Billboard AnalysisANCILLARY TASK

What is being represented?

The billboard advertisement is representing an individuals passion for music. This is demonstrated in the design / layout of the billboard itself. The image (a guitar shaped rib cage and backbone) portrays the message that the love of music comes from within and it is the backbone of a person’s life. The Rolling Stone magazine has designed the billboard in this way to also interlink with their target audiences love of music. They wish to enhance their consumers love of music by using the tagline ‘we are made of rock’. This portrays the magazine brings together a community of rock lovers, which in turn shows that the magazine firmly believes that the ‘music way of life’ is one to be respected and valued as an individuals love of music comes from within.

How are they being represented?The message / individuals are being represented by this billboard advertisement in a positive light. The individuals are being branded as a community of music lovers whose passion for music comes from within. The magazine has designed a ribcage and backbone in the shape of a guitar. This has been done in order to entice the audience to purchase the magazine as the image portrays that the body is shaped like a guitar which therefore reiterates the message that their passion for music comes from within.

Who are the primary and secondary audiences?

This billboard targets a adult demographic aged between 25-40 years old (67% male / 23% female). The geo – demographic of the billboard is the south of England where more upper class individuals live in affluent areas of the country. The billboard targets three main socio – economic groups A, B and C1. Socio – economic group A targets higher management such as bankers, lawyers and doctors. Socio – economic group B targets middle management such teachers as well as creative and media people, e.g. graphics designers. Socio – economic group C targets Office supervisors, junior management, nurses and specialist clerical staff. The billboard targets these three main socio – economic groups due to their income as this billboard is advertising Tom Ford who sell high end, expensive products which only these groups could afford. The billboard targets the aspirers, succeeders and reformers psychographics. The aspirers psychographic ‘seek status’ meaning their lifestyle is orientated around their image, appearance, persona and fashion. Therefore, by seeing their role models featured wearing products from the Tom Ford range they would endeavour to copy their style / appearance. The succeeders psychographic ‘seek control’ meaning they’re confident individuals whose brand choice is based on self – reward and quality. Therefore, they would be attracted to the high end products that Tom Ford sell. The reformers psychographic ‘seek enlightenment’. Meaning they have good social awareness and independent judgment who select products for quality. Therefore, this psychographic would also be attracted to the high end products that Tom Ford sell.

How is the text appealing/attracting its target audience?

The Tom Ford billboard opts for very simplistic, sleek design and uses minimal text. This is due to it target a very sophisticated target audience. The image is a mid – shot of a man and women. They feature both genders in order to show they cater for all. With Tom Ford being a brand that mainly focusses on male products, the male model is shown to be very smartly dressed. This has been done to portray the target audience to being very wealthy, smart dressed individuals who enjoy the finer things in life and care about their image and persona. The message of the advert is very clear being a man who wears Tom Ford products, not only will you be respected by your peers but you will also attract a lot of attention from the female gender.