The document provides background information on Canon's history and beliefs. It was founded in 1937 by Takeshi Mitarai and others who wanted to "catch up and surpass Leica." Canon's philosophy is "Kyosei," which means living and working together for the common good. The company strives for sustainability and social responsibility. Canon Connected is a community where photography and filmmaking professionals share tips and inspiration. The rest of the document discusses Canon's advertising strategies and provides analyses of specific ads.

1. Investigation & Analysis

2. Brief Canon History & Beliefs
Canon was founded on 10th August 1937 by Takeshi Mitarai, Goro Yoshida, Saburo Uchida and
Takeo Maeda, it started out as a optical instruments laboratory. Canon was started because the
first president, Takeshi Mitarai, had the ambition to ‘catch up and surpass Leica’, Leica was a
German camera company and when taking apart the camera (Leica Model II) , Goro Yoshida he
found that all of the parts were cheap materials like brass and copper, with his discovery him and
his brother in law, Uchida and Maeda started the Precise Optical Instruments Laboratory.
Canons philosophy is ‘ Kyosei’, a Japanese word that means working and
living together for the common good of all. Under this logic Canon aims
for a society were, despite race, sexuality religion etc, we all live and
work together harmoniously. Using the philosophy of ‘Kyosei’, Canon
applies this to their relationships with their workers and with
communities and workers, they have a commitment to the environment
and sustainability, they preserve and protect their most precious of
resource es and the world we share, ‘We do this through
environmental, conservation, recycling, and sustainability initiatives.
We also practice Kyosei through social and educational programs on
behalf of young people and those in need.’

3. Canon Connected
Canon Connected is were the professionals give you tips and tricks on film making, photography and prints. They join as a community to share their
creativity and create inspiration with others. The Canon Ambassadors challenge their creativity to keep up with the world as it is constantly
changing. They have YouTube videos and articles on how to develop skills that are related to any creativity course, like the ones I listed before,
filmmaking, photography and prints.
https://www.canon.co.uk/get-involved/canon-connected/
‘Reimagining the world of photography, filmmaking and print through the creativity
in our community .’

4. Canon
Adverts

5. Eye level angle, the
audiences eyes go
straight into the
cameras lenses, this
might make the
audience feel more
targeted and more
likely to get the
product because
there's a somewhat
close up of the
camera
Personal, is talking to
the audience. This will
make the audience feel
more targeted and feel
like this product is the
one for them
Has a golden sunset in the background which can be linked to being aspirational, the colours of the sunset are golden and are warmer which
might insinuate that this camera is a luxury item and might be worth more money. The background scene
resembles something
that someone would
use a camera to take a
picture of, this might
mean that this camera is
best for the nature etc
type of pictures. They
might've done this to
attract the right target
audience who want to
take pictures of things
like the sunset or nature
in general.

6. The background of this
poster is like a full
scene which means this
product may be more
directed to the
audience that are
interested in new film
making cameras or to
show movement and
story through a
photograph Even though it is a still photo they include things liker a person running and
horses running to show the movement, it is a high angle wide shot which allows
there to be more story shown and for it to show the scene and overall movement
and to set the tone for the photo rather for it to be an eye level shot.
The boy is running into the darkness which allows the audience to get more creative with the story and it leaves it up to interpretation. This
shows that Canon wants people to show and get more creative on how to show a story and how to create a scene and get a certain reaction and
make people think. They do this by doing the same with their prints to spark inspiration and to reach the right audience
In the main title it says
‘Live for the story’ this
shows that Canons ,ain
target for this poster it
to attract people who
want more in depth
contextual photos, they
put this in white to
stand out from the
background because
the background is
darker but with more
movement and story
behind it, white is plain
and stands out without
taking away from the
background and the
impact they want.

7. The snow might show
that this camera is high
technology, they
might’ve done this to
target towards people
who like to take pictures
when travel. This also
shows that this camera
even when taken into
extreme weather
conditions, it still
produces crisp and high
quality photos.
The sun is this photo may mean new beginnings and it
is aspirational towards the target audience, the target
audience for this is people who like to travel.
This photo and the
background might
inspire people top go
out and travel and take
more nature photos,
these type of cameras
are particularly used
for simple things like
family photos etc, but
this might show the
potential and what you
can do and achieve
with a high quality
camera.
The background on this photo is simple and modern, this might show that the price of this camera is high
because of its modern technology. It might also be aimed for the older richer people because of its
modern yet has a older mature feel to it, maybe cause of the alone older man in the centre of the photo.

