Bad Advertising - Billboard Semiotics and Pragmatics Fail

Take a close look at the bottom billboard and think about what each symbol might represent and what the sum of these symbols is intended to communicate.

Now, picture driving at 80 miles an hour and trying to figure out not only what each symbol might represent but also what the sum of these symbols is meant to communicate.

As mentioned in a previous post about a billboard pragmatics fail, the context in which a communication occurs plays an important role in a reader's ability to interpret a writer's intended meaning. The context here is the side of an expressway. Any reader in a car going 80 miles an hour or more is going to have an awfully hard time interpreting the writer's intended meaning because at that speed the reader will have a very short time to view the symbols. Not to mention that this doesn't even take into account the possibility of a semi truck obstructing a reader's view.

As for the semiotics fail, the symbols were so poorly executed that my first guess was:

beak + carrot ('s) + rake + "in" + rolling pin

Oh...how wrong I was and and oh...what bad advertising.

Upon seeing the billboard a third time I realized - the bird is a duck and the arrow is pointing to its bill, the carrot is supposed to be a surfboard and the last arrow is pointing to a blob of dough, not the rolling pin.

bill + board ('s) + rake + "in" + dough

So the writer's intended meaning was, "billboards rake in dough."

Okay, maybe I should have realized that was a duck the first time but I was driving and reprimanding kids at the same time. Plus I still think the second symbol looks like a carrot everytime I pass it.

Did I mention the apostrophe error? Does the billboard own the rake? The writer should have used a "+ s" not a "'s"

Related posts:

semiotics definition

additional semiotics posts

additional billboard posts

billboards advertising billboard advertising

Semiotic Billboard Advertising is Eye Catching

There is a billboard on southbound I-75 near Saginaw that advertises advertising on billboards (A fun topic about which I have previously posted). This particular billboard relies upon semiotics to succinctly deliver its message. The billboard is simply an image of numerous eyeballs being scooped into a net. I was unable to snap a picture of the actual billboard so this is my, admittedly, lame attempt at reproducing it.

The symbolism of the eyeball/net combination can be interpreted as either "catching eyes" or "eye-catching." I believe that either interpretation successfully delivers the message that advertising on billboards works.

Billboard Plays with Morphology, Syllabification and Semantics - Ad Here

As long as we are on the topic of billboards this week, another great one I spotted recently is a billboard that advertises advertising on billboards. This is a notable billboard because it relies on morphology, syllabification, and semantics to make its point. Unfortunately, there is not an available image of this billboard and I was driving too quickly to take a picture. At any rate, I will do my best to describe it.

There is a bottle of glue in the lower left corner and there are letters that give the illusion of being cut from magazine text and glued to the billboard. The letters appear to form one word adhere; however, the letters a and d are in the same font which is a different font from the letters h, e, r, and e that are also in the same font. Does that make sense? Like this: adhere.

So you have the word adhere with the syllables ad and here, which are also the free morphemes (or words) ad and here. Semantically this delivers two messages:

1. The viewer of the billboard, as a potential advertiser, could put their ad on that billboard
and
2. If the viewer of the billboard puts their ad on that billboard, their message will adhere with future billboard viewers, in other words, the message will stick to the future billboard viewers memory (which is key in advertising).