A display system is used to securely and tautly mount a readily changeable advertising display face. The display system comprises a frame that defines a support structure, and a display face removably attached to the support structure. The support structure is adapted to be fixedly mounted to a wall of a building, or a sidewalk, or the like. The support structure and display face have a plurality of interengageable fasteners, e.g., snap members. The display face can thereby be easily attached to and detached from the support structure while hiding the body of the support structure from sight.