Title:
Mail advertising device
United States Patent 2005859


Abstract:
This application is a continuation of application Serial No. 651,991, filed January 16, 1933. The present invention relates to a device for use in association with a circular letter, folding post-card, or any other folder of sheet material, and of the nature having a display adapted to be...



Inventors:
Hoke, Walter W.
Application Number:
US71791134A
Publication Date:
06/25/1935
Filing Date:
03/29/1934
Assignee:
Robert, Stuart
Primary Class:
Other Classes:
40/492, 40/611.12, 40/658, 40/666
View Patent Images:



Description:

This application is a continuation of application Serial No. 651,991, filed January 16, 1933.

The present invention relates to a device for use in association with a circular letter, folding post-card, or any other folder of sheet material, and of the nature having a display adapted to be positioned between folds of the folder and to assume an upright position above the plane of the folder when unfolded. Such a device may be o1 used advantageously in mail advertising, because of the fact that the display, which may be made suggestive of the advertising or reading matter printed on the folder or to simulate the very article which it is desired to advertise, is forced unexpectedly before the eyes of the recipient upon his opening of the folder, the device being therefore helpful in obtaining his attention which is required in order that he may learn of the article or subject-matter advertised.

The general object of the invention is to provide a device of the above character, which is simple in construction, low in cost of making and adapted for quick attachment to the folder, yet extremely reliable in operation.

A specific object of the invention is to provide, as an essential element of the device, a wire which is so constructed that, while insuring certainty of operation in its capacity as a display actuator, also serves as an effective means to quickly anchor the device as a whole to thefolder. Stated in other words, the invention comprehends a spring wire construction as a display carrier, which is adapted to be removably and effectively secured to the folder, but which is further characterized in that its ability to spring back to its original shape is in no way impaired when subjected to strain by conditioning it for use within folder folds, regardless of the pressure which may be brought to bear upon it after its enclosure therein. Because of this, the display is caused to assume exactly its intended position upon opening of the folder by the recipient. Further, the device can be made to open up or assume its natural position, as the folder is being unfolded, with such speed as to escape notice or prevent its nature being understood while it is in this act of opening up, with the result that the display is presented suddenly in mid-air or above the plane of such folder before the astonished recipient can appreciate by what means this presentation is accomplished. The device has an almost startling effect upon an unaware recipient, and because of this element of surprise it creates, coupled with its novel character of amusement, it is a highly useful means to carry out an advertisement by mail. Depending upon the nature of the display, the wire may also serve to anchor the display directly to the folder; and, if desired, the wire may also be so constructed that the display as a whole may be removably attached thereto.

A further object is to provide a device which, by reason of its spring construction, can be made, if desired, to cause the display to oscillate in midair, this feature of the invention adding to the elements of surprise and amusement it creates on the receiver.

These and further objects and features of the invention will more fully appear in the following description taken in connection with the accompanying drawings in which Fig. 1 is a perspective view of a device embodying the invention in its natural position, with the letter to which it is attached unfolded; Fig. 2 is a plan view of the folded letter, with the device flattened out therein; Fig. 3 is an enlarged end view, looking from the right of Fig. 2; Fig. 4 is an enlarged view of the wire construction used; Fig. 5 is an enlarged cross-sectional upper end view of the device, showing the means of attaching the display to the wire; Fig. 6 is a perspective view of another device embodying the invention, with the folder to which it is anchored unfolded and shown in part; Fig. 7 is a perspective view of still another form of the invention, with the folder in open position and shown in part; Figs. 8 and 9 are respective views of the wire construction and display sheet used in the embodiment illustrated in Fig. 7; Fig. 10 is a perspective view of a still further form of the invention, with the folder in open position and shown in part; Fig. 11 is a view of the wire construction used in the embodiment illustrated in Fig. 10.

The invention is capable of several forms, only some of which are shown in the drawings. To construct any of these devices in accordance with the invention, however, a wire is used which is so constructed by bending as to provide a base portion to extend in close relationship with the folder and to serve as a means for removably anchoring the wire as a whole thereto, as well as an upright portion to extend away from the folder when unfolded and to serve as a direct actuating means to which the display is relatively immovably attached. The base portion, besides its construction as a securing means, includes a straight portion located immediately adjacent the upright portion and adapted to twist under the influence of swinging movement applied to the upright portion when positioning the latter 5E and the display between folder folds. As a result of this wire construction, the character of the bends therein are not in any way affected during said operation of bringing the upright portion and display between folder folds. In other words, substantially all strain is taken up by the torsional portion, which untwists upon opening the folder, causing the pivotal parts, comprising the upright portion and the display carried thereby, to swing back exactly to their original position above the plane of the folder. These features will be more clearly understood by the following description of the examples illustrated.

