An analysis of billboards and research to further understand how they are designed and structured.

1. Billboard Poster Analysis
and Research

2. The newspapers in the UK do not utilize billboard posters on a local region scale so the
inspiration taken will be from other billboard posters in the region. The billboard below is
about an electrical service.
The billboard utilizes the image
background as the main form to get the
consumer of media texts attention. The
image/background is the main feature
which is made clear because of the
amount of space and clarity put towards
the image. There is no overlaying text that
covers any essentials features such as the
face which concludes that the background
of the billboard will be the biggest feature
into how to attract any attention to the
billboard poster. Katz, who developed the
Uses and Gratification theory suggests
that the consumer has a need to know
more. If the image is intriguing enough
then he/she will stop and read the billboard
poster thus leading them to wanting to
know more and where will they find it? In
the my regional newspaper “Shropshire
Staffer”. So the key with the background
image is to have an interesting image to
lure the consumer to reading the billboard
and then following the information
provided.
The billboard poster employs a short slogan “No
shocks, just electrics done well!”. The slogan is
a pun in itself that promotes the business and
the quality of it. “No shocks” is in a larger font
which indicates that is the lure for the consumer
as they pass by whilst the “just electrics well
done” is in a much smaller font size. The bigger
font for the “no shocks” means that is the lure
for consumers to be intrigued by the billboard.
Stuart Hall’s Reception Theory here would
suggest that the billboard is a preferred reading
which means that there is little for the consumer
of the text to challenge because the slogan is
very neutral and is a pun, meant for comedy not
to provoker a debate. Concluding, the slogan is
a pun meant to bring comedy and promote the
topic at hand but also is very neutral which
means the billboard is a preferred reading which
peaks the interest in many thus will make active
readers (Stuart Hall) to seek the
product/business being advertised.
The information banner seems to be a lot darker than the rest of the
billboard poster. The black overlay but with some transparency
allows the reader to distinguish the background from the
information with 100% clarity. The Information is clear as daylight
because the text is white on a black background which conveys the
information clearly and effectively. The logo is a medium size in the
right hand bottom corner for all to see whilst the information to
contect the business is on the left but stretches to the middle. This
means more emphasis is put on how to contact the business rather
than advertise the business as a whole.
The dimensions of the billboard poster is obvious, a wide width with a medium height to produce a rectangle
shape overall. The colours used are quite dark, even the spark image in the background thus suggests further
photo manipulation to enhance the billboard to be darker. This is because the billboard is in daylight so by making
it darker, it will become far more visible to the readers and make the conveying of the advertisement far more
effective than having a bright billboard. An unreadable billboard will need to what Stuart Hall calls a “resistant
reading” which means the reader finds themselves in conflict with the media text. This will be because of the lack
clarity and the unclear billboard poster so it is very important that the billboard poster is not too bright.

3. The billboard poster is a Guinness billboard poster promoting their alcoholic
drink.
The background of the billboard is
pure black which is unusual for
billboard posters because many utilize
images. The black background
enhances the logo of the company
because the logo has the name in
pure white text whilst the logo of the
harp shaped instrument is a murky
gold. The colour pallet is extremely
effective because white, gold and
black meld extremely well together
and is aesthetic to many thus leading
to a preferred reading by the reader.
In addition, the colour scheme leads to
a very clear brand advertisement
because many people know about
Guinness thus the emphasis on the
logo of the company. The logo will be
recognizable instantly by many or
even in the corner of their eye so the
symbolism here is very strong and will
be able to attract the attention of many
consumers.
The billboard here deploys their very own slogan of their company “makes for
great sport” which is in a smaller font than the logo because otherwise the
symbol or the brand of the company will be diminished. The slogan is in white
text and still is noticeable and not completely overshadowed by other features.
It is simply there to reinforce the logo of the company.
The pictograph on the left of the logo
demonstrates the drinking of the
alcoholic drink by showing what
happens when the glass is lifted thus
giving the impression that the drink is
good and many enjoy it. The symbols
here promote the quality of the business
through the message it conveys that
once the glass is lifted, many will drink it
rather than throwing it away. Being such
as big and well respected brand of
alcohol, the reader will most likely agree
with the statement conveyed (preferred
reading) or many or haven’t tried the
drink might feel tempted to try it
themselves.
No contact information is needed because the drink is sold to stores and pubs and
then sold from there so the brand is the only material that needs advertising on the
billboard. The small sponsorship of the London 2012 Olympics on the bottom opf the
page shows how respected and involved they are as they are sponsoring a major
sporting event but this howver is not their big selling feature. The sponsorship is
displayed in avery small fashion not given any emphasis.

