Abstract:
A lighted flexible display device or sign, useful for advertising purposes, and having a battery supply mount. The display device herein is a lighted display and is constructed to be flexible in the presence of inadvertent bumping or deflection thereof. The mounting resilient such that, when the deflecting force is removed, the sign springs back to its normal lateral position. The mount for the display device includes a battery supply, with such supply being electrically connected to the electrical circuit of the sign. This is accomplished by means of electrical leads passing through a deflection restoration spring, by such leads passing through a resilient tongue, or with connectors used in a spring-biased pivotal construction for connecting the battery supply to the electrical lighting circuit of the sign.

Description:
CONTINUITY 
     This application is a continuation of U.S. patent application Ser. No. 09/434,877, filed 5 Nov. 1999, now abandoned, which is a continuation of U.S. patent application Ser. No. 09/233,998, filed 19 Jan. 1999, now abandoned, which is a continuation of U.S. patent application Ser. No. 08/910,700, filed Aug. 13, 1997 now abandoned, which is a continuation of U.S. patent application Ser. No. 08/406,752, filed Mar. 6, 1995, now U.S. Pat. No. 6,438,882, which is a continuation-in-part of my U.S. patent application Ser. No. 08/058,197, filed May 4, 1993, now abandoned, which is a continuation of my U.S. patent application Ser. No. 07/826,491, filed Jan. 27, 1992, now U.S. Pat. No. 5,233,773, which issue Aug. 10, 1993, which is a continuation-in-part of U.S. patent application Ser. No. 07/536,765, filed Jun. 11, 1990, now U.S. Pat. No. 5,111,606, which issued May 12, 1992. 
    
    
     FIELD OF INVENTION 
     The present invention relates to lighted merchandising display devices for advertising purposes in stores and, more particularly, provides a flexible display device having a battery supply mount. The device is engineered and employed principally for locations in mercantile establishments such as grocery stores, supermarkets, discount centers, and the like. 
     BACKGROUND AND BRIEF DESCRIPTION OF PRIOR ART 
     In the past there have been several different types of approaches taken in advertising merchandise carried on grocery store shelves, in refrigerator cabinets, and so forth. Advertising media are important, of course, to draw the attention of shoppers to various specials, new items, and featured items for a particular sale. Merchandisers have noted the advantages of having lighted signs or sign displays proximate merchandise such as canned goods to be placed on special. Many conventional signs have their electrical circuits connected to an AC source; this is impractical, however, because the provision of multiple AC outlets along a very long shelf display becomes prohibitively expensive. Certain display signs carry a battery pack proximate the display area; however, this does interfere with the viewing of the sign, especially bi-directional viewing to accommodate customers. A further problem in the prior art is presented in the case of rigid signs which might be inadvertently bumped and possibly damaged should a rigid connection be maintained between the outwardly projecting sign and its mount to a shelf, for example. A certain flexibility feature relative to the sign and its mount to the shelf has been adopted in the past as is evidenced by U.S. Pat. Nos. 4,881,707 and 4,805,331; also, certain approaches have been taken in supplying battery power to signs, but which exclude practical application relative to the sign for bi-directional viewing, see U.S. Pat. Nos. 4,317,303 and 4,924,363. 
     For several reasons, and not believed disclosed in the prior art, what is needed is a battery supply proximate, i.e., at the mount of the device at the shelf proper, or the refrigerator enclosure which is to incorporate the sign. In this way both forward and rear surfaces of the outwardly projecting signs are completely free and unobstructed for viewing in either direction; this magnifies the uses of the sign for traffic in both directions in stores utilizing the device. A further feature which is needed, and not believed shown in the prior art, is the concept of having electrical connection from the battery station fixed adjacent to the shelf, to and through the flexible or articulative structure to the electrical circuit board of the sign proper. There is no art currently known to the inventor which teaches the concept of supplying electrical leads, for example, or other electrical connections between a battery supply mount and a flexible lighted sign, through a tongue, or spring, or articulative joint, so as to preserve resilience to the structure, and yet not interfere with sign lighting or the displacements and automatic restoration of the sign relative to its mount. A number (24) of U.S. patents are known which bear upon signs in general, however, and will be of interest and, to some small degree, relevant. These are as follows: 
     
       
         
               
               
             
           
               
                   
               
             
             
               
                 1. 
                 Des 243,639 
               
               
                 2. 
                 Des 245,945 
               
               
                 3. 
                   469,487 
               
               
                 4. 
                   900,590 
               
               
                 5. 
                 2,654,172 
               
               
                 6. 
                 2,817,131 
               
               
                 7. 
                 2,924,902 
               
               
                 8. 
                 3,041,760 
               
               
                 9. 
                 3,070,911 
               
               
                 10. 
                 3,084,463 
               
               
                 11. 
                 3,226,866 
               
               
                 12. 
                 3,517,937 
               
               
                 13. 
                 3,696,541 
               
               
                 14. 
                 3,931,689 
               
               
                 15. 
                 4,028,828 
               
               
                 16. 
                 4,055,014 
               
               
                 17. 
                 4,096,656 
               
               
                 18. 
                 4,317,303 
               
               
                 19. 
                 4,682,430 
               
               
                 20. 
                 4,805,331 
               
               
                 21. 
                 4,819,353 
               
               
                 22. 
                 4,881,707 
               
               
                 23. 
                 4,924,363 
               
               
                 24. 
                 4,984,693 
               
               
                   
