engleski

Quality of message presentation to the media of outdoors advertisement

The dominant trend of marketing strategy in the recent years in the world and in our country is the development of new media and communication canals of promotion messages, especially media of outdoors advertisement. The outdoors advertisement can be studied as media set to places available to broader audience – billboards, transport media and street equipment – with the aim of commercial advertisements and advertising. Advertisement in general is dominantly determined by the communication and marketing function as well as the characteristic of the environment in which the media are placed. In the frame of the communication function, the aesthetic component of the presentation of the visual message is in accordance with the specific demands of this way of advertisement. Regarding the fact of a short time of message receiving during the design of media of outdoors advertisements, it is necessary to acknowledge the determined demands to obtain the final solution visually recognizable and readable. It comprises the choice of structural elements in accordance with the possibility of a successive and simultaneous registering of visual form with regard to the quick changes of distances during the analysis of the media of outdoors advertisements. The paper is based on the analysis of a particular media regarding their size and place of exhibition from the point of activation of the message interest. The analysis includes the choice of the corresponding typographic and image elements as well as their size in accordance to Muller – Brockmann`s demands for achieving the visually attractive message: quick readability and understandability, innovativeness, maximal effect with minimum graphic elements, insurance of effectiveness by easy recognizing and the sum of details, establishing of contact between the observer and the message with the aim of better memorizing.

media; outdoors advertisement; visual message; structural elements

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