This invention provides an illumination device capable of producing large animated displays using glowing neon or other noble gases without the need for a source of high voltage as is required in normal neon signs. By means of large numbers of electrode pairs (7A, 7A), gas discharge across the gas passage (3) rather than along the gas passage (3) enables low voltages to excite the glowing gas discharge while still givig the appearance of the continuous discharge seen in normal neon signs. The use of mixtures of luminescent phosphors of different luminescent decay times allows the hue of the illumination device to be electrically controlled by means of the frequency with which the discharge is excited. The controlled, sequential activation of any given electrode pair (7A, 7A) further allows the illumination device to give the appearance of animation, and the use of front and rear mirrors (10, 10) enables an infinite series of multiple, animated, illuminated images to be displayed. The simultaneous use of controlled illumination sequence and illumination frequency allows the display to achieve the appearance of sequential, smoothly continuous waves of different color hues sweeping across an animated display.