Improvements in Advertising.
Year: 1896

page_text: Date of Application, 8th Dec., 1896
Complete Specification Left, 30th Aug., 1897-Accepted, 9th Oct., 1897
Improvements in Advertising.
I, GEORGE SITWELL CAMPBELL SWINTON, late Captain Highland Light Infantry,
of 36 Pont Street, London, S.W., do hereby declare the nature of this invention to
be as follows:-
My Invention relates to an improved method of advertising, and is specially
applicable to the case of open field advertisements, such as are seen from the
windows of railway carriages.
My object is to render such advertisements more striking and catching to the
eye.
My invention consists in arranging such advertisements in the form of large
representations of living beings and animals. These representations may be
grouped to form striking separate scenes, or they may consist of single appropriate
devices. They may be in motion or in repose, and they may be made in such a
manner as to be capable of alteration of attitude.
For example, in advertising "Bovril" a colossal bull would be constructed. In
advertising such substances as Indian Pickles a huge tiger might be arranged,
and scenes might be also constructed with animals in large outline in the midst
of their native surroundings. Thus, "Bird's Custard Powder" might be adver-
tised by means of a nest containing a large hen and appropriate wording.
When providing for alteration of attitude or grouping I prefer to arrange the
positions of my combination devices or subjects so as to produce a new and distinct
device in order that an alternative device or one of a series of devices may be
displayed. The combinations may be arranged with reference to one firm's notices
or advertisements or may be formed to make a series for displaying a number of
distinct and independent advertisements with each alteration of position or
grouping.
My invention consists in advertising in this striking way by means of large
animals or human being figures either singly or in groups, and I prefer to paint
these in an artistic and realistic manner so as to produce a striking advertisement,
using natural or artificial background when so desired for bringing my objects
into relief or throwing them into prominence.
MARKS & CLERK,
18, Southampton Buildings, London, W.C., and
13, Temple Street, Birmingham, Agents.
Improvements in 'Advertising.
I, GEORGE SITWELL CAMPBELL SWINTON, late Captain Highland Light Infantry,
of 36 Pont Street, London, S.W, do hereby declare the nature of this invention
and in what manner the same is to be performed, to be particularly described and
ascertained in and by the following statement:-
1
My Invention relates to an improved method of advertising, and is specially

page_text: applicable to the case of open field advertisements, such as are seen from the
windows of railway carriages.
My object is to render such advertisements more striking and catching to the
eye.
In the accompanying sheet of explanatory drawings Figures 1, 2, 3 and 4
illustrate examples of my improved system of advertising.
My invention consists in arranging such advertisements in the form of large
representations of living beings and animals: These representations may be grouped
to form striking separate scenes, or they may consist of single appropriate devices.
They may be in motion or in repose, and they may be made in such a manner as
to be capable of alteration of attitude.
For example in advertising "Bovril" or tinned meat a colossal bull such as A.
would be constructed. In advertising such substances as Indian Pickles a huge
tiger might be arranged, and scenes might also be constructed with animals in
large outline in the midst of their native surroundings. Thus, "Bird's Custard
l'owder might be advertised by means of a nest containing a large hen and
appropriate wording, similarly Dog Biscuits might be shown by a dog with the
word "Biscuits" outlined thereon. The advertisement may be made to stand
upon the ground as in Figure 2 or to be supported thereon by staging or connecting
struts B as in Figure 3 or the figures may be cut out from the surface of the
ground as in Figure 1, and the outline filled in or painted thereon upon some base
or material suitable for the exposed position.
As illustrated in Figure 4 an advertisement may appear upon a board and an
animal or the figure of a man may be posed in front to draw attention thereto.
When providing for alteration of attitude or grouping I prefer to arrange the
positions of my combination devices or subjects so as to produce a new and distinct
device in order that an alternative device or one of a series of devices may be
displayed. The combination may be arranged with reference to one firm's notices
or advertisements or may be formed to make a series for displaying a number of
distinct and independent advertisements with each alteration of position or
grouping.
My invention consists in advertising in this striking way by means of large
animals such as in Figures 1, 2, 3, and 4, or human being figures either singly or
in groups, carried from the ground or lying upon the same and I prefer to paint
these in an artistic and realistic manner so as to produce a striking advertisement,
using natural or artificial background when so desired for bringing my objects
into relief or throwing them into prominence. I may form the outline of the
animal upon the natural soil or surface of the ground or hillside and
plant shrubs trees or the like within the surface thus outlined So
as to give prominence to the advertisement or word that is to be displayed upon
such form. I sometimes group stones upon the soil to give the desired form
instead of employing figures standing on supports from the ground.
Having now particularly described and ascertained the nature of my said
invention and in what manner the same is to be performed, I declare that what
I claim is
The improvements in advertising substantially as and for the purpose herein-
before described and as illustrated in the accompanying drawings."
10+1 dose of A 180*7
MARKS & CLERK,
18, Southampton Buildings, London, W.C., and
13, Temple Street, Birmingham, Agents.