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An Illuminating Idea
Advertisers and retailers in America have been harnessing the appeal and power of light since the early 1900s, when the first electric billboards appeared in cities throughout the United States. As the technology becomes more advanced (from the neon signs of yesteryear to the Sony Jumbotrons of today) and cheaper to create and install, consumers will see more electronic signage in the out-of-home advertising market. And this won’t be limited to the great outdoors. LCD screens and animated light displays have already found their way into shopping malls, airports and even the local Borders book store.
“Lighting in general is just becoming huge now,” says Steve Pendlebury, president and COO of Electro-LuminX Lighting Corp., Camarillo, Calif. Electro-LuminX manufactures light displays and the company’s patented LightTape was featured prominently during this year’s Super Bowl half-time show where it was used to outline the uniforms of the Florida A&M University marching band. “It’s going to be a booming industry because if something is lit, you get higher sales and if something is lit and animated the sales will be even higher.”
To see examples of new lighting technology used in marketing, go to http://www.youtube.com/watch?v=ftUnAzX8VK4 and http://www.youtube.com/watch?v=oVFzOroqTlY or just click on the arrow in the still images below.