PURPOSE: To make a display commodity brighter, especially at night and to improve the display effect by projecting a light beam from the upper and the lower light sources of the display commodity, providing a display printing layer by a fluorescent paint on the surface of the display commodity and irradiating this display printing layer.

CONSTITUTION: As for a display commodity 14 which has been held by a display commodity mounting bracket 8, a display printing layer 14a by a fluorescent paint of the surface of the display commodity emits light by a projection of an illuminating lamp 13a installed in the lower part of a display commodity receiving plate 11 and a projection of an illuminating lamp 13 installed in the upper part of the display commodity 14. In such a way, by providing the light source 13a provided on the lower part of the commodity receiving plate 11, the display commodity 14 having the printing layer 14a by the fluorescent paint on the surface, and the light source 13 provided on the upper face of the display commodity 14, the display printing layer 14a by the fluorescent paint on the surface emits a fluorescence, and especially, the visibility at night is improved.