Deconstructing Billboard Advertisements: A Multilevel Analysis

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1WHAT IS A BILLBOARD?A billboard is a large outdoor advertising structure typically found in high traffic areas such as alongside busy roads.It is designed to catch a person's attention and create a memorable impression very quickly, leaving the reader thinking about the advertisement after they have driven past it.2Billboards were born out of necessity - the necessity was the conveyance of messages to people who were illiterate.The first known billboard was located in Thebes, an ancient Egyptian city, as long as 3,000 years ago.^pictures of the tomb’s stone-carved walls, every inch alive with important hieroglyphs—a billboard and instruction manual for the afterlife. +It was used to offer a reward for the capture of a runaway slave. More recently, the predecessor of today's modern billboard can be said to be the billposting. +But in ancient times, centuries before the invasion of printing, posters of a sort were on display. There is a typical Roman specimen in the ruins of Pompeii, the town destroyed by an eruption of Vesuvius in A.D. 79, the poster announcing a coming gladiator fight. When printing by movable types burst on the world in the 15th century the number of posters naturally increased enormously. They were actually banned in France in 1633 because so many of them contained rude remarks about the Monarchy and the Clergy. The word “poster” originally meant a placard displayed – “posted” – in a public place, perhaps on a post.3Billboard advertising was made popular with the invention of lithography, a type of printing that uses oil and water (gave us the ability to print messages on paper. ) unusually well documented invention by German actor and playwright Alois Senefelder in 1798.Most people may not realize that billboards were initially used as an expression of art towards the end of the eighteenth century when lithography was invented.+The lithograph was invented in 1794 and gave us the ability to print messages on paper. At the time, only governing bodies and royalty had access to the first lithographs, so it was mostly used to print public announcements, sketches of wanted criminals and invitations for villagers to visit the gallows for a good old fashioned hanging. These posters would be printed and placed in strategic locations all over town. Mass promotion through print was officially born. 4By the 1830's lithograph technology was available to most wealthy businesses. Circuses traveling throughout the United States were among the first industries to promote their businesses, in their case "shows", with posters and outdoor advertising. It was one of the first examples of branding, thus making circus folk the forefathers of American advertising. 5The Wall Drug company was the first company to institute a nationwide advertising campaign using billboards in 1931.6+1867 – Earliest known billboard rentals (source: OAAA)1872 – International Bill Posters Association of North America was established (now known as the Outdoor Advertising Association of America) as a billboard lobbying group.7Outdoor advertising was an industry by itself for a long period of time until print (in newspaper and in magazines) and radio broadcasting were introduced. It was through the years up to the early 1960’s in the Philippines when outdoor advertising was still regarded as a primary medium of advertising, when billboard operators and owners organized themselves into one, cohesive and solid voice. Thus, on AUGUST 13, 1964, the OUTDOOR ADVERTISING ASSOCIATION OF THE PHILS. (OAAP) was formed. Its purpose was to promote growth of outdoor advertising in the Philippines by establishing its own Code of Ethics.--In Metro Manila alone there are a staggering 8,000 billboards in the year 2004 according to the (OAAP).8Digital billboards:is a billboard that is created from computer programs and software.Mobile billboards or Bulletins:placed wherever there is heavy foot traffic

Transcript of Deconstructing Billboard Advertisements: A Multilevel Analysis

Agot. Alcoser. Avila. Velasquez.

Art Studies 2

26 September 2013
Mobile Billboards or Bulletins

Multi -Purpose Billboards or Poster

Bicycle Billboard

Mechanical Billboards

Wall Billboard or Wallscapes

Human Billboard

Digital billboards
Single face

Stacked

End to end

Back to back

Quad

Vee
Steel structure

Artwork

Electrical systems
Billboards along EDSA

Billboards featuring women only
Main

commecial and industrial districts

54-kilometer avenue stretching from the

south (City of Paraaque) to the north (City

of Caloocan) of Metro Manila