In Figs. 1 to 3 inclusive, an advertising device embodying the invention is shown in use with a base or circular letter sheet 2 of the usual size, which may carry advertising literature on the upper surface thereof and which is preferably divided into three areas or sections 4, 5 and 6 by the two parallel creases 7 and 9, forming hinges along which the extreme portions 4 and 6 may be folded over the central portion 5, as is the usual custom. The device comprises as an essential element a wire 10 of suitable crosssection and length and of the desired strength and torsional resiliency, and to one end 11 of this wire is attached a suitable figure or display 12, which may, if desired, represent the article to be advertised. As most clearly illustrated in Fig. 4, the wire 10 has a bend 14 formed, preferably at right angle, at a predetermined distance from the display-carrying end I1. Between said bend 14 and the other end 15, the wire is bent or curved to provide a base adapted to be slipped in the manner of a clip over an edge of the sheet 2 and from the plane of which the remaining wire portion 16 projects, preferably at right angles. This base should be constructed with the view. to removably attach the device to the sheet 2, but also with the views that the device be firmly held by friction in position on the sheet 2 and that any tendency of the device to rotate out of or collapse from its natural position indicated in Fig. 1 be prevented, another requirement of construction being that a suitable length 1I be caused to extend in a direct line from the bend 14 for a purpose which will be made apparent hereinafter. In the embodiment illustrated, three distinct arcuate bends or loops, 18, 18 and 20, are formed at suitable intervals in such a manner as to provide four parallel lengths, 17, 21, 22 and 24, evenly spaced from one another. In positioning the clip thus constructed over an edge of the sheet, it is forced inwardly, with its central U-shaped portion beneath the sheet and its outer portions IS and 17 on the sheet, until its outer loops 18 and 20 are engaged by the sheet edge.

The display 12 illustrated is made of sheet material, such as heavy paper or cardboard.

This is a preferred construction, in view of its light weight and low cost as well, although it is understood, of course, that any solid object not exceeding prohibitive dimensions can be utilized for presentation. The display 12 is also shown lying in a plane with portion 17 of the wire 10, although this again is not essential, as will be made apparent hereinafter. As shown in Fig. 5, the display 12 may be conveniently attached to the wire 10 by applying a paper or cardboard sticker 25 to the rear surface of said display, with the portion 16 of the wire between said glued parts. If desired, the sticker 25 may be made similar in contour to the display 12 so as to cover the entire rear surface of said display, and the exposed surface of the sticker 25 may itself be painted or have an appropriate drawing applied thereon so that front and rear sheets 12 and 25 both form parts of the display or serve to represent the article which it is desired to advertise. The location of the device on the folder.is largelya matter of choice, somewhat depending on the construction of the wire base, whifd cannot be caused to extend from one folder section beyond it over a folder crease, but should be calculated to insure a maximum effect on the recipient upon his .opening of said folder. When utilizing a circular letter of the type illustrated in Fig. 1, the device is preferably attached to the central section 5 at a distance from the lower crease 9, as shown in said figure, it being noted that the particular construction of the wire base permits positioning it in such a manner that its straight portion 17 say register with the upper crease 7.

It is understood, however, that, by proper const:uctien of the wire base, the portion 17 may be caused to be disposed within the section 5 at an angle to the folder creases. The position of the portion 17 with reference to its angular relation with the folder creases governs the angle at which the display is viewed, for a given position of said display on the wire 1$.

In bringing the device down between folder folds, care should be exercised not to alter the character of the bend 44 In the wire. In other words, pivotal movement of the wire portion 16 and display attached thereto should be carried out with the straight portion 11 as axis, causing the latter portion to twist throughout its length.

This movement of the pivotal parts into closed position may be performed automatically in Fig.

