Issues #3/2000
Use of electronic
advertisement sign displays panels tableaux or New-York, New-York
(27 april 2000) special correspondent
Kirill Krylov
There are two places on the Earth, attracting views of all
advertisement agents: New-York and Tokio. And if reportage about Tokio has already
been published, second cultural place was Terra incognita.
Informative
sign displays[up]
New-York
met me by cold wind, but I took an interest in advertisement use, not in weather
vagaries, which during two last years after El-Nino have already harassed everybody.
So I took Lincoln, (oh, this love of New-York citizens to everythig great...)
and went to Broadway. Real rampage of advertisement , as known, is at
Times square, which borders to 42 street and is crossed by Broadway. We did
not see special survey, exactly this fact explained my interest. Night Broadway
is especially effect, when huge alight broadsheets are shining, neon sighboards
are blinking and electronic tableaux are playing.
The latter is not numerous and they explicitly resign in squares another types
of advertisement boards. Nevertheless because electronic tableaux have more
possibilities, they are often used in most "striking places". sign displays are located
in different places, the most striking, frontal or angular ones at cross-roads.
At the same time one tries to use strong sides of this or that type of electronic
tableaux. Thus lamp tableaux, enjoining larger ... in relation to LED ones,
are placed higher, practically on the skyscraper roofs. Such sign display with Discower
card advertisement is just printed on the photo. At such location the sign display
is seen from larger distance and for a great number of people. Pictures with
details are not convenient to demonstrate on such sign displays, and is not necessary
for distinct purposes. According to ... intensity only alight panels compete
with lamp sign displays, but eyes quickly habituate to the former because of their
steady-state and cease to notice them.
More
lower floors are occupied by LED sign displays, having another advantage, larger definition.
Besides on account of smaller distance between LED-illuminated switchs, display
does not dilapidate in separate pixels at observation from small distance. TV
channels masterly use this fact, locating sign displays maximum near to passers. At
the same time just TV picture is often translated to the sign display. Watching from
pavement and small distance one quickly forgets about what is there above...
You
can personally compare two pictures. LED sign display Panasonic, advertisement of
NBC TV channel. On the sign display with good definition, TV rolls are well observed
both colour and black-white, the latter was unexpected for me. Fragments of
old TV communications in black-white performance look unexpectedly well, may
be because they are strikely unexpected by their miserliness of colours among
Broadway multi-colour images. Generally it is not bad sign display, achiving their
goals, it is well located if
there are not two "but":
1) sign display "rains", it is noticed not only from small distance,
at the previous photo one can notice the same dimmed diodes. I do not understand,
either we have to refer this fact on account of Panasonic sign displays construction,
or that sign display is not in order served. All this creates sloppy image and
at the back of one's mind does not work on positive image of TV company;
2) we shall consider it below.
This is a sign display of competitors, TV company ABC. This
is unique engineering building is composed of two parts:1) frame, electronic
sign display of lamp type; 2) center, LED, Sony.
Colossal measurement support extraordinarily effective ...
of square, though orientation of sign display in relation to square location is less
successful, than in NBC one. On the example of ABC sign display I faced at the first
time with light dynamic frames. Traditional running line is located below sign display.
Three pure types of sign display use are distinguished: corporate
sign displays, informative sign displays, advertisement sign displays. In reality pure types play
also mixed roles. Corporate sign displays are supported by "mother-company" and are
appealed to explain everybody, in what sense it is better. Informative sign displays
are also supported by "mother-company", but besides they have useful information
of more global character. Advertisement sign displays provide their square everybody
who is in need of them, but for money, more precisely these are "factories of
advertisement time sale". Furthermore another types of sign displays: corporate
and advertising.
Corporate sign displays[up]
The first object, which strikes the eyes at the cross-road
of Broadway and 42 street, is advertisement of British Airways. Huge Concord
looks very effective, but electronic board thereabout did not work. 
Concord rockets in sky, where "black angels" in underclothing
plane. "May be it is not bad" - I thought, may be I did not refuse myself appointment
with such angels, but unlikely it is necessary to use service of British Airways
for this deal. Two simple truths immideately emerge in brain: one must consider
background and if you advertise high technology company, everything must works.