4. This billboard is a UKIP political party billboard put up in the
months leading to the 2015 General Election The background image for the
billboard poster uses a lot of photo
manipulation. The images appear to
be the EU flag underneath the Union
Flag but the centre, the core, of the
UK flag is being burnt away by the EU
flag thus revealing it. Stuart Hall’s
Reception Theory would a mixed
response because many would be
preferred readings whilst also many
would be oppositional readings
because the billboard is political so the
views of the reader could be different
than the ones conveyed. Some of
course would negotiated readings who
are sitting on the fence of the view
conveyed. The image will cause some
sort of reaction whether it be
agreement or disagreement but the
one thing that is certain is that the
reader will remember the billboard.
The message is powerful because not
many billboards convey such views so
it is different and powerful thus making
it memorable. The message would
make be remembered which is
importsnt because the billboard will is
effective at getting the view across and
getting the consumers attention, the
image is intriguing and would be hard
to ignore when passing by. Overall,
whether someone loves, hates or
doesn’t bother with the billboard, they
will most likely remember it which is
exactly what a billboard should do.
The text on the billboard is in white
text and in large font. The text is
white probably so that it is more
visible than a red text because then it
would blend with the background
image. The text would certainly make
the reader look and read because the
text is making the reader think about
the statement “Who really runs this
country?”. The statement will make
the reader think thus making the
billboard very memorable because it
will leave an impression on the
consumer. The reader may look at
the main text in the larger font but
then below in smaller text is a fact
that “75% of our laws are now made
in Brussels”. That fact is meant to
lure the reader into thinking what
UKIP believes which is the
Hypodermic Needle Theory which
indicates that a point of view is being
inserted upon an audience which is
what the billboard is actually doing.
The right hand side of the billboard is the simplistic banner of the UKIP party with their
colour scheme. Their logo is also displayed with their website address as well. The
colours reverse for the website address making it stand out more to the reader but the
banner conveys the message that if you agree with the billboard’s message, vote UKIP
because they will sort it out after 22nd May.
The billboard is bright in contrast but does not employ the use of bright colours in the colour
pallet. The colours do not blend together and the reader will be easily able to see the
information being displayed. This is important because even the use of so many colours, the
contrast is bright but the right colours chosen do not decrease the effectiveness of the
billboard.

5. CONCLUSION OF RESEARCH AND ANALYSIS
The image of the background or the background canvas are used mainly to reinforce or compliment the main image
such as a logo or the text/message being conveyed. The UKIP and Guinness banners and logos were clear and the
background reinforced their messages clearly. The colour pallets used work effective together to make the billboard
stand out to the reader but does not decrease the clarity of the billboard in one way or another. The
brightness/contrast of the colours and images used tend to be darker than most or at least do not blend together, this
is because when in daylight the billboard will be readable to many of the consumers passing by.
The billboard tends to be neutral such as the first two billboards and if they are then the message conveyed seemed
to be preferred readings and do not cause any thought or opposition to the statement. Whilst the third one is very
thought provoking and uses the Hypodermic Needle theory to insert the views on many backed with facts and the
use of objects held dear to many such as the UK flag.
When I come to create the billboards myself, the colour scheme will have to be dark which will be no problem as the
regional newspaper colour scheme is dark toned which will also keep in the tone of the regional newspaper and keep
my target audience happy by not having two completely different styles being conveyed. The regional newspaper
billboard will have to be neutral because it is simply a news reporting platform for the local region, not to spread
political views on a major scale like UKIP’s.
Finally, the dimensions will be like those seen before, of a rectangle shape so possibly a canvas size on Adobe
Photoshop CS6 of width 1900px and the height being 1165px.
Three designs will be create by using the research and analysis completed here and that should give me the right
ideas of what to create for the final billboard which will be influenced maybe a feedback group like the ones used for
the regional newspaper drafts.