A luminous advertisement assembly includes a side wall, a transparent and/or translucent front plate and a profiled connecting element. The profiled connecting element has a first connecting region to which the front plate is fixed, and a second connecting region to which the side wall is fixed. The first connecting region is configured as a receptacle having a first leg and a second leg between which the front plate is received. A latching hook is disposed on the first leg and is configured to fix the front plate in the receptacle. A recess is disposed in the front plate, and the latching hook of the profiled connecting element engages in the recess of the front plate.