               
             
          
         
       
     
     A primary difficulty with respect to traditional sign displays, particularly bi-directionally viewable sign displays located within aisles of a store, has been a need for the sign display to be flexible and resilient. It is desirable for the sign display to be deflectable in a horizontal or side-to-side direction in addition to being deflectable in an up-and-down or vertical direction. As such, the sign can be deflected regardless of the angle of impact (either from a shopping cart or a person) and resiliently returned to its original position. 
     Another traditional problem with respect to sign displays, again particularly bi-directionally viewable sign displays within an aisle of a shopping area, involves the impediment created by the sign display in stacking shelves and removing items from shelves. Such sign displays that are rectangular may extend above and below the particular shelf area to which it is attached. This can impede access to the shelf. 
     Still another problem with respect to sign displays relates to the presentation angle of the sign display so that it is pleasing from a marketing standpoint. Since particular sign displays may vary in terms of shape and size, it is desirable to have an ability to change the angle at which the sign display is positioned to provide a desirable presentation angle for marketing purposes. 
     With respect to illuminated sign displays in particular, the power supply, similar to the sign display, may impede access to shelf storage areas depending on the orientation of the power supply. There is therefore a need to incorporate a power supply into a sign display that minimizes impedance with access to shelf storage areas. 
     Another problem with respect to lighted sign displays is the light necessary for illuminating the sign display. Traditional sign displays have required several light sources. Therefore, each light source is susceptible to failure, which requires repair and/or replacement. The fewer light sources incorporated into the sign display, the fewer number of potential failures involved. 
     Another primary design concern with respect to sign displays is the attention it provides to the particular shelf to which it is attached. In a typical shopping aisle, there are so-called primary shelves and secondary shelves. The primary shelves are typically eye level and are the easiest, most convenient shelves for the shopper to view. The present invention is designed to overcome primary/secondary shelf distinction by rendering any shelf to which the sign display of the present invention is attached a primary shelf. 
     BRIEF DESCRIPTION AND OBJECTS OF THE INVENTION 
     In the present invention a lighted merchandising display includes its own individual electrical circuit such as a circuit board for powering lights disposed at the margins or about the periphery of the display, this preferably at opposite sides of the frame of the display. The display is of a slim-line design and has viewing windows on opposite sides of the frame so that advertising matter may be viewed from both sides of the display as customers are approaching the display. A battery pack, case or holder is provided and is directly mounted to the shelf molding of the display shelf, or also to the transparent door of a refrigerator or freezer, by way of example. The display frame relative to the battery pack is flexibly connected so as to allow for temporary deflections of the sign should passersby inadvertently bump the same and thus deflect the sign from its usual orthogonal position. 
     Accordingly, a coil deflection spring, a torsion spring, or a flexible resilient tongue is provided to contribute the flexibility needed relative to the display and its fixedly mounted battery pack. Electrical leads proceed through the tongue, spring, or articulative pivotal joint incorporating the torsion spring, so that electrical connection is always maintained between the battery pack and the sign whatever the temporary disposition of the frame of the device. Perforated ears and a pin element positioned therethrough are designed to releasably secure advertising cards within the frame of the display as well as serve other functions. The circuit board is preferably U-configured so as to provide for a convenient receptacle and the support for cards to be inserted in the frame and within the circuit board. The battery is maintained outside of the frame and its advertising display, and is proximate the mounting of the unit to external structure. This mounting is preferably adjustable but may be fixed and secure so as to eliminate the chancing of inadvertent dislodgment of the batteries, or its case. Of prime importance, and whether an articulative or pivotal joint is incorporated or some type of tongue, whether resilient and/or spring, the electrical connectors from the battery support maintain continuous communication via the tongue or spring, etc. whereby to facilitate continuous connection to the circuit board or other lighting circuit of the frame. In the above manner the frame of the device is made free of the battery pack so that it can insure a slim-line design and be functional bi-directionally at opposite sides of the frame as well as be flexible. 
     Another aspect of the present involves a tapered sign display having a relatively small section at a proximal end of the sign display and a relatively tall section at a distal end of the sign display. The tapered frame portion of the sign display is mounted to a battery pack oriented to coincide with the horizontal plane of the shelf to which the sign display is attached. As such, the sign display creates minimal interference with access to storage areas above and below the shelf. 
     Still another aspect of the present invention involves a resilient flexion joint interconnecting the sign display and the mounting mechanism for the sign display. The flexion joint allows for resilient movement of the sign display in side-to-side directions and in up-and-down directions. 
     Yet another aspect of the present invention involves an adjustment mechanism that allows the orientation of the sign display to be adjusted. That is, the presentation angle of the bi-directionally observable sign can be changed as desired. 
