2. The client
The client that I am producing this promotional video for is Canon. Canon was founded in 1937
by four Japanese men in Tokyo, Japan. It has changed its name several times over the years and
didn’t change their name to what it is now (Canon Inc) until 1969. They are requesting a product
that can showcase their new product that will be on the market. Their vision is to be able to
demonstrate their products ability to create amazing photography with professional equipment
and cameras. Canon's inspiration is guided by Kyosei's philosophy of culture. The issues I need to
consider regarding my client is that I would have to meet their needs and wants to be able to sell
their product with their specific image they want to create.
3. Target audience
This advertisement is demographically aimed at 15- to 25-year-olds. Specifically young adults
that either want to learn how to do photography or have a passion for it. However, within
demographics there is social grade, this means that some people do not have the money to be
buying photography equipment as it can be expensive for example up to £3000 for a single
camera. This type of product would be targeted at people that have a passion for photography
or professionals. The issues I would have to consider for my targeted audience is that they would
only be interested in the campaign if the advertisement is aimed at them for example if the
product looks like the camera is for immature photographers' professional photographers won't
be interested. Because of this I will need to be considerate with who my audience will be.
Furthermore, this means I will have to make the journey specifically aimed to 15 to 25 age range.
4. Research
Music - I can express journeys through music by how its transformed over the years and how it
can be memorable.
The reason for why I chose to associate music in this project is because music is used by
everyone and has a wide audience of all ages. Our age range are more likely to listen to music a
lot more as they are younger. In addition, I used my own perspective to what I would want to
see as a customer to canon. Music has a big impact on our day-to-day basis. This can affect
us as music can help people through their daily problems, makes them happy, and can
physically help us.
6. Journey examples
Emotional journey: An emotional
journey is a visualization that maps
and illustrates a user's emotional
experience through the experience
of interacting with an organization,
product or brand.
Physical journey: Physical journeys
involve different types of obstacles
and movement to new places. They
provide opportunities for travelers to
extend themselves physically,
intellectually and emotionally as they
respond to challenges and learn
more about themselves and the
world around them.
Spiritual journey: a spiritual journey is
when you would take to find out
who you are, what your problems
are in life, and how to come in peace
in the world.
7. Codes and conventions
The purpose of codes and conventions is that it needs to be eye catching and captivating to the
audience. For instance, a color scheme. A color scheme is important as it represents what type of
genre or audience a particular film, series or video game is aimed at. For example, darker colors
such as black and greys would be considered as a mysterious, horror, thriller action like theme.
However, if the color scheme was bright or pastel colors the theme would be considered as a
fantasy, fiction, exciting and aimed at younger audiences. Types of of codes and conventions: limited
use of words, color scheme, size, brand logo, slogan and interest heading and catch phrase.
8. In this poster for the 5D Mark III. This is meant for professional use and not for the everyday person. We can tell this
due to the fact of the lack of information. In comparison, the poster above is filled with information to show that the
camera, that is advertised, is for the everyday person. However, the poster for the 5D Mark III is more for the
professional photographers as the slogan "Full of wonders" refers to capturing beauty within the landscapes. Canon
have used a serif font which means that they imagined the poster to have a more of a formal and sophisticated
atmosphere towards their audience, this also relates to the type of audience they are aiming at (Professional
photographers). The dark colors and the scenery create a range of mystery vibes in the poster.
In this poster for the M200, it is filled with pastel youthful colors. From this we can infer, that the target audience for this campaign
is for the younger generation for as young as 15- to 21-year-olds . This camera is more for the everyday person. The slogan “ it’s
like having a crew in your camera” suggests that the camera can do everything for you as it is a portable camera for the everyday
lifestyle. In this poster you can see that there is three clones of a man that is taking a photograph of him and the girl, this
demonstrates on how it is like having a crew in the camera. One clone is taking control of the lightening. Another is like the
makeup artist; this is where in photographs the model or models has an air brushed effect on their skin. The slogan " its like having
a crew in your camera2 is in a sans serif font, this makes the slogan stands out a lot more so it catches the audiences eye.
9. In this photograph, canon is advertising a rebel SL1 as a light camera
that is for young adults that have a passion for photography. The
butterflies are symbolizing how lightweight this piece of equipment is
to use. In addition to that, the butterflies could also symbolize nature
and that the high image quality of the camera is perfect for capturing
the beauty of the world. Butterflies is the representation of resilience ,
hope and life, this makes the camera inspiring to people who are
trying to identify their journeys. The heading in this poster has a serif
font in red this is used to make the branding name stand out to
people. This poster does not have a lot of information therefore this
makes the audience want to find out more so they would look online
about the product, this makes it more likely they will purchase the
product. Furthermore, this promotional poster is aimed at young
photographers that are
10. In comparison this poster is a lot more crowded than the poster before.
This shows that this is for a more complex audience, who love travelling
but aren't photographers. This type of camera is for immature
photographers for example people who take photos in order to capture
memories; road trips, special occasion etc... The models in the poster
look more mature as in the age range is higher than the other poster.
Within this poster, it is filled with information, which clarifies that this
type of camera is purchase it in that moment of time type of product.
