Improvements in Advertising and Displaying.
Year: 1897

page_text: PROVISIONAL SPECIFICATION.
Improvements in Advertising and Displaying.
I, HERBERT DUKE, of 6, Paradise Street, Sheffield, in the County of York,
Printer and Paper Merchant, do hereby declare the nature of my said invention
to be as follows:-
The object of my invention is to provide a novel method of advertising beverages,
such as ale, beer, stout, cider, wine and the like fermented or unfermented liquors.
I effect this by displaying such advertisements in combination with a series of
representations of familiar objects which are employed in connection with the
manufacture, storing, carrying, distribution, and sale of such beverages or liquors.
The advertisement so arranged may be photographed, lithographed, engraved,
printed, painted, stamped, embossed, moulded, carved, or otherwise illustrated for
the purpose of advertising any particular beverage or combination of beverages,
for example, an advertisement for say, "Bass' Bitter Beer," I should arrange on.
the bodies or ends of the representations of as many barrels as there are letters
in the words named, one letter on each barrel, thus, the word Bass" would be
displayed on four barrels placed in line with or above ten other barrels containing
the words Bitter Beer," or in any other diversity of order or arrangement of the
barrels to suit the space and fancy of the advertiser.
.:
Again, an advertisement for "Guinness' Bottled Stout," I could in like manner
arrange on the bodies of the representations of as many bottles as there are letters
in the words named one letter on each bottle, the representations of the bottles
being placed and arranged according to fancy.
In like manner wine of any particular kind as for example "Fine Old Crusted
Port" could be advertised by a combination of the representations of familiar
objects employed in connection with the storing and distribution of such a bever-
age. The words
"Fine Old," could be displayed on as many representations of
wine hogsheads or pipes as there are letters in the words. The representations of
the necessary number of wine bottles could be employed for displaying the word
"Crusted" and the word Port" could appear upon four wine glasses of the
required shape and so forth.
"
As a modification of the above arrangement, in some cases I employ more than
one letter on each representation of the familiar object and as a further modification
I employ the familiar objects themselves or models thereof for the purposes herein
set forth.
I am aware that representations of barrels, bottles, glasses, and the like familiar
objects have been employed in conjunction with advertisements for beverages and
liquors, and I lay no claim to novelty in this respect, the essential feature of my
invention being the employment of the representations of more than one of any
such objects, or of the objects themselves, or models of the objects, in combination

page_text: with letters, figures, and words, substantially in the manner as herein described
and set forth.
Dated this 10th day of Anril 1897.
R. HEBER RADFORD,
Agent for the Applicant.
Improvements in Advertising and Displaying.
I, HERBERT DUKE, of 6, Paradise Street, Sheffield, in the County of York,
Printer and Paper Merchant, do hereby declare the nature of my said invention
and in what manner the same is to be performed to be particularly described and
ascertained in and by the following statement:-
The object of my invention is to provide a novel method of advertising beverages,
such as ale, beer, stout, cider, wine and the like fermented or unfermented liquors.
I effect this by displaying such advertisements in combination with a series of
representations of familiar objects which are employed in connection with the
manufacture, storing, carrying, distribution, and sale of such beverages or liquors.
The nature of my invention will be better understood on reference to the
accompanying sheet of drawings, in which,
Figs. 1 and 4, illustrate my method of advertising as applied to representations
of barrels, and,
Figs. 2 and 3, illustrate the same as applied to bottles.
The advertisement so arranged may be photographed, lithographed, engraved,
printed, painted, stamped, embossed, moulded, carved, or otherwise illustrated for
the purpose of advertizing any particular beverage or combination of beverages,
for example, an advertisement for say, 'Bass' Bitter Beer," I should arrange on
the bodies or ends of the representations of as many barrels as there are letters
in the words named, one letter on each barrel, thus, the word
"
66
Bass'" would be
displayed on four barrels placed in line with or above ten other barrels containing
the words "Bitter Beer or in any other diversity of order or arrangement of the
barrels to suit the space and fancy of the advertiser, as illustrated in Figs. 1
and 4.
Again, an advertisement for "Guinness' Bottled Stout," I could in like manner
arrange on the bodies of the representations of as many bottles as there are letters
in the words named one letter on each bottle, the representations of the bottles
being placed and arranged according to fancy, as illustrated in Figs. 2 and 3.
In like manner wine of any particular kind as for example "Fine Old Crusted
Port" could be advertised by a combination of the representations of familiar
objects employed in connection with the storing and distribution of such a bever-
age. The words "Fine Old," could be displayed on as many representations of
wine hogsheads or pipes as there are letters in the words. The representations of
the necessary number of wine bottles could be employed for displaying the word
"Crusted and the word "Port" could appear upon four wine glasses of the
"
required shape and so forth.
As a modification of the above arrangement, in some cases I employ more than
one letter on each representation of the familiar objects and as a further modification
I employ the familiar objects themselves or models thereof for the purposes herein
set forth.

page_text: I am aware that representations of barrels, bottles, glasses, and the like familiar
objects have been employed in conjunction with advertisements for beverages and
liquors, and I lay no claim to novelty in this respect, but I declare that what I
claim is:-
1. In advertising and displaying advertisements for ale, beer, stout, cider wine
and the like fermented or unfermented liquors, the employment of letters, figures
and words in combination with more than one or a series of representations of
familiar objects which are used in connection with the manufacture, storing, carry-
ing, distribution and sale of such beverages and liquors, in the manner and for the
purposes substantially as herein described and illustrated on the accompanying
drawings.
2. In advertising and displaying advertisements for ale, beer, stout, cider, wine
and the like fermented or unfermented liquors, the employment of letters, figures
and words in combination with more than one, or a series of the familiar objects
themselves, which are used in connection with the manufacture, storing, carrying,
distribution and sale of such beverages and liquors, or models of such familiar
objects, in the manner and for the purposes substantially as herein described.
Dated this 11th day of January 1898.
R. HEBER RADFORD,
Agent for the Applicant.