Thursday, 28 October 2010

Legibility and Tone of Voice.

This advertising billboard was designed by the McFaul studio. The project information on there website reads;

 “With the new fuel efficient Audi A6 you can drive a further 107 miles per tank. BBH wanted something playful and crafted that gives you the impression there is a lot of stuff to be seen with the extra mileage.”

The intention seems to be to inform passing motorists about the economic and environmental benefits of owning an Audi A6.

The intricately illustrated typeface is used to convey the idea of travelling and looks like twisting roads. After sitting here and studying it for a while it certainly looks very stylish. But if I were driving past this advertising billboard I would find it very difficult to read.

Being an advertising billboard, next to a road, selling cars I think as much as I like this beautifully designed illustration; it might get its message across with more ease if it were more legible. But maybe that’s the point. The way we are being sold the product makes us feel good because we have made the intellectual link between elaborate design and well-crafted engineering. 

In the top corner the Audi logo is universal, at a quick glance you knows what’s being sold to you. The words Vorsprung Durch Technik have been firmly imprinted in to our minds, even though not everyone speaks German. The intention could be to sell us the idea that an Audi is well designed, beautifully engineered and just better than other cars with the use of an elaborate typeface. The more times you drive past the billboard the more intrigued you become to discover the subtle meaning.

This is an advertising concept for Beck’s beer that wasn’t used. This image is very obviously using tone of voice to help convey the message. The text looks like flames and slightly devilish, therefore reflecting what the words are saying. The intention of this image is to draw a comparison between what’s going on in the image/text, and drinking Beck’s beer. Therefore its saying that is the sensation you get when drinking a Beck’s.

The target market might be young people in pubs and clubs. The specific humour being used suggests a younger (25 –45) target audience. Beck’s is a lager beer that some younger people prefer compared to ale or bitter that some older people prefer.

The image looks like it could be used in a sight specific location such as next to the urinal or washbasins in pubs and clubs. The way the image is delivered to the viewer is by catching your eye and holding your attention with stark contrasting colours and an interesting looking typeface.

The content of the image and the words used don’t have any real connection with Beck’s beer.  By making the consumer have to think to understand what is being sold, it gives the advertisement more chance of being retained by the viewer and the viewer talking about that clever or funny advert that they just saw.

Image 1 taken from

Image 2 taken from

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