U.S. patent application number 11/511753 was filed with the patent office on 2006-12-28 for advertising method for dynamic billboards.
Invention is credited to Jeffrey J. Vaitekunas, James W. Wampler, Scott D. Wampler.
Application Number | 20060290592 11/511753 |
Document ID | / |
Family ID | 26870741 |
Filed Date | 2006-12-28 |
United States Patent
Application |
20060290592 |
Kind Code |
A1 |
Wampler; James W. ; et
al. |
December 28, 2006 |
Advertising method for dynamic billboards
Abstract
An advertising billboard comprises a server and a display
controller adapted to receive, store, and display dynamic-content
from a server. At least one content display unit is in
communication with the display controller, wherein the content
display unit visually displays the information from the
dynamic-content. The display controller may be adapted to receive,
store, and display dynamic-content from a plurality of servers,
wherein the display controller comprises a hierarchical control
scheme, the hierarchical control scheme adapted to select
dynamic-content from one server of the plurality of servers for
display on the content display unit. The advertising billboard
device may also comprise a plurality of display controllers in
communication with a plurality of content display units, each
display controller from the plurality of display controllers having
a type identifier, wherein each of the display controllers selects
dynamic-content for display on its content display unit as a
function of the type identifier.
Inventors: |
Wampler; James W.;
(Zephyrhills, FL) ; Wampler; Scott D.; (West
Chester, OH) ; Vaitekunas; Jeffrey J.; (West Chester,
OH) |
Correspondence
Address: |
FROST BROWN TODD, LLC
2200 PNC CENTER
201 E. FIFTH STREET
CINCINNATI
OH
45202
US
|
Family ID: |
26870741 |
Appl. No.: |
11/511753 |
Filed: |
August 28, 2006 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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10174972 |
Jun 19, 2002 |
7098870 |
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11511753 |
Aug 28, 2006 |
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10174231 |
Jun 19, 2002 |
7098869 |
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11511753 |
Aug 28, 2006 |
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11460501 |
Jul 27, 2006 |
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11511753 |
Aug 28, 2006 |
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10175057 |
Jun 19, 2002 |
7015875 |
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11460501 |
Jul 27, 2006 |
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10175167 |
Jun 19, 2002 |
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11511753 |
Aug 28, 2006 |
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60302118 |
Jun 29, 2001 |
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60302119 |
Jun 29, 2001 |
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60302093 |
Jun 29, 2001 |
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60329808 |
Oct 16, 2001 |
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Current U.S.
Class: |
345/2.1 |
Current CPC
Class: |
G06F 3/1438 20130101;
G09F 27/00 20130101; G06Q 30/02 20130101; G09F 9/30 20130101 |
Class at
Publication: |
345/002.1 |
International
Class: |
G09G 5/00 20060101
G09G005/00 |
Claims
1. A method of billboard advertising comprising the steps of: A)
providing a passive content display unit; B) providing a display
controller, wherein said display controller is adapted to receive,
store, and provide dynamic-content for said content display unit;
C) providing a server, wherein said server is adapted to send
dynamic-content to said display controller; and D) displaying
dynamic-content on said content display unit.
2. The method of claim 1 further comprising the steps of: E)
providing a plurality of content display units, each having a
display controller; F) identifying each content display unit of
said plurality of content display units with a characteristic; and
G) displaying dynamic-content on each of said plurality of content
display units wherein said dynamic-content is different for each
said characteristic.
3. The method of claim 2 further comprising the steps of: H)
providing a clock indicating a time; I) storing a plurality of
dynamic-contents; and J) changing the dynamic-content displayed on
one said content display unit from a first stored dynamic-content
to a second stored dynamic-content at a first time.
4. The method of claim 3 further comprising the steps of: K)
providing a plurality of servers; and L) providing a hierarchy to
at least one said display controller, said hierarchy used to select
one server from said plurality of servers for dynamic-content to
display by said display controller.
5. The method of claim 3 further comprising the steps of: M)
providing a camera, said camera in viewing proximity to one of said
content display units; and N) taking a picture of said one content
display units with said camera.
