Abstract:
A system and method for displaying advertising. A movable medium moves continuously and displays an image. An object is disposed in front of the movable medium. The movement of the image displayed on the movable medium in relation with the object creates the effect that the object is moving in relation to the image.

Description:
CROSS-REFERENCE TO RELATED APPLICATION 
     This application is a continuation-in-part of International Patent Application No. PCT/GR98/00032, entitled PARTIAL OR TOTAL MOVEMENT OF THE SUBJECT OF ADVERTISING BOARDS, PANELS AND TENT-BOARDS and filed Nov. 19, 1998. 
    
    
     BACKGROUND OF THE INVENTION 
     1. Field of the Invention 
     This invention relates generally to advertising and, specifically, to an apparatus and a method for displaying advertising relating to a product or service. 
     2. Description of Related Art 
     It is known in the art to utilize moving images in the display of advertising. European Patent Application No. 0 403 721 A1 (“the EP &#39;721 Application”) discloses a device used to animate scenes, forms, or figures. The EP &#39;721 Application, at Col. 1, lines 30-32, notes that the device has applicability to, among other things, “luminous signs with advertising appeals by writings or forms or figures differently combined in sequence.” In operation, light radiated by at least one light source L passes through a transparent film P and a transparent screen S, which is positioned in front of the transparent film P to create animated effects on the scenery of a slide D. The description corresponding to FIG. 2 of the EP &#39;721 Application indicates that moving forms on the transparent film P slide in relation to fixed forms of the transparent screen S to produce animation on the scenery of the slide D. In the device of the EP &#39;721 Application, the immovable slide D is not made to appear to be in motion relative to either of the films P or S. Rather, it is the relative motion of the films P and S that creates the appearance of motion or animation within a scene provided by the slide D. The film S can be immovable, but the film S is not made to appear to be in motion relative to the film P. 
     United Kingdom Patent Application No. 2 289 973 A (“the UK &#39;973 Application”) discloses a device and method for displaying encrypted images. The device is described as being useful for entertainment, advertising or security purposes. The device comprises a set of at least two patterned templates, at least one of which is at least partially transparent. At least one of the templates in the set has a pattern that is wholly unrelated to any desired image, and the patterns on the other templates represent the desired image in an encrypted form. The desired image is then formed by superposing the templates. The templates move independently of one another so that the combined superposition of the templates forms the desired image. The UK &#39;973 Application also discloses that the invention disclosed therein may be employed to form a succession of desired images to create an animation effect, e.g., to produce an animated film. The UK &#39;973 Application does not teach one skilled in the art to create the effect that a fixed one of the patterned templates moves in relation to another, movable patterned template. 
     European Patent Application 0 267 453 A1 (“the EP &#39;453 Application”) discloses a device to display advertising. The invention in the EP &#39;453 Application is directed to the horizontal movement of advertising pictures or posters. The advertising pictures or posters are provided on a medium that is moved intermittently to display the different advertising pictures or posters that are provided thereon. The device disclosed in the EP &#39;453 Application attempts to achieve a rapid transition from one advertising picture or poster on the medium to the next advertising picture or poster to be displayed. The idea underlying the invention disclosed in the EP &#39;453 Application is that a rapid transition from one advertising picture or poster to the next creates a more effective psychological effect on the spectator. 
     The system disclosed in the EP &#39;453 Application is not directed to creating the effect of relative motion, but rather is concerned with the rapid transition to successively displayed images. The only pictures in the system of the EP &#39;453 Application are contained on the band  2 , and it does not appear that the pictures displayed on the band  2  need be related, thereby suggesting that the pictures are discrete images and that the rapid transition to succeeding images is not being done to create the effect of motion or animation. Even so, the EP &#39;453 Application does not appear to disclose any immovable object or picture that would appear to be moving in relation to the pictures displayed on the band  2 . 
     The prior art thus does not disclose an apparatus or a method for displaying advertising by creating the effect that a foreground object is moving with respect to a background image. There is a need in the art for such an apparatus and method to better and more effectively promote products and services to consumers. 
     SUMMARY 
     The present invention is directed to an apparatus and a method that satisfies the need for an apparatus and method to better and more effectively promote products and services to consumers. 
     According to an embodiment of the present invention, an apparatus for displaying advertising comprises: a movable medium which moves continuously and which displays an image; and an object disposed in front of the movable medium, whereby the movement of the image in relation with the object creates the effect that the object is moving in relation to the image. 
     According to a further embodiment of the present invention, a method for displaying advertising comprises the steps of: moving a movable medium in a continuous manner; displaying an image on the movable medium; and disposing an object in front of the movable medium, whereby the movement of the image in relation with the object creates the effect that the object is moving in relation to the image. 
     The above, and other features, aspects, and advantages of the present invention will become apparent from the following description read in conjunction with the accompanying drawings, in which like reference numerals designate the same elements. 
