Novel Method of and Means for Advertising.
Year: 1891

page_text: Date of Application, 12th Mar., 1891-Accepted, 18th Apr., 1891
COMPLETE SPECIFICATION.
Novel Method of and Means for Advertising.
I, ALFRED FREDERICK BIRD, trading as Alfred Bird & Sons, of Devonshire
Works, Floodgate Street, Birmingham, Manufacturer of Food Products, 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 :-
My invention relates to improvements in the method of and means employed
for advertising, and consists essentially in the utilization of sight testing media-
such for instance as placards, bills, boards or the like-for advertising and
announcement purposes.
The means usually adopted for ascertaining the strength of the eyesight in
hospitals devoted to the treatment of the eyes and in ophthalmic establishments
generally, consist of bills, placards or boards of the required size having printed
or otherwise formed thereon in a promiscuous manner, letters, figures or the like
varying in size from a somewhat large variety of type-such for instance as what
is technically termed "two line double pica" (Antique),-
,-to a very small type-
such as "diamond,"-the patient or user being required to read aloud the large
type at a distance of say twenty feet, and the small type at a distance of say
one foot; the printed matter which is to be read comprising a combination of
letters of the alphabet, or numerals, or a series of words having no definite
meaning or conveying no particular information when taken collectively.
Now, in accordance with my invention, I purpose utilizing these tablets, placards,
bills or other articles which may be used for sight testing purposes to receive
advertisements or announcements and for conveying useful information; so that,
when testing the sight, the person reading will necessarily read the advertisement
or announcement which is printed thereon. In this manner the advertisement or
announcement is impressed upon the mind of the reader, and possibly those
persons who may be present, in a more forcible way than is possible with ordinary
advertisements, which, in the generality of cases, are observed in a casual super-
ficial manner and sometimes not even read.
I wish it to be understood that I do not intend these sight testing advertising
placards, bills or the like-prepared in the manner and for the purpose specified-
to be used only in hospitals and other sight testing establishments, seeing that
they will be found to obtain far better results when prepared as posters or in
circular or hand bill form-printed with the name, address and particulars of the
specialities of firms desirous of bringing their articles, testimonials, trade marks etc.
under the notice of the public-and freely distributed, or when inserted in the
advertisement columns of newspapers and periodicals; whilst, the several parts
of the descriptive matter being printed in type of the required size and the
numbers of feet and inches marked above each line or paragraph to indicate the
distance it can be correctly read if the vision is normal, will naturally not only
attract the curiosity of the public to test the sight, but will serve, at the same
time, to induce the person testing the sight to carefully read, probably aloud,―
the advertisement, announcement or information which may be printed or other-
wise formed thereon.
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 :-
First. The novel method of and means for advertising substantially as herein set

page_text: Second. The utilization of sight testing placards, tablets, bills, boards or the like
of the nature specified for advertising purposes.
Dated this 10th day of March 1891.
JAMES STEVENSON,
Gray's Inn Chambers, 20, High Holborn, London, W.C.,
Agent for Applicant.