Genre/Institution
History:
Humans have been creating wall art for as long as we have been living in caves. This wall art is ranged from artistic displays to marketing/promoting a new product/service for a business. The industry of billboards started in the mid-1860’s where it actually became possible for people to buy billboard space from outdoor advertising companies. A few years later the International Billboards Poster Association of North America (IBPANA) was formed. The association is still active today but has made many changed like the length of its name to adapt to changes in advertising as it now covers many other kinds of outdoor advertising signs and mediums beyond traditional outdoor billboards. Because of the rapid growth in automobiles in the 1900’s it contributed heavily to explosive growth of the use of billboard marketing. Outdoor of advertising has steadily evolved to meet the needs of a growing and continuously more sophisticated and regulated marketplace. Ongoing innovation has seen the size of billboards change along with changes in the materials used as well as upgrades in technology. Improvements in other industries have also played a key role in the evolution of outdoor advertising. Such as the light industry has come a long way which now makes outdoor advertising viable at night and in a much more attractive and effective way. Despite the rise of other advertising mediums such as Tv, radio and internet the outdoor advertising still remain as strong as ever. There are a growing number of outdoor advertising companies being formed every year. This strong, consistent growth is ramping up competition within the industry and fuelling innovations that continue to drive outdoor advertising to new heights of relevancy and effectiveness for those who utilise it.
Systems of Production:
The design of billboards depends on many factors such a location of the sign, the advertising budget, and the type of product being promoted. The industry uses a lot of research to estimate the frequency and number of exposures the advertising will gave upon its target audience. The location of the billboard can also help the determine the type of sign selected by the advertiser. Large billboards usually have three main comments: steel to construct and support the frame, artwork that conveys the advertising message and electrical equipment for lighting and other special effects. There are two types of billboards. Hand-painted billboards are usually used for small campaigns that want to create a special look. More often, billboards are produced from poster panels that are mass-produced copies of the original artwork. Most modern billboards are electrically lit and therefore require appropriate lighting and power systems to make sure the billboard is visible at night. While many billboards are located in major metropolitan areas, others can be found in remote areas along interstates. In both cases, it is very impractical to have to travel to each sign every night to turn on the lights. Therefore, automatic switches have been developed to turn on the lights at specified times. Other systems use photosensitive cells to turn on the lights when dusk sets.
Examples:
Bergey: Sky. A billboard produced by JWT agency from India, which implemented optical illusion to express the message, ‘Natural Finish Colours’, in a clear manner.
Penline Stationary: Strong Tape. No other tape advertisement can be better than this one, a tape that can stick up a billboard firmly.
‘The same text can belong to different genres in different countries or times.’ - John Hartley
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