that is interiorly provided with a circuit board 102 having conventional elements as seen in circuit 103 in fig1 but which will be encased within the frame to supply electrical power therefore to the several lights 52 and additionally provide a slot 104 see also fig1 for the reception of advertising card 105 where desired the frame 101 may be constituted by separate halves 106 and 106a which can be secured together by male female connectors 107 108 by screws or by other means frame half 106a can be integral with body 137 card 105 is designed to slip into end slot 109 which can be similar to slot 71 in fig1 b a tag 110 may be one of several provided the same incorporating an aperture 111 which receives a hook shaped pin 112 this pin proceeds through apertures 113 and 114 of ears 115 protruding outwardly on both sides of the frame accordingly pin 112 is operative not only to support 34 special 34 or other tags for promotional purposes but also releasably secures the card 105 within the frame of the advertising display device the shelf 98 in fig1 is provided with channel edge molding 97a corresponding to channel molding 97 in fig1 fig1 and 16a illustrate that the embodiment introduced by fig1 includes a fixed securement member 116 and also a sliding securement member 117 the sliding securement member 117 includes a central aperture 118 having a threaded metal insert 119 that receives adjustment screw 120 access to adjustment screw 120 is had through the bore or aperture 118 by an elongated screw driver allen wrench fitting or the like channel edge molding.