When I look at this billboard I can envision a brand message like "An injury attorney so trusted that a Bay Area national football team co-signs them".  This billboard uses pathos to persuade the audience by using trusted injury experts. Who other than a demographic favorite like a local NFL team? The billboard could have done a better job of portraying the bond between the team and the firm. The billboard is a little bland compared to the ads on my phone or laptop. The main audience most likely are Bay Area residents, especially 49ers fans. The brand is attempting to be valued as "Your Bay Area Injury Attorney" meaning the go-to agency to the Bay Area residents. 

When I look at this billboard banner I see an artistic approach to attracting attention to the banner. Having the text in multiple orientations almost forces the viewer to stop and look at the advert. It was a subtle way to attract attention. But it doesn't keep the attention long. It is a logical ad that falls under logos, other than the text it is clear and straight to the point. The ad serves its purpuse by providing information that leads you in the direction of the museum. I don't think the banner adds to the value of the brand but I think the brand has value. The brand is trying to portray a connection between juan carlos araujo and san jose museum of arts.The Brand is a poor job of promoting a unique selling position because it doesn't do much to get anyone's attention beyond reading it.Overall it's pretty straightforward ad that is somewhat boring but it does its job and serves as purpose for referring people to the museum.