6. The method of claim 3 wherein said passive content display unit
comprises GYRICON.
7. The method of claim 3 wherein said passive content display unit
comprises E-INK.
8. A method of billboard advertising comprising the steps of: A)
providing a passive content display unit; B) providing a display
controller, wherein said display controller is adapted to receive,
store, and provide dynamic-content for said content display unit;
C) providing a server, wherein said server is adapted to send
dynamic-content to said display controller; D) displaying
dynamic-content on said content display unit; E) providing a clock
indicating a time; F) storing a plurality of dynamic-contents; and
G) changing the dynamic-content displayed on one said content
display unit from a first stored dynamic-content to a second stored
dynamic-content at a first time.
9. The method of claim 8 further comprising the steps of: H)
providing a camera, said camera in viewing proximity to said
passive content display unit; and I) taking a picture of said
passive content display unit with said camera.
10. The method of claim 8 wherein said passive content display unit
comprises GYRICON.
11. The method of claim 8 wherein said passive content display unit
comprises E-INK.
12. A method for billboard advertising comprising the steps of: A)
providing an advertising system, wherein said advertising system
comprises: at least one server; at least one display controller,
wherein said at least one display controller is adapted to receive,
store, and display dynamic-content from said at least one server;
and at least one content display unit in communication with said at
least one display controller, wherein said at least one content
display unit visually displays the information from said
dynamic-content; B) receiving advertising information from an
advertiser; C) communicating said advertising information as
dynamic-content from said at least one server to said at least one
display controller; and D) displaying said advertising information
on said at least one content display unit.
13. The method of claim 12 further comprising the step of: E)
segmenting a plurality of content display units into a plurality of
groups, each group from said plurality of groups identified with a
characteristic.
14. The method of claim 13 further comprising the step of: F)
selecting a group from said plurality of groups to display
dynamic-content on said plurality of content display units having
said group characteristic.
15. The method of claim 13 wherein in step D, said displaying step
is divided into a plurality of time segments, wherein a first
advertisement is displayed during a first time segment and a second
advertisement is displayed during a second time segment.
16. The method of claim 14 wherein in step D, said displaying step
is divided into a plurality of time segments, wherein a first
advertisement is displayed during a first time segment and a second
advertisement is displayed during a second time segment.
17. The method of claim 14 wherein in step A, a plurality of
servers are provided, said method further comprising the steps of:
G) selecting a hierarchy, said hierarchy defining a prioritization
of said plurality of servers to at least one of said display
controllers such that said at least one display controller selects
one server from said plurality of servers.
18. The method of claim 15 wherein in step A, a plurality of
servers are provided, said method further comprising the steps of:
G) selecting a hierarchy, said hierarchy defining a prioritization
of said plurality of servers to at least one of said display
controllers such that said at least one display controller selects
one server from said plurality of servers.
19. The method of claim 16 wherein in step A, a plurality of
servers are provided, said method further comprising the steps of:
G) selecting a hierarchy, said hierarchy defining a prioritization
of said plurality of servers to at least one of said display
controllers such that said at least one display controller selects
one server from said plurality of servers.
20. The method of claim 16 wherein said passive content display
unit comprises GYRICON.
Description
[0001] This application is a continuation of U.S. non-provisional
application Ser. No. 10/174,972, filed Jun. 19, 2002, which is
related to, and claims the benefit of, U.S. provisional application
Ser. No. 60/302,118, filed Jun. 29, 2001. This application is also
a continuation of U.S. non-provisional application Ser. No.
10/174,231, filed Jun. 19, 2002, which is related to, and claims
the benefit of, U.S. provisional application Ser. No. 60/302,119,
filed Jun. 29, 2001. This application is also a continuation of
U.S. non-provisional application Ser. No. 11/460,501, filed Jul.
27, 2006, which is a continuation of U.S. non-provisional
application Ser. No. 10/175,057, filed Jun. 19, 2002, which is
related to, and claims the benefit of, U.S. provisional application
Ser. No. 60/302,093, filed Jun. 29, 2001. This application is also
a continuation of U.S. non-provisional application Ser. No.
