Advertising sign media is made of netting material, such as woven shade cloth of high density polyethylene, which is adapted to provide a high light reflecting front surface and a low light reflecting rear surface. The front surface has advertising text and/or graphics applied thereon. The relative light transmitting properties of the surfaces is such that the front surface is substantially non- transparent to viewers on the front side and the rear surface is substantially transparent to viewers on the rear side. The netting material has at least 50% light transmitting properties at its rear surface, and less than 50% light transmitting properties at its front surface. The high light reflecting front surface is produced by applying a thin layer of white paint or other light coloured coating or dye thereon by means of screen printing, screen writing, sign writing, pressure sensitive films, spraying, digital printing, brushing, air brushing, or use of crystal image technology or computer cut lettering. The low light reflecting rear surface is produced by applying a thin layer of dark coloured paint, film, additive or dye thereon.