Imagery Used

I have taken the perfect image for my theme of the weather. Whitstable have been going through some strong winds, this is why the picture is suited for the theme as it portrays the weather being dramatic and heavy winds. 

 

This is the original image that I have captured in Whitstable however I have done research on bus background images on billboards and shows that the image has been edited lighter in order for the text to stand out clear.  From this information I then wanted to edit the image in order to for me to have a lighter background picture. I used Photoshop to do this. I used Photoshop in my As task last year so I was able to remember how to edit images. It was still good being able to recap everything I had learnt last year on Photoshop as I still managed to gain editing skills from this task itself. 

Above is what my image then became after I had edited it. It suits my layout of the billboard and is light in all the right areas so I am able to place text above the image. Using the rule of three, the dimensions of the page are more focused on the left hand side; this means that when I come to placing my text over my image It will need a focus point which will most likely be to the right hand side as it will have a clear background which will make the text more flattering apposed to the other side of the page which wouldn't contrast as well as it would on the right hand side. 

Creating My Billboard

I started creating my billboard by adding more features in such as my main text onto the page. I have put the text at a slant so it stands out for people's awareness to create an illusion. I wanted to see what the text would look like on top of this image so I got this image from the internet just to test out how strong the background is going to be against the writing and features. I am currently taking pictures for my billboard, I will then upload them and change the background image in order to use my own primary resources.

Planning out my design

In order for me to create my billboard I need to consider the basic bus features in order to design around them. 

Above I have shown a basic layout of bus features so am i able to work around them in order to convey a bus billboard. I have put the 4A on there for a reason, this is the bus route number to Whitstable which connects to my newspaper being called 'Whitstable Periodical'.

Billboard Evaluation

It just goes to show how much primary and secondary resources can really change a tasks performance. I have shown a before and after of the image that I have used.  My picture is a lot clearer and I have edited it using Photoshop to brighten the image.

Before

After

Adjusting Features

Newspaper Title

I have used grid lines to use the rule of third to adjust this image to make the structure right. My main focus is being brought to the window area of the bus, I do not want this because it is taking my attention from my main title. I will edit this this in order for the focus point to be taken back to the centre of the billboard. 

Ideas

After I came to a conclusion that I could not make my billboard 3D as the limitations were too high in risking people's safety in case of distractions and/or objects may fall off if the bus forgets about them at the back.I now need to focus on how I am going to make a 2D billboard stand out. I thought by using the back of the bus as the location for the billboard, it will be more suitable as my aim from it is to warn drivers about the danger in the weather at the moment.

The example above I have provided is a form of advertisement and has incorporated a large background image in order to really stand out. The bus is taller than all the other vehicles on the road, this means that cars far away can even see this billboard. This is why form of billboard works so well as it has a large image to draw your attention to and buses travel on similar routes so people will start recognizing the billboard and looking more into it every time it passes.

StageCoach Permission

From my research it showed that the bus company 'Stagecoach' had the most population at 22% in the UK. This means that stagecoach get more customers than any other bus company. As my billboard is going to be designed to be put on the back of a bus, my aim now is to have it on the back of a stagecoach bus, this would therefore attract the most people as they have lots of customers and many bus journey routes that will pass by even non stagecoach customers.

Contacting Stagecoach

In order for me to do this I will need to contact the bus company Stagecoach. I have gone onto their website at www.stagecoach.co.uk.

I now have their email address for a nearby bus station as the billboard about weather will affect mostly Whitstable but it will also affect nearby locations as they may travel into Whitstable. I am going to email them to inform them about my billboard and ideas, hopefully if it all plans out successfully I will be able to put my billboard on Stagecoach buses.

Can the Billboard still be 3D on a bus?

