Led electronic signboard and drive chip embedded therein

PURPOSE: An LED electronic display board and a driving chip embedded in the LED electronic display board reduce current consumption by including the driving chip controlling a unit module, where LEDs are connected in series, with one route. CONSTITUTION: A driving chip (20) controls the flash of an LED module (10). A power supply unit (30) supplies power to the LED module and the driving chip. The LED module is made up of multiple unit modules formed by connecting a predetermined number of LEDs in series. The driving chip includes multiple driving pins (21) connected to multiple nodes, respectively. The driving pin makes a current provided to the unit module from the power supply unit flow in a bypass route formed by the LED or a switch device. [Reference numerals] (23) Flash control unit; (25) Luminance control unit; (30) Power supply unit; (40) Flash information providing unit; (50) Luminance information providing unit