researching codes and conventions etc and experimenting with different techniques in photoshop

1. Canon research and
experimentation
Collages etc

2. Client
The client is Canon and the name of the campaign is “Journeys”. The
purpose of the company is to sell cameras. They want an effective
advertisement that will appeal to young people 15-25 and make them
want to buy Canon products.

3. Existing examples from Canon

4. These examples have positive themes so my advertisement will reflect
these so it suits Canons brand. The main part of the posters feature an
eye catching colourful image of people having fun with their Canon
cameras. After the poster catches the viewers eye they will then be
drawn in to read the smaller text which describes the camera. All these
examples use plain sans serif fonts. I think this is to not draw attention
away from the imagery and also to convey a less formal informative
vibe.

5. Target Audience
The target is 15-25 year olds who are into photography.
They take metaphorical journeys in their lives like growing up but also
literally like moving house. It could also be a small journey like going
out with friends as the target audience could relate to this.
To appeal to them the advert should be direct and use eyecatching
colours and imagery because young people are used to fast moving
things like tik tok and other social media. It should also not be too
formal to appeal to young people who are more laid back.
This demographic is probably in a low social grade and therefore
doesn’t have a lot of money so the advert should show them that they
will get value for money.

6. Codes and conventions of print adverts
Eye catching main image
Brand logo
Colours convey the intended feeling – colour psychology
Serif fonts for titles and slogans sans serif for information

7. This advertisement is eye catching because
the image has mostly neutral tones apart
from the pink on the shoes and on some of
the text which creates contrast. It relates to
uses and gratification theory specifically
personal identity because it inspires people
to get fit while wearing these shoes. It is
persuasive because it encourages you to
make yourself fit which relates to esteem in
Maslow’s hierarchy of needs. The audience
for this advertisement is women who fit
into the psychographic of succeeders
because they use the colour pink which is
often associated with women and the
slogan make yourself fit is like a call to
action to achieve your goals.

8. This advertisement uses the two
step flow theory by featuring
Taylor Swift who is a famous
celebrity and her fans are more
likely to buy the product
because she is endorsing it. The
colour red on the text and her
dress creates contrast from the
white background and catches
the audiences attention.
According to colour psychology
red makes you hungry.

9. Pinterest board - journeys

10. Contact sheet

11. These are the photos I used for my collage.

12. I put the wheel in the centre because I think having something circular
as the main focal point distributes the focus evenly to the other images
around it. On one side I used lighter tones while on the other side I
used darker and negative images to add contrast. I arranged the
pictures the way I did to create leading lines that flow into the next
image. I wanted it to feel like one cohesive thing that shows all the
aspects of the journey instead of just a bunch of random photos.

14. I darkened the path to
contrast with the road
In this collage I wanted to experiment with different colours and the way they contrast with each other.

15. The path is the main empty space in the image so I tried putting the logo in the corner. I like this because it breaks up all
that grey and also ties back to the pink and red that I used on the sky and the sign.

16. Here I experimented with putting the logo on the other side of the road and angling the text to make it look as if it was
painted onto that fence and path. I like this technique but on this particular image it is a bit too small and the logo
wouldn’t be easy to see.

17. I blurred this quote to
make it have the same
appearance and texture as
the wall so it looks like it
was painted on.
I copied this part of the
image on top of each other
and darkened them to
create a sense of
movement.
I made a shadow effect by
layering the image on top
of itself to give depth to
the image.
One of the main ideas I
wanted to explore with my
collages was graffiti as I
think this relates to the
younger demographic.

18. I then added the Canon logo using the same technique to make it look like it was painted on the wall. I moved the
"dream big" onto the fence and used the warp tool to make it match the angle of the fence.

19. I applied a black filter to give the similar effect as a ND filter. Basically this is to make the image darker. It was originally taken
in the day but I wanted to give the effect of night time because I think it makes the image more modern and interesting. I
added the glow of the street light to create contrast from the dark portions of the image and draw attention to the Canon
logo as well. Once again I experimented with the warp tool to try and match the logo with the curve of the bridge.

20. I experimented with changing the position of the Canon logo. Putting it in the sky allowed me to make it very big and eye
catching. You could also say that it has like a divine quality to it. However if I did this again I would make the logo more bold
as it gets a bit lost with the light covering it up.

21. I experimented with the position of the slogan. I thought about leading lines in the images and how I could use them to
draw attention to the slogan.