8. In this print, it shows a sunset, a sunset
can represent aspirational and
inspirational for the audience. The
colours of the sunset being warm and
rich tones can show that the item is a
luxury and rich item and it is targeted to
people who want a high quality camera.
The black on the bottom is more
modern and has more
information about the camera
this is different than the other
prints I have analysed since they
didn’t have a lot of information
about the camera and most of it
was up to interpretation.
The background is light and airy
while still having a lot of information
and a certain maturity about it, this
shows to be a good camera for all
age groups and particularly people
who travel
The wording links to the
background photo, it says
‘Capture everything in the best
possible light’ while in the
background there is a sunset.

9. The background on this print is very
modern and technical, and it has a lot
of movement and colours. The colours
are very bright and orange toned,
which may show that this camera is
very modern. This shows that this
product is perfect for people who have
tend to photograph brighter colours
and have more creative ideas.
The lack of information might show
that this is aimed for the younger
generation, this print is more visual,
showing a close up tilted angle of the
camera and having it quite dark but
having a glance at the darker colours
making them contrast, this might show
that this camera is good at taking
pictures in different kinds of lighting
etc.
The colours on this background are very
aspirational and eye catching, the shape
and movement in the background is very
modern , because of the contrast of the
colours and the shadows and movement in
the background also, it shows me that this
print is trying to show that this camera is
good at capturing depth and lighting
correctly.
With the angle that the camera is
shown ands the movement and
angles in the background this might
be showing that the camera is
lightweight and portable

10. Codes & Conventions I
will follow/challenge
For my canon front cover, I will follow
most of the codes & conventions that
are used for the target audience, I will
use bright colours and images. I will
include other hobbies than
photography to keep the teenagers
and young adults still interested as
they might have other hobbies. I will
include places in the Northeast and in
the UK to eat and events.

11. With the people I've asked being more male, I might
adhere my ad to being half and half but more
targeted towards the male population, this means
that more of the target audience will see it but the
females etc who see the a will still be likely to buy
the product.
The main age with the people that I have asked to do
my survey is 15-17 this shows, that my ad will be
more targeted towards the younger generation who
are interested in photography and videography, to do
this I will use more visuals and less words but with a
catchy phrase etc.
Everyone who I have asked to do my survey has used
a camera before, this shows that I should aim my ad
to people who are beginners to photography and
using cameras and I should promote the product by
aspiring them and using creativity to show that this
camera is different from the others.
Some of the people of did my survey would be able to
afford a high end camera, but the majority wouldn't be
able to afford a high end camera. This means that I had
to make the camera look the price and worth the price
whether it was expensive or not, shows that many of
the people who did my survey are beginners and do
not have the money spend on high technology
equipment. I need to show that high qualities cameras
are a good investment for professionals.
The people that did my surveys think of journeys of
something fun with an start, middle and end with a
positive outcome., This shows that people think of
journeys as positive and entertaining leading to
something good. In my advert, I should go for
something more happy and sunsets etc, or mid day in
the summer to show the meaning or how people
ideally see a journey.
From my survey, I understand that people prefer to
use phones rather than carrying around a camera, in
my next question I will ask why and will explain
more on how that will affect my advertorial.

12. Linking to my last question, I asked why people would
prefer either a phone or a camera, it seems like
accessibility is a big thing and a phone is light and has
many other functions than a camera which can be a bit
chunkier and heavier with its main purpose to be
taking pictures and videos. In my focus group I will tell
people that from my survey, I understand people
prefer phones to take pictures etc and if I was to apply
the reasons and contradict them answers in my
advertorial if they would be more tempted to buy a
professional camera.
In this question, I asked people what would draw
their attention to an a advertorial and why and it
seems people like the visual aspects a bit more
than the information, this allows me to proceed
with the question of ‘are you more interested
with visuals in an ad or text written information.’
Since it is an camera advert it would be easy for
me to show the best of the camera and the
information of the camera through visuals, and
the target audience for this advertorial might be
more attracted and be more interested in the
aesthetic visuals than lots of text.
From this question, I understand that when people
take photos it is normally of a sunset or outside
sources and not themselves, this allows me to
understand that in my advertorial it will be more
outside and nature based and journeys rather than
having people in it.