1, by simply folding the upper sheet sections 4 and 5 until they meet one another, which is of course, the method of enclosure when the device is used in combination with a two-section folder, and is positioned with reference to the crease of such folder as shown in said figure. As will be made apparent hereinafter however, a much stronger effect is had on the recipient, if a three-section sheet of the usual character is utilized and the device positioned between its lower folds, as shown in Figs. 2 and 3. In this instance the enclosing of the device is as follows: first the wire portion 16 and display attached thereto are swung down manually toward the lower crease 9 until they meet the plane of the section 5; second, the lower section 6 is folded on the central section 5, thereby enclosing the device between the sections 5 and 6; and third, the upper section 4 is brought down to cover the lower section 6. As a result of the twist in the straight portion IT during the enclosing operation, energy is stored therein and, if this torsional portion is of sufficient length, it will not be stressed beyond the elastic limit so that, upon opening the letter, it will be caused to untwist to its original state, thereby pivoting the display-carrying portion 16 to its upright position. It is to be particularly noted that the wire construction is such C that, except for the twist in the portion 17, no distortion or substantially no distortion can take place, the character of the bends being unaltered by either downward or upward pivotal movement of the display-carrying portion 16. Pressure on the enclosed device, to which it is likely to be subjected when in the mail or in transit to the receiver, will not in any way affect its ability to spring up to its upright position, even to the extent that the pressure be applied directly over the bend 14 separating the pivotal portion 16 from the torsional portion 17.

The recipient first unfolds the upper section 4, and his unfolding of the lower section 6 will at the start hide the device from his view, so that, coupled with the speed with which the device .;prings up to its natural position, the display Q2 appears at first sight in mid-air, which creates a startling effect on said recipient. Further, the display 12 immediately oscillates in mid-air because of the vibratory or flexing movements of that portion of the wire located between the torsional portion 17 and display. The oscillating character of the device precludes any possibility of an immediate understanding of the device's nature and therefore adds to the astonishment it creates on the receiver, as well as to its character of amusement.

It is also observed that, if the display 12 is set at an angle with the plane of the wire portions 86 and 17, the portion 16 is also subjected to torsion when the device is positioned between folder folds, it untwisting when the device is released from said folds. It is thus apparent that the display 12 may be presented at any desired angle of view, for a given setting of the device base on the folder, without impairing the nature of the bend 14.

The device shown in Fig. 6 comprises a wire 30 which, besides having a base constructed to adapt it to be clipped over an edge of the folder 31 is also formed with an upper clip 32 serving to removably carry a display 34 therein. The wire 30 curves upwardly from the torsional portion 35 of the lower clip to cause its display-carrying portion 36 to extend naturally away from the plane of the folder when unfolded. In this embodiment, the bend 37 thus formed in the wire, because of its curvature pivots downward with the upper portion 36 when positioning the device between folder folds, it also springing upwardly therewith when the device is released from said folds. The torsional portion 35 is positioned at a distance from the folder crease 38, because of the particular construction of the lower-clip.

In Fig. 7, the device is seen from its rear for the purpose of more clearly illustrating the construction of the parts and the method of their assembly, and comprises a display sheet 40 which, as also shown independently in Fig. 9, is formed with a crease 41 separating it into a pivotal portion or display proper 42 and a base portion 44 to be removably secured to the folder 45. As most clearly illustrated in Fig. 8, the wire construction 5.3 used comprises a pivotal portion C4 ending in an upper hook or clip 47 and a torsional portion 49 from which extends, at an angle therewith, a portion 50 having a pointed end to adapt it for use as an ordinary pin. Assuming that a twosection folder is utilized, the display portion 44 is preferably positioned, as illustrated, on the upper fold 51 with the display crease 41 adjacent the folder crease 52. The display portion 44 is then anchored to the fold 51 by simply pinning it thereto by means of the wire portion 50. For this purpose, the upper surface of the display portion 44 is preferably provided with a line 54 (Fig. 9) to indicate the direction along which the wire portion 50 should be threaded through folder and display sheets. The pin is slidably adjusted along this line, as well as rotatably adjusted, to cause the wire portion 49 to be positioned adjacent the display crease 41 and the wire portion 46 to ex-. tend upwardly from the plane of the folder. The 5 display portion 42 is thereafter rotated upwardly and its upper edge caught beneath the hook 47. The operation of the device is self-evident.

