RESEARCHING
THE CLIENT

Who is the
client?
The client is Canon who are a technology company founded in
1937. Canon’s main goals are to help people push the
boundaries of what can be done through imaging. Canon has
manufacturing facilities across Japan, America, Europe, Asia
and Oceania. Canon’s motto is working together for the
common good which is embraced by all Canon employees.
Canon’s developments include working on satellite
development, medical advancements, growing the possibilities
of print and industrial equipment and network video cameras,
which contribute towards building smart cities. Canon’s core
strength in optical and imaging technology is also contributing
to advances in astronomy. Canon UK offers imaging and
information technology solutions. The Company sells cameras,
camcorders, digital camera, printers, office print & copy
solutions, scanners, facsimile, binoculars, personal copiers,
document imaging systems, professional print, and copy
solutions products.
unknown. (unknown). All about Canon. [Online]. Canon UK.
Last Updated: unknown. Available at:
https://www.canon.co.uk/about_us/corporate-information/
[Accessed 10 January 2023].

Further
information
on the client
unknown. (unknown). Corporate Philosophy & Spirit.
[Online]. Canon global. Last Updated: unknown. Available at:
https://global.canon/en/vision/philosophy.html [Accessed 10
January 2023].

Canon’s previous
work
unknown. (unknown). Canon UK Reviews. [Online].
Reviews.io. Last Updated: unknown. Available at:
https://www.reviews.io/company-reviews/store/canon
[Accessed 18 January 2023].
Canon have produced many products in there 84 year life
span, many of which have been reviewed in a positive light.
One older product that garnered several 5 star reviews due
to its quality is the Canon Powershot G7x Mark II. This
product was not only very beginner friendly, it also has
outstanding quality (especially for the time period it was
released which was May 2016.) This is just one of many
examples of Canon pushing the boundaries of what is
exceptional quality and Canon has proceeded to prove they
can consistently release above exceptional quality products.

Canon’s Target
Audience Typically, Canon’s core audience for their
products would be older people (35+),
however, Canon is wanting to target a
younger audience (15-25 year olds) due to a
majority of photos being taken by young
adults and thus Canon want to take
advantage of this and begin marketing their
products towards that age group.

Canon’s
Previous
Advertorials
Here, this advertorial is promoting Canon’s newest product at
the time and a selection of highly praised reviews. I believe this
was depicted for an older audience (35+) due to the fact that
there isn’t anything awfully flashy to indicate they wanted to
target a younger audience. Moreover, the colour scheme can
be seen as quite bland as the only colours that are present in
the advertorial are black, white and a rustic yellow which
makes it seem like quite a grounded product and something
that would appeal to a more older audience. For the
cinematography, the image used is a high angle shot to show
the full extent of Canon’s product which allows the consumer
to see what the product fully entails if they wanted to purchase
the 8MM Camcorder. In the advertorial, the image was edited
to where the only thing that can be seen is the new product
which gives the product the main focus even with the reviews
around it.

Canon’s
Previous Print
Adverts
Here, this advertorial is promoting Canon’s newest product at
the time along with giving their insight as a company regarding
wildlife. I believe this was depicted for an older audience (35+)
due to the fact that this information doesn’t typically engage a
younger audience. Moreover, the colour scheme can be quite
varied as there are green, blue and a variety of other colours
however most of the colours used are quite plain and are not
very colourful thus the colours still appeal to an older audience.
For the cinematography, the image used is a two shot to show
the area and the animals which helps explain their points
further. In the advertorial, the image does not seem to be
edited however the bird may have been edited into the image
digitally.