Ancillary 2: Billboard

Existing product analysis:

Billboard Conventions

A billboard is a large advertising structure, located outdoors in area with large traffic flow and high population. It is designed to capture the attention of passers by. This form of medium is a great way of subconsciously drawing the consumer in.

Layout:

• clear large image, possibly more than one
• dominant title/ slogan 
• logo 
• minimal text 
• headline is typically sectioned off; has its own space

Colour: 

• bright use of colours 
• eye catching 
• complimenting scheme
• 3-4 featured colours 

Text use:

• minimal text
• bold font type
• large, overpowering 
• black or white fonts are mostly used

Content: 

• teaser information, which encourages the reader to research further 
• relevant image 
• website link 
• subheading 
• headline 
• company logo 
• 1/2 minor images to compliment the main image

Image features:

• intriguing message 
• strong link to the product 
• underlying connotation
• feature star vehicle

Institution Research:

History of billboads:In the mid 1400s a man called Johannes Gutenberg invented a movable printing style. Also the launch of the handbill complimented this promotion of advertising. However, the lithographic process (illustrated on materials such as stone and metal) was a preferred method in the 1790s, this then became the platform of development for advertisement design and promotion. Gradually, measures were taken to ensure the publicity of posters was sustained for fixed periods of time. The locational aspects were reconsidered as Bill Posters proposed the idea of placing an advert where the influx of potential buyers is higher. The initial advertising technique began flourished in America, although it was only used to advertise small local businesses- it helped. Posters would be glued to walls or fences to notify notify the passers by that their establishments up the road sold useful items that were useful within that era. The competition created by the placing of these posters meant that businesses wanted to be seen more readily by their potential consumer. So in 1835 the large format American poster came into play. First originating in New York in an effort to advance the popularity of the circus, these designs were more than 50 square feet in size and first. In 1850, exterior advertising then moved to the side of railways, as this form of transport showed a growth it was the perfect location for adverting.

The first recorded happenings of an official billboard occurred in 1867.By 1870 there were 300 small sign- painting businesses in operation.In 1872, the International Bill Posters Association of North America was formed. The development of 1900 brought the standardised billboard structure, which was ushers in a boom of national billboard campaigns. Confident that the same ad would fit billboards from structures from all over the county, big advertisers like Kellogg, and Coca-Cola began mass-producing billboards as part of a national marketing effort. By 1912, the standardised services of billboard construction was part of the national advertisement in more urban centres throughout America. The initial advertising technique began flourished in America, although it was only used to advertise small local businesses- it helped. Posters would be glued to walls or fences to notify the passers by that their establishments up the road sold useful items that were useful within that era. The competition created by the placing of these posters meant that businesses wanted to be seen more readily by their potential consumer. So in 1835 the large format American poster came into play. First originating in New York in an effort to advance the popularity of the circus, these designs were more than 50 square feet in size and first. 

