Advertising device

Nov. 9, 1937.

H. CONE

ADVERTISING DEVICE

Filed Jan. 15, 1937

2,098,568

Sheets-Sheet 1

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ATTORNEYS

Nov. 9, 1937.

H. CONE

2,098,568

ADVERTISING DEVICE

Filed Jan. 15, 1937

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Sheets-Sheet 2

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ATTORNEYS

Patented Nov. 9, 1937

2,098,568

UNITED STATES PATENT OFFICE

2,098,568

ADVERTISING DEVICE

Hayes Cone, New York, N. Y., assignor to United Specialties Sales Corporation, New York, N. Y., a corporation of Delaware

Application January 15, 1937, Serial No. 120,677

Claims. (CI. 40—65)

The present invention relates to devices intended principally for advertising purposes.

An object of the invention is to provide an inexpensive folder for advertising and similar 5 purposes of such unique make-up and operation that it attracts and holds the attention and curiosity of a casual observer. Another object of the invention is to form a folder of the character specified by the use of a single piece of 10 material.

Other objects of the invention are to provide an advertising folder embodying a window serving as a frame for advertising or other indicia and a curtain which is movable by a simple 15 manipulation of another part of the folder to expose or block off the area within the window and thus to expose or conceal the indicia, the arrangement being such that the effect of a theatre curtain is simulated; and in such a folder 20 to provide for the exposure of entirely separate indicia that are normally hidden, when the aforesaid curtain is moved to a position exposing the area within the window.

The invention! contemplates the use of in25 expensive foldable material, such as cardboard, to form the principal parts of the device, although other materials obviously may be used. The complete folder includes a front portion having a cut out part therein to form a window 3q_; which encloses illustrative or descriptive indicia, a movable flap portion attached to the lower part of the front portion, a back portion comprising relatively movable parts connected, respectively, with the lower edge of the flap portion and the 35 upper edge of the front portion, and a curtain connected with one of the relatively movable parts of the back portion, the construction being such that when the flap portion is in its normal closed position the curtain lies across the space 40 within the confines of the window, and when the flap portion is moved to another position the curtain is raised to expose this space.

In a preferred embodiment of the invention, the part of the front portion that is cut out to 43 form the window is left attached to the front portion at its lower edge, and an elongated sheet bearing advertising or illustrative matter is secured to this part so that it may be folded against it without extending beyond the margins 50 of the window. The curtain is arranged to lie across the front of the folded sheet when in closed position and to move upwardly so as to expose the entire window and enable unfolding of the sheet when moved to open position. In 55 this embodiment the outer face of the flap por tion is preferably provided with illustrative indicia which merges with and forms a part of other illustrative matter on the front portion, so that when the flap is in its normal closed position the entire folder and the window present 5 a complete illustration. In addition, the upper part of the inside of the flap portion and the lower part of the front portion, which is covered by the flap portion when the latter is in its closed position, are provided with separate in- 10 dicia so that as the flap portion is moved to open position this separate indicia is also exposed.

In another embodiment of the invention, instead of using a folded sheet within the window 15 a single illustration or representation may be imposed on the part of the front portion that is cut out to provide the window, the curtain being related to this part in the manner described above. 20

In still another embodiment, the cut out part of the front portion is removed entirely, and the curtain is provided with an extension carrying advertising matter so that as the curtain is moved upwardly this advertising matter is 25 brought within view in the window. In this particular embodiment the raising of the curtain and exposure of the illustrative matter do not exactly simulate the. action of a theatre curtain or screen, although the objects of the ₃₀invention are substantially attained.

In the drawings I have shown several preferred forms of the invention for purposes of illustration.

Figure 1 is a front elevation of the preferred ₃₅form of folder, with the curtain in closed position.

Figure 2 is a cross section taken on the line 2—2 of Figure 1, looking in the direction of the arrows. 40

Figure 3 is a cross section similar to that of Figure 2, showing the folder in open position with the sheet bearing illustrative matter extended from the window.

Figure 4 is a front elevation of the device 45 shown in Figure 1, in its open position, with the aforesaid sheet folded within the confines of the window.

Figure 5 is a rear elevation of the device of Figures 1 to 4, with the parts in the position 50 shown in Figures 1 and 2.

Figure 6 shows a modification of the device of Figures 1 to 5, in front elevation and in open position.

Figure 7 shows the rear side of the sheet of 55

2,098,568 blank material used to form the folder of Figures 1 to 6 inclusive.

Figures 8 and 9 show, respectively, front and rear elevations, in closed position, of a modified 5 structure; and

Figure 10 is a view of the rear side of the blank used to make this modified structure.

The preferred mode of applying the invention is illustrated in Figures 1 to 5 and 7, wherein 10 details of construction of a particularly attractive advertising folder are shown. This folder includes a front portion 10 having a window 12 therein and a cut out portion 14 connected with the lower edge of the window and extending 15 within the same, a flap portion 20, a back portion comprising relatively movable parts 30 and 50 connected respectively to the lower edge of the flap portion at 27 and the upper edge of the front portion at 51, and a curtain. 40 secured to the ²⁰ upper edge of part 30 at 41 and normally positioned between the cut out portion 14 and the front portion 10 so as to bridge the area within the window. The connection between the lewer edge of the front portion and the flap is located ²³ intermediate the upper and lower edges of the flap, as at 24, while that between the part 30 and the flap is adjacent the lower edge of the flap. Both are pivotal connections. Accordingly, when the flap is in its normal closed position its outer ³⁰ side lies in substantially the same plane as the front portion 10, and the upper part of its under side faces toward and covers the lower margin 26 of the front portion. As indicated in Figure 1,: illustrative matter is placed on the outer side of ³³ the flap portion and on the front portion 10 so that when the parts are in closed position the entire front of the folder provides a complete illustration.

