purchase advertising display device has a front element and a rear element which are spaced a short distance apart and back illuminated. Primary copy is transparent or translucent on the front element and is repeated on the rear element in translucent form in register with that on the front element. A front fine pattern of transparent and opaque areas occupies the rest of the front element and defines the margins of each character in the primary copy. Translucent secondary copy on the rear element is viewed through parts of the front pattern, and the rest of the rear element consists of a rear fine pattern of translucent and opaque areas which is dissimilar from the front pattern but cooperates with the front pattern to produce a field of changing visual effects as a person moves relative to the display device. The rear fine pattern defines the margins of each character in the copy on the rear element.

Abstract: An animated display device having illuminating means for projecting uniformly diffused light toward a viewer and means between said illuminating means and the viewer for providing an animated display including a rigid platen having a convex surface with sections of transparent and opaque character, a flexible sheet of film in contact with the convex surface and having translucent images thereon, resilient means tensioning the film over and in full surface contact with the convex platen surface, and a drive mechanism for shifting said film and said platen relative to one another. An adjustment mechanism is associated with the drive mechanism to facilitate angular alignment of the film relative to the platen.

Abstract: A display device is provided with a plurality of flip display cards which are pivotally carried by a rotatable card holder. A release tab is positioned above the card holder so as to engage the edge of one card whereby the information on the front of said one card can be viewed. The preceding card is supported on abutments on the card holder so that information on the back of said preceding card can be viewed simultaneously with the information on the front of said one card. The card holder is turned step-by-step so as to urge the one card past a first viewing position whereupon the card falls down onto the abutments for viewing in the second viewing position as the next card is moved into said first viewing position. The card holder has structure for pivotally carrying display cards, abutments for supporting display cards and indexing detents for providing the step-by-step advance of the display cards.