Young men and boys from the ages of 14-25 who live in urban areas are targeted in this billboard advertisement. The billboard would be placed on the way up, along highways, to rural areas, on the way to cottages or summer houses. It would be targeted to wealthy families because of the price of the bikes and equipment. This specific advertisement has the rider up in the air, posed as if he is flying above our heads. The advertisement has him frozen mid-air; this is to symbolize the state of nirvana that you feel from seeing that. It is the moment where life stays still; that rush you feel before remembering you have to stick that landing.
The advertising techniques used to construct this media text are scale, excitement, and the “cool factor”. Scale is shown because the biker and its rider appear bigger that everything else in the text. It is coming from a perspective as if you are looking from beneath the bike, making you feel as if you want to be the one flying in the air. The excitement of that moment of nirvana can influence anybody attracted to the physical characteristics of the billboard. If somebody has already had the experience, their past emotions may help them relate to the moment being portrayed. From a ‘negative’ perspective, if somebody has had a bad experience with motocross and dirt bikes, they may feel different emotions about the ad than those who enjoy the sport. “The Cool Factor” technique asks the question “Are YOU cool enough?” Targeting the ad to youth, it is known that many youth experience peer pressure issues, as well as self-image problems. Cool is manifested into having a powerful image. The words “Feel the Power” imply a message that when you are in power, you are on top of the world (literally in the text), and that you could have the potential cool factor everyone looks for. Being "cool" in today's society is very important to today's youth. It proves a feeling of acceptance by society and it feeds the power of control.
The advertising techniques used to construct this media text are scale, excitement, and the “cool factor”. Scale is shown because the biker and its rider appear bigger that everything else in the text. It is coming from a perspective as if you are looking from beneath the bike, making you feel as if you want to be the one flying in the air. The excitement of that moment of nirvana can influence anybody attracted to the physical characteristics of the billboard. If somebody has already had the experience, their past emotions may help them relate to the moment being portrayed. From a ‘negative’ perspective, if somebody has had a bad experience with motocross and dirt bikes, they may feel different emotions about the ad than those who enjoy the sport. “The Cool Factor” technique asks the question “Are YOU cool enough?” Targeting the ad to youth, it is known that many youth experience peer pressure issues, as well as self-image problems. Cool is manifested into having a powerful image. The words “Feel the Power” imply a message that when you are in power, you are on top of the world (literally in the text), and that you could have the potential cool factor everyone looks for. Being "cool" in today's society is very important to today's youth. It proves a feeling of acceptance by society and it feeds the power of control.
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