To efficiently increase the luminance of light illuminating article dummys in an article dummy electric lighting system of an automatic vending machine.

An article dummy electric lighting system 10 has a hollow stage 16 provided sideward to an instrument panel 14 viewed from outside through a display window 12, an article dummy 21 is fitted to the front 16A of the hollow stage 16, and the article dummy 21 is lit by a fluorescent tube 18 in the stage 16. At this time, the light of the fluorescent tube 18 is efficiently converged on the article dummy 21 by a reflecting plate 22 arranged behind the fluorescent tube 18 to light up the article dummy with high luminance. In order that the reflection angle of the reflecting plate 22 can be freely adjusted, the instrument panel 14 is provided with a relief hole 24 so that when the angle of the reflecting plate 22 is adjusted, no interference with is caused.