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS 
     In the drawings: 
     FIG. 1 shows a front perspective view of an apparatus having the features of the present invention; 
     FIG. 2 shows a top plan view of the apparatus of FIG. 1; 
     FIG. 3 shows the movement of an object in the apparatus of FIG. 1; 
     FIG. 4 shows an exemplary embodiment ofthe apparatus of FIGS. 1-3; 
     FIG. 5 shows a front view of a kiosk having the features of the present invention; 
     FIG. 6 shows a top plan view of the kiosk of FIG. 4; and 
     FIG. 7 shows a front view of a kiosk with a movable tent having the features of the present invention. 
    
    
     DESCRIPTION OF THE PREFERRED EMBODIMENTS 
     FIGS. 1 and 2 show front and top views of an embodiment of a billboard apparatus for displaying advertising, generally designated  100 , that has features of the present invention. The billboard  100  has a frame  10  that may have a rectangular or curved shape. The frame  10  may consist of either structural or morphological elements, or some combination of both types of elements. In a presently preferred embodiment, each of the length, width, and height of the frame  10  can range from, for example, approximately 5 cm all the way up to approximately 100 m. The frame  10  can be manufactured using any suitable material, including metals, polymers, or other heavy-duty materials. Suitable metal materials include, but are not limited to, aluminum, iron, titanium, and duraluminum. Suitable polymers include, but are not limited to, various plastics. Suitable heavy-duty materials include, but are not limited to, wood, cement or brick. 
     Rollers  20  are included within the frame  10  at either end thereof. In accordance with the embodiments of the present invention, the rollers  20  can assume any orientation, be it vertical, horizontal, or some angular position in between the two. The frame  10  further includes a mechanism for continuously actuating the rollers  20  in a desired manner, for example a circular manner or a reciprocating manner. In a presently preferred embodiment, the mechanism comprises a motor. As will be appreciated by those having skill in the art, the motor may be powered by gasoline, electricity, wind, or even by manual means. The motor is coupled to the rollers  20  using any of the conventional mechanical coupling means that are known to those having ordinary skill in the art. Such conventional mechanical coupling means include, but are not limited to, sheaves, chains, cogwheels, and belts. 
     A flexible member  30  is wrapped around the rollers  20  so that, as the rollers  20  are continuously actuated by the motor, the flexible member  30  is continuously in motion within the frame  10 . The flexible member  30  thus comprises a movable medium. The flexible member  30  can be transparent or semi-transparent, and is made from a flexible material, including but not limited to a membrane, a fabric, a thin metal sheet, a plastic film, or a vinyl material, upon which a desired background image  40  can be printed or otherwise provided. 
     The flexible member  30  can consist of one continuous piece or, for larger frames, it can consist of several strips of material that are attached together to form the flexible member. For example, in a billboard  100  according to the present invention having a frame that is thirty feet wide and twelve feet high, the flexible member  30  may be made from approximately one hundred strips of material, each of which is approximately twelve feet high and approximately ten to fifteen inches wide. When the flexible member  30  is formed from a plurality of strips, the strips are attached to a rotating mechanism within the frame  10 . An example of a suitable rotating mechanism is a clothing rack mechanism that is commonly used in dry cleaning establishments. The strips can be stitched together or they can be attached to one another using glue, an adhesive, clips, or some other suitable means that is well-known to those skilled in the art. 
     As the rollers  20  are actuated by the motor and the mechanical coupling means, the background image  40  is constantly in motion within the frame  10 . The operation of the motor can be controlled electronically in a manner that is known to those having ordinary skill in the art to start the motor, stop the motor, or control the speed of rotation of the motor as desired. For example, the operation of the motor can be controlled using a programmable inverter. The motor may also be controlled by, for example, simple manual or electronic switches, or by using a simple electric or electronic brake. 
     The frame  10  has at least one opening through which a spectator or a passerby can view the background image  40 . In a presently preferred embodiment, a transparent member  50 , including but not limited to glass, PLEXIGLAS, a membrane, or a perforated metal sheet, is disposed within the opening of the frame  10  to cover the opening. 
     According to an embodiment of the present invention, an object  60  is provided in front of the background image  40  on the flexible material  30 . The object  60  can be a three-dimensional object or a two-dimensional image that is printed on any of various materials that can have an image printed on them and that have a thickness and strength that are suitable for the particular application. Such materials are known to those skilled in the art, and include but are not limited to vinyl, metal, hardboard, or plastic. In one embodiment according to the present invention, the object  60  is a two-dimensional image that is attached to the transparent member  50  by any suitable means that is resistant to environmental factors such as water, ultraviolet radiation, and temperature. Such means are known to those skilled in the art, and include but are not limited to glue, adhesives, and the like. In a preferred embodiment, the object  60  is removably attached to the transparent member  50  in such a way that the object  60  can be easily replaced by another object, thereby rendering the billboard  100  quickly and easily adaptable to advertise a wide variety of products and services. In an alternative embodiment according to the present invention, the object  60  is attached to the frame  10 , which permits the object  60  either to maintain a fixed position in relation to the frame  10  or to move in any direction in relation to the frame  10 . The object  60  may, for example, be attached to the frame by glue, adhesives, or by any suitable mechanical attachment means that are known to those skilled in the art, for example bolts. The object  60  may also be attached to the frame  10  by a wire, a spring, or some other flexible means  62  known to those skilled in the art that permits movement of the object  60 . Again, in a preferred embodiment, the object  60  is removably attached to the frame  10  in such a way that the object  60  can be easily replaced by another object, thereby rendering the billboard  100  quickly and easily adaptable to advertise a wide variety of products and services. The movement of the object  60  may be partial (i.e., a portion of the object  60  can move) or total, and it may include but is not limited to palindromic, up-down, or pendulous movement. In each of the embodiments according to the present invention, the movement of the background image  40  in relation with the object  60  in front of it creates the effect that the object  60  is moving in relation to the background image  40 . 