     Another aspect of the invention involves mounting a pair of lights within the tubular frame members of the sign display, and mounting respective parabolic reflectors at opposite ends of the tubes for illuminating the tubular frame portions of the sign display. 
     In view of the foregoing, it is a principal object of the present invention to provide a new and improved advertising display device. 
     A further object is to provide an advertising display device carrying its own battery pack and being suitable for attachment to the molding of a merchandise shelf, to the transparent door of a refrigerator or freezer, and so forth. 
     A further object is to provide a device having an articulative pivotal joint suitably spring-biased to provide a restoring force for the device frame to return the same to orthogonal projection subsequent to inadvertent bumping or displacements by customers, shopping carts, and the like. 
     An additional object is to provide a battery pack or battery holder mount for outwardly projecting display signs, wherein the battery pack mount includes the electrical connections which are maintained with the lighting circuit of the sign provided, even though such sign may be temporarily displaced from its intended orthogonal position. 
     A further object is to provide a means for securing cards in display signs, wherein the structure provided may also serve as a tag- or other sign-support. 
     Still another object of the invention is to provide a sign display that minimizes impedance with respect to access to shelf areas adjacent the sign display. 
     Another object of the invention is to provide an adjustment device for changing the presentation angle of the sign display. 
     Yet another object of the invention is to provide a sign display that is resiliently moveable in the side-to-side directions as well as the up-and-down directions. 
     Still another object of the invention is to provide a sign display that includes an integral power source aligned to correspond with the shelf area to which the sign display is attached. 
     Another object of the invention is to provide a sign display that minimizes the number of light sources used in connection with the sign display. 
     Still yet another object of the invention is to provide a sign display that renders the shelf to which it is attached a primary shelf in terms of customer attention and focus. 
     Other objects, features, and advantages of the present invention may best be understood by reference to the following detailed description, taken in conjunction with the accompanying drawings. 
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS 
     Preferred embodiments of the invention are described below with reference to the accompanying drawings: 
     FIG. 1 is a fragmentary perspective view of a shelf incorporating the display device of the present invention. 
     FIG. 1A is an enlarged fragmentary detail of a corner of the display device of FIG. 1 wherein the same contains a single card receiving slot. 
     FIG. 2 is an enlarged fragmentary elevation taken along the arrow  2  in FIG.  1 . 
     FIG. 2A is a cross-sectional detail taken along the arcuate lines  2 A— 2 A in FIGS. 2 and 11, illustrating that the attachment construction of the display device may be modified so that the same can be adapted for direct attachment to the front panel of the glass door of a display cabinet a fragmentary detail of a portion of which is shown. 
     FIG. 3 is a vertical section taken along the line  3 — 3  in FIG.  2 . 
     FIG. 4 is an elevation taken along the arrow  4  in FIG.  1 . 
     FIG. 5 is a vertical transverse section taken along the line  5 — 5  in FIG.  4 . 
     FIG. 6 is an enlarged section detail taken along the lines  6 — 6  in FIG.  4 . 
     FIG. 7 is a schematic diagram of a representative electrical circuit that can be employed in conjunction with the subject advertising display device. 
     FIG. 8 is similar to FIG. 4 but illustrates this time that the display device can contain in its frame directly the electrical circuit means including its battery. 
     FIG. 9 is an enlarged fragmentary section taken along the line  9 — 9  in FIG.  8 . 
     FIG. 10 is an enlarged vertical section taken along the line  10 — 10  in FIG.  8 . 
     FIG. 11 is a perspective view of a conventional display cabinet, but with the same having the display device of the invention attached to the cabinet&#39;s transparent door. 
     FIG. 12 is a fragmentary side elevation, shortened horizontally for convenience of illustration, of another embodiment of the invention illustration usage of a horizontal battery case which is part of the mount of the device, and incorporating a coil-spring tongue or extension connected to the device frame, carrying electrical leads to the circuit of the frame, and lending flexibility to the structure. 
     FIG. 12A is an enlarged fragmentary cross-section, taken along the line  12 A— 12 A in FIG. 12, illustrating circuit-board insertion-receipt of the advertising card employed. 
     FIG. 12B is a partial end view, taken along the line  12 B— 12 B, illustrating the slot receiving the advertising card for positioning within the frame of the device. 
     FIG. 13 is an enlarged horizontal section, taken along the line  13 — 13  in FIG. 12, illustrating the battery pack or holder and its mounting to a display shelf and its flexible securement to the display sign. 
     FIG. 14 is a side elevation of another embodiment of the invention. 
     FIG. 14A is an enlarged fragmentary cross-section taken along the line  14 A— 14 A in FIG.  14 . 
     FIG. 15 is a vertical transverse section taken along the line  15 — 15  in FIG.  14 . 
     FIG. 16 is an enlarged fragmentary top plan taken along the line  16 — 16  in FIG.  14 . 
     FIG. 16A is a longitudinal vertical section taken along the line  16 A— 16 A in FIG.  16 . 
     FIGS. 17 and 17A are essentially identical to FIGS. 16 and 16A, respectively, but illustrate a re-arrangement of conductive leads to accommodate single, centralized, screw-attachment placement. 
