The document discusses two billboard advertisements that use effective photography to engage viewers. The first billboard uses a 3D photographic element to advertise a naval museum, inviting viewers to visit in an indexical way that leaves them curious. The second billboard portrays a crumpled vehicle to visually warn viewers about the dangers of tailgating in a shocking way meant to have an immediate, memorable impact through its semiotic visual signs.

1. Case study Photographic

2. Within this billboard there is evidence of very
effective photography that has a specific
impact on the viewer. Here the photography
gives a three dimensional element to the
billboard which makes the piece of advertising
more aesthetically stimulating. In terms of
semiotics the billboard is iconic in the sense
that it is some form of telescope or military
scouting device, that cannot be argued.
However, it can be interpreted in an indexical
way as it is almost inviting the viewer to go to
the Naval Museum Of Alberta and is
persuading the viewer to go. This is a form of
rhetoric as it leaves the viewer in suspense and
makes them want to look at what is at the
museum.

3. Here photography has been used to support
the campaign trying to prevent tailgating. The
scrunched up, crumpled billboard portrays to
the viewer what the consequences of tailgating
are and therefore the severity of it. The
billboard is very clear and has an immediate
impact on the viewer. The shocking elements
within the billboard increase the impact on the
viewer and makes it more rememberable. The
visual signs within the semiotics help to do
this, using the big lorry and the small car
emphasizes to the viewer how serious this is.