After looking back at my research I really liked the different 3D billboards that I came across and stood out. I wanted to consider turning the 2D billboard into a 3D billboard. I needed to consider all the possible affects if I was to do this. I looked into creating it 3D however I do feel that it could be a potential danger hazard if I did this. If my billboard was to come out of the bus at the back it could cause accidents or can create hazards incase the driver does not see the object hanging off the bus in the mirror and hits it. It could also fall off into the road which is already creating a hazard. I then considered instead of having the billboard hanging over the sides of the bus, maybe have it going over the top of the bus, going in the upwards direction taller than the bus. I thought about this, but I had to consider tunnels and height restrictions. By buses having this billboard on their bus they may not be able to go particular routes and can also be a danger hazard. After considering all these possibilities I realized that making it 3D was not the best idea for my billboard so I've decided to keep it 2D for safety reasons.

Where Is my billboard going?

Although statistics were very high for favoring 3d billboards, I have decided to create a 2D billboard however not just any 2D billboard. I have contacted stagecoach and they have agreed to put my billboard on the back of their bus. In my research It showed that there are thousands of people traveling to and from school/work via bus. Although the billboard will be at the back of the bus, people waiting at bus stops will see this, also people driving behind the vehicle. It will also attract people passing by. I did debate doing an electronic billboard however I thought the idea of having the billboard on the back of the bus is more quirky and less common.

Planning and Designing my Billboard

After researching into a great deal about billboards I thought it was about time I started creating mine from the inspiration and research I have found. I will first be deciding on whether or not I will be producing a 2D or a 3D billboard.

Social Class

Social Class

In the media I will come across lots of people that come under different social classes. They are categorised by either their wealth, money, occupation, upbringing and many other things. Media revolves a lot around social class and I will consider this when producing my newspaper, thinking about not only my age and gender target audience but also my social class.

Social Grade	Social Status	Occupation
A	upper middle class	higher managerial, administrative or professional
B	middle class	intermediate managerial, administrative or professional
C1	lower middle class	supervisory or clerical, junior managerial, administrative or professional
C2	skilled working class	skilled manual workers
D	working class	semi and unskilled manual workers
E	those at lowest level of subsistence	state pensioners or widows (no other earner), casual or lowest grade workers

Newspaper billboard

The Sun Newspaper billboard

The Sun is a very popular newspaper and is vewied by thousands of people. When Newspapers are popular then individuals are bound to tke into account of 'the sun's' Billboards as they will be fimiliar with the name. The fact that there are gates in front of the billboads gives a sense to the audience that they are feeling trapped. However it can also represented a sense of trapped feeling connecting to prison.




 The colours that are used in this billboard are very bland and serious. Grey represents a more serious vibe to the billboard to what it is showing to the audience. This connects to the story line as it is about Police arrests which makes the colour have a sence of meaning behind it.. tp://uk.reuters.com/article/2012/02/11/uk-britain-newscorp-arrests-idUKTRE81A07P20120211

newspaper advertisment research

Newspaper advertisements

Here is a Billboard which has put there by the Kent newspaper. This billboard has been put here to pull the audiences heartstrings and to prevent wars from happening again as many people had loved ones that were lost in the wars. The billboard looks as if it has been put in a location which lots of people will walk past as it has been put on a building.

                           

 This billboard has a large image that covers the entire billboard background. Kent newspaper have used a red strip to go across the billboard in order to stand out against the picture. Pictures are harder to put text on top of opposed to colour backgrounds. By using a logo in the corner can make all the difference. When i saw this billboard i instantly spotted the poppy and presumed what the billboard was talking about. 

By looking at the faces in the image you can instantly tell that it is going to be serious and not a happy advertisement. This isn't a selling billboard, however it is selling their opinion in order to try persuade the audience.

Kent Online

Kent also have an online website in which you can access to discover the news. The society is changing vastly and more and more people are starting to look at the news online in this day and age. This appeals to the public as they do not have to pay to access this website so it is free for them to read the news where as if you were to by their newspaper it can cost money everyday.

Billboard analysis

Billboard Analysis

Here I have found a billboard that is advertising a glamorous watch. Cameron Diaz (famous actress) is used on the billboard as she is a role model to some girls out there as it gives more value to the billboard if she is wearing the watch. The target audience gender is aimed at females on this billboard as they have used a female actress showing a female style watch. However, yes the billboard is represented for girls, it doesn't necessarily mean that males won't be attracted to this billboard as this can be a perfect gift opportunity for their wife/girlfriend etc.

