Billboards: a very dated form of advertising. But, surprisingly enough, billboards are still present all over the country. These huge signs are usually located on highways and freeways, which raises some questions about what the advertisers are thinking. I notice one fault in their reasoning. Basically, their idea progression is as follows: If people notice our sign, they will be interested in our product/service; if they are interested in our product/service, they will be more likely to purchase our product/service; therefore, if people notice our sign, they will be more likely to purchase our product/service. In this sense, all the advertisers have to do is create a sign that gets enough attention to make people notice it. That's why billboards are so eye-catching. But the flaw in reasoning is this: will the billboard, once noticed, actually make any impression on a person. I think it wouldn't. People are supposed to pay attention to the road when driving, especially on a freeway. So advertisers are already creating a faulty campaign. But we only really absorb five to ten media messages a day, so for the most part there is also a flaw in the first part of the syllogism. Even if people notice the sign, it may not stay with them.
All types of advertising techniques are used on billboards. But mainly, only one technique is focused on to transfer a message quickly (you're on the road, for heaven's sake). Facts and figures can be used with a big number, or statistic jumping out at you.Gestalt with odd, intense colors, or a questionable image. Perhaps testimonial is used with a recognizable celebrity. Either way, billboards can't be too complex. You only see them for a fraction of a second, and don't have time to decipher them.
For the most part, I think we should do away with billboards. They are a potential distraction, and are becoming meaningless with the introduction of more-effective forms of advertising. They don't put people to work, they are an eyesore, they are gradually taking up more and more space. So why don't we do ourselves a favor and just get rid of them. Well, maybe not. I'm am completely against corporations and large companies using them to their benefit. I could, however, support the use of billboards by small businesses, to help them gain traction in a cut-throat economy. People on the road should be aware of local businesses, so they have a better chance to support them if needed. But already-thriving conglomerates? I don't think so.
Is that a real billboard in the picture? if it is, I doubt McDonald's paid for it. If I saw that commercial I would not want to go to McDonald's. There's a deformed clown and alien on the billboard while Ronald McDonald is force feeding an obese child. More than likely, this ad was paid for by an organization that wants people to cut back on fast food. The target audience would be middle aged people. "To Serve Man" was an episode of The Twilight Zone where the aliens come to Earth to feed on humans. While many young people would not get the reference, many of the middle aged people would as The Twilight Zone was insanely popular during their youth. Whatever organization that paid for it did a good job in trying to detract people from McDonald's.
ReplyDeleteIt was made by a well-known street artist.
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