Gender Portrayal in Outdoor Advertising in Punjab and Khyber Pakhtunkhwa (KPK) Provinces of Pakistan

Gender portrayal and the representations of males and females in advertising remains the core interest of researchers from gender studies and communication research. In advertising scholarship, it is often found that there are differences in gender portrayal specifically due to the cultural contexts. In the present study, we explore the gender portrayal in outdoor billboard advertising of two provinces of Pakistan; Punjab and KPK. Theoretically and conceptually, the study takes roots from cultural studies on advertising and social semiotics studies on gender and advertising. We collect data of 360 billboard advertisements from two cities of Punjab and two cities of KPK. We coded 654 units in these 360 billboards according to the conceptual categories of social semiotics. In the present study we found that female models are portrayed more as compare to the male models in outdoor advertising of both provinces; Punjab and KPK. Although, the dominant pattern of gender portrayal in advertisements of KPK is similar to Punjab, however, it is slightly different from Punjab. In KPK, males are also portrayed as submissive. Females are more associated with nurturing roles as compared to Punjab. Hence, it is concluded that in outdoor advertising of Pakistan, females are objectified and they are mostly used for their glamour and beauty. On the contrary, males are portrayed as dominant and in power.

Deteksi dan Klasifikasi Merek Mobil untuk Penentuan Iklan Billboard Menggunakan Convolution Neural Network

<p class="Abstrak">Dunia periklanan di Indonesia saat ini memiliki perkembangan yang sangat pesat. Hal ini dibuktikan dengan semakin bertambah banyaknya media periklanan yang diciptakan, salah satunya adalah iklan billboard pada jalan raya. Iklan billboard ini memiliki kelemahan, yaitu materi atau konten dari iklan yang ditampilkan tidak dapat berubah-ubah, dengan demikian maka target dari periklanan tidak bisa tertuju pada konsumen yang tepat. Untuk mengatasi masalah tersebut maka dibutuhkan pemanfaatan teknologi untuk mendukung keefektifan kinerja dari iklan billboard. Pada penelitian ini dibuat sebuah sistem yang dapat mendeteksi mobil dan mengenali merek dari mobil yang terdeteksi, sehingga materi iklan dapat berubah sesuai dengan merek mobil yang dikenali oleh sistem. Untuk deteksi pada mobil digunakan metode You Only Look Once (YOLO) dan untuk klasifikasi pada merek mobil digunakan metode MiniVGGNet. Proses latih dilakukan dengan menggunakan 1100 buah gambar dan terdapat 11 macam merek mobil yang dapat diklasifikasikan. Dari pengujian yang dilakukan, didapatkan akurasi akhir 93% pada deteksi mobil. Untuk klasifikasi dari merek mobil dilakukan pengujian dengan fungsi optimasi Adam dengan ukuran masukan gambar 64x64 piksel. Untuk akurasi terbaik yang didapatkan adalah 60%.</p><p class="Abstrak"><em><br /></em></p><p class="Abstrak"><strong><em>Abstract</em></strong></p><p class="Abstract"><em>The world of advertising in Indonesia today has a very rapid development. This is proven by the increasing number of advertising media created, one example is billboard advertising on the highway. Billboard advertising has a weakness, namely the material or the content of the ads displayed cannot change, therefore the target of advertising cannot be directed at the right consumer. To overcome this problem, the use of technology is needed to support the effectiveness of billboard advertising. In this study a system was created which is can detect the car and recognize the brand of the car detected, so the advertising material can change according to the brand of the car that is recognized by the system. For the detection of cars, using You Only Look Once (YOLO) method and for the classification of car brands, using MiniVGGNet method. The training process is carried out using 1100 pictures and there are 11 kinds of car brands that can be classified. From the tests performed, 93% final accuracy was found in car detection. The classification of the car brand was tested with Adam optimization functions with an image input size of 64x64 pixels. For the best accuracy obtained is 60% using the Adam optimization function with the input image size of 64x64 pixels.</em></p><p class="Abstrak"><strong><em><br /></em></strong></p>

Artificial, cheap, fake: Free associations as a research method for outdoor billboard advertising and visual pollution

The free association method is often employed in marketing research to investigate perceptions of a particular product or brand in different socio-cultural groups of customers. In our research, international and domestic students produced free associations in response to photographs of outdoor billboards from two different locations in one city (city centre and outskirts). The results indicate that free associations can depict qualitative aspects of outdoor billboards like poor quality (relating to the categories of amateurish and fake), problematic content (relating to female stereotypes, gender stereotypes and cultural differences), and that they have the potential to capture the general atmosphere of the neighbourhood (categories of decay, depression, danger and past).

Impact of Wind Load on Large Plate Billboards in Vietnam

The paper presents the analysis of the impact of wind loads on large plate billboards, how to determine and convert input data and repeat cycle conversion ratios in calculating the wind load between Vietnam standards and foreign standards. In addition, the article presents the notes in the calculation according to different standards, thereby giving the process of calculating the determination of wind load according to Vietnam standard TCVN 2737-1995, European standard EN 1991- 1-4 and AmericanASCE / SEI 7-05 standards for large billboard advertising by MathCad calculation software, presenting calculations for a specific billboard, from the results of the presentation, we get some conclusions and recommendations.