In What ways does your media product use, develop or challenge forms and conventions of real media products?
The main regional and national culture magazines that I have taken most inspiration from such as The Crack, Spark and INDIE don't have billboards available that I could find online. This suggests that a billboard for a regional magazine in my area will be successful at standing out from competition and therefore likely to get more attention. It also however meant I had to look at more wider scale inspirations. During my research, I noticed that billboards contain some generic conventions such as masthead and dominant image however each Billboard varies in content completely. Some focus solely on the image to lead the page whereas others are highly detailed. I feel I had a lot more freedom when creating my billboard due to this and therefore I wanted to make advantage by making something that is quirky and unique and therefore will stand out. It did however take me many drafts to get to this point and numerous existing billboards encouraged my process. On the left is my final billboard image. It was mainly inspired by billboards from youtube, forever 21 and Empire Cinema however I think the most obvious inspiration is this image from Bona Fide which is a culture magazine in America. Throughout, I used, adapted and challenged the conventions of this billboard alongside those of fashion, music and film billboard in order to create an overall culture appropriate billboard. I used similar stereotypical billboard conventions including dominant image, masthead and contact details however I manipulated them in a way that is unique to my specific brand and offers a design I have not yet seen on existing products. This is most important as billboards are a competitive industry and often the most similar ones go unnoticed, which is what I had to take into account during production. I also used my findings and inspirations from my research and planning such as my deconstructions and conventions to help make the following decisions.
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Research and Planning
My research and planning stages really helped me to analyze real media products and find both the strengths and weaknesses to which. This included deconstructing existing billboards, finding out generic conventions and analyzing what makes a billboard successful. I came to these conclusions throughout my research. Firstly, I believed my magazine needed to be creative in order for it to be memorable which I feel it has achieved as there is no other design like it. It achieves simplistic due to it being image led and not having too much text to overcrowd the page which is what I found on some existing products which I disliked and therefore challenged. I feel my billboard is modern due to the color scheme, young model and links to social media. It also offers a contemporary and quirky style which would be much more appealing to the audience. I feel that by sticking to these conclusions, i have been able to follow real media techniques that are most popular and those that I have found to be most memorable in order to make my magazine successful. This second image shows some comments I have made about on of the billboards I deconstructed. As you can see, the main things I took inspiration from was a simplistic design which I have followed efficiently as my page uses minimal text. I was inspired by the limited color scheme and I feel my text almost become their own graphic feature due to the way I have warped them on Photoshop. These are the main things I planned to take inspiration from however further inspirations were offered during the production stage which I will be analyzing for each individual convention of the billboard. Features that I planned to challenge are also featured such as social media links which were a development from just using a website link and therefore more appealing to a younger audience. I also challenged the amount of detail to being more specific but focused on the product. I wanted to include a sense of ambiguity so that the reader would stop and research the product to find out more. Evidence of the inspirations and challenges from my initial real media explorations are evident throughout all the conventions of my billboard.
Layout
The inspiration for the general layout of my billboard can be seen in that of Bona Fide's. Initially, my idea was to have numerous images on my billboard a bit similar to that of Emporia Armani. I felt this would have matched well with my contents page however I challenged this initial idea once I felt inspired by Bona Fide. I took inspiration from having the dominant image centre of the page as I feel it directs the audiences eye-line straight to the content. I like how simplistic the layout of Bona Fide is as none of the conventions look overcrowded or too much to read. I took on board this minimal text design and was inspired to have text present on both sides of the page, however I developed it slightly to match my own style. Firstly, I have positioned the masthead in the top left corner instead of the right. This is because you read a book from left to right and therefore the audience is more likely to start reading from the left. I therefore want them to acknowledge the brand name first so that they understand all the following information belongs to the CLIQUE. It also makes the brand more memorable for instance if the audience is only glancing at the billboard for a few seconds, this will be one of the first things they read. Instead of having my text central on each side, I wanted it to frame my image more an therefore positioned it at the tops and bottoms of the page. I also included the border convention to help aid this framing and direct the audiences eye-line further to the centre. Bona Fide uses a graphical feature of a plant however this was irrelevant to my magazine therefore my own graphics include warped subheads which I have framed my dominant image with. I feel this challenging is a unique trait to my layout and is definitely the convention that stands out most. All of the conventions that I have used, masthead, subhead, straplines, online links and dominant image, are all present on the majority of existing real media products and therefore I feel my final product is successful at reflecting such. My main development is my layout which although was inspired by Bona Fida, is unique and I am yet to find a layout the same.