Bar Codes on Billboards



QR CODE

Bar Codes on Billboards
As Technology is vastly improving everyday people are using it more and more. Bar codes are usually known for being used in magazines and newspapers or even on objects when shopping and then they are scanned to then pay for your items. Recently there has been a new type of bar code that has been brought out and seems to fit in well with the day and age. This is known as a QR code, although it has been around since 1994, they have updated it a lot and now people are able to scan this code on their phone and it instantly comes up on their phone with the link. This is an amazing use of technology and is starting to become more popular all over the world.



The amazing thing about using a QR code on a billboard is if i wanted i could simply just have a plain white billboard with this QR code on it. This in ways can surprisingly be effected as that is the only thing visible so people will want to scan the code to see what the billboard actually is.

 

 This imagine stood out the most for me as i found it inspiring to those billboards that use the QR code. This is so cleverly done and draws a main attraction to the place as well as the billboards. By billboards being well known it can become global. This is why using objects and using locations is imortant when producing my own billboard.

Sizes of Billboards

Research

Outside Billboards

Billboard regulations are controlled on a local level, by states and various municipalities. The 1965 Highway Beautification Act specified some vague sign restrictions within 660 feet of a highway. However, the zoning regulations of a given location specify the actual requirements of billboards. Hence, there are no universal billboard requirements. Instead, billboards are often regulated based on their size, content and location.

http://www.ehow.com/list_5985410_outdoor-billboard-requirements.html#ixzz2lBLRkR7h


 Billboard sizing

The zoning ordinances of an area often specify a maximum billboard size. Along most American highways, the average billboard size is 14 feet by 48 feet. Certain areas, however, regulate this size with slightly more specificity. For example, a 1998 ordinance in Springdale, Arkansas, specified a maximum area of 600 square feet. This regulation, like many other similar local regulations, further restricts the loose standards established by the Highway Beautification Act.
http://www.ehow.com/list_5985410_outdoor-billboard-requirements.html#ixzz2lBM1PYml

Limitations of billboards

Limitations:

When producing my billboard i will need to research into the limitations in which i may come across during the process. I found a limitation when creating my billboard and this is the The Highway Beautification Act. The Highway Beautification Act established regulations for areas within 660 feet of a highway; areas outside of this are regulated by state and local ordinances. I will need to consider this if i wish to place my billboard on a highway as i will need to consider the size of which i produce my billboard otherwise i will be breaking the highway beautification Act. By breaking these i will be going against the law and my billboard would not be put up which defeats the point of advertisement as it needs to be put up so i can advertise my newspaper. This is why this is very important and won't be ignored.

Outdoor billboard advertisment can increase obesity

Another limitation when considering outdoor billboard is there i have discovered that statistics have shown that the higher the percentage of outdoor advertisements promoting food or non-alcoholic beverages within a census tract, the greater the odds of obesity among its residents, controlling for age, race and educational status.

Every 10% increase in food advertising, there was a 1.05  greater odds of being overweight or obese, controlling for other factors. Given these predictions, compared to an individual living in an area with no food ads, those living in areas in which 30% of ads were for food would have a 2.6% increase in the probability of being obese.
The report states that food marketing predominantly promotes foods that discouraged by the Dietary Guidelines for Americans. We have long known that outdoor advertising causes negative mental and physical health effects, and now we can add increased obesity to the list.

Health and Safety 

Morover, health and safety is also another limitation I will need to consider If i was to produce an outside billboard. It has been said that digital billboards have become so good that they are too striking along the highway and definitely get peoples notice. However, considering people's safety they have become too eye catching and has been said that they are becoming dangerous.

Why is this dangerous?

Digital billboards can be very bright and catch peoples eye, yes this is exactly what they are there to do to catch peoples attention into looking at their advertisments however it is becoming a problem for people driving along the high way as they are taking their eyes off the road, this is not what we want.

