Appeal No. 2005-2268 Page 13
Application No. 09/976,683
2. Obviousness Determination
"Having determined what subject matter is being claimed, the next inquiry is
whether the subject matter would have been obvious." Massingill, at *3. The question
of obviousness is "based on underlying factual determinations including . . . what th[e]
prior art teaches explicitly and inherently. . . ." In re Zurko, 258 F.3d 1379, 1383, 59
USPQ2d 1693, 1696 (Fed. Cir. 2001) (citing Graham v. John Deere Co., 383 U.S. 1, 17-
18, 148 USPQ 459, 467 (1966); In re Dembiczak, 175 F.3d 994, 998, 50 USPQ 1614,
1616 (Fed. Cir. 1999); In re Napier, 55 F.3d 610, 613, 34 USPQ2d 1782, 1784 (Fed.
Cir. 1995)). "'A prima facie case of obviousness is established when the teachings from
the prior art itself would appear to have suggested the claimed subject matter to a
person of ordinary skill in the art.'" In re Bell, 991 F.2d 781, 783, 26 USPQ2d 1529,
1531 (Fed. Cir. 1993) (quoting In re Rinehart, 531 F.2d 1048, 1051, 189 USPQ 143,
147 (CCPA 1976)).
Here, because White's display shows a promotional program in its advertising
mode, and a promotional program would have large enough to be noticed by passersby,
we find that teachings from the prior art would appear to have suggested showing
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