     FIG. 18 is a top plan of a circuit board which may be used in the frame of the device to power its lights. 
     FIG. 19 is a schematic of one of several electrical circuits which can be used in powering the lights of the advertising display sign. 
     FIG. 20 is an isometric view of an alternative embodiment of a sign display apparatus according to the present invention. 
     FIG. 21 is a right side elevation view, partly in section, of the sign display apparatus of FIG.  20 . 
     FIG. 22 is a top view of the sign display apparatus of FIG.  20 . 
     FIG. 23 is a sectional side elevation view, taken along the line  23 — 23 , of FIG.  22 . 
     FIG. 24 is an exploded isometric view of the mounting bracket portion of the sign display apparatus of FIG.  20 . 
     FIG. 25 is a sectional view, taken along the line  25 — 25 , of the display frame portion of FIG.  23 . 
     FIG. 26 is a sectional top view of the power source housing and attachment bracket, taken along the line  26 — 26  of FIG.  20 . 
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS 
     In FIG. 1 advertising or merchandising display device  10  comprises a panel  11 , a resilient flexible tongue  12  integral therewith, and a mounting bracket or clip  13 . The panel  11  has a peripheral edge  14  which is contiguous with frame portions  15  at opposite sides of the panel, the frame portions comprising respective peripheral margins  16  at opposite sides of panel  11 . Panel  11  includes also a central portion or partition  17 , from which tongue or rotor  12  extends, that serves as a backing for a pair of display cards  18 , by way of example, which may be contained in respective pockets  19  and  20  in panel  11 . Small interior detents as at  20 A can be employed to aid in keeping the advertising cards in place. The tab portion or tongue at  12  is designed to be flexible and may be comprised of a coil spring, a resilient, flexible metallic rubber or resilient plastic member, and so forth, this to insure that any jarring of the panel as produced by the impact of a moving cart will not damage the display device but will rather allow it to give, in the direction of motion of the cart, such that when the cart passes, the display device will spring back to its normal, perpendicular condition relative to the shelf edge of the display shelf. 
     The display shelf  19  is customarily made of metal and has a forward lip  20  which is vertical in orientation. The lip  20  serves as a backing for channel or edge molding  21 . The channel  21  includes upper and lower channel slots  22  and  23 , each of which receive a respective foot portion  24  and  25  of upper and lower legs  26  and  27 . Legs  26  and  27  form integral portions of, and comprise flanges of the composite mounting clip  13 . Battery container or stator  28  is secured to tongue or tongue portion  12  by any conventional means and is also made integral, preferably, with mounting clip  13 . The battery container  28  is shown in greater detail in FIG. 6 wherein a nine volt battery, by way of example, is included at  29 , having its battery terminals  30  and  31  engaging electrical connections  32  and  33 , respectively, of the battery housing or container  28 . The left end  28 A of battery container  28  is closed off excepting for a central aperture  34 , designed to receive an implement such as a pencil  35  which can be used to eject the battery  29  from its container  28  in the direction of arrows  36  and  37 . A series of screws or rivets  38  can be employed to secure the channel  21  directly to the front lip or portion  20  of the display shelf  19 . FIG. 1 thus shows the display shelf as containing a series of cans or other containers at  39 , the display device  10  being employed to draw the attention of shoppers to particular specials or other advertising information relative to such goods at  39 . 
     Comparison of FIGS. 1 and 4 indicates that different types of signs may be employed concurrently in the respective forward and rear pockets  19  and  20  of the display device, see also FIG.  3 . 
     A circuit which may be employed in the display device  10  is shown as circuit  39  in FIG.  7 . The same includes battery  29  and, with the same, flasher control circuit  40  as well as a series of lights  41  such as parallel connected LEDs (light emitting diodes). A push button on/off switch  42  is preferably included in the circuit, see FIG.  7  and also FIGS. 1 and 10. An optional way of including the battery in the structure is shown in FIG. 8, wherein a disc-type battery  29 A is simply dropped into slot  43 , engages electrical connections  44  and  45  leading to the lighting circuit, and wherein the slot  43  is permissibly covered by a cover  46  that is hinged or pivoted at  47  in FIG.  8 . The inclusion of the battery at  29 A in FIG. 8, corresponding to battery  29  in FIGS. 6 and 7, will this time power the circuit, leaving the mounting clip or stator  13 A, corresponding to mounting clip  13  in the other figures, free of battery inclusion; instead the legs and feet may be designed simply to spring outwardly, as is also the case with mounting clip  13 , to engage the upper and lower channel portions  48  and  49  of channel  21 , see FIGS. 1 and 8. For most type of grocery shelves that are presently used, and which do include, generally, the channel  21 , then the upper and lower flanges of the mounting clip  13 , comprising upper and lower legs  26  and  27  with their respective feet, will be made resilient such that the legs can be depressed inwardly so that the outer ends of the feet can slip past the upper and lower lips of the channel, this such that these legs can spring outwardly, with the feet engaging slots  22  and  23 . 
     If desired, the clip and the battery container, with an exposed portion of the tongue or rotor  12 , may be plastic encased for protection purposes. 
     FIG. 1A illustrates that panel  11 A, corresponding to panel  11  in FIG. 1, may include simply a single slot  50  that can receive a display card  51  containing advertising indicia on both sides, by way of example. 