 

http://www.scenic.org/storage/PDFs/urban%20transportation%20monitor%20feb%2015%202013.pdf

As you can see above is a newspaper about the digital billboards becoming dangerous. For them to write a whole article about it is substantial as it means that it is becoming a real safety hazard.  It is hard to see in the image I have provided of the article so i have put the link underneith it so you can read into further detail.

After researching into the limitations of billboards i have come to a conclution that i will not be putting my billboard a long a high way due to the many disadvantages and limitations when producing it. I would not only have to consider the size of the billboard but i wouldnt want to cause a safety hazard by putting a digital billboard to attract attention off the roads.

More Locations

Billboards on buildings

Billboards can be placed up in eye level but they can also be placed above eye level which draws individuals to look up. Here these billboards are connected to the large buildings. 

http://www.nytimes.com/2006/06/12/business/media/12adco.html?_r=0

This is not only advertising the brands but also the buildings as they can become popular tourist locations. For example in New York is very famous for all their electronic billboards connected to their very large buildings.

These billboards attract people passing by, also cars that can stuck in traffic can look at them or even driving past. Electronic billboards are very effective because they are very bright which grabs your attention. 

I personally think that billboards that are connected to buildings is a very strong key advertisement however when i produce my billboard it needs to be in my local area and unfortunately this does not suit my local environment as i feel this only work really well with really tall buildings.

Location

Billboard Locations

There are thousands of billboards dotted all over the world advertising their brand. In order to get your billboard noticed, it needs to be in a prime location so as many people as possible are viewing this billboard. I have done my market research and have looked into where billboard are usually placed.

Bus Stops

 The type of bus stop that usually have billboards near by them are the ones that cater seats as well. That way when people are waiting for the bus, they are able to look at the billboard(s) around them. This is a great way to advertise as a wide population get the bus. There are many different billboards around bus stations. Some are posters that have been put up but typically they are usually electronic billboards. Electronic billboards can have more than one advertisement on it and flick through them. Usually they have a timer on them so for example every 5 seconds it will switch over to another advertisement on the billboard. Electronic billboards are useful for people waiting for the bus as they may get uninterested looking at just the one advertisement, it keeps people occupied if it goes through a variety of advertisements to keep individuals engrossed on the billboard.

Is it just bus stops that advertise billboards? No.....

Even Buses have billboards all over them. This will not only attract the wide audience that does get the bus but it will also attract people that do not. Thousands of people walk past buses and look at the advertisements that have been spread across buses. A popular billboard across the bus is whats coming out at the cinema. Cinema's use this as a good way in advertising films coming out as the buses go past their cinema's local target market.

How popular is getting the bus in the UK?

'Go-Ahead is one of the UK's largest bus operators. We operate 4,400 buses and around 1.7 million people travel on our buses every day.'



The location in which i live in use stagecoach buses as they travel around Kent, above i wrote a quote from the go-ahead website which said that they have 7% of the population in the UK and have aroun 1.7 million people travel on their buses everyday. If Go ahead buses get 1.7 million and stagecoach are on 22% that means they are just over triple of that amount of people getting their buses everyday. This is an extraordinary amount. This is why billboards work so well at bus stops as millions of people use buses and it gives individuals to look at something whilst waiting for the bus.

http://www.go-ahead.com/aboutus/our_markets/uk_bus_market.aspx

Image Research

Billboard research on images

When researching different types of billboards I discovered the way in which most had included one large image just covers the entire billboard. This way you can engage with the audience by having a close up image to connect with the audience; whereas if you had loads of images on the billboard it may be hard to discover the eye line in which is most important. From analysing Billboard's front covers I have noticed a certain on-going theme and also characteristics which are included on each cover. These being the Photography of feature artist are often placed over the top of the masthead in order to create perspective. The main attraction to the issue is always the largest feature font. Colour palettes are often picked from the masthead or the image used on the cover and also the Sans-serif fonts leaving connotations of fresh, modern and youthfulness.