     Suitable lighting elements, including but not limited to projectors or fluorescent lights, can be placed on the frame  10  to illuminate the images  40  and  60  in the absence of sunlight. In a presently preferred embodiment, the interior of the frame  10  includes a plurality of lighting elements, including but not limited to projectors or fluorescent lights, that are arranged to back-light the background image  40 . 
     The frame  10  can also be equipped at various positions thereon to produce a variety of effects to stimulate the senses of the spectator or passerby, thereby supplementing the effect of the object  60  moving in relation to the background image  40  behind it. Such effects include but are not limited to the emission of perfume or smoke, and the reproduction of music. The nature of the particular effects, and the manner of equipping the frame  10  to provide these effects, is known in the art and will not be described further herein. 
     The frame  10  can be positioned in a variety of ways that are known to those skilled in the art. For example, the frame  10  can be positioned on one or more supports, for example a column, or it can be placed within another frame. Alternatively, the frame  10  can be hanged, placed against a wall, bolted, or generally secured to any surface by any manner that is known to those skilled in the art. 
     FIG. 4 shows an exemplary embodiment of the present invention. The frame  10  is manufactured from a metal sheet having a thickness of 4 mm. The frame  10  is supported on a metal column having one end buried into the ground. The transparent member  50  in the opening of the frame  10  is made of glass. The rollers  20  are sheaves that are actuated by a one horsepower electric motor that is mechanically coupled to the sheaves by chain-bearing  1 / 50  attenuator. The sheaves are continuously rotated by the motor. The images  40  and  60  in this embodiment comprise, respectively, a blue sky with clouds and an airplane. The object  60  of the airplane is printed on vinyl, and the flexible member  30  upon which the background image  40  of the blue sky is printed is also vinyl. The background image  40  may be back-lit by lighting elements  42  arranged within the frame  10 . External spotlights  44  are attached to the frame  10  to provide light on the object  60  of the airplane in the absence of sunlight. 
     According to another embodiment of the present invention shown in FIGS. 5-7, the present invention can be implemented at different portions of a kiosk  70 . In the embodiment of FIGS. 4 and 5, the flexible member  30  is again wrapped around the rollers  20 , which are now located at the four corners  82  of a facade  80  of a kiosk  70  and are positioned at an angle with respect to a vertical axis. The background image  40  can thus rotate continuously around the four sides  84  of the facade  80 . Thus, the background image  40  is one continuous image on all four sides  84  of the facade  80 . Similarly, as shown in FIG. 6, the rollers  20  may be located at the four corners  92  of a tent portion  90  of the kiosk  70  so that the background image  40  can rotate continuously around the four sides  94  of the tent portion  90 . Like the previously described embodiments, the object  60  in the embodiments shown in FIGS. 4-6 can be a three-dimensional object or a two-dimensional image provided on a transparent member  50  or attached to the facade  80  or the tent portion  90 . 
     The embodiments of the present invention that have been described herein have the advantage that the placement of the object  60  in front of the continuously moving background image  40  on the flexible member  30  creates the useful effect that the object  60  is moving in relation to the background image  40 . The effect of relative motion between the object  60  and the background image  40  is useful for attracting the attention of consumers and creating a memorable impression upon those consumers whose attention it does attract, thereby enhancing the effectiveness with which a particular product or service is promoted. The embodiments according to the present invention have the further advantage that the object  60  is removably attached to either the frame  10  or the transparent member  50  of the billboard  100  in such a way that the object  60  can be easily replaced by another object, thereby rendering the billboard  100  quickly and easily adaptable to advertise a wide variety of products and services. 
     Having described preferred embodiments of the invention with reference to the accompanying drawings, it is to be understood that the invention is not limited to those precise embodiments, and that various changes and modifications may be effected therein by one skilled in the art without departing from the scope or spirit of the invention as defined in the appended claims. For example, the object  60  and the background image  40  are not limited to an airplane against a background of blue sky and clouds. Other examples may include: a boat or ship against a background of a body of water, such as an ocean, a sea, a lake, or a river; or a balloon against a background having skyscrapers and a blue sky, wherein a package of brand-name cigarettes is interposed between two of the skyscrapers. As will be appreciated by those skilled in the art after reading the foregoing description, an endless variety of objects  60  can be used in conjunction with an endless variety of background images  40  to promote an endless variety of products and services without departing from the scope or spirit of the invention as defined in the appended claims.