In 1850, exterior advertising then moved to the side of railways, as this form of transport showed a growth it was the perfect location for adverting.
The first recorded happenings of an official billboard occurred in 1867.
By 1870 there were 300 small sign- painting businesses in operation.
In 1872, the International Bill Posters Association of North America was formed.
The development of 1900 brought the standardised billboard structure, which was ushers in a boom of national billboard campaigns.
In 1850, exterior advertising then moved to the side of railways, as this form of transport showed a growth it was the perfect location for adverting.
The first recorded happenings of an official billboard occurred in 1867. By 1870 there were 300 small sign- painting businesses in operation. In 1872, the International Bill Posters Association of North America was formed.
The development of 1900 brought the standardised billboard structure, which was ushers in a boom of national billboard campaigns. Confident that the same ad would fit billboards from structures from all over the county, big advertisers like Kellogg, and Coca-Cola began mass-producing billboards as part of a national marketing effort. By 1912, the standardised services of billboard construction was part of the national advertisement in more urban centres throughout America.
The National Outdoor Advertising Bureau (NOAB) was formed in 1915 to serve the needs of advertising agencies and to regularly inspect billboards in the field.
In 1931 Outdoor Advertising Inc was established to promote the concept of billboard campaigns. Te OAI later merged with the OAAA, in the same Coca-Cola’s holiday’s billboard campaign featured what became the contemporary interpretation of Santa Claus. By this time, billboard advertising was being used all around the world by well established companies. 
On October 22, 1965 the Highway Beautification Act was signed into law by President Lyndon B. Johnson. It controlled billboards on interstate and federal-aid primary highways by limiting billboards to commercial and industrial areas and by requiring states to set size, lighting and spacing standards and requiring just compensation for removal of lawfully erected signs.
In 1850, exterior advertising then moved to the side of railways, as this form of transport showed a growth it was the perfect location for adverting.
The first recorded happenings of an official billboard occurred in 1867.
By 1870 there were 300 small sign- painting businesses in operation.
In 1872, the International Bill Posters Association of North America was formed.
The development of 1900 brought the standardised billboard structure, which was ushers in a boom of national billboard campaigns. Confident that the same ad would fit billboards from structures from all over the county, big advertisers like Kellogg, and Coca-Cola began mass-producing billboards as part of a national marketing effort. By 1912, the standardised services of billboard construction was part of the national advertisement in more urban centres throughout America.
The initial advertising technique began flourished in America, although it was only used to advertise small local businesses- it helped. Posters would be glued to walls or fences to notify the passers by that their establishments up the road sold useful items that were useful within that era. The competition created by the placing of these posters meant that businesses wanted to be seen more readily by their potential consumer. So in 1835 the large format American poster came into play. First originating in New York in an effort to advance the popularity of the circus, these designs were more than 50 square feet in size and first.
In 1850, exterior advertising then moved to the side of railways, as this form of transport showed a growth it was the perfect location for adverting.
The first recorded happenings of an official billboard occurred in 1867.
By 1870 there were 300 small sign- painting businesses in operation.
In 1872, the International Bill Posters Association of North America was formed.
The development of 1900 brought the standardised billboard structure, which was ushers in a boom of national billboard campaigns.
In 1850, exterior advertising then moved to the side of railways, as this form of transport showed a growth it was the perfect location for adverting.
The first recorded happenings of an official billboard occurred in 1867. By 1870 there were 300 small sign- painting businesses in operation. In 1872, the International Bill Posters Association of North America was formed.
The development of 1900 brought the standardised billboard structure, which was ushers in a boom of national billboard campaigns. Confident that the same ad would fit billboards from structures from all over the county, big advertisers like Kellogg, and Coca-Cola began mass-producing billboards as part of a national marketing effort. By 1912, the standardised services of billboard construction was part of the national advertisement in more urban centres throughout America.
The National Outdoor Advertising Bureau (NOAB) was formed in 1915 to serve the needs of advertising agencies and to regularly inspect billboards in the field.
In 1931 Outdoor Advertising Inc was established to promote the concept of billboard campaigns. Te OAI later merged with the OAAA, in the same Coca-Cola’s holiday’s billboard campaign featured what became the contemporary interpretation of Santa Claus. By this time, billboard advertising was being used all around the world by well established companies. 
On October 22, 1965 the Highway Beautification Act was signed into law by President Lyndon B. Johnson. It controlled billboards on interstate and federal-aid primary highways by limiting billboards to commercial and industrial areas and by requiring states to set size, lighting and spacing standards and requiring just compensation for removal of lawfully erected signs.
In 1850, exterior advertising then moved to the side of railways, as this form of transport showed a growth it was the perfect location for adverting.
The first recorded happenings of an official billboard occurred in 1867.
By 1870 there were 300 small sign- painting businesses in operation.
In 1872, the International Bill Posters Association of North America was formed.
The development of 1900 brought the standardised billboard structure, which was ushers in a boom of national billboard campaigns. Confident that the same ad would fit billboards from structures from all over the county, big advertisers like Kellogg, and Coca-Cola began mass-producing billboards as part of a national marketing effort. By 1912, the standardised services of billboard construction was part of the national advertisement in more urban centres throughout America.
The initial advertising technique began flourished in America, although it was only used to advertise small local businesses- it helped. Posters would be glued to walls or fences to notify the passers by that their establishments up the road sold useful items that were useful within that era. The competition created by the placing of these posters meant that businesses wanted to be seen more readily by their potential consumer. So in 1835 the large format American poster came into play. First originating in New York in an effort to advance the popularity of the circus, these designs were more than 50 square feet in size and first.
In 1850, exterior advertising then moved to the side of railways, as this form of transport showed a growth it was the perfect location for adverting.
The first recorded happenings of an official billboard occurred in 1867.
By 1870 there were 300 small sign- painting businesses in operation.
In 1872, the International Bill Posters Association of North America was formed.
The development of 1900 brought the standardised billboard structure, which was ushers in a boom of national billboard campaigns.
In 1850, exterior advertising then moved to the side of railways, as this form of transport showed a growth it was the perfect location for adverting.
The first recorded happenings of an official billboard occurred in 1867. By 1870 there were 300 small sign- painting businesses in operation. In 1872, the International Bill Posters Association of North America was formed.
The development of 1900 brought the standardised billboard structure, which was ushers in a boom of national billboard campaigns. Confident that the same ad would fit billboards from structures from all over the county, big advertisers like Kellogg, and Coca-Cola began mass-producing billboards as part of a national marketing effort. By 1912, the standardised services of billboard construction was part of the national advertisement in more urban centres throughout America.
The National Outdoor Advertising Bureau (NOAB) was formed in 1915 to serve the needs of advertising agencies and to regularly inspect billboards in the field.
In 1931 Outdoor Advertising Inc was established to promote the concept of billboard campaigns. Te OAI later merged with the OAAA, in the same Coca-Cola’s holiday’s billboard campaign featured what became the contemporary interpretation of Santa Claus. By this time, billboard advertising was being used all around the world by well established companies. 
On October 22, 1965 the Highway Beautification Act was signed into law by President Lyndon B. Johnson. It controlled billboards on interstate and federal-aid primary highways by limiting billboards to commercial and industrial areas and by requiring states to set size, lighting and spacing standards and requiring just compensation for removal of lawfully erected signs.