10/175,167, filed Jun. 19, 2002, which is related to, and claims
the benefit of, U.S. provisional application Ser. No. 60/329,808,
filed Oct. 16, 2001. The disclosures of each and every one of the
foregoing applications is hereby incorporated by reference
herein.
FIELD OF THE INVENTION
[0002] The present invention relates, in general, to advertising
methods for billboard devices and, more particularly, to
advertising methods for billboards capable of dynamic-content
display.
BACKGROUND OF THE INVENTION
[0003] Billboards are used to display various messages typically
consisting of a combination of text and graphics. Traditionally,
the message has been provided by way of fixed sheets that are
pasted to a backing. This traditional approach suffers from the
inability to quickly change the displayed message since it requires
the use of a crew to change the message. Electronic billboards
provide the advantage in that it is easier to change the displayed
message. Electronic billboards include the dot matrix type
utilizing many individual bulbs. Within stadiums, arenas and
auditoriums there presently are electronic dot matrix display
devices used for instant replays, advertising and customer
information. While these electronic billboards are easily changed,
they are difficult to manage and often require significant support
resources to coordinate billboard content.
[0004] Loban et al. disclose a video billboard including a remote
computer control with radio communications to the billboard display
in U.S. Pat. No. 5,612,741 ('741). The '741 patent discloses that
display information is communicated from a master computer to a
receiver in the billboard housing which, in turn, controls the
light valve display of the '741 invention. Commands may also be
communicated via shared or dedicated landlines. The '741 billboard
is capable of providing complex video graphics with high contrast
ratios. It can provide message changes on command through landline,
cellular phone, satellite relay or other wireless communication
links. Within the commercial advertising billboard industry it will
allow the use of computer video control to change graphics easily
and quickly, as desired. Advertisements, public service
announcements or traffic conditions can be displayed in near real
time from remote locations since images can be downloaded via the
communication links and displayed at pre-programmed time slots, if
desired.
[0005] Gofman et al. disclose a system and method for serving local
and global media content in PCT publication WO 00/52935 ('52935).
The '52935 publication discloses a system and method for combining
broadcast media content with additional content at a local site
according to at least one locally determined characteristic of the
audience to which the combined content is served. The '52935
publication discloses a template containing information concerning
the type of data objects to be displayed, their size and location
on the display, as well as the timing of display and transitions to
the display, such that the template describes how to process and
display the data.
[0006] New display materials are being developed that have the
potential to expand advertising billboard technology, such as, for
example, GYRICON a trade name of Xerox Corporation, Palo Alto
Research Center, Palo Alto Calif. These new materials have the
potential to expand the capabilities of billboard displays. Another
new material for displays is E-INK, a trade name of E Ink
Corporation 733 Concord Avenue, Cambridge, Mass. GYRICON technology
is disclosed, for example, in U.S. Pat. No. 4,126,854. E-INK
technology is disclosed, for example, in U.S. Pat. No.
6,120,588.
[0007] Although significant improvements are expanding the
capabilities of billboard displays, as the capabilities expand the
effort necessary to control the displays is expanding concurrently.
It would therefore be advantageous to provide an improved method of
billboard advertising that reduces the effort necessary to manage
dynamic billboard displays. It would further be advantageous to
provide an advertising device that easily controls multiple
combinations of content display units. It would also be
advantageous to provide easily manageable dynamic-content display.
It would further be advantageous to provide a system capable of
time shared display output from a hierarchical control
structure.
