Improvements in Apparatus for Advertising Purposes and Method of Operating the same.
Year: 1888

page_text: Date of Application, 9th July, 1888
Complète Specification Left, 9th Apr., 1889
Complete Specification Accepted, 11th May, 1889
Improvements in Apparatus for Advertising Purposes and Method of
Operating the same.
We, JOHN WILLIAM PETTY WESLEY PETTY and BENJAMIN PETTY, Trading as
John William Petty & Sons of Whitehall Printeries, Leeds, Printers and
Manufacturing Stationers, do hereby declare the nature of this invention to be as
follows:-
The object of our present invention is the production of a novel system of advertising,
suitable for use in conjunction with, Engraved, Lithographic, Photographic or other
pictures, Letter press, and the like, and it is based upon a well known optical effect,
causing lines drawn upon an opaque plane surface to appear distorted when viewed
obliquely.
In carrying out our invention we arrange a drawing, engraving, photograph or
similar delineation of a building, or other suitable object, or objects, the outline thereof
being constructed in isometrical perspective, and said drawing being printed or
otherwise produced, upon a paper, card, or other suitable material. The effect of this
method of delineation is to produce a distorted view of the object when viewed in the
ordinary manner. We attach a flap, or sight piece to the body of the card or other
material bearing the view before mentioned, in such a manner that said sight piece
may be lifted up so as to stand at right angles to said picture or view.. A suitable
hole is cut or punched through said flap or sight piece, for the purpose of sighting
or viewing said picture or view, and the dimensions, shape, and position of said hole
may be varied according to the nature of the requirements attending its use as an
advertising medium.
The apparatus according to our Invention is operated as follows, videlicet; The
card or other material upon which the view or picture is delineated is hell in an
horizontal position, and the flap or sight piece being raised so as to stand at right
angles to said view or picture, the latter is viewed through the hole before mentioned,
one eye of the observer being placed close to said hole, and the other eye closed.
The view or drawing then appears to be perfectly symmetrical, and proportionate,

page_text: and in correct perspective, presenting a marked contrast to the distorted appearance
of the same when viewed upon the card or other material without the intervention of
the rectangular sight piece and hole.
We do not confine ourselves to any particular material in constructing the
apparatus according to our invention; the parts may be rigidly attached together,
forming a permanent optical appliance, or said parts may be suitably hinged or
otherwise loosely connected so as to be portable, and suitable for transmission by
letter or book post.
In conjunction with the picture or view as above described we may make use of any
description of words, figures or the like, in letter-press, or other system of reproduction,
the whole constituting an advertisement of an attractive nature, suitable for use in
connection with any trade or profession where such advertising is admissable.
FREDK. WALKER & HYDE,
4, Little Moorfields, London, E.C
Agents for Applicants.

page_text: Improvements in Apparatus for Advertising Purposes and Method of
Operating the same.
We, JOHN WILLIAM PETTY, WESLEY PETTY and BENJAMIN PETTY, trading as
John William Petty and Sons, of Whitehall Printeries, Leeds, in the County of
York Printers and Manufacturing Stationers, 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:-
The object of our invention is the production of a novel system of advertising,
suitable for use in conjunction with engraved, lithographed, photographic, or other
pictures, letterpress and the like, and is based upon a well known optical effect
causing lines or figures drawn upon an opaque surface to appear distorted when viewed
obliquely, and when drawn in such a manner as to appear distorted when viewed in
the ordinary way, said lines appear regular and proportionate when the line of vision
is oblique, or at a certain angle to the plane surface upon which they are drawn.
The device or contrivance, constructed and applied according to our invention, is
styled by us, "The Horizontalscope" and is especially adapted for advertising
purposes.
In order that our invention may be clearly understood, we have appended the
accompanying two sheets of drawings, in which the figure shewn upon Sheet 1
represents the horizontalscope in its normal position when not in use, and the figure
upon sheet 2 shows the contrivance as it appears when in use. Similar letters of
reference indicate corresponding parts in both views.
In carrying our invention into effect, we draw, imprint, or otherwise delineate a
view of a building or other suitable object upon a strip of paper, card, or other
material or substance A, the lines forming the outlines of said object converging
towards a point below the base thereof, so that when viewed in the ordinary way the
object greatly distorted, as shewn upon the appended two sheets of drawings.
A flap or sight piece B, provided with a hole C is either attached to the card upon
which the distorted picture is drawn or impressed, or stamped out of the substance
thereof so that it may be raised to stand at right angles to said card. The shape and
position of said flap or sight piece B, and also of the hole C may be varied according
to the requirements attending the use of the horizontalscope as a combined optical toy
and advertising medium.
The horizontalscope thus constructed according to our invention, is operated as
follows, videlicit; The card, or other material or substance upon which the view or
picture is drawn or delineated is held in an horizontal position, the flap or sight
piece B being raised as shewn upon Sheet 2, and the observer then views the distorted
picture through the hole C, closing one eye in order to direct the line of vision
through said hole, obliquely to the surface of the card or other material. The view
or picture before referred to then appears to be perfectly symmetrical and in proper

page_text: proportion and correct perspective, presenting a marked contrast to the distorted
appearance of the same picture when viewed upon the card without the intervention
of the sight piece B and hole C.
We do not confine ourselves to the use of any particular substance or material in
constructing the horizontalscope according to our invention, and we may either
arrange the sight piece B in such a manner that it is rigidly and permanently attached
to the surface upon which the picture is delineated, or said sight piece may be suitably
hinged thereto, or otherwise connected so as to facilitate the transmission of the
appliance by letter or book post.
In conjunction with the picture or view as hereinbefore described, we may make
use of any description of words, figures or the like, in letterpress or other method of
reproduction, the whole constituting an advertisement of an attractive nature suitable
for employment in connection with any trade, profession or business in cases where
such methods of advertising may be expedient.
Having now particularly described and ascertained the nature of our said inven-
tion, and in what manner the same is to be performed, we declare that what we
claim is,
A card, or the like, upon which an object is drawn or impressed in a distorted
manner, with a sight piece B and hole C, substantially as, and for, the purposes herein
described, with reference to the accompanying drawings.
Dated this 8th day of April 1888.
FREDK. WALKER & HYDE,
4, Little Moorfields, London, E.C.,
'
Agents for the Applicants.
FREDK. WALKER & HYDE,
4, Little Moorfields, London, E.C.,
Agents for the Applicants.