When folding the folder 45 along its crease 52, the device is brought down between its folds, causing the wire portion 49 to twist. Upon opening the folder, said wire portion 49 untwists, causing the advertising display to be at once presented perpendicularly to the plane of the folder. Should a three-section letter be utilized, the method of enclosure described in connection I0 with the device shown in Fig. 1 may be utilized. the base portion 44 being preferably positioned within the central fold to cause the device to be totally enclosed within the two lower folds.

In Fig. 10, the device is again seen from its rear, a display sheet, comprising a pivotal portion 60 and a base portion 61, being again utilized. On the other hand, the wire construction comprises, as also illustrated independently in Fig 11, a lower clip 82 part of which is formed £0 by the torsional portion 33. At its upper end, another clip 64 is provided, which pivots with the upright portion 65. As illustrated, the lower clip 62 is adapted to removably anchor the display portion 61 to the folder 66 with the wire por- S5 tion 63 adjacent the display crease 67 and with the wire portion 65 extending from said folder when unfolded, and the upper clip 64 is adapted to removably hold the display portion 60 to the wire portion 65. In mounting the device on the 30' folder, the clips 62 and 64 may be initially fastened to the display portions 61 and 60, and the display portion 61 may thereafter be anchored to the folder by also locating the edge of the folder within the clip 62. Or, the display portion SI may first be anchored to the folder and the display portion 60 then brought to an upright position to be caught within the clip 64. If a three-section letter is utilized, the display portion 6I is preferably positioned, as illustrated, "' within the central fold 69 close to the upper crease 70.

It now becomes apparent that I have provided a useful advertising device satisfying the various objects of the invention. Because of its simplic- .!3 ity, the manufacturer of the device or the advertising agency may ship both wire and display to the individual or company desiring to carry on the advertising campaign by mail and, at the premises of said individual or company, the de- r. vice assembled on the letters or folders by the regular office personnel employed there. The forms of the device illustrated in Figs. 6, 7 and 10 are particularly useful when the paper or cardboard display is intended to serve a definite t5 purpose other than a mere advertising display.

For example, the displays in these figures may be of the nature of an admittance ticket to a theatrical performance, railroad ticket, etc., and may be readily detached by the recipient from supporting wire or from supporting wire and folder.

What is claimed is: 1. The combination with a folder of sheet material, of a wire bent to form a base portion to (6 extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, said base portion being of the character of a clip adapted to be slipped over an edge of said folder with a torsional por- 10 tion thereof extending from said upright portion, and a display carried by said upright portion at a distance from said torsional portion, said torsional portion twisting under the influence of swinging movement applied to said upright por- i5 tion and display with said torsional portion as axis to permit said upright portion and display to be positioned between folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said upright portion and display to pivot back to their original upright position upon opening of said folds, that portion of the wire between said torsional portion and display flexing thereby causing said display to oscillate in mid-air.

2. The combination with a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, said base portion being of the character of a clip adapted to be slipped over an edge of said folder with a torsional portion thereof extending from said upright portion, said upright portion carrying a display of sheet material at an angle with said torsional portion and also comprising a torsional portion below said display, said torsional portions twisting without subjecting the wire bends to strain affecting their character when positioning said upright portion and display between folder folds, said torsional portions untwisting thereby causing said display to assume its original position above the plane of the folder when unfolded.

3. The combination with a sheet having a crease dividing it into two foldable sections, of a wire bent to form a base portion to extend in close relationship with said sheet and an upright portion to extend away from said sheet when unfolded, said base portion being adapted to be removably secured to said sheet with a torsional portion thereof extending from said upright portion in registry with said crease, and a display carried by said upright portion, said torsional portion twisting under the influence of swinging movement applied to said upright portion and display with said torsional portion as axis to permit said upright portion and display to be positioned between said sections without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said upright portion and display to pivot back to their original upright position upon unfolding said sheet.

4. The combination with a sheet having two hinges dividing it into three foldable sections, of a wire bent to form a base portion to extend in close relationship with said sheet and an upright portion to extend away from said sheet when unfolded, said base portion being adapted to be removably secured to the central section of said sheet at a distancefrom its lowest hinge and comprising a torsional portion extending from said upright portion, a display carried by said upright portion, said torsional portion twisting under the influence of swinging movement applied to said upright portion and display with said torsional portion as axis to permit said upright portion and display to be brought down toward the lowest hinge of said sheet to meet its central section without subjecting the wire bends to strain affecting their character, first the bottom sheet section then the top sheet section being folded over the central sheet section to cause the enclosed wire and display to be hidden from view upon unfolding the top section, said torsional portion untwisting thereby causing said upright portion and display to pivot back to their original upright position as the bottom section is unfolded.

