The document discusses how a billboard poster for a regional magazine would use and challenge conventions of advertising. It would follow some conventions like having an eye-catching focal image, bold colors and text, but challenge conventions of minimalism since its rural audience prefers more traditional styles. It analyzes how the poster would spread messages through opinion leaders to a wider, more passive audience via word-of-mouth (two-step flow theory). The poster is meant to attract people interested in rural living and promote the magazine's brand identity.
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Billboard evaluation
1. In what ways does my
billboard poster use,
develop or challenge
forms and conventions
of real media
products?
2.
3. RECAP
1. Mass Media Content
2. Opinion
Leader
3. Less active
audience socially linked
with opinion leader
TWO STEP FLOW
4. TWO STEP FLOW
My billboard poster would be seen by those
walking or driving by. These people would be
the opinion leaders and create their own view
of the magazine; ‘it looked very cultural’, for
example. Then 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.
5. TWO STEP FLOW
The benefit of this is the attraction of the rural
living and wealth 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. Even if the original
interpretations are negative the more passive
audience can choose whether to create their
own view of the magazine or accept the initial
negative message. (Audience theory)
6. USES AND GRATIFICATIONS
People who pass the billboard poster and do
not relate to the content will not have the traits
of self esteem, achievement, spontaneity or
acceptance of facts. My magazine relates to
those who have these traits - these people will
be wealthy and mature who live in
rural areas, whereas people who
do not relate to the poster will
be in the
physiological or
safety categories
7. 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.
10. Billboard conventions
The 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
11. 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
