Improved Means and Method of Advertising.
Year: 1890

page_text: Date of Application, 11th Jan., 1890
Complete Specification Left, 10th Oct., 1890-Accepted, 29th Nov., 189u
PROVISIONAL SPECIFICATION.
Improved Means and Method of Advertising.
I, EDWARD MATTHEW BROOKE SMITH of 8 Jansons Road Tottenham London
Gentleman, do hereby declare the nature of this invention to be as follows:-
My invention consists in fixing partially obscured sheets of glass in suitable frames,
in such a manner that certain flexible materials, of varying colours can be revolved
continually immediately behind these partially obscured sheets of glass.
The obscuration of these sheets of glass is so effected that the advertisement is left
in the plain transparent glass and the remainder of the glass, is obscured in any
desired manner so that it cannot be seen through. Behind these sheets of glass are
placed revolving rollers, either verticle or horizontal as may be found most expedient.
Upon these rollers is placed and stretched tight a continuous flexible material, divided
up into given spaces, each of a separate colour.
This revolving material is so placed as to be immediately behind the glass bearing
the advertisement.
The rollers carrying the flexible parti-coloured_material, may be actuated in their
revolutions by such mechanical power as clockwork, or such like motive power.
It will readily be seen that as the different coloured material behind the transparent
advertisement moves slowly onwards, a varying colour will be apparently given to
such transparent glass advertisement according as the colours pass behind the same.
The glass upon which I form my transparent advertisements may be either flat or
curved in section.
In the latter case 1 substitute a drum to take the various colours which pass behind
the glass in place of passing a flexible material over rollers as before described.
This drum is formed of a diameter to suit the curved section of the glass and
revolves upon centres in exactly the same manner, and by the same means, as the
rollers before referred to.
My invention may be illuminated from the interior, so as to form an advertisement
by night as well as by day. For this purpose 1 would propose to use chiefly the electric
light, and I would place the lamps between the revolving coloured material or inside
the drum.
I propose to place a sheet of glass forming the advertisement both back and front,
of the revolving material, and I further propose to call my invention "The Chamelon
Advertising Tablets."
As my improvements are capable of some modification without departing from the
principle thereof, I do not restrict myself to materials, dimensions or the precise form
or placement of the various parts thereof.
DL: 10L 1.
1900
RAYNER & CASSELL,
37, Chancery Lane, London, W.C., Agents for the Applicant.
COMPLETE SPECIFICATION.
Improved Means and Method of Advertising.
I EDWARD MATTHEW BROOKE SMITH of 8 Jansons Road Tottenham London
Gentleman 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 consists in fixing partially obscured sheets of glass in suitable frames,
in such a manner that certain flexible materials of variegated colours can be revolved
continually behind these partially obscured sheets.

