Exigenc(ies): pollution caused from cars, traffic, raise awareness of being fit and active,

car crashes caused from traffic.

Purpose: The purpose of this advertisement is to promote people to visit the biking
website by alluding to topics such as pollution, traffic, health and safety.
Audience:
o Rhetorical audience- Anyone who can ride a bike, anyone who speaks English,
drivers who are interested in: improving the environmental state, personal health,
and safety, women who ride bikes.
o Non-rhetorical audience- Anyone who doesnt know how to ride a bike, people
who dont speak English, people in the car that arent driving (carpool),
Constraints:
o Positive- On I-95 where a lot of traffic is, there are multiple billboards by the
same company that share a similar message
o Negative- Its on one side of the driveway so only half of the drivers on I-95 will
see it, cars are a faster way of transportation
What does it say? (what are the words themselves)?
o IF YOU RODE A BICYCLE, YOUD BE HOME BY NOW
What are the color choices?
o Green background, White words and Black words for Bicycle and Home.
Bicycle and Home are in black to show how they affect each other; you need a
bicycle to be home.
What are font choices, and what do they mean?

It is in all in big uppercase letters and the font looks very similar to a Bold Arial.
This helps make the text the main focus of the advertisement.
What strategies does the text employ to achieve its purpose?
o Logos: It is logical to think that when stuck in traffic the next fastest/ cheapest
way of transportation is by bike.
o Pathos: infers that if you ride a bike home you will more than likely get home
safer since there are a lot of deaths due to car crashes (especially on I-95).
o Color Symbolism: The background is green to allude to a healthy environment.
We usually associate green as being a good and positive color since it is the color
of harmony, balance and growth. The majority of text written in white help create
a safe/ pure environment while the black words establish the seriousness of the
message.
Are these effective, for this particular situation, for this intended audience? Why or why
not?
o This ad was very effective, the biking website connected to this image has a lot of
business going for them; they also create campaigns and advertise other
opportunities on how to get bikes where to bike with these advertisements on the
web page. There are comments on their billboard pictures discussing how the
billboards remind them of pollution in the environment, traffic, health.
How is the text distributed to, or what attempts are made, to distribute this text to a
desired audience? What other audiences might encounter it, to what effect?
o Another way people can see this image is through the internet. Some of the tags
on this photo were Miami traffic, pollution, environment and physical health.
These tags will lead to people finding this advertisement such as people who work
with Miami traffic, the EPA could be drawn by the environmental allusion and
people who are looking a way get physically fit might stumble upon this.
o The billboard its self is an electronic billboard which is proven to be an
environmentally friendly way to use energy.
o On the website under each billboard they mention: Do you have an essential
cycling safety message you'd like to share with thousands of motorists? If so, they
want your help. Send them your designs, input and ideas.
o The website also has social network groups on Facebook and Twitter that post
about accidents relating to cars and/or bikes which ties into how they care about
the peoples safety.
Sources:
"The Miami Bike Scene: Help Design New Billboards Promoting Bicycling." The
Miami Bike Scene: Help Design New Billboards Promoting Bicycling.
N.p., 02 Nov. 2010. Web. 10 Oct. 2014.
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