In 1990, the OAAA members agreed to limit placement of messages that featured on product advertisement and services that could not be sold to minors. In 1999, an agreement between major tobacco companies and state attorneys generally prohibited tobacco advertising on OOH structures

In 2005, the first digital billboards were installed.

In today's advertising renovations smart boards are the new and fresh way of capturing an audience.

Technological advances:

From the first recognition of billboards to the advertising to present day there has been a definite change in the design elements featured around the world. The first evident of street promotion was imprinted on stone and metal, before the technologies of printing had been implicated. The development of the printing market meant that posters could advance further, to create a new platform of consumer encouragement. In more present times we have seen the billboard incorporate moving image to incise its audience. And now, we seen the birth of smart boards, a new technological improvement that features audience interaction.

Flat plan:

Photographic advances:

The field of photography is an ever-changing industry, evolving in ways we never thought it would. The quality of images continue to exceed expectations and the limitations of equipment is endless. I understand that this is one of the most intricate and time consuming forms of art.

How pictures are made:

Usually, but not necessarily, the image that is recorded is formed by a lens in a camera. Upon exposure to the light forming the image, the sensitive material undergoes changes in its structure, a latent image usually called a negative is formed, and the image becomes visible by development and permanent by fixing with sodium thiosulfate, called “hypo.” With modern materials, the processing may take place immediately or may be delayed for weeks or months.
The essential elements of the image are usually established immediately at the time of exposure. This characteristic is unique to photography and sets it apart from other ways of picture formation. The automatic recording or manual setting of an image by photography, has given the process a unique ability.

The early days of photography:

A dark chamber present in a dark room with a hole, from one side of the box structure. This can be projected at the objects from outside the room. The principle was probably known to the Chinese and to ancient Greeks such as Aristotle more than 2,000 years ago.

As a communication medium and form of visual expressionism, photography has it own capabilities of capturing an audience. The first original photograph was produced by a man called Joseph Nicephore Niepe. This French inventor had be successful in obtaining an initial photograph. He did this by placing a metal plate inside a  box, this allowed him to capture the light from the surroundings in order to produce an image; the method was known at Heligraphy.

Photographs today:

Since these first steps in the world of photographing, it has continued to grow and change. More and more ideas could develop on the basis of these concepts. The change that has occurred from then to now is outstanding. There is a vast array of equipment now available to this industry. Based on the research and experimental work carried out by creative people. Photos are part of a lot of elements in life; social media, print media, personal usage, occupational roles, advertising, product understanding. This platform is a powerful tool in todays society. It has also become an easy hobby due to the availability of products and applications.

Impact this will have on my product:

There will be huge beneficial aspects towards my billboard design on the basis of the well established photographical technique. If it was not for the access our generation now have to obtain high quality images, my billboard construction would not be as successful. The standard of my billboard needs to be good, in order to attract my audience.

Photography already established throughout my branding:

When designing my billboard, I will have to consider the style I have already implicated on my front cover, double page spread and contents page of my magazine. This will compliment the house style I have already created prior to constructing my billboard. A clear house style will be evident by doing this; my audience will find the recognition of my magazine easier by following specific design features. However, when I am introducing intersexuality to my product I will ensure that I will not present a boring design element. Subtle feature will link and the audience will subconsciously make connections between my media platforms. Currently I have used predominately action shots throughout my magazine pages. I have done this in order to keep my audience engaged; as they are young and easily distracted. I have used star vehicles and characters within my magazine, therefore I fell that it may be effective to use a landscape image that does not feature any human activity, yet is still and active representation of Cornwall. Despite challenging conventions of this genre, it is a necessary to use this feature regarding the age and qualities of my audience.

Photography inspiration:

Andrew Ray- Cornish landscape photographer

This is a very popular genre of photograph, especially in places of such natural beauty as Cornwall.  I have followed this fairly new photographer for the last couple of year and I really appreciate the work he does. Many of the landscapes he captures are during the 'golden hours' (the sun rise and sun set).