But I like personal idea of desk. Idea was so excellent, on the sign display one may
demonstrate information about prices, discounts, tours etc., and flushing in
the sky Concord, it is drastic! On the black sign display there is no such picture
and I immideately understood, that in far America everything also abuts in people,
serving electronic sign displays and they have their problems. But this fact made
Broadway pleasant to me.
The same role sign display of Delta Air Lines, British Airways competitor, played.
There was no Concord, but in distinction from the first example it worked and
correctly did its role. As it seemed to me, this is lamp sign display, but with small
pitch, which allow it to work in full-colour regime and show on it nice pictures.
Red running line with current information is located below. This decision is
very convenient, because it allow to import quickly changes in the information
in text regime, and this is much simpler, than to insert it in video-roll. The
question is, how many people read running line? 
Useful
in this example was without frame appearence of the sign display, which separate it
from background and it was done in coloures of air company. All this casts to
unconscious concentration of view on the sign display. The sign display is located at the
angular building of 42 street and is really observed from two streets, which
increases its efficiency. Because there are no other sign displays, all attention
of foot-passengers and passengers of passing transport is concentrated on it.
The sign display itself is well performed and has good brightness, it is directed
to the north, so image on it is well observed at bright sun also. At the photo
on the right his sign display is in the morning.
Huge composite panel ATT is served to demonstration
of corporation power and also to information about new services. ... was good
to do huge neon tableau, on which there would be place both for logotype and
map of the world, and to place in the center electronic lamp tableau, on which
operative information may be placed. Decision kills performance, in this case
it simply kills it. It is seen, that the company has not money for good modern
sign display and also for that performed (lamp, full-colour), ugly block structure
gets out. Such picture may be seen in Russia either at the moment of sign display
input in maintenance, or when workers overdrank and there is strong displacement
in phase, but both reasons do not suit to Broadway. In Russia it ought to monitor
for quality of juice and to pay normal salary to team, serving the sign display, in
this case you may require quality of picture from this team. The block structure
is particularly distinguished at full ... of all sign display, this by indirection
indicates, that it is not everything good with sign display power supply. I
doubt, that ATT has some conflicts with operators, because everywhere and always
behind every concrete deal the concrete man stands...
At the end there is chef-d'ouevre of corporative advertisement
on the electronic sign display.
ABC sign display is a TV corporation. Compositive decision: external desktop is an
electronic lamp sign display, internal, LED one, allowing to transfer image of TV
quality. It seems, that original sofrware support, synchronizing producing pictures
is applied, at the same time picture on the lamp sign display always picks out image
in tone at the LED one. Everything looks excellent.
Advertising
sign displays[up]
Certainly all sign displays are advertisement ones, but it is
interesting to note, that the advertisement on them is preferentially image.
There
are practically no advertisement broads, on which some services or goods are
advertised. Exeptions we may count by fingers (rare example is on the photo
on the left).
Another sign of time was the fact, that such advertisement
appeared where there is URL on site, which supports this service or goods. Probably,
this is the most "misprized" resource of elecrtonic broads both by advertisement
agencies and owners of broads. We may fairly surely predict both rise of market
of advertisement services, providing on existing sign displays, and performance of
new electronic tableaux with the aim to use them, mainly, as advertisement mediums.
Advertisement of possibility to phone in favor of "unfamiliar count" at the
ATT sign display (photo on the right).
Copyright
1996-2002 VK.
New-York
met me by cold wind, but I took an interest in advertisement use, not in weather
vagaries, which during two last years after El-Nino have already harassed everybody.
So I took Lincoln, (oh, this love of New-York citizens to everythig great...)
and went to Broadway. Real rampage of advertisement , as known, is at
Times square, which borders to 42 street and is crossed by Broadway. We did
not see special survey, exactly this fact explained my interest. Night Broadway
is especially effect, when huge alight broadsheets are shining, neon sighboards
are blinking and electronic tableaux are playing.
