TECHNIQUE AND ECONOMICS OF
ADVERTISING BY ILLUMINATION
The technical-economic aspect of advertising by illumination is no less important than the ad
vertising-economic. The technique of illuminative advertising to-day is so manifold that before
deciding upon the particular manner to be chosen it is advisable to consider the costs of erecting
it and keeping it up.
With regard to technical execution we must distinguish between two main groups:
1. Light which is advertising 2. Light cast upon advertising
Most illuminative advertising falls into the first group; here we find all illuminative advertising by
means of visible electric bulbs, transparents, modern illuminative architecture and the colored
light-tubes. The second group includes the illumination of advertising surfaces and flood-lighting.
Jlluminative advertising by means of visible electric bulbs is the oldest and to a certain extent
the simplest variety. It demands relatively the greatest number of electric bulbs, since in order