     The several lights  41 ,  52  may comprise, again, light emitting diodes or (LEDs), or any other type of light. Included is the concept of employing HID (high intensity discharge) lights which customarily comprise U-shaped tubes having suitable terminal and filled with xenon gas. Other types of gases such as argon, etc., may be employed. Typical xenon HID lights may be employed and are shown at  52 A in FIGS. 8 and 9. These, or other lights can include parabolic or other concave reflectors as at  53 , which may be either integrally formed with the panel  11  or comprise separate elements tending to concentrate light emissions from the various light elements. The lights themselves are preferably electrically connected together in parallel and, to prolong battery life, and on/off switch as at  42  can be employed. In the structure shown it is preferable that there be two pockets on either side of the central portion of the panel; these pockets contain their respective cards which can be inserted from the tongue or clip side of the device. The tongue, stator or tongue tab-portion  12 , is bendable and resilient so that the cards are not exposed to inadvertent vandalism or withdrawal by young shoppers. 
     It will of course be understood that the device of the present invention, see the fragmentary cross-sectional view of FIG. 2A, may be used in conjunction with display shelves where the shelves themselves are close to but separated from passersby by means of a glass or plastic door  53  of a refrigerated display cabinet  54 . Cabinet  54 , see also FIG. 11, thus has door  53  which is provided with door knob  61  and hinge mounts  62  secured to the cabinet proper in a conventional manner. The cabinet may include shelves  55  and  56 , and the display device  10  this time includes a plastic or even a metal channel length  57  that can simply be glued or otherwise secured at surface  58 , see also FIG. 2A, to the door  53 . Accordingly, the display device will highlight the contents of the cabinet, yet the door can be opened in customary fashion so that the shopper achieves easy access to the shelves. 
     Where the battery and battery container or stator form a portion of or are contained by the mounting clip  13  and the same made integral with tongue, rotor or tab-portion  12 , then it is preferred that the electrical wire leads from the battery as at  59  and  60 , see FIG. 4, be actually encased in the tongue  12 . In this way the wire leads are protected from passersby; yet, their nature permits their flexing with the tab portion or tongue in response to inadvertent movement of display device  10 . 
     Accordingly, what the present invention offers is an at-or-proximate shelf merchandising display device which is illuminated, battery powered, and which serves to draw attention to a variety of store goods. The battery is either self-contained in the panel of the display device or is encased within the clip used to mount the flexible tongue of such device to a forward lip channel associated with a given store shelf. 
     Rather than, or in addition to plural lights, the subject advertising panel may include battery powered, electrically energized alpha-numeric, liquid crystal or other display indicia, as is conventional with various battery-powered readouts in watches, etc. on the market. Again, the invention is suitable not only for shelves per se, but also for frozen food cabinets, refrigerators, freezers and the like. 
     In FIG. 12, an advertising display device  63  is shown and includes a frame  64  having outer edge  65  and rear and front rectangular frame margins  66  and  67 , these respectively being disposed on opposite sides of the frame. Such margins form opposite windows  68  which display the faces of one or more advertising cards  69 . The frame  64  can include an electrical circuit  70 , as before, which is coupled to and electrically powers the several display lights  52  and may take the form of electrical circuit board  102  in FIG.  18 . 
     It is noted that the frame  64  includes a slot  71  serving as an admittance slot relative to card insertion of card  69 . The interior slot formed by the inner edges of circuit board  102  forms a support receptacle for card  69 . The light powering electrical circuit  70  may include electrical leads  59  and  60 , see FIG. 1, which pass through a new design of tongue or rotor  72 . The latter is formed of a flexible resilient sheath  73  which encases deflection restoring coil spring  74 . Spring or rotor  74  is seated at its opposite end turns  75  and  76  to and within recesses  77  and  78  of battery case  79  and frame  64 , respectively. Again, the wires  59  and  60  project through the tongue, i.e., through the interior of spring  74  to connect to the electrical circuit  70  powering lights  52 . This will be in the same fashion in connection with the electrical circuit shown in the embodiment of FIG. 1, etc. Battery case or rotor  79  may include an end aperture  80  for receiving a battery push-out tool such as pencil  35  in FIG.  6 . Optional to this of course may be included a battery rejection spring within battery case  79  for enabling a battery retrieval. The inner circuit  81  of battery case or holder  79  includes a pair of conductor strips  82  and  83  which are electrically connected to leads  59  and  60 . Conductive strip  82  leads to battery end contact  84  which is secured at  85  to the battery case in a manner conventional with battery case constructions. Conductive strip  83  is connected to a conductive threaded ring  86  at the remaining end of the battery, and a plug or cap  87  is provided with a contact  88  and a conductive strip  89  leading to matching conductive threaded ring  90 . Accordingly, insertion of batteries  91  and  92  within the cavity  93  of the battery case, and the securement of the cap  87 , produces an electrical contact circuit and hence an electrical energy supply circuit, via the battery and its conductive strips to electrical circuit leads  59  and  60 . 