Mike Searle- Cornish photographer

Mike Searle is a skill individual that covers a vast range of genres from that the Cornish county has to offer. In particular I enjoy following the Surf and sports photography that Mike produces. Some of the other areas he photographs include; industry, architecture, weddings, coastline, country side, portraits food and interiors. 

Photography lighting:

There are specific lighting techniques referring to photography. Each image requires a different composition and lighting, whether these be man made or natural elements.

• Side lighting- this category of lighting is projected from the side of the object or subject of the frame. This type of lighting use often provides a great deal of contrast. It can create long shadows and depth to a picture. Side lighting is one of the most dramatic model of lighting, which adds flare and dynamical aspects.
• Back lighting- lighting from the rear of the image is directed at the consumer. This is a good way of establishing sharp and evident silhouettes.
• Rim lighting- the angle that this lighting is positioned on the subject means that the edges become highlighted. This techniques does not implement the same amount of light across the whole image, it breaks it up and creates an element of contrast to the picture. There is a vast range of variation of the light balance as shadows and saturation. The use of this type of lighting adds shape and definition to the objects and subject of the photograph.
• Ambient lighting- this is a non direct mode of light that produces a bouncing effect, moving from one surface to another. As a result the main subject is darker than the area pin pointed by the light. Ambient light is sometimes hard to work with as it creates an illusion for the consumer, which is not always desired.
• Soft/ diffuse lighting- the lighting of this photograph has an even coverage and produces a level of balance to the image. The amount of contrast and shadowed effect is reduced by the smoothness of this element.
• Hard lighting- this type of lighting is very direct and high in intensity and brightness. Strong shadowing and contrast is an effect of the implemented light. Often images with high expose use this form of lighting to benefit the strong colours and tones.

How I will incorporate this in my design:

When collecting images for my billboard, I will consider the use of lighting as it is an important aspect that can determine the strength of a picture. i feel that the brighter and stronger the lighting appears on my billboard, there better. Taking my audience into consideration i feel that the image will need to be eye catching to draw their attention away from the busy aspect of their lives. I think it is important to remember this when marketing the age of my target audience. The technique I aim to use is; hard lighting and possibly ad this really benefits images taken outside of a image that makes a statement. 

Target audience survey analysis:

Question 1:

The use of social media benefitted me when questioning my audience. After constructing the survey I posted it on social media in order to encourage a wider range of responses. It is evident that I had responses form an older body; 11 out of 20 participants were over the age of my target market (17- 24). Despite the age of my target audience, I will not discard the other responses as I consider this to be relevant to my secondary audience.

Question 2:

The majority of participants were female. 80% of the survey was carried out by women, predominantly showing their favoured results. This is a factor I must consider when using my survey results. I will not discount the findings however, will take into account that a high percentage of the survey was done by a female audience. 

Question 3: 

I asked this question in order to get to know my audience, what they like and dislike. This allows me to also know what topics to incorporate if required. For example cover lines or images. It is clear to see that three of answers dominate the results the most. For example, sports, shopping and listening to music have the highest percentage of responses. 

Question 4: 

I wanted to know from a consumers perspective if they found billboards an effective way of advertising. I thought this would give me a good idea wether producing a billboard would help boost the popularity of my brand. 80% of the participants said yes in response to my question, indicating to me that a billboard will be a successful form of advertising. 

Question 5:

I included this question in my survey because I wanted to identify the qualities required by a varied audience. I added a range of answer choices to give the participants the option of topic/ design features. 40% of the individuals opted for an action shot as a element that would make my billboard more appealing. I will consider this when building my billboard, in order to make my production more interesting to the audience. 

Question 6:

By asking my audience which topic most appeals to them, gave me an indication of the best features to base the concept of my billboard around. When planning images, text, content an design the responses to the question may prompt my decisions. Rowing had to most reaction followed by animals, food and festivals.

Question 7:
Since researching into the common conventions of billboards, it is clear to see that there are a range of images present. However, typically one main picture is evident, with the possible minor image to the side. By using one image, I feel this would be a more beneficial method as it could be very large and easily portray the topic. Through audience research I found that 60% of participants opted for only one image, complying with my design plans.

Question 8:
I think it was important to include this question as it gives me a clear idea of what colours to use when panning and designing my advertisement. The responses to this question prompt the use of colour, which evidently complies with my magazine front cover, contents and double page spread. The bright colour scheme will be help invite a clear house style throughout all my products.

Question 9:

I think this was a beneficial question to ask as I applies to a range of audience types; even if this is not my indented target audience. The responses allow me to interoperate this data with the reasoning of existing and new audiences. Some of the participants may see billboards as a regulars means of advertisement and others may think they are rare, therefore I will have the opinion of both sides when constructing my billboard.