Online Journal of Communication and Media Technologies

Messages with Impact: Creativity in Traditional Outdoor Advertising Platforms in Castellón (Spain) and Warrington (UK)
  • Article Type: Research Article
  • Online Journal of Communication and Media Technologies, 2013 - Volume 3 Issue 2, pp. 94-111
  • Published Online: 24 Apr 2013
  • Article Views: 40 | Article Download: 467
  • Open Access Full Text (PDF)
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Franch EB, Albiol CB, Rutherford .. Messages with Impact: Creativity in Traditional Outdoor Advertising Platforms in Castellón (Spain) and Warrington (UK). Online Journal of Communication and Media Technologies. 2013;3(2), 94-111.
APA 6th edition
In-text citation: (Franch et al., 2013)
Reference: Franch, E. B., Albiol, C. B., & Rutherford, .. (2013). Messages with Impact: Creativity in Traditional Outdoor Advertising Platforms in Castellón (Spain) and Warrington (UK). Online Journal of Communication and Media Technologies, 3(2), 94-111.
Chicago
In-text citation: (Franch et al., 2013)
Reference: Franch, Eva Breva, Chelo Balado Albiol, and . Rutherford. "Messages with Impact: Creativity in Traditional Outdoor Advertising Platforms in Castellón (Spain) and Warrington (UK)". Online Journal of Communication and Media Technologies 2013 3 no. 2 (2013): 94-111.
Harvard
In-text citation: (Franch et al., 2013)
Reference: Franch, E. B., Albiol, C. B., and Rutherford, .. (2013). Messages with Impact: Creativity in Traditional Outdoor Advertising Platforms in Castellón (Spain) and Warrington (UK). Online Journal of Communication and Media Technologies, 3(2), pp. 94-111.
MLA
In-text citation: (Franch et al., 2013)
Reference: Franch, Eva Breva et al. "Messages with Impact: Creativity in Traditional Outdoor Advertising Platforms in Castellón (Spain) and Warrington (UK)". Online Journal of Communication and Media Technologies, vol. 3, no. 2, 2013, pp. 94-111.
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Franch EB, Albiol CB, Rutherford .. Messages with Impact: Creativity in Traditional Outdoor Advertising Platforms in Castellón (Spain) and Warrington (UK). Online Journal of Communication and Media Technologies. 2013;3(2):94-111.

Abstract

Outdoor advertising is currently undergoing a transformation as both the variety and popularity of digital platforms increases. This will inevitably involve significant changes in both the conception and production of advertising materials designed for digital platforms, including ‘smartboards’. Notwithstanding the technological advantages of outdoor digital advertising platforms (such as the means to incorporate motion) in attracting the attention of audiences, as a consequence of the cost of this technology as well as logistical restrictions and strategic obstacles, it is expected that not all outdoor advertising supports will be digitalized. As explained by Creative Director David Thompson of Telling Stories: With the rise of digital technology, one might expect more animation and moving image to be attracting our attention. The fact is however that many companies won't spend a lot of money on expansive and expensive alternatives because the production of posters is much less expensive to roll-out across tens, hundreds or thousands of spots. Perhaps the fact that there is not yet any concrete evidence that expensive high tech solutions offer an adequate Return on Investment (ROI) explains why it isn't happening. (Thompson, 2012) Accordingly, traditional (reflective, print-based) materials and their (non-digital) platforms will continue to be widely used in outdoor advertising. It is necessary therefore, to recognise and exploit the unique characteristics of this medium in the design of the materials for non-digital platforms. To provide both advertisers (sponsors) and creatives with a set of guidelines to maximise the effectiveness of both traditional materials and non-digital platforms, this project has attempted to identify the factors that contribute to the effectiveness of these traditional materials and platforms, as well as the extent to which these factors are shaped by the cultural environments and contexts in which they are employed.

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License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.