     Mounting clip  93  can be designed similarly to clip  13  in FIG. 2 and, in any event, will be secured by attachments  94  to battery case  79 . The clip may be designed to be resilient, whereby the up-turned ends thereof  95  and  96  will be releasably and selectively received into the upper and lower recesses of channel molding  97  that corresponds to molding  21  in FIG.  1 . Molding  97  of course will be secured in the usual manner to shelf  98  of any description which corresponds to shelf  19  in FIG.  1 . In the preferred form of the invention, the mounting clip  93  will be locked in place relative to the channel molding. This will be accomplished by the locking structure shown in FIG. 14 whereby the securement of the mounting clip relative to the channel molding is made permanent or is of a semi-permanent character. The securement of the channel molding  97  to the outer-shelf edge may be effected by attachment  99 . 
     Accordingly, FIGS. 12,  12 A,  12 B and  13  illustrate the incorporation of a horizontal battery case with contained batteries with the same being supplied an electrical circuit leading through a tongue or extension such as, this time, a coiled deflection-restoring spring  74 , to the electrical circuit of the frame  64  of advertising display device  63 . What is accomplished, therefore, is the provision of a battery pack, i.e., case and batteries, which is separate from the frame proper, but constructed for selected mounting to a shelf molding. More importantly, the leads powered by the batteries in the case project through the tongue, i.e., this time through the spring  74  and its protective sheath, to connect to the electrical circuit of the device. An on-off switch may be provided for the electrical circuit if desired, and in accordance with the teaching of the prior figures. 
     FIGS. 14,  14 A,  15 ,  16 , and  16 A, with FIGS. 18 and 19 constitute another embodiment of the invention. However, other than being U-shaped to accommodate insertion and support for card insertion in the frame, the circuit board of FIG.  18  and its representative circuit as shown in schematic form in FIG. 19 are strictly conventional and may take any one of a number of forms, familiar to all skilled in the art. Representations as inverters U 1  and counter U 2 . VCC (voltage common cathode) connection is had at the customary points for the circuit components. LED light positioning, D 1 -D 20 , for lights  52 , is also illustrated. Standard resistors are utilized at R 1 , R 2  as well as capacitor C 1 , all selected in accordance with conventional established design procedures. The particular circuit design selected for the circuit board forms no part of the invention. 
     FIGS. 17 and 17A illustrate yet another embodiment of the advertising display device that is closely similar to that shown in FIG. 14, e.g., but illustrates certain minor modifications. 
     In FIG. 14 the advertising display device  100  is shown to include a frame  101  that is interiorly provided with a circuit board  102 , having conventional elements as seen in circuit  103  in FIG. 19, but which will be encased within the frame to supply electrical power therefore to the several lights  52  and, additionally, provide a slot  104  for the reception of advertising card  105 . Where desired, the frame  101  may be constituted by separate halves  106  and  106 A which can be secured together by male, female connectors  107 ,  108 , by screws, or by other means. Frame half  106 A can be integral with body  137 . Card  105  is designed to slip into end slot  109  which can be similar to slot  71  in FIG. 12B. A tag  110  may be one of several provided, the same incorporating an aperture  111  which receives a hook-shaped pin  112 . This pin proceeds through apertures  113  and  114  of ears  115 , protruding outwardly on both sides of the frame. Accordingly, pin  112  is operative not only to support “special” or other tags, for promotional purposes, but also releasably secures the card  105  within the frame of the advertising display device. The shelf  98  in FIG. 14 is provided with channel edge molding  97 A, corresponding to channel molding  97  in FIG.  12 . 
     FIGS. 16 and 16A illustrate that the embodiment introduced by FIG. 14 includes a fixed securement member or stator  116  and also a sliding securement member  117 . The sliding securement member  117  includes a central aperture  118  having a threaded metal insert  119  that receives adjustment screw  120 . Access to adjustment screw  120  is had through the bore or aperture  118  by an elongated screw driver, Allen wrench fitting or the like. Channel edge molding  97 A is also seen. Thus, as to member  119 , the same provides a locking mechanism for locking the entire display device  100  in position by simply tightening down on the screw  120 , which is recessed to be tamper-proof. Member  117  may be configured as shown in FIG. 16 with outer ribs  121 ,  122 . Therefore, the sliding securement member is retained in slide disposition by the undercut slots or grooves  123  and  124  as the same is adjusted up and down by screw  120 . FIG. 16A illustrates that the fixed securement member  116  includes an interior circular cavity  125  which receives serially connected batteries  126  and  127 . A battery spring  128  serves to retain the batteries together and also provides electrical contact to conductive strip  129  which leads to lead  136  of the electrical circuit powering lights  52 . Correspondingly, battery spring  130  is supplied to the cap member  131  and connects to conductive strip  132  which leads to spring  133 . Spring  133  in turn is connected to conductor strip  134  connected to lead  135  which is associated with the electrical lighting circuit of the display sign. Thus, the ground and VCC (power) lines, see FIG. 19, will be coupled to the electricity supply leads  135  and  136 . 
     Body  137  forms an extension of and moves with frame  101  and includes a recessed seat  138  which accommodates the bearing engagement of end  139  of member  116 . The raised boss  140  is recessed to provide for the battery spring  128 . Accordingly, and relative to the engagement of fixed securement member or stator  116  with body  137 , it is seen that the latter can be rotationally displaced about pivot access R in accordance with temporary deflections of the frame as occasioned by inadvertent impact by passengers or carts in the direction of arrows S and T in FIG.  16 . More will be said about this in conjunction with the return torsion spring feature of the invention at a later point. 