SUMMARY OF THE INVENTION
[0008] A method for billboard advertising is disclosed. An
advertising billboard device for use with the present invention
comprises a display controller adapted to receive and display
dynamic-content. At least one content display unit is in
communication with the display controller, wherein the content
display unit visually displays the information from the
dynamic-content. The advertising billboard display controller may
also comprise a timing means, the display controller altering the
visual display of the content display unit as a function of a
signal from the timing means. The display controller may be adapted
to receive, store, and display dynamic-content from a plurality of
servers, wherein the display controller comprises a hierarchical
control scheme, the hierarchical control scheme adapted to select
dynamic-content from one server of the plurality of servers for
display on the content display unit. The advertising billboard
device may also comprise a plurality of display controllers in
communication with a plurality of content display unit devices,
each display controller from the plurality of display controllers
having a type identifier, wherein each of the display controllers
selects dynamic-content for display on its content display unit as
a function of the type identifier. An advertising system in
accordance with the present invention may also include a camera
located in viewing proximity to the content display unit, capable
of providing an image of the content display unit.
[0009] A method for billboard advertising in accordance with the
present invention may include some or all of the following steps:
[0010] A) providing an advertising system, wherein the advertising
system comprises: [0011] at least one server; [0012] at least one
display controller, wherein the display controller is adapted to
receive and display dynamic-content from the server; and [0013] at
least one content display unit in communication with the display
controller, wherein the content display unit visually displays the
information from the dynamic-content; [0014] B) receiving
advertising information from an advertiser; [0015] C) communicating
the advertising information as dynamic-content from the server to
the display controller; [0016] D) displaying the advertising
information on the content display unit. In step D, the displaying
step may be divided into a plurality of time segments, allowing the
step of: displaying a first advertisement during a first time
segment and displaying a second advertisement during a second time
segment. [0017] E) segmenting a plurality of content display units
into a plurality of groups, each group from the plurality of groups
identified with a characteristic; [0018] F) selecting a group from
the plurality of groups to display dynamic-content on the plurality
of content display units having the group characteristic. In step
A, a plurality of servers may be provided, and the method may
further comprise: [0019] G) selecting a hierarchy, the hierarchy
defining a prioritization of the plurality of servers to at least
one of the display controllers such that the display controller
selects one server from the plurality of servers.
BRIEF DESCRIPTION OF THE DRAWINGS
[0020] The novel features of the invention are set forth with
particularity in the appended claims. The invention itself,
however, both as to organization and methods of operation, together
with further objects and advantages thereof, may best be understood
by reference to the following description, taken in conjunction
with the accompanying drawings in which:
[0021] FIG. 1 is a block diagram of an advertising billboard system
in accordance with the present invention;
[0022] FIG. 2 is a block diagram of an advertising billboard system
including a plurality of content display units in accordance with
the present invention;
[0023] FIG. 3 is a block diagram of an advertising billboard device
in accordance with the present invention;
[0024] FIG. 4 is a block diagram of an advertising billboard system
with a hierarchical control in accordance with the present
invention; and
[0025] FIG. 5 is a flow chart illustrating a method of billboard
advertising in accordance with the present invention.
DETAILED DESCRIPTION OF THE INVENTION
[0026] The present invention relates, in general, to advertising
methods for billboard devices and, more particularly, to
advertising methods for billboards capable of dynamic-content
display.
[0027] Content-display units are herein defined to include any
visual display or portion of display capable of displaying
information from dynamic-content such as, for example, video
billboards, GYRICON, E-Ink, computer monitors, shopping mall
kiosks, stadium displays, personal digital assistants,
movie-theater screens, video projectors, and cellular phone
displays. Content display units are divided into two types, active
content-display units and passive content-display units. Active
content-display units are displays that only display
dynamic-content when they are actively being addressed or written
on, such as, for example, computer monitors, movie-theater screens,
and L.E.D. displays. Passive content-display units are displays
that, when not being actively written to or addressed, retain a
viewable image such as, for example, GYRICON and E-INK.
