2. TA R G E T A U D I E N C E
- The target audience for this campaign is 15-25
- They should most likely be interested in some kind of media (such as photography, art, ect)
- There are no preferred gender, religion, social economic status or family life cycle for this campaign
- 100% of my audience for this product is between the ages of 15 and 17.
3. W H AT R E S E A R C H
C A N Y O U P R E S E N T
T O J U S T I F Y Y O U R
W H O T H E A U D I E N C E
I S ? -
The research I use to justify who my
target audience is, is the following charts
from a survey I took:
4. W H Y I S A P R I N T A D V E R T A G O O D I D E A F O R T H I S
C A M PA I G N ? –
I feel that a print advert is a good idea for this campaign seeing as
the campaign is about journeys and the way that we can
incorporate the arts (mainly photography) into this. Print advertising
is a good way to show how we can use photography to represent
journeys because it is a more permanent way to advertise this
campaign as it could be put on a poster which could be put in
schools/universities for my demographic to easily access. However,
videos would also be a great idea keeping my target audience in
mind seeing as the target audience are people from an age of
media, so having something that can be accessed online easily like
as a YouTube advert or an advert on social media would most likely
be more effective than a print ad. However, print adverts put outside
such as on bus shelters would most likely have some effect on our
5. W H AT H AV E Y O U L E A R N E D F R O M R E S E A R C H I N G
A N D A N A LY S I N G E X I S T I N G P R I N T A D V E R T S ? –
Through my research on existing print adverts I have found out the codes and conventions typically used with
print adverts and I have also found there are many ways to represent an idea depending on either the type of
advertising or the target audience which I will keep in mind when creating my work. I have found that using a
colour scheme makes work look more professional. I have also decided to keep in mind that when making a
kind of print advertisement. I also found our certain things about colour theory and how to attract an audience
which I will use when it comes to my work.
6. W E R E T H E R E A N Y C O D E S A N D C O N V E N T I O N S Y O U
W E R E G O I N G T O F O L L O W O R C H A L L E N G E F O R T H I S
C A M P A I G N A N D W H Y ? –
• Include an appealing/striking main image to attract attention
• Usually, an A4 Landscape
• Slogan
• Include the Canon Logo
• Simple colour scheme (mine would be more mid tonal.)
7. W H AT A R E Y O U R I D E A S F O R Y O U R P R I N T
A D V E R T ? -
My idea for the print advert is to take the viewers on a cultural journey through street
photography and graffiti in the area around me (Sunderland to Newcastle)
8. C A N Y O U I L L U S T R A T E Y O U R I D E A S T H R O U G H
F L A T P L A N S ( S K E T C H E S ) . -
9. I D E A S O N F O N T S , C O L O U R S C H E M E , I M A G E S A N D L A Y O U T .
Y O U S H O U L D D E M O N S T R A T E T H A T Y O U H A V E A V A R I E T Y O F
I D E A S A N D H O W Y O U H A V E N A R R O W E D D O W N T H A T L I S T T O
W H A T Y O U T H I N K I S T H E B E S T I D E A -
• Fonts: Size 12 for information. Calibri, Arial, Verdana.
• Colour Scheme: I will use a colour scheme that includes a lot of mid tones and it will
be on the darker side as the photos I plan on taking are more on street photography
and culture.
• Structure: I will structure the advert so that the image is the focal point of the advert
however there will be small bits of information around the border of the images so as
not to distract from the main image.
• Content: The content on my advert will be street photography so that will focus on
people and vehicles like the metro/buses/taxis. There will also be a piece on graffiti so
that will just include images of walls or train tracks that have been tagged.
10. W H Y D O Y O U T H I N K T H I S W O U L D B E A
S U C C E S S F U L P R I N T A D V E R T ? W H AT I S I T ' S U S P ?
-
I feel this will be a successful print seeing as my
idea is niche and it focuses on travelling however I
will be showing it from a more niche perspective,
showing it through a dark perspective with people
within my target audience as the models for the
focal image of the ads. Its unique selling point
would be that it is a unique take on journeys and
because of this I feel that it would be popular with
those within my age group as strange culture has
been on the rise for the past few years.
11. H O W D O Y O U T H I N K Y O U R P R I N T A D V E R T I D E A I S R I G H T F O R T H E
C L I E N T A N D T H E I R N E E D S ?
I feel that my print advert is right for the clint and their needs seeing as they have
asked us to create a product based around journeys and I have focused on the
cultural journey you go through when going around my community. The work I am
doing is like that of Canon's previous work so I know it is suitable and I feel that the
work I have decided to do fits the brief as well as It can considering the very simple
brief we were given. I made sure that the ideas I had didn’t clash with the views of
canon and I am sure my work will show clearly how photography can be used to
represent both a journey and the way that people can combine two different forms of
media into a complete and well-done piece of work. I also feel confident that my print
advert is right for canon seeing as they have been making print advertisements for
their products for years, so I know this form of advertising is suitable for canon.
12. H O W W I L L I T A P P E A L A N D AT T R A C T T H E R I G H T
A U D I E N C E ? –
I feel that a print advertisement would appeal and attract the right audience as this
campaign is aimed towards those interested in canon and art and their common form of
advertising is print advertising which I assume means it is an effective way to appeal to
their audience. However, I also feel that my advert will appeal to the audience I have
stated previously as culture is becoming a large thing within people of a younger age
group, meaning that the work I produce is relevant culturally to those I'm making it for.
13. W H AT A R E Y O U R I D E A S F O R Y O U R P R I N T
C A M PA I G N ?
There are two different things I want to represent in the three
pieces of print advertising I plan on making for the journeys
campaign however both of them focus on the cultural aspect of
society. The two ideas focus on the following:
Street Photography which will capture images of people on
public transport or just going out and about within the streets
of Newcastle and Sunderland. I plan on showing the rare,
interesting parts of the street culture in the cities around me.
The second thing I will be focusing my ad on is the cultural
aspect of the graffiti in the cities around me. I feel that graffiti
shows another side of the culture, as it is a way of
representing yourself in a more personal way, I also feel the
anonymity of it creates an interesting feeling of mystery and
suspense and we never know who has actually been the one
14. H O W H AV E Y O U N A R R AT E D Y O U R
VA R I O U S I D E A S ?
I showed my variety of ideas within a Pinterest board seeing as at the beginning
of this project I had many ideas, all based around some kind of
cultural movement or art.
https://pin.it/2nLJAjk
15. H O W W I L L Y O U R P R I N T C A M P A I G N A P P E A L
A N D A T T R A C T T H E R I G H T A U D I E N C E ?
I figured out that my print campaign is appealing to my audience by carrying out a
survey that includes questions such as if they enjoy the kind of work, I plan on
producing and if they would be interested in viewing work along the lines of what I
have planned (culture, graffiti, street photography, etc..)
