Billboards

1. Introduction

Billboard is defined as a flat surface on which bills are posted or a large panel designed to carry outdoor advertising posted alongside highways or on the side of buildings. It is a type of medium used to promote a product, service or the company as a whole. Billboards are purposefully created to catch a person’s attention that will create an immediate but memorable impression to them.

In terms of publicity and marketing, billboards are used as a means to show freedom of expression. Just like what the Philippines, through the Department of Tourism, did in thanking the world for their support and help after the devastating typhoon Yolanda hit Visayas most especially in the Tacloban City, Leyte. Also, most billboards use sexuality to sell any product or service. One of the most controversial billboards at present is about the Philippine Rugby Team Volcanoes as they pose wearing only underwear. This form of advertisement can also be used to promote brand image and awareness. An example of this is Coca-Cola Philippines celebrating their 100th year anniversary of providing happiness to the Filipino community. Mainly, one of the purposes of billboards is to relay a message to its viewers whether companies would like to introduce a product, organizations to promote an event or a candidate campaigning for a certain position.

Consumerism is also evident in some billboards because it is a means by companies for customers to purchase goods and services in ever-greater amounts. Like a billboard from Dunkin Donuts wherein they advertise that purchasing a box of Choco Fudge Nuggets would cost consumers less.

In the Philippines, the Ad Standard Council and the Outdoor Advertising Association of the Philippines manage billboards. The former is the advertising industry body in-charge of screening and regulating content of advertising materials across all mediums while the later is the main regulatory board especially for billboards. The ASC has...