[0028] A suitable material for a passive content-display media
would be, for example, SMARTPAPER (Trademark of Gyricon Inc. Palo
Alto, Calif.) technology using an array of tiny (100 micron
diameter or smaller) solid beads with one hemisphere of each bead
one color (e.g. white) and the other a different color (e.g.
black). These beads are embedded in a flexible plastic sheet in
small cavities surrounded by a liquid. Each bead carries an
electrical charge. When an external electric field is applied the
bead rotates or gyrates. Adhesive forces between each bead and
cavity wall require an electrical threshold be exceeded before it
will rotate. This makes an image electrically "printed" onto the
material stable and unchanging until "erased" by another
transmission. Electrical signals can be applied to the SMARTPAPER
sheets through fixed surface electrodes or a moving stylus. A
networked programmable sign will run for up to 2 years on 3 AA
batteries, with the power almost completely used by the
communications and processing systems. SMARTPAPER itself requires
just a capacitance or voltage (about 100 volts), not a power
current. Unlike other types of electronic displays, SMARTPAPER has
a wide viewing angle identical to traditional printed signs. This
allows SMARTPAPER to be viewed like paper, from all angles and
without added backlighting. Images can currently be displayed on
SMARTPAPER with resolution over 100 dpi. Applying electrical fields
to the display surface changes the image on SMARTPAPER. For
purposes herein, GYRICON and SMARTPAPER are synonymous.
[0029] Dynamic-content is herein defined as information or data to
be visually displayed that is updatable or changeable by electronic
control such as, for example, pixel data from a digitized image,
analog beam modulation information for a cathode ray tube (CRT),
streaming video over a network, and ASCII character codes.
[0030] FIG. 1 is a block diagram of an advertising billboard system
20 in accordance with the present invention. Advertising billboard
system 20 comprises a server 40 and a display controller 30 adapted
to receive, store, and display a dynamic-content from the server
40. Display controller 30 includes at least one content display
unit 25, a receiver 36, storage means 33, and may include a timing
means 31. Dynamic-content is transmitted from server 40 on a
transmission path 45, through transmission media 50, and on
receiving path 55 to display controller 30. Transmission path 45,
transmission media 50, and receiving path 55 may be any one or
combination of data transfer such as, for example, telephone wire,
internet link, radio communication, cellular telephony, microwave
link, local area network, and satellite broadcast. Receiver 36
receives the dynamic-content where it is either stored in storage
means 33, or displayed on content display unit 25. Storage means 33
may be, for example, dynamic RAM in a computer, video tape, display
memory, and computer hard disk.
[0031] The content display unit 25 visually displays the
information from the dynamic-content. The timing means 31 may be,
for example, a clock, a Global Positioning System (GPS), timing
trigger, or other means of detecting a timing event. The display
controller 30 alters the visual display of the content display unit
25 as a function of the time or position from the timing means 31.
For example, if content display unit 25 is located near a commuter
highway visible to commuters, it may be desirable to display a
first message on content display unit 25 during commuter rush
hours, and to display a second different message on content display
unit 25 at other times.
[0032] Content-display unit 25 may be located, for example, on the
side of a semi-trailer traveling over the road within a city. It
may be desirable to display a first message whenever the
semi-trailer is within a defined area, and a second message
whenever the semi-trailer is outside of a defined area. It is
contemplated that, for example, within the boundaries of an
acceptable traveling range a first message could indicate trailer
contents, and outside the acceptable traveling range a second
message could indicate that the trailer should be stopped. As a
second example, whenever a trailer having a content-display unit 25
is within a defined distance from "JOE's", it may be desirable to
display "EAT at JOE's" on display unit 25.
[0033] FIG. 2 is a block diagram of advertising billboard system 20
including a plurality of content display units 25 in accordance
with the present invention. The advertising billboard system 20 may
also comprise a plurality of display controllers 26, 27, 28, 29 in
communication with a plurality of content display units 25, each
one from the plurality of display controllers 26, 27, 28, 29 having
a type identifier, wherein each of the display controllers 26, 27,
28, 29 selects dynamic-content for display on its content display
unit 25 as a function of its type identifier. For example, display
controller 26 may have a type identifier of highway billboard,
display controller 27 may have a type identifier of shopping mall
kiosk, display controller 28 may have a type identifier of computer
monitors on a local area network, and display controller 29 may
have a type identifier of an individuals cell phone display.