5. The combination with a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, said base portion being of the character of a clip adapted to be slipped over an edge of said folder with a torsional portion thereof extending from said upright portion, and a display carried by said upright portion, said torsional portion twisting under the influence 10' of swinging movement applied to said upright portion and display with said torsional portion as axis to permit said upright portion and display to be positioned between folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said upright portion and display to pivot back to their original upright position upon opening of said folds.

6. The combination with a sheet having a crease dividing it into two folds, of a wire bent to form a base portion to extend in close relationship with said sheet and an upright. portion to extend away from said sheet when unfolded, said base portion being of the character of a clip adapted to be slipped over an edge of said sheet and be positioned within one of said folds with a torsional portion thereof extending from said upright portion in registry of said crease, and a display carried by said upright portion, said torsional portion twisting under the influence of swinging movement applied to said upright portion and display with said torsional portion as axis to permit said upright portion and display to be positioned between said folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing.said upright portion and display to pivot back to their original upright position upon opening of said folds. 7. The combination with a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, said base portion being of the character of a clip adapted to be slipped over an edge of said folder with a torsional portion thereof extending from said upright portion, and a display of sheet material, said upright portion being adapted to have said display re- 5o movably secured thereto, said torsional portion twisting under the influence of swinging movement applied to said upright portion and display with said torsional portion as axis to permit said upright portion and display to be positioned between folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said upright portion and display to pivot back to their original upright position upon opening of said folds.

8. The combination with a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, and a display sheet having a crease providing a base portion and an upright portion, said wire base portion being of the character of a clip adapted to removably secure said sheet base portion to a folder fold with a torsional portion thereof extending from said wire upright portion in registry with said crease, said wire upright portion having a portion of the character of a clip adapted to have said sheet upright portion removably secured thereto, said torsional portion twisting under the influence of swinging movement applied to said wire and sheet wire upright portions to permit the latter to be positioned between folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said wire and sheet upright portions to swing back to their original upright position upon opening of said folds.

9. The combination of a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folder and an upright portion to extend away from said folder when unfolded, and a display sheet having a crease providing a base portion and an upright portion, said wire base portion comprising a torsional portion extending from said wire upright portion and a pin portion adapted to removably secure said sheet base portion to a folder 0o fold with said torsional portion adjacent said crease, said wire upright portion being adapted to have said sheet upright portion removably secured thereto, said torsional portion twisting under the influence of swinging movement applied j5 to said wire and sheet upright portions to permit the latter to be positioned within folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said wire and sheet upC3 right portions to swing back to their original upright position upon opening said folds.

10. The combination with a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folder "5 and an upright portion to extend away from said folder when unfolded, and a display sheet having a crease providing a base portion and an upright portion, said wire base portion comprising a torsional portion extending from said wire upright portion and a pin portion adapted to removably secure said sheet base portion to a folder fold with said torsional portion in registry with said crease, said sheet base portion having a linear indication along which said pin portion is pinned, said wire upright portion being adapted to have said sheet upright portion removably secured thereto, said torsional portion twisting under the influence of swinging movement applied to said wire and sheet upright portions to permit the latter to be positioned between folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said wire and sheet upright portions to swing back to their original upright position upon opening said folds.

11. The combination with a folder of sheet material, of a wire bent to form a base portion to extend in close relationship with said folds and an upright portion to extend away from said folds when unfolded, and a display sheet having a crease providing a base portion and an upright portion, said wire base portion being of the character of a clip adapted to removably secure said sheet base portion to a folder fold with a torsional portion thereof extending from said wire upright portion in registry with said crease, said sheet upright portion being secured to said wire upright portion, said torsional portion twisting under the influence of swinging movement applied to said wire and sheet upright portions to permit the latter to be positioned within folder folds without subjecting the wire bends to strain affecting their character, said torsional portion untwisting thereby causing said wire and sheet35 upright portions to swing back to their original upright position upon opening said folds.

WALTER W. HOKE.