PURPOSE: To make the advertised subject suddenly appear in a thing which looks like a mirror at a glance and to improve the effect of publicity and advertisement by intermittently illuminating an advertised subject which is laid in a box where a half mirror is attached on a front surface.

CONSTITUTION: The advertised subject 3 laid in the box 1 where the half mirror 2 is attached on the front surface is illuminated by an illumination 4. The illumination 4 repeats flickering by a switch 5. Consequently, when light is not in the box it looks like just the mirror and when the advertised subject is illuminated by the illumination the advertised subject can be seen from the outside of the box. The thing which emits the light and flickers by itself on the part of a signboard and goods like a neon sign and television, etc., the thing which is obtained by attaching the translucent advertised substance to an inside surface of the mirror 2 and which is illuminated by a flickering illumination from the inside of the box, and the thing in which a partition is provided in the box and whose only one part is illuminated by the flickering illumination can be taken as the advertised subjects.