Dominant Image
During my photoshoot, I used both a male and female model because I have a unisex audience and therefore wanted all of my audience to either be appealed or feel inspired to try and achieve the same look. As I used my male model on my front cover, I decided it would be most fitting to use my female model on my billboard. During my research, I found that the majority of fashion, film and music billboards have females on them and as all of these topics will be sub-genres of my own magazine, I felt this was the most fitting model choice. The images I took of my male model are also a lot more serious and less humorous therefore I feel on an advertising platform this may have not drawn enough attention or looked appealing enough for the audience to take notice.
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My model is 23 years old and therefore fits into the target audience range of my magazine which is 18 - 25 year olds. This means that the billboard will attract the right kind of people due to this use of a familiar and relatable model. In my planning, I found out specific details about my model, Coral, and matched these specifically to my audience so that I could have a valuable representative of who they were with similar interests and a similar style to advertise the product. Most billboards adapt the model to fit the type of thing they are advertising. For instance, a billboard for Trimfit children's clothing will have child models whereas a billboard for Calvin Klein will have a middle aged, upper class male. I feel my billboard represents real media products due to the use of a model that reflects the audience and reflects the image of my brand/ magazine style.
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Whilst planning my Photoshoot, I sent my model numerous outfit choices and she decided to choose outfit 2 which consisted of aztec print leggings, a slogan t-shirt, doctor martin boots and a denim flannel jacket. This style is quite contemporary and unique which I took inspiration from INDIE magazine for. Throughout my research, I have reflected and looked upon INDIE magazine as my main form of design inspiration. Whether that be for color scheme, graphics or model pose, I really like how INDIE magazine have a quirky style that makes their products stand out and look different. As it is a billboard product that I am creating, I feel one of the most important factors is that it stands out and therefore wanted to use this unusual style myself. I was unable to find a billboard for the INDIE magazine however took inspiration from their front cover outfits and models as it is a similar real media product with the same intentions of drawing in a reader. The outfits I suggested were inspired by those on INDIE site as well as those on The Crack which also offers a unique style. I wanted to adapt The Cracks witty and humorous tone and reflect such in my models appearance which is why I chose a slogan t-shirt with quite a random and quirky quote. "Unicorns are real" is a very hipster and tumblr phrase which makes the clothing more lighthearted and shows the magazine doesn't take itself too seriously. I feel this will appeal to the audience as it makes the billboard more inviting and less intense. The quirkiness of the outfit and image is more likely to make people stop and notice the billboard to then go on and research it further. The aztec leggings are quite a statement piece of fashion and therefore stand out really well against the background of my billboard. The blue flannel shirt is supposed to frame the slogan of the t shirt which is a fashion convention that I found in my research. It was most important that the clothing and fashion aspect of my billboard was on point because as I have fashion as a sub-genre it needs to appear visually pleasing.
In terms of color, I asked my model to incorporate blue in her leggings and shirt so that it could match with my color scheme which features numerous teal shades and tones throughout. The blue flannel shirt links to a shade of my color scheme and therefore I used this color to adapt different convention backgrounds such as my social media links so that every color was interchangeable. The use of white, black and blue therefore fully links my billboard model to my house image which is successful in complimenting and standing out. Contrasting these colors together also made my image a lot more dominant and therefore effective. This was inspired by existing media products which use simplistic colors alongside one dominant color. For instance, in the Bona Fide image, the female model is wearing black, white and red. The black and white are successful contrasting colors and then the red is the main dominant primary color. As you can see from the rest of Bona Fide's billboard, these 3 colors are a reoccurring themes which ties all the individual conventions together. ALDO fashion billboard uses a similar technique. For instance, their dominant colours are yellow and white therefore they have incorporated these into the clothing and sunglasses of the billboard models. I took inspiration from this color convention however I also challenged it. I decided not to use the specific same shade of teal as it is such a unique color that it would be extremely hard to find a significant clothing match. I therefore asked my model to wear a light shade of blue as I knew this would contrast well with my dominant color of teal. The shade of blue falls under the tones of teal and turquoise therefore still matches significantly with my house image.
