Buy an essay: Architecture: Billboard
Obviously, the use of symbols in billboards is used intentionally, but the major goal of the billboard is not only to attract the attention of a viewer but also to convey certain message to the audience. In fact, billboards should be primarily viewed as sources of information that targets at the advertising of some products or services or conveying certain message to people. In this respect, visualization is very important and traditionally creators of billboard use either some original form of billboards, as in the case of the billboard discussed above (Image 3) or some bright colors and noteworthy messages. For instance, the billboard in London (Image 1) advertising the Spearmint Rhino Gentlemen’s Club uses bright red color that naturally attracts the attention of people and is eye-catching. At the same time, this billboard which is apparently targeting at the male audience also uses a female image that may be viewed as an additional means to attract the interest of viewers and, therefore, stimulate people to follow to the appeal on the billboard “don’t live like this” and use products and services advertised.
However, the billboard in Las Vegas (Image 4) did not only convey the message but also practically provoke people to actions. In fact, this billboard contained a clear case where $100,000 were stored and the major message of the billboard lays emphasis on the fact. Moreover, the company that placed the billboard took bets on whether the money would be stolen or not. Obviously, such a billboards should be viewed not only a source of information but also as a tool that stimulates people to act. This is why it is possible to estimate that billboards may be effective means of communication because they convey the message and actually companies placing billboards expect to meet their major goal to make people act in such a way they want them to do. In this respect, it should be said that this expected action is not always an acquisition of some goods or services, but instead, it may be just some actions like in the case of the billboard in Las Vegas that has been just discussed, which eventually led to the stealing of the money stored in the case that meant that the billboard actually stimulated or, at any rate, provoke people to commit crime. buy an essay
On the other hand, it should be said that the modern billboards should not be viewed as a simple means of advertising or informing people. As it has been already discussed billboards can contain quite interesting messages, they may serve as means of communication but their use is not spontaneous and their content is not simplistic. In stark contrast, even the slightest detail in the modern billboards may be of a paramount importance. For instance, even such a simple billboard as the one in London directing the way to a computer market (Image 2) is made and placed quite skillfully. Apparently, creators of this billboard used the Association theory in order to create this billboard. To put it more precisely, the billboard placed in such a way that it rather resembles the road sign than a billboard. In this respect, the use of yellow color may be viewed as an effective tool to enforce such an impression.
In such a way, it is possible to estimate that the creation of billboards is based on the use of various theories in order to increase the effectiveness of billboards. For instance, in addition to the Association theory, the Symbol theory is also widely implemented. In this respect, it is possible to remind the use of the heart-shaped billboard in Las Vegas (Image 4). It should be pointed out that, in accordance with this theory, creators of billboards attempt to encode some additional message to the audience in order to use the limited size and space of billboards as effectively as possible.
Finally, billboards may be viewed as a part of the modern architecture. In fact, billboards are quite widely spread, especially in large cities, such as London and Las Vegas and this is why it is impossible to deny that they are essential for large cities. At any rate, they are essential as social architecture because they often fulfill important social role since they do not simply inform people but they also facilitate the orientation of people in the city and make certain services and products more available, or billboards may be used simply to convey some social message to the mass audience.
Thus, taking into account all above mentioned, it is possible to conclude that billboards constitute a constituent part of modern cities. Some people may like it some may not, but it would be a mistake to deny the fact that billboards are often created very skillfully, having certain theoretical background and being full of symbolism. At the same time, it is also very important to encode proper messages and place billboards in such a way that they could not provoke any accidents or misbehavior of individuals that means that it is necessary to develop new regulations and norms concerning billboards
Chomsky, Naom. “What Makes Mainstream Media Mainstream”, Z Magazine, June, 1997.
Klein, Sage N. Advertising and Popular Culture, London: Routeledge, 2000.
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