13. Focus Group Questions
1. I know from my survey that people prefer to use phones to take pictures
and videos because of the functionality and accessibility but if I show
that there's better results on professional camera and that there
professional cameras that are light weight, would they be more open
with buying a professional camera and why ?
2. Would an advert which is mainly visual, interest you more or do you
want more text written information about the camera in the advertorial,
or both? and why.
3. Linking to the journey aspect, would you like something that shows
nature and memories, and shots from vehicles or something more chill
with a couple of scenes of just a beach or a field?
4. What functions does your ideal camera have (light weight, good focus,
high quality or heavy duty?) and why?

14. Lydia, 17 Stephen, 17 Saul, 19 Leo, 16
I know from my survey that
people prefer to use phones to
take pictures and videos
because of the functionality
and accessibility but if I show
that there's better results on
professional camera and that
there professional cameras
that are light weight, would
they be more open with
buying a professional camera
and why ?
She would be open to buying a
professional camera because
they're very nice to use, and
she also feels like cameras can
take a lot more professional
quality photos than a phone,
cameras have a overall better
quality and a better look.
If he had the money he would
get a camera but because of
the high cost he opts to use a
phone more for photos.
Similar to Stephen, if he had
the money for cameras he
would use them but because
of the high price in good
professional cameras he
prefers top use what he
already has which is a phone.
Similar to the people before,
he said he would 100% buy a
professional camera because
he thinks that they has really
good quality, and it is a good
investment that produces
amazing work.
Would an advert which is
mainly visual, interest you
more or do you want more
text written information about
the camera in the advertorial,
or both? and why.
She is not sure but she feels
like cameras are better for a
visual look rather than having
lots of text.
Stephen agrees with Lydia's
view on that cameras are
better to show through a
visual without lota of text on
the image etc.
He said that he would prefer a
visual because people of the
younger age lose interest
when it comes to reading a lot
of text in one space, so if it is
more visual then they would
be more interested in the ad.
He thinks visuals are better
than advertorials because he's
not interested in reading so it
would be better to opt more
the more visual look and he
likes looking and seeing how
people experimented and used
colours
Linking to the journey aspect,
would you like something that
shows nature and memories,
and shots from vehicles or
something more chill with a
couple of scenes of just a
beach or a field?
She thinks that a lot of the
previous adverts have been
designed for a chill tone so
something different might
attract the attention of the
younger generation so
something that more chaotic
and fun might be better.
Stephen has a similar view to
Lydia and thinks that
He thinks its better to go for a
different approach and to go
for something more chaotic
and to be different from t
other to differentiate my ad
and the camera to others to
catch attention.
He has always liked adverts
that are more chaotic because
he thinks that it makes it pop
out more.

15. My Focus group Focus Group Analysis
In this focus group, people have come to the agreement that they all would use a
professional camera if they had the money because of the good quality and the
work it produces, but they think it’s a expensive but good investment to make to
put your work above the rest. It was brought up that because of the young
generation , they believe that people might like the look of the ad being more
visual than lots of words, people are easy to lose interest when there lots of
words involved, the younger generation might be more interested in the colours
etc and the visual, especially since the ad is for a camera. They also think that
having an advert with more chaotic and vibrant photos than doing something
that it chill is better, as lots of businesses do chill photos for their cameras and
something a little bit different and something that has style to it might
differentiate the product from other while getting the attention of the target
audience.

16. Gender & age
The gender for the target audience isn’t very
important as Canon wants to aim for any gendered
young teen or adult that is interested in
photography. The target age for this audience
would be 15-25 year old, this is because Canon are
wanting to attract beginners or young people to
trust their brand and to create alliances with.
Hobbies
My target audience will be people who
have an interested in photography
whether it be for a more career aspect
or just purely hobbies and interest.
Canon wants to aim at people who are
beginners and are wanting to go for
something more professional and to go
up another step with their work.
Social grade
The social grade of the target audience would be low on
the list at a E or an D, as they are young people who are in
college or in part time jobs, and they might be just starting
out in doing photography as a career so they are self
employed.
Psychographics
My target audience will be people who are explorers in the
psychographics, this ties into the journey aspect of the Canon
project. The explorer are people who have a huge self of style
and individuality. They are people who will explore into
different styles and are curious. Explorers value experience
and adventure. Explorers are usually students and younger
people which fits into our age gap in the brief.
Audience Profiling