Billboard Evaluation

12
In what ways does my billboard poster use, develop or challenge forms and conventions of real media products?

Transcript of Billboard Evaluation

In what ways does my

billboard poster use,

develop or challenge

forms and conventions

of real media

products?

RECAP

1. Mass Media Content

2. Opinion

Leader

3. Less active

audience socially linked

with opinion leader

TWO STEP FLOW

TWO STEP FLOW

My billboard poster audience is called the tertiary audience

that are first exposed to the first product in the cohesive

campaign, this may create passing trade from passers by

meaning that those who see the product may like it and

buy it to try it out. My magazine’s audience would be the

opinion leaders who create their own view of the magazine

as they have detailed knowledge of it, this would include

the ideologies, e.g. its upper middle class bias, and these

opinion leaders promote these ideologies. These

messages are infiltrated through word of mouth as the

opinion leaders socialise with a bigger, more passive

audience. These people also begin to think the same

message as the opinion leader and there would be a

bigger audience thinking that the poster looked cultural.

TWO STEP FLOW

The benefit of this is the attraction of the rural

living and upper middle class ideologies and

people who live rurally or aspire to be, will be

attracted to the magazine. Also this will create a

bigger brand identity for my magazine. People

who first read it will socialise with others and

pass on these ideologies to a more passive

audience.

RECEPTION ANALYSIS

When applying Morley’s reception analysis I can

see that there are people that take preferred or

negotiated readings from the magazine. This is

because my audience is more sophisticated and

more active, they are in charge of what they

think and do not naturally take in the subtle

messages that are injected by the media.

However, this is why the links to the region play

an important part on the reader’s loyalties and

hopefully prevent an oppositional reading. I

have tried to avoid people getting an

oppositional reading from the magazine as then

they are less likely to read the magazine.

MASLOW’S HIERARCHY OF NEEDS

The tertiary audience who pass the billboard

poster do not relate to the content will not have

the traits of self esteem, etc, they would be in

the ‘seeking love and belonging’ category. My

magazine relates to those who have the traits of

the Self-actualisation category - these people

will be more sophisticated and wealthy an. The

tertiary audience interested in seeking love will

like this billboard poster as the promise of

belonging to a village community is used on the

sign as a tagline.

Billboard conventions• Unfortunately it is very unconventional for a regional magazine to

advertise using billboard posters, however using the conventions of

generalised billboard posters I was able to create my own

• By doing this I am creating a unique selling point for the magazine

which reaches out to a wider audience.

• by doing this I am developing conventions of a regional magazine

because they do not use billboard posters to promote their

magazine and I have.

• However, the rural reflection the poster has of Leicester will not

apply in urban areas. This means there may be a struggle in

advertising as it is targeting the wrong audience. I could overcome

this by using a minimal budget on the billboard, in reality, as I feel

other forms of marketing would be more successful.

Billboard conventions

eye catching

minimalistic

colourful

big

BOLD

focal point

graphics

white background

white, black +1/2 other colours

social media/website references

Billboard conventionsThe bird in the middle of the page catches the eye of those walking

past, people can immediately discover the rural theme to the

magazine and those who enjoy watching birds know that this

magazine will include various countryside topics.

I have not followed the convention of minimalism as I believe this is

more associated with the urban society who live in crisp clean white

furnished houses, whereas my audience will be living in more

traditional places and this billboard poster attracts that audience.

I have continued my house style through to the poster - white,

black, green and blue. This creates a bigger brand identity as the

colours will be prominent in the magazine and they link directly to

the natural colours around us in the world

The focal image on this poster is the village sign which is very big and

bold. It catches the eye of those walking past whilst also showing them

images of well-known places in Leicestershire. This follows the

conventions of a poster being big, bold and having a focal image that

attracts those who are interested in visiting the places in the images.

The title is also very bold and uses a font that is used in the magazine

which links the two together. The font is big enough for drivers to see

and remember so even if they do not fully look at the poster they can

easily search for ‘Leicestershire Living’.

At the bottom of the village sign it shows where the magazine is

available at, so if passers by see the poster they

can easily find out where to go to get the magazine.

Billboard conventions