i am from the advertising industry and i am a believer of advertising, but i don't believe in what's being done on edsa. the billboards, huge and small seem to be an UGLIFICATION DRIVE (yeah, new words are formed in WAWAM! too) of EDSA by the advertising industry and marketers.
it does not help that the advancement in billboard technology, with the ability to print mega sizes of images, up to maybe 1 building length has made matters worst. advertisers seem to be in a race to get the largest billboard out on EDSA.
what amazes me is that many of these brands have broadcast media money and some are even heavy tv advertisers. aside from inflating the ego of the brand manager and earning mega money for billboard companies and advertising ad agencies, i doubt if these billboards are adding anything to brand building, much less business building. a few seconds viewing of these huge billboards while driving through EDSA, with basically the same images seen on tv will not add a single case to their business.
improper use of the medium aside, and their contribution to business building in doubt, what we are left here is the uglification of country's main thoroughfare. it assaults our eyes on a daily basis, at least twice a day. i wonder what is the value of advertising that contributes nothing to business but makes a mess of our own home. it's the city we all live in, why throw trash in it?
the UGLIFICATION OF EDSA, philippine advertising industry's WAWAM!
mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
Friday, July 11, 2008
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uglification....hmmmm, new word for the dictionary. just like the word "gentrification". anyway, who would look at those billboards? the drivers will look at the road and the passengers will look for their 'bus stop', or talk to their neighbors, or read the papers.
ReplyDeletepeople do look at those billboards, even for a few seconds. and given the bad traffic situation on edsa on almost all hours of the day, people can be forced to look at those billboard much more than they want to.
ReplyDeletebut if it's true that people don't look at them, that supports even more the point i am making - the billboards on edsa are nothing but an uglification of our city, no value to business or brand building.
the very short viewing time is also the reason why billboards should contain the fewest copy and the most arresting visuals.
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