[0034] FIG. 3 is a block diagram of a content display unit 25 in
accordance with the present invention. Content display unit 25 may
display dynamic-content that changes over time such as, for
example, video, image morphing, sequential messages, or discrete
time periods of static image. FIG. 3 illustrates an example of
discrete time periods of static image. An image 81 may be displayed
on content display unit 25 during the overnight period of a day, an
image 82 may be displayed on content display unit 25 during the
morning drive-time period of a day, an image 83 may be displayed on
content display unit 25 during the afternoon drive-time period of a
day, and an image 84 may be displayed on content display unit 25
during the evening period of a day. It is also contemplated that a
content display unit 25 may include only a portion capable of
dynamic-content display, the remainder of content display unit 25
being incapable of dynamic-content display. This would be useful,
for example, for updating numeric data such as lottery numbers or
the like.
[0035] FIG. 4 is a block diagram of an advertising billboard system
20 with a hierarchical control in accordance with the present
invention. The display controller 30 may be adapted to receive,
store, and display dynamic-content from a plurality of servers
illustrated in FIG. 4 as server 40, a second server 41, and a third
server 42. Display controller 30 comprises a hierarchical control
scheme, the hierarchical control scheme adapted to select
dynamic-content from one server of the plurality of servers for
display on the content display unit 25. The hierarchical control
scheme may be prioritized or heuristic. For example, server 40 may
be a national host computer at a highest priority, second server 41
may be a regional host computer at a middle priority, and third
server 42 may be a local host computer at a low priority. Since any
or all servers may be transmitting dynamic-content at any time or
simultaneously, the hierarchical control scheme will select which
dynamic-content is displayed on content display unit 25 at any
time.
[0036] FIG. 5 is a flow chart illustrating a method 21 of billboard
advertising in accordance with the present invention. The method 21
for billboard advertising illustrated in FIG. 5 includes the
following steps: [0037] A) providing an advertising system, wherein
the advertising system comprises: [0038] at least one server;
[0039] at least one display controller, wherein the display
controller is adapted to receive, store, and display
dynamic-content from the server; and [0040] at least one content
display unit in communication with the display controller, wherein
the content display unit visually displays the information from the
dynamic-content; (illustrated as step 61) [0041] B) receiving
advertising information from an advertiser; (illustrated as step
62) [0042] C) communicating the advertising information as
dynamic-content from the server to the display controller;
(illustrated as step 63) [0043] D) displaying the advertising
information on the content display unit. (illustrated as step 64)
[0044] In step D, the displaying step may be divided into a
plurality of time segments, allowing the step of: displaying a
first advertisement during a first time segment and displaying a
second advertisement during a second time segment. (illustrated as
step 65) [0045] E) segmenting a plurality of content display units
into a plurality of groups, each group from the plurality of groups
identified with a characteristic; (illustrated as step 66) [0046]
F) selecting a group from the plurality of groups to display
dynamic-content on the plurality of content display units having
the group characteristic. (illustrated as step 67) In step A, a
plurality of servers may be provided, and the method may further
comprise: [0047] G) selecting a hierarchy, the hierarchy defining a
prioritization of the plurality of servers to at least one of the
display controllers such that the display controller selects one
server from the plurality of servers. (illustrated as step 68)
[0048] Illustrations of method steps, such as, for example, the
steps illustrated in FIG. 5, show steps sequentially and in a
particular order. There is no need to perform the steps in the
order illustrated. Deviating from the illustrated order for some or
all of the steps is contemplated by the inventor, and does not
depart from the scope of the present invention.
[0049] Each feature disclosed in this specification (including any
accompanying claims, abstract, and drawings), may be replaced by
alternative features having the same, equivalent or similar
purpose, unless expressly stated otherwise. Thus, unless expressly
stated otherwise, each feature disclosed is one example only of a
generic series of equivalent or similar features.
[0050] While preferred embodiments of the present invention have
been shown and described herein, it will be obvious to those
skilled in the art that such embodiments are provided by way of
example only. Numerous variations, changes, and substitutions will
be apparent to those skilled in the art without departing from the
invention. Accordingly, it is intended that the invention be
limited only by the spirit and scope of the appended claims.
* * * * *