c

1. The contextof this advertisto make the new Canoncamera appeal to the targetaudience of adult
males.Itdoesn’ttake muchpersuasionastheywouldusuallyalreadyhave theireye onthis‘boys
toy’;however,the inclusionof factsandtipswe hear fromthe people inthisadvert,ithelpstickall
the boxesandmakesyouthinkwell whynotbuyone.
The firstthingI noticedaboutthe style of the advertwas that itwas extremelyfactual inthe way
that itgave youa guide to beginwithwhichcontainedgreat tipssuchasusingplainbackgrounds
insteadof somethingdistractingwhichwill take the focusawayfromthe mainsubject(s) whichwill
helpyouto capture excitingmemoriesingreatqualityandstyle.AnotherthingIrealisedwashow
the female voice hadasexy,huskytone therefore makingitseductive andappealingformen(the
maintarget audience asitcan be classedasa boy’stoy). Besidesthisthere are signsof repetition
withthe advertmentioningthe company‘Canon’3timesmakingsure the audience know where to
go to buythe particularproductbeingadvertised.Inthiscase,the CanonXS200 IS.
The overall message istellingthe publictobuythisamazingCanoncamera to capture incredible
momentsthe rightwayusingthe right techniques.It alsomentionsaboutitcomingoutbefore
Christmastime makingitthe perfectpresentforpeoplewholove theirgadgetsandtoys.The male
alsoemphasisesthatyouwill getthe bestqualitypicturesasitgoeson witha listof new added
bonusessuchas touchscreen,face trackingand a self-timerwhichcanonlymake itmore appealing
to the audience.
Withinthe advertthere were botha male anda female voice heard,bothhavingBritishaccents
howeverthe male’svoice appearedtobe olderthanthe female’svoice whosoundedverymuchlike
a youngadultin her20’s. The male toldus mostof the importantinformationsuchashow the
camera wouldworkandthe correct techniquestouse,alsohe mentionedsome of the add-ons
whichisalmoststereotypical asthe male of a familywouldbe more likelytosetitup and go through
the settingsandlearnfroma guide like the one mentionedinthe advert.Onthe otherhand,
althoughthe female statesafewfactstoo,I thinkshe ismore usedto attract the targetaudience
whichisadultmenand her huskyvoice helpsherinthisperspective.
I noticedthatthe tone of the language wasveryinformative andformal fromboththe male and
female youhearinthe advertand the female doesalsosoundlike she’susingaconversational tone
as well due toherhuskyvoice andeditedmobilisedaccent,italmostsoundslike she’sspeakingon
the phone.The male doesappearto have a slowervoice thanthe female makinghimmore easy to
understandhowevertheyare bothclearenough toput the keypointsacross.
A tag line Ipickedupwas rightat the beginningwhenthe female voicesays‘Absolute radiowinter
photographyguide withCanon’whichwasaclearintroductionandeasyforthe audience to
remember.It’sverysimple,complex andonlyaminimumamountof wordstoremember,aswell as
this,withthe helpof the huskyvoice it’scatchyand appealing.
The Canon camera (product) itselfwasonlymentionedonce whenthe adverttellsyouthe extra
detailsaboutit.Although,Canonthe companywasmentioned3timesandthe radioadvertisingit
‘Absolute Radio’wasmentioned4timesshowingtheyalsowantedtobe noticedandremembered
eventhoughit’sa Canonproduct.Repetitionof the productorcompanyalwayshelpswithpushing
the businesssothe more frequentlyit’smentionedthe more people will remembertocheckit out,
inrelationtothisI do thinkthe specificname of the camerashouldhave beenreferredtoatleast3
timesbecause the productname isthe most importantpartof the information.
Analysing The Canon Advert

2. Afterlisteningtothe advertI noticedthattheyputthe website inthere (absoluteradio.co.uk/canon)
to create more attentionforthe product as you’re tellingpeople where togoto finditmakingitone
stepeasiertoget the perfectChristmasgift.Althoughotherdetailssuchaswhatshopscan you get
themfromor whetherthere isanyspecial offersata particularplace wasn’theardwhichcouldhave
helpedtopromote salesbutitisn’toverlyimportant.
Throughoutthe whole advertno musicwasplayedwhichdidactuallyfitinwiththe formal,
informative theme showingtheymainlyfocusedonputtingthe wordsacrossto the audience and
wantingthemtobe heard.However,there isacontinuoussoundof bellsjinglingreallyquietlyinthe
backgroundsettingthe scene forChristmastime andlettingthe audience know it’sgoingtorelate to
giftgivinginthe winterholidaysmeaningthey’re mostlikelytolistenouttosee if it’sa good
idea/potentialgift.
The main purposesof the advertare to promote the productas well asthe twocompaniesbutalso
to try and sell the amazinggadgettothe target audience.The sellingtechniqueswere strong,as
expectedfromaChristmasadvertwhengiftgivingseasoncomesaround,asall the factswere made
aboutthe extraadd-onsandsettingsmakingitseemexcitingandunique.Alsousingafemale voice
witha seductive,sexytone toaimat menseemslogical asthe companyalreadyknow it’smore than
likelytoworkwell.
I thinkoverall the advertwasbrilliantontermsof givinginformationandextradetail because the
more you give tothe audience the more appealingitwillbe.The voiceschosenincludingthe
language andthe tone worksreallywell withthe productandinsome wayshelpstokeepitexciting
hearingaboutitfrom twodifferentpeople.Boththe male andfemale were wellspoken(clearand
informative) andIthinktheybothsuitedwhatpartstheyhad to say withthe manbeingmore
technical andthe womanbeingmore attractive,itworkedwell tocreate aninteresting,complex
advertisement.The onlydownside forme wasthat I stronglythinktheyshouldhave usedthe
specificname of the cameramore frequentlytokeepremindingthe audienceof the productthey
were talkingabout.