page_text: The obscuration of these sheets of glass is so effected, that the advertisement is
formed by the portions of the glass which are left transparent, the remainder of the
gless, being obscured in any suitable manner so as to be thoroughly opaque. Behind
these sheets of glass are placed either vertical or horizontal revolving rollers according
as required.
Upon these rollers is tightly stretched a continuous sheet of flexible material
divided into spaces which have each a separate colour. This revolving sheet is placed
immediately behind the glass displaying the advertisement. The rollers carrying the
sheet of flexible variegated material may be actuated in their revolutions by clockwork
or other mechanical power. It will be readily seen that as the variegated sheet moves
slowly onward behind the transparent advertisement, a varying colour will be
accordingly imparted thereto. The glass upon which I form my transparent
advertisements, may be either flat or curved. In the latter case I substitute for the
rollers and the variegated sheet aforesaid a drum furnished directly with the various
colours required to pass behind the glass. This drum has a diameter nearly
corresponding with that of the curved section of the glass, and revolves upon centres
in the same manner as the rollers before referred to. My advertising apparatus may
be illuminated from the interior, so as to form an advertisement by night as well as
by day. For this purpose I prefer to use the electric light, incandescent lamps being
arranged between the rollers and behind the revolving coloured sheet or inside the
drum. I may however use gas lights or such like, when 1 make due provisions for
ventilation and safety from fire. I may likewise place a sheet of glass displaying the
advertisement both at the back and in the front of the revolving material, so as to
show the advertisements on both sides.
The frame or case containing the apparatus may be constructed with one or more
compartments having straight or curved fronts and backs, as may be required.
And in order that my invention may be more fully understood, I have shewn the
same in the accompanying drawings, in which
Fig. 1 is a front elevation and
Fig. 2 a plan partly in section of my improved advertising apparatus.
Fig. 3 is a vertical section on line B, B, of Fig. 2.
Fig. 4 a vertical cross section on line A A of Fig. 2 and
Fig. 5 a similar section on line C, C, of Fig. 2.
Like letters of reference indicate corresponding parts in all the views, a represents
the frame or case to which is fitted sheets or panels of glass; bb; c, c, are the sheets
or bands of flexible parti-coloured material which travel around rollers d d, placed
either vertically or horizontally as shewn. The outer surface of this material, or that
next to the sheets of glass b, is divided into different coloured portions or spaces, so as
to present alternately to the observer different colours through the transparent
portions e, of the glass sheet forming the letters or other signs of the advertisement,
as the rollers d are revolved. The portion of the glass sheet forming the back ground
of the letters, which is shaded black in Fig. 1 is rendered opaque, so as to prevent the
passage of the rays of light through the same. The central portion of the apparatus
is provided as shown with curved sheets of glass f,, behind which and almost filling
the space between them, revolves a large roller or drum y, the outer surface of which
is provided with a series of variegated colours; h, h are the centres or pivots upon
which the rollers or drum revolve, and which may be connected to any suitable
mechanism such as clockwork or other motive power for driving the said rollers or
drum.
My improved apparatus as above described may form a shop counter, or the base of
a case for displaying goods, or outside a shop front, or in any other suitable place for
advertising, and the central curved portion may be used separately from the other
portions if desired, and the vertical or horizontal rollers may be used above as
required. For the purpose of exhibiting the advertisement by night electric
incandescent or other suitable lights, are placed in position between the rollers and
behind the revolving flexible sheet or band as shown at i in Fig. 4, or inside the
vertical drum g. Instead of the aforesaid rollers being of circular cross section, they

page_text: may be polygonal, the flexible coloured sheet being formed of separate pieces of
material, such as coloured glass or gelatine sheets loosely jointed together, each piece
being equal in width to one of the sides of the polygon so as to bear evenly thereon,
during the motion of the said roller and of the flexible sheet or chain.
In constructing my apparatus for shop fronts, I make the frame of an open box-
like form, having angles or corners, the transparent letters being exhibited on the
three outer or projecting sides thereof, whilst the rollers imparting a motion to the
travelling flexible parti-coloured sheet or band, are placed one in each corner of
the said frame. A light such as a gas jet or jets, may be placed in the centre of the
said frame, so that its rays may be cast through the flexible sheet or band travelling in
front thereof.
Having now particularly described and ascertained the nature of my said inven-
tion and in what manner the same is to be performed, I declare that what I
claim is :-
(1) The application and use for advertising purposes of a frame or case provided on
one or both sides with sheets of glass upon which are delineated or displayed, the
letters or signs forming the advertisement, and represented by transparent portions of
the glass sheets, the other portion of which is made opaque, the above mentioned
frame carrying a drum whose periphery is divided into different coloured portions or
rollers upon which travels a flexible sheet or band whose surface is divided into
different coloured portions or spaces, for the purpose of displaying the same through
the transparent letters or signs substantially as and for the purpose described and
shewn in the accompanying drawings.
(2) In apparatus for advertising such as above claimed, the application of flat or
curved sheets of glass, upon which the advertisement is displayed upon one or both
sides of the frame or case substantially as described and shewn in the accompanying
drawings.
(3) In advertising apparatus the combination with the rollers and the travelling
flexible sheet or band as claimed above, of a light or lights placed between the said
rollers and also between the travelling sheet or band substantially as and for the
purpose described and shewn in the accompanying drawings.
(4) The improved advertising apparatus constructed and operating substantially
as described and shewn in the accompanying drawings.
Dated this 10th day of October 1890
RAYNER & CASSELL,
37, Chancery Lane, London, W.C., Agents for the Applicant.