The phi phenomenon explains the illusion of movement that is created when two or more adjacent lights blink on and off in quick succession. An example of the phi phenomenon in action is the light up Santa and his reindeer that is commonly seen during the holiday season.
http://cpc.farnell.com/unbranded/li111136/waving-santa-ropelight-86cm/dp/LP06239
Here you can see the outlines of Santa's waving arm. When the lights flash in quick succession, it appears that his arm is moving.
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