Initial Inspiration for Ancillary Billboard

MAIN IMAGEThe main image on this billboard immediately represents its subject matter. As opposed to a single image, this is actually live streaming highlights from the catwalks of London Fashion Week. This shows the bigger role technology is having on the media industry in connecting with the target audience. The videos, of models wearing clothes on the runway from various catwalk shows, catches the eye and creates interest. The advantage of using a live stream video is that it creates longevity – a lasting memory for the target audience.

WEBSITE ADDRESSThe website address on the billboard also serves as the masthead and is a major attraction to the target audience. The text stands out dramatically due to the use of colours – white text and a dark background – creating a contrast. The word ‘Vogue’ has been emphasised in bold, using the same font/logo as the fashion magazine. This draws interest from fans of the magazine, which is instantly recognisable worldwide, while also publicising their other media outlets. The overall effect is easy to read and eye-catching.

SLOGANThe slogan ‘fashion as it happens’ is effective as it both matches the style of the billboard and draws on the website as being up-to-date and current. As Vogue is a well-known fashion magazine, readers are likely to make the connection between the use of the slogan and what it is advertising. It is also effective as it draws on the live stream of shows from London Fashion Week, which reaffirms that Vogue.com is in the know about fashion. This may make the reader want to visit the website advertised to find similar content to that being featured on the billboard.

MAIN IMAGEThe main image is very effective in the advertisement of the product and the brand itself. The image is quite sexualised which gains attention quickly, as an attractive woman lies on the floor, wearing only a pair of jeans. This immediately draws focus to the jeans, which Guess are well known for, and arguably interests the target audience in the product. By using this image Guess is likely to attract people to purchase their products who aspire to look like the model.

MASTHEAD/LOGOThe masthead stands out on the billboard – as Guess is a well known brand it is familiar to the target audience and deepens their interest. By using a simple, clear font, white colour and spaced out letters, the masthead becomes a main focal point of the image and looks attractive. The use of the company logo in the top left hand corner also reaffirms the image and advertises the brand.

WEBSITE ADDRESSThe website address is smaller as it is less important than other features of the billboard – it provides the information once the customer has been drawn in. It fits in well with the rest of the billboard, as it uses the colour scheme of white and has a similar clear, spaced out font. However in my opinion the website address is actually too small. Although it is a secondary piece of information, it is still important in order for the customer to buy the products. As it is quite small it is more difficult to see and passers by may fail to notice it.

MAIN IMAGEThe main image is very close up on the models face, making it obvious that the product being advertised is sunglasses. The positioning of the photograph is likely to draw the reader in, as it appears that she is looking at the masthead, further drawing attention to the brand. Whilst the photo is effective in some ways, in my opinion it looks too clustered as the models hair is covering half of the product. This draws attention away from what is actually being advertised and may confuse the audience.

MASTHEADThe masthead is positioned around the model, and as previously mentioned stands out as it appears the model is looking at it. This suggests it is the main attraction. The logo of the fashion designer Tom Ford has been used which makes it instantly recognisable, and the use of the white font against the black background of the models shoulder makes it stand out effectively.

WEBSITE ADDRESSSimilarly to the Guess billboard, the website address is smaller as it is a secondary piece of information to the rest of the advertisement. Whilst it fits in with the colour scheme and overall style of the billboard, representing the brand well, I think that it is also too small. This makes it quite hard to read which lessens the impact the advert will have on the target audience, as the visual link to the company’s media outlet is reduced.