     At this point it is important to note the cap member  140 A and its provision with electrical current conducting battery spring  130  in the latter engagement with batteries  126  and  127 . Cap member  140 A likewise includes the spring  133  as previously mentioned which provides for electrical connection between conductive strip  132  and strip  134  coupled to lead  135 . The depending portion  142  of cap member  140 A is illustrated and additionally serves to hold down and hold in place the batteries  126  and  127 . Importantly, see FIG. 16, the upper portion  143  of cap member  140 A includes a circularly arcuate enlarged major recess  145  and, contiguous therewith, the arcuate minor recess  146 . These are seen in both FIGS. 16 and 16A. The arcuate major recess or travel path  145  accommodates the movement of the outwardly turned extremities  147  and  148  of circular torsion spring  151  as the sign is laterally deflected according to forces S and T in FIG.  16 . Shoulder stop  149  and shoulder stop  150  respectively retain the remaining end of the torsion spring  151 . Upstanding pins  152  and  153  co-act with the torsion spring and are upstanding from fixed securement member or stator  116 . Screws  155  and  156  are provided in FIG. 16 to retain the cap member  140 A in position. Thus, these screws will be threaded into apertures, not shown, positioned in body  137 . 
     The remainder of the operation of the embodiments shown in FIGS. 14,  16  and  16 A is as follows: The batteries  126  and  127  with their electrical circuit elements, comprising springs  128  and  130  and conductive strips before mentioned leading to leads  135  and  136 , supply power to the circuit board in the frame of the display device. The apparatus is assembled as heretofore indicated, with cap member  140 A finally being positioned in place and fixed to the frame and screws  155  and  156  tightened. 
     In referring to FIG. 16, an inadvertent and temporary deflection in the direction of, e.g., arrow S will produce a clockwise rotation of the sign about axis R. This is simultaneously accompanied by a rotational displacement of cap member  140 A, and hence of its shoulder stops  149  and  150 . The upstanding pins  152  and  153 , upstanding from fixed securement member  116 , are stationary, however, relative to the shelf edge molding, so that there will be a temporary torsional tightening of the spring by one of the pins  152 ,  153 , depending upon the direction of frame displacement and thus producing a potential restoring force in the spring. Once temporary pressure is relieved relative to arrows S and/or T, then the spring will operate against its associated pin  152 ,  153  to restore the sign to orthogonal relationship relative to the shelf. It is important to note that the pivoting functioning is accomplished proximate the battery case enclosure and that the unit may be clamped to the molding strip, remain stationary, and yet provide for the flexibility and circuit connection needed for the sign proximate the battery enclosure. The display device  100 A in FIGS. 17 and 17A is essentially identical with that shown at  100  in FIGS. 14,  16  and  16 A, but with the following exceptions. A single screw  155 A is employed to secure cap member  140 A, corresponding to cap  140  in FIG. 16A, to the body  137  of the unit. Conductive strips  170  and  171  this time are secured to the spring  130 , see FIG. 16A, and are angulated in dog-leg configuration to connect at  172  to the electrical circuit of the sign. In this manner but a single screw can be used at  155 , can be centered, and the electrical circuit required, with its connections, still be supplied. Metal conductive pin  173  may be employed at the point indicated in FIG. 17A to complete the circuit. 
     Hence, what is provided in this invention are a plurality of embodiments of advertising display signs having sufficient flexibility to allow for a restoring force and yet temporary relief for inadvertent forces acting on the sign. Furthermore, the several embodiments illustrate that the display sign can be releasably or securely engaged with the molding strip of a store shelf, and a battery case supplied at the mount for powering the sign. In a preferred form of the invention the battery case itself incorporates structure whereby to facilitate a pivotal displacement of the sign as may be occasioned. 
     At all events, the electrical circuit requirement is met for the displacement sign, whether a spring, a resilient member, or other structure is employed. 
     FIG. 20 shows a particular alternative embodiment of the present invention. Specifically, a sign display  200  for point-of-purchase advertising is shown. The sign display generally includes a frame portion  202 , a power supply housing  204 , and an attachment bracket assembly  206 . A yieldable, resilient flexion joint or rotor  208  couples the frame portion  202  with the combined power supply housing or stator  204  and attachment bracket assembly  206 . 
     The frame portion  202  is best described with reference to FIGS. 20,  23 , and  25 . The frame portion  202  includes a top frame member  210 , a bottom frame member  212 , a proximal frame member  214 , and a distal frame member  216 . In one embodiment, the frame portion  202  is generally configured such that the proximal frame member  214  defines a relatively small proximal sign segment  218  and the distal frame member  216  defines a relatively large distal sign segment  220 . The relatively small sign segment  218  provides for substantially unrestricted access to shelf areas above and below the sign display, while the relatively large distal sign segment  220  provides ample sign surface area for effective point-of-purchase advertising. 
