To provide a merchandise selecting/displaying device for an automatic ticket selling machine for easily changing the merchandise menu display of the ticket selling machine, and for shortening the depth dimension of the ticket selling machine itself by making it unnecessary to set fluorescent lights which used to be necessary according to the number of the display columns of push buttons.

At least either a merchandise selecting push button (5) or a display member constituted of a translucent member disposed on a front panel 3 of a ticket selling machine main body 1 is noticed with codes or characters (5a) constituted of a plurality of hues, and light emitting members (10) (12) constituted of a plurality of hues matched with the hues of the codes or characters are disposed in the neighborhood of the push button or display member, and the hues of the light emitting member are switched so that the code or character in the same color as that of the lighted color of the light emitting member of the push button or display part can be shielded, and that another code or character can be revealed.