In order for the image to be successful and connect with the audience that is on the billboard I will need to make sure that the picture has a high definition pixel. To do this I will be using my photography camera so I can use the different techniques to make certain parts of the image stand out. The zoom and focus will be a lot better on a photography camera than my phone as it has better pixelation which will give a more striking image. It is also important to have a good definition photo because when it is uploaded to the computer it will be a standard size image however billboards are a lot larger and will be stretched into the size that I have chosen. In order for billboards to stand out they need to be BIG. The affects when enlarging an image is when the pixelation turns drastic and does no longer give a clear image. From a secondary resource I found this image:

As you can see the larger the image is stretched the worse the pixilation’s becomes.

I have found a useful website that explains how to use techniques on Photoshop in order for me to stop this from happening. This will make my billboard stand out as it will have a clear, striking image that will attract my target audience.

This website is: http://ssheltonimages.com/Advertising-5.html

If I chose not to use one image for my billboard I could also use a different skill of using design elements to create the billboard; this will be evolving a picture path of images. This is a good skill to have however if you randomly place images n a billboard it will not connect and will just simply look messy. It needs to have a sense of order to create a sense of emotion. When connecting images together I would need to consider a number of things. The way in which the images are places is due to their sizing and colour tones. When linking the images you would take into consideration the tones of the images and connect them as if it is a story.

Different Target Audiences within one Institution

Deeper research into Billboards

Dairy milk advertisement billboard

Who is the Institution for this product?

This billboard was produced by the company called Cadbury.

Who is their target Audience?

Cadbury Chocolate has a range of target audience due to their variety of products catering for different ages. This billboard advertises the companies famous chocolate bar, although they are only advertising one chocolate bar, it is the original, well known bar that customers instantly recognise which advertises the company as a whole.

Cadbury's different target audiences:

FREDDO BAR

Dairy milk have catered for everyone when producing their products as they make sure they do their market research before producing their product so they know exactly what their customers want. Freddo bars are targeted at young children as it is a small, cheap product that is designed in a young style. The packaging on the outside is very young as the main image is a frog that wears clothes. The chocolate bar itself is also the frog which children love as the chocolate has been calved, making the chocolate more appealing. I would say they originally targeted Freddo bars at ages 5-10.

Cadbury Roses are one of dairy milks most famous products. They have a variety of small chocolates in the box all wrapped into wrappers. They are catered for more an older generation as these are normally given as a present as they are boxed up and are a bit more expensive. The design of the box appeals to adults more and the flavours of the chocolates inside are more daring whereas children like to have the simple dairy milk as they might not yet have discovered the different flavorings you can get. I would say that Cadbury's targeted Roses at ages of between 30-40; this is partly because it is more expensive and this generation is more likely to afford this.

DAIRY MILK BAR

Dairy milk bars may be that they are plain and simple however this is cadbury's most popular product as is eaten by an extraordinary amount of people. The thing that works well about the chocolate bar is that it caters for all ages. It has such a wide range target audience for this product which is why it is so popular. The packaging is a purple packaging with the Cadbury logo on the front with the brand above. I would say that Cadburys dairy milks target audience is between 15-30. Obviously lots of people eat dairy milk chocolate bars that doesn't fall into this category however i feel this would be their most popular customers.

Forever 21 Billboard

It is important when I am making my own billboard that I need to make mine stand out so people will actually want to look at it. If it is put on the electronic billboard then I will have to consider if I will only give a 5 second glance before the other adverts take over as you only have a set time before they swap over then I will need to make a fast eye catching appearance. This is extremely hard to do as you do not have long to give an impression so people find it more effective using larger images and less text otherwise they may not have time to read it all.

Forever 21 billboard

Here forever21 (Clothes brand) has made it clear what they are advertising focusing on the girls clothes as she is covering her face with sunglasses draws more attraction to her clothes rather than her face. They have put their own touch into the billboard as they have put double as a mirror effect. The text is very bold and stands out against the white background and says clearly what they need to type onto Google when looking at their clothes store as they have only their name and website on the billboard. This indicates that they have targeted their audience for people who use online shopping by giving them the website will give them more page views and sales.