3. Colour
o The colour of this billboard is an extremely bright pink. The
pink used matches the pink backing of the phone Apple are
trying to sell. It attracts the audience because of its bright
colour, which is not often seen in everyday life. The colour is
often used to represent femininity, which suggests this phone
is targeted at women. The colour also represents love, which
suggests that the audience will be in love with the phone. The
pink colour makes the audience subconsciously feel love which
makes the audience feel happy. This encourages people the
buy the phone because they link happiness and love to the
phone.
4. Font
o There is no font on this billboard due to their
being no writing on the billboard. This means that
the only representation coming from this
billboard is the colour in itself. The billboard
makes the phone seem as if it ‘speaks for itself’
due to the lack of font.
5. Layout
o The layout for this billboard is very simple. The
billboard is one solid colour with a corresponding
image of the iPhone product in the middle. This
represents the product as being very simple and
easy to use. It also suggests the product is good
enough on its own.
6. Content
o The only content on this billboard is an image of the iPhone
5c. There is no writing on the billboard at all, with no
information on the product or where to find the product
written on it. This suggests to the audience that they should
know where to find the product and what the product is
already when they see the billboard. It may also suggest
that Apple believe that the brand should not be important,
but the phone it self is good enough to attract people to buy
it. With there being no writing, there is nothing to detract
from the product itself. This means that the audience will
only have to look at the product if they look up at the
billboard quickly.
7. Image
o The image that is used on this billboard is a picture of the
iPhone 5c in pink. The phone in the image is laying flat but the
photo is of the side of the phone, showing the colour of the
back of the phone. The colour of the phone was the main selling
point of the iPhone. The billboard captures this by using an
image that shows the colour as the focal point rather than the
screen on the phone. The image is in full colour to emphasise
the colour of the phone. The image takes up the while billboard
which makes sure that the audience sees the billboard as they
walk past. The image on the billboard is of nothing but the
product that it being sold. This gives the impression that the
phone can be easily sold without the billboard persuading the
audience through written language.
8. Target Audience
o The primary target audience for this billboard is women between
the ages of 13 and 65. The secondary target audience for this
billboard is males between the age of 13 and 65. Both the primary
and secondary audience are targeted with this billboard, however
the primary audience is targeted a lot more than the secondary
audience. The primary audience is targeted with the colour pink.
Women are more likely to be attracted to the colour used on the
billboard as pink is a feminine colour. They are also more likely to
buy the phone because of the colour. The billboard targets those at
the age of 13-65 because people of these age are not only more
likely to buy the iPhone but are also much more likely to know
where to find the phone being advertised, justifying the lack of
writing used on the billboard. The secondary audience is targeted
through the same way but are not directly targeted.
9. Representation
o The Billboard uses colour mainly to target its audience and
to create representation. The pink colour links to the
product itself as the phone is famous for it bold colours. It
also attracts to the female audience and makes the
audience think of love when they look at the billboard. The
simplicity of the layout and imagery represents how simple
and easy it is to work the phone, and the lack of written
language and fonts suggests the phone can ‘Speak for itself’.
Representation has been constructed using Noth’s theory on
semiotics and Roland Barthes who brought semiotics to
media.