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Using my research on facial expressions I decided to challenge Trevor Millums theory and therefore challenge other real media products. Most billboards that I researched, use a practical or catalogue expression as this is the most professional and serious style. However, the Bona Fida billboard that I looked at, really caught my attention due to the quirky and funny face that the model was pulling. This to me suggested that the magazine is light hearted and doesn't take anything too seriously which is an approach I really take inspiration from. Due to this, I decided to develop the quirkiness and unique facial expression of bona fide, by covering my models face with her hair. There are two reasons behind my choices here. Firstly, I think by hiding the models face it removes her identity and therefore makes her relatable to anyone. It is unlike the stereotypical photoshopped and flawless models we see on everyday billboards and therefore is more likely to offer a relatable appeal. This is specifically important for a regional magazine which thrives on a community built spirit. Secondly, I think that this suggests the magazine is a bit crazy and outgoing and will therefore encourage people to want to read. This expression is more likely to make people stop and take notice than a regular billboard because it offers something different. That is therefore why I challenged real media products to make my dominant image more unique. The way she is holding and pulling her hair is very contemporary and wacky. This furthermore implies that the magazine will be light hearted and non serious.
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The image is a medium close up as I wanted to show off her fashion style. This is a common feature on billboards as seen in the bona fide example. Her body language is very open and engaging due to the use of her raised arms which I feel frames the centre of the page and invites the reader in. Through my research, I established that some billboard use props or additional graphics however I felt that my image was dominant enough. I didn't want the page to be too overcrowded as I wanted to achieve that sense of ambiguity and mystery to intrigue the reader. I used 3.0 lighting to make the model look fresh and this is a very common convention of billboard which need to be extremely high quality in order to look professional. I feel the image is a statement within itself and therefore I don't need any additional sub-images to aid its success.
Masthead
Throughout all my products, my Masthead has become the representative of my brands image and identity. From using it in my magazine and website, I thought it was only fitting to also include it in my Billboard construction. The main purpose of a Billboard is to advertise a specific product, company or event. In my case, I am advertising my magazine and therefore it is obvious I needed to include the masthead in order to promote my brand. Also, in all of the billboard examples I looked at for researching and planning, they included the convention of a masthead. This shows I have used real media features to aid my own success and therefore to allow my Billboard to achieve its form of advertisement. The presence of my magazine name will allow people to find out more information about it online or to share what they saw with their friends. It also attaches an identity to the rest of the billboard. For instance, the image and content can all be linked and associated to the single masthead convention which is effective at leading the page.
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I decided to position the masthead in the top right corner of the billboard page. I wanted it at the top of the page so that it was one of the first things the audience is read. This therefore allows the rest of the information to be attached to the brand. It also is the biggest text on the page. Again, this helps to ensure it stands out well and contrasts with the smaller and not as important information. I noticed that most real media billboard have really big mastheads therefore this was a convention I used. The position of the masthead however varies from billboard to billboard depending on what compliments the layout best. I did however notice that a lot more were either in the bottom right corner or central to the page. I think having a masthead in the bottom right corner would be to ensure that was the last thing the audience read and therefore most memorable. Having a masthead in the centre would make it a dominant conventions and therefore again one of the first things the audience will look at. However, despite these options, I think by challenging the usual position of a billboard magazine, I was able to compliment my overall layout more. The page looks neat and organised and in my opinion, the top left is always the first place you read from for instance when you read out of a book. This therefore implies I will have my desired effect of the audience reading the masthead first achieved.
OTHER TEXT
When researching Billboards, I noticed that there is a divided opinion between the amount of text that should be present on the page. Some Billboards offered a very minimalistic style such as this of McDonalds which only includes a dominant image and masthead logo. Automatically from looking at the image, you can tell that this is a Mcdonalds billboard and therefore no text is really needed. I feel this super minimalistic look is only successful for well known brands or products which people already have an association with and therefore already understand. I felt I had to challenge this style as my magazine is new and therefore does not have a develop fanbase. It would be hard for people to understand what my magazine stands for simply by looking at the name CLIQUE and therefore I decided to challenge this simplistic text style. The next type of billboard text I challenged was detailed text. For instance, I felt billboards like that of urban rock festival look far too overcrowd and the amount of text is likely to put people off. Due to this, I decided to develop the real media products I researched and create a billboard with a medium amount of text. As my audience would only be looking at it for a few seconds, I needed the text to be short, snappy and straight to the point whilst also giving the most factual summary of my bran and magazine.
