This document proposes an advertising campaign for a Canon EOS 5D Digital SLR Camera targeted towards young amateur photographers and students studying media. The ad will target individuals looking to pursue careers in media industries using persuasive techniques like repetition of slogans and images of families to appeal to emotions. The proposed ad design features bright colors, the slogan "Capture the Moments" and images of the camera and people capturing special moments in a Polaroid style.

1. Advert Proposal
By Tham Huynh

2. Product
I’m going to be advertising a
Canon EOS 5D Digital SLR
Camera.
I’ve chosen to advertise a
Canon SLR because I think
many young adults aspire to
have their own business and
most of them try to work in
the media industry.

3. Ideologies
• High quality
camera
• Professional
• Expensive
• Photographers
• Fashion Shoots
• Model Shoots
• Paparazzi
• Amateur
Photographers

4. Target Audience
• Social Ranking Class:
- C1: Junior Managers or supervisors in industry
or public services.
- B: Middle Managers in industry or the
profession like law or medicine.
- A: High ranking managers in industry or the
profession like law or medicine.
• Lifestyle Category
- Innovators - People who want to make their
mark on the world.
• Gender : Males and Females

5. Primary Target Audience
• Young Amateur Photographers
• Students that are studying Media and are
interested in editing photos, taking photos and
making films.
• With the camera, it gives the younger
generatation an idea on what it’ll be like to use a
high professional and affordable camera.
• Sites like YouTube help promote these young
adults, they create music, films and etc. The
camera will help them with their careers and give
them an idea on what it would be having media
as a profession.
• Youths uses tumblr which is a blog site based on
pictures and many young adults will use the
camera for their own social life.

6. Secondary Target Audience
• Families that like to take
pictures when they are on
holidays or family outings.
• Art schools to buy for
students to use when they
do photography/art work.
• Adults that like high
quality pictures, and like a
high quality and
professional camera.

7. Maslow’s Hierarchy of Needs
The needs I’ll be targeting for
the audience is :
• Self-Actualization (creativity,
spontaneity)
• Esteem (achievement,
confidence)

8. Persuasive Techniques
• Repetition - Slogans, images and
brand names can be repeated
and add creditability to a
campaign.
• Warm & Fuzzy – Use
sentimental images to sell
products. ( Pictures of Family)
• Anchorage – When an advert
uses a caption to fix the
meaning of an image.
• Beautiful People – Using good
looking models as if telling us
we will look like them if we use
the product!
• I could also use a celebrity to
advertise the product.

9. Design
• Colour: Bright but simple colours to catch
the attention of the younger generation.
• Slogan: Capture the Moments
• Plain, Simple and Short.
• Image of the Camera
• Images of people at different moments
that is special. Put all the images of the
moments in a Polaroid background for
e.g. image to the left.