     The distal frame member  216  further defines a slot  222  for inserting advertising materials  224 , such as a rigid paperboard or the like, into operative position within the sign display  200 . The slot  222  is sized to accommodate the largest vertical dimension of the advertising material  224 . It should be understood that the advertising material  224  may comprise a substantially opaque material such as paperboard, cardboard, paper, or like material. Alternatively, the advertising material  224  may comprise a partially transparent material (e.g., polycarbonate or glass) with specific advertising indicia affixed thereon. As yet another alternative, the advertising material  224  may comprise a series of sheets, such as a pair of transparent sheets of material (e.g., glass or polycarbonate) and an opaque sheet of material positioned in between. Still another alternative embodiment may include a substantially transparent material (e.g., glass or plastic) with indicia provided on at least one surface of the transparent material. 
     In the embodiment shown in FIGS. 20-23, the shape of the advertising material  224  is substantially pie-shaped or triangularly shaped with a relatively short vertical dimension provided adjacent the small proximal segment  218  and a relatively tall vertical dimension corresponding with the large distal segment  220  of the sign display  200 . Indicia provided on the advertising material  224  may require that the orientation of the sign be adjusted to a particular presentation angle β (FIG.  21 ). To adjust the presentation angle β, the attachment bracket assembly  206  includes a worm gear assembly  226  (FIGS. 23-24) specifically comprising a stationary gear  228  having a plurality of teeth and a rotating adjustment screw  230  having a plurality of threads  232 . The threads  232  rotate through the teeth of the stationary gear  228  to move the frame portion  202  through a plurality of presentation angles until the desired angle β is achieved. The rotatable adjustment screw  230  includes a head  234  into which an adjustment device, such as a straight-slot screwdriver, can be inserted to adjust the presentation angle. The presentation angle is preferably set to orient the advertising material in a manner that will be easy for a purchaser to read. 
     The attachment bracket assembly  206  still further comprises a mounting base  236 , formed by two mirror halves  236 A and  236 B. A sliding block  238  is slidably mounted between the halves  236 A and  236 B. An upper clip  240  is mounted to the sliding block  238 . A lower clip  242  is mounted to the base  236  so as to be inserted through slots created by a tongue member  244  (FIG.  24 ). A rotatable adjustment screw  246  is disposed between the tongue member  244  and the sliding block  238 . Rotation of the screw  246  moves the sliding block  238  relative to the base  236  to adjust the spacial relationship of upper clip  240  and lower clip  242  for securing or releasing the sign display from a shelf or other advertising area. As the sliding block  238  moves away from tongue member  244 , the upper clip  240  and lower clip  242  lock into an attachment bracket associated with the shelf or other display structure. As shown in FIGS. 20,  22 , and  24 , a pair of sidewalls  248  are mounted to the base members  236 A and  236 B to prevent lateral displacement of the power supply housing  204  relative to the attachment assembly  206 . The first base member  236 A is secured to the second base member  236 B by means of conventional fasteners  250 . The sidewalls  248  include male posts  249  inserted into corresponding apertures  251  (only one shown in FIG. 24) in the base  236 . The posts allow articulation of the frame portion  202  relative to the mounting base portion  206  upon movement of the adjustment screw  230 . 
     With reference to FIGS. 22,  23 , and  26 , the power supply housing  204  comprises a main compartment structure  254  and an end cap  256  threadedly received by the main housing structure  254 . Conventional batteries  258  are held within the power supply housing  204 . Lead wires  260  extend from the power supply housing through an opening  262  formed in the main housing structure  254 . The lead wires supply power to the light display associated with the frame section  202 . The lead wires are protected by a yieldable, resilient flexion joint  208 . As shown in FIG. 26, the flexion joint more specifically comprises a resilient spring-bias member  264  surrounded by a rubber boot  266 . The boot  266  allows the resilient bias member  264  to yield and bend while protecting the lead wires  260 . Mounted within the proximal section  218  is the circuitry  270  used in illuminating the frame section  202 . The circuitry  270  may comprise any conventional circuitry to illuminate light sources  272 . The circuitry may provide differentiating illumination for the light sources  272 , alternating the supply of power to the light sources  272 , or any other desired result. The light sources  272  are provided to direct light through the upper frame section  210  and the lower frame section  212 . A pair of parabolic mirrors  274  are mounted within the upper and lower frame sections  210 ,  212 , respectively, to provide enhanced illumination within the tubular areas. The frame sections  210 ,  212  are preferably made of a translucent material so that light is emitted to catch the attention of shoppers. A benefit of the present invention is that with the illumination as proposed, only two light sources are required to fully illuminate the top and bottom frame sections  210 ,  212 . 
     With reference to FIG. 25, the frame portion  202  is formed by joining a first frame half  202 A and a second frame half  202 B. A slot is formed between the two frame halves which enables the sign  224  to be inserted therein, as shown in FIG.  20 . 
     In compliance with the statute, the invention has been described in language more or less specific as to structural and methodical features. It is to be understood, however, that the invention is not to be limited to the specific features shown and described, since the means herein disclosed comprise preferred forms of putting the invention into effect. The invention is, therefore, claimed in any of its forms or modifications within the proper scope of the appended claims appropriately interpreted in accordance with the doctrine of equivalents.