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The Strapline is one of the main forms of text I decided to include on my billboard. My strapline is effective as it includes both the region my magazine is aimed at as well as the genre of the magazine. This means that the audience can instantly recognise the content and aim of the billboard so that they will have a general idea of what to aspect. I noticed that other real media products use the strapline on their billboards to further promote their brand. For instance, on this McDonalds advert the strapline is positioned underneath the masthead in the top left corner. McDonalds strapline has become a well known pharse and therefore by featuring my own strapline on all my products, I'm hoping to make it a well-known associated phrase with my brand. Throughout all my products, I have used the strapline in union with my masthead. I feel this has made them combined conventions which support and compliment one another. Similar to the McDonalds billboard, I have therefore positioned my strapline underneath my masthead in the top left. It is very conventional to use a masthead and strapline as a combined feature and therefore I have used real media features in this sense. Moreover, I feel by including the strapline on my billboard also, I was able to show that all my products work and combine together. I used the same font on all products and the same size text and therefore I feel it has become part of my brands identity which is why it was essential it featured on my billboard.
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Subheads are another convention that I decided to include on my billboard. This was one of the main real media challenges that I made as I have not seen this effective on any other billboard. I noticed that most of the subheads on a billboard are either quotes or instructions/rhetorical questions. What I didn't find in my research is a billboard that listed the sub-genres of the product or magazine. I felt by including the sub-genres of culture, I would be able to give an insight to my magazine in a short but precise way. The subheads show all the different topics of content that will be available therefore are likely to attract a wide range of people to the billboard who have different interests. I feel the way I set out my subheads was most creative and unique and therefore challenges regular media text. On most billboards I looked at, the text was ordered in neat lines which although looking professional, was very repetitive and therefore lacked creativity. I decided to add a modernistic approach, in which I would rotate and order my subheads to outline my dominant image in the centre of the page. Using the warp tool on Photoshop, I reshaped and rotated each word so that it matched the shape of my model. I feel the overall outcome of this is very unique and therefore is likely to make people stop and acknowledge such. This manipulation of text was a challenge to real media conventions which I feel adds individuality to my billboard.
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In the bottom right corner of my billboard is the Essential Information. This includes what the product that I'm advertising is (magazine), the price of the product (free), the website and the region (north east.) I decided to include this information because I think they are the most vital facts about my products. It is essential that the audience know it is a magazine I am advertising as I have no images of front covers or such therefore it is not evident from the dominant image alone. The price is a contributing factor which would encourage people to want to read more into the brand as free things are often most appealing to my young audience. I also think that by verifying the region, I am verifying the genre and audience of the magazine so that the readers can know they will be able to relate. I therefore feel the information I have provided here is essential in appealing to the audience and providing the final evidence they need to understand and appreciate the billboard. I was inspired to include this information by this current billboard from youtube. The Youtube billboard answers the questions of what is being advertised (a movie), where it is screened (Youtube Red), what it is called (unicorn island) and who is featured in it. I felt that this billboard really answered all my questions that I had gathered from the image and therefore was successful in making me go online and try to find out more. I have approached this factual convention in a similar way by providing the most important answers to any questions someone may have after reading the masthead and seeing the dominant image. I have also kept a sense of ambiguity and mystery by not giving away too much information. This will more than likely encourage people to become active audience members and go find out more for themselves. This is one of the main reasons that I decided to include the web address also. It therefore allows my products to all be combined and therefore the billboard be successful in expanding the magazines promotion. I was inspired to include a web address by many real media products, specifically the bona fide example that I have looked at previously. This was therefore another convention that inspired my billboard.
SOCIAL MEDIA
In my research and planning, it was evident that my audience were big fans of social media and used it constantly as a means of researching, communicating and socialising. As a result of this I decided to include social media links on my billboard. These are positioned in the top right corner, are different shades of my dominant teal and contain the logos of Facebook, twitter and snapchat. I chose these 3 media accounts as these were voted most popular by my target audience and therefore I feel will be the most appealing. I was inspired to do this by the bona fide billboard which used a web link and hashtag as a forms of promoting to a modern audience. I then developed this further by using direct media links which I think will be much more appealing to a modern and fresh audience.