DETAILED DESCRIPTION OF PREFERRED EMBODIMENT Referring to the drawing in detail, the numeral 20 generally denotes a sign in which the principles and teachings of the present invention are incorporated. That sign has sixteen display modules which are disposed in edge-to-edge relation to constitute the front of that sign; and it has an additional sixteen display modules, not shown, which are disposed in edge-to-edge relation to constitute the rear of that sign. One of those display modules is generally denoted by the numeral 22; and it has sockets 24 which are secured to, and which extend forwardly from, the front surface thereof. Reflectors 26 are secured to, and extend forwardly beyond, those sockets; and incandescent lamps are mounted within those sockets and reflectors. In the preferred embodiment of the present invention, twenty-eight sockets, reflectors and lamps are mounted on the front of display module 22; and they are arranged in seven vertically-spaced rows with four columns in each row. The sixteen display modules which constitute the front of the sign 20 coact to provide seven vertically-spaced rows of lamps that are arranged in sixty-four columns; and the sixteen display modules, not shown, which constitute the rear of that sign also provide seven vertically-spaced rows of lamps that are arranged in sixty-four columns. If desired, a sign could be constructed which had more, or fewer, than sixteen display modules for the front thereof; and that sign should have the same number of display modules for the rear thereof. Further, if desired, a one-sided sign could be constructed which had more, or fewer, than sixteen display modules for its one side. The numeral 30 denotes two elongated reinforcing members which are secured to the rear face of the display module 22; and those members stiffen and reinforce that module. Pin-type male connectors 32, 34 and 36 are secured to, and extend rearwardly from, the display module 22; and a female connector 38 also is secured to, and extends rearwardly from, that module
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