The relation of the flap to the other parts of the 40 folder is such, however, that it may be moved around the axis at 24, this movement resulting in upward movement of the part 30 relative to the front portion and in exposure of both the lower margin 26 of the front portion and the upper 45 part 22 of the under side of the flap. Since the curtain 40 is connected with the part 30, movement of the flap in this fashion results in raising of the curtain relative to the front portion. In this open position, therefore, the folder pre50 sents an entirely different appearance, as indicated in Figure 4. The curtain has been raised to expose a scene or illustration within the window 12. Simultaneously, indicia at 26 and 22 have been exposed to view. Because of the simplicity of ³³ the change in the position of the flap and the fact that the connections enabling the flap to raise the curtain are not apparent from a glance at the front of the folder, the opening of the flap and consequent exposure of illustrative matter or other ⁶⁰ indicia have an aspect of ingenuity which is very attractive to the observer, retaining his attention and encouraging further examination.

In order that movement of the parts to open position shall not disturb the assembly, guiding ⁶³ and holding means are provided on the back side of the folder to prevent separation' of the parts 30 and 50. As shown in Figures 2, 3, 5 and 7, a suitable guiding and holding means for this purpose consists of an elongated tab 52 on the part ⁷⁰ 50, which extends through a slit 32 in the part 30 and is sufficiently long to remain engaged in the slit whethei· the folder be in open or closed position.

As indicated in Figure 6, the illustrative matter ⁷³ exposed by upward movement of the curtain may consist of a single illustration placed on the part 14. In the preferred form shown in Figures 1 to 4, however, an elongated sheet 16 presenting sufficient area for a plurality of representations is attached to the part 14 so that it may be folded 5 into a position within the confines of the window 12 and covered by the cover 40 when the latter is lowered. This sheet may conveniently be provided with means for unfolding and folding it, such as the tab 18. 10 .,.,. As indicated in Figure 7, which shows the rear side of a blank suitable for use in making the folder of'Figures 1 to 6 inclusive, the improved advertising device is preferably fabricated from a single unitary sheet of material. In so doing, a 15 sheet of cardboard or other suitable material is formed with slits in the section 10 to provide the window 12 and the part 14 and a slit 32 in the section 30 to provide locking and holding means for the tab 52. The blank is folded at the lines 20 51, 24, 23, 25 and 41. The section 22 between folds 23 and 24 is folded against the section 20 around the fold 23 and secured thereto by adhesive or other fastening means. Thereupon the device may be assembled simply by turning the 25 curtain 40 around the fold 41, inserting it between the part 14 and section 10, folding part 50 around the fold 41 and inserting the tab 52 into and through the slit 32.

In Figures 8, 9 and 10 is shown a modification 30; which departs in several respects from the device of Figures 1 to 7 inclusive. In this modifica-. tion the front portion 110 and the flap 120 are substantially the same as in the described embodiment. Part (4 of the latter, however, is 35' dispensed with, and the curtain 140, corresponding· to curtain 40 of Figures 1 to 7, is provided with an extension 142 for illustrative matter or other indicia. Instead of using a single tab and slit for guiding and holding the parts on the back side of the folder the part 150 is provided with a pair of elongated tabs 152 and the part 130 is provided with a pair of cooperating slits 132, the operation of these parts being the same as in the embodiment first described. When this 45. modified folder is in closed position, the illustrative matter carried by the extension 142 is concealed behind the lower part of portion 110 and the flap 120, and when the folder is moved to open position the extension 142 is raised rela- 50; tive.to the front portion along with the curtain 140. Instead of providing an exact simulation of a theatre curtain, the effect is that of a scene rising simultaneously with a curtain which normally conceals the stage. In other respects, how- ¢$: ever, this modification is similar to the folder illustrated in Figures 1 to 7.

The invention provides an advertising folder that is very inexpensive because of its simplicity of construction, yet one which is capable of im- 60. parting a diversity of information while attracting and holding attention. With the folder in its closed position, a number of subjects may be presented on the space that is then exposed, or a single subject may be presented or illustrated 05 so that the impression on the observer is that of complete representation. When the folder is moved to its open position the entire aspect is changed. Entirely different, or related, subjects may be represented on parts that are then ex- 70 posed; The mechanical operations and novel effect that are incident to the change are such as to arouse and hold the interest of the observer. It is apparent, therefore, that the Invention provides a device of special utility in the advertising 75.

2,098,568 field, although its utility is not limited to use for advertising purposes.

While it is preferable, for purposes of economy, to form the improved folder from a single blank 5 of material as described hereinabove, the invention is not restricted to such practice but also comprehends the use of several pieces of material for the same purpose. Furthermore, it will of course be understood that the invention is not 10 limited to the presentation of any particular type of information or illustration on any particular part of the folder.