Canon brief powerpoint

1. Canon Brief

2. The
Questions
 Who is the client?
 What is the name of the campaign?
 What is the purpose of the company?
 What do they want from you?
 What issues do you have to consider with regards to your client?

 Target Audience
 Who is the target audience? Include demographics and social grade, possibly psychographics
 How do you know who the target audience is? Use the brief and your research to support your
opinion.
 Are there any issues you have to consider for your target audience? Such as what does your
demographic face, what journeys do they take metaphorically and in their day-to-day life?
 Research
 1. Create a mind map about Journeys (both metaphorical and physical). Create a Pinterest Board or
visual mind map to inspire your work on Journeys.
 2. Can you find any written articles about ‘Journeys’ for your demographic? It could be a celebrity,
person of interest or news article. How could this be documented in a series of images of short film.
 3. What have you learned from this research? How does it help you with your ideas for your
production

3. Who is the
Client and
what is the
name of the
campaign?
 The name of the client is Canon- they are a
photography company that specializes in producing
cameras.
 The name of the campaign is ‘Journeys’- which is
referring to both literal and metaphorical journeys that
people may take.

4. What is the
purpose of the
company and
what do they
want?
 The purpose of the company is to produce cameras and
create images for their customers.
 They want us to create a campaign centered around
the idea of Journeys. They want us create print
marketing campaign material.

5. TargetAudience
 The primary target audience is for young people from
the ages of 15-25. The aim is to encourage young people
to form a brand allegiance to Canon equipment and
services.

6. Audience
demographics
and
psychographics.
 The audience for this project are young people from the
age of 15-25. The aim is to encourage young people to
form a brand allegiance.
 The social grade for this audience would most likely be
D to E, as these are semi or unskilled workers or
lowest grade workers.
 The psychographics for this audience would be
explorers and aspirers, as they are typically younger
people.
 The audience demographic would most likely be
younger students of any gender.
 I know that this audience is the target audience
because I have researched the Canon company and
reviewed the canon brief.

7. Issuestofacewith
thetarget
audience and the
client.
 The issues to face with the target audience would most
likely be the fact that the younger members of the
audience do not take much notice of print adverts, so I
will have to make the advert eye catching to them.
 The target audience face many journeys in their day to
day life, such as getting to college or even in the
metaphorical sense of change.
 The client is sustainable, which will be hard to get
across in any photos or media.

8. JOURNEYS
Metaphorical
Literal
Journey of development
Journey of change
Journey of mental
health
Journey to work
Journey to
college
Journey to the shop
Journey of love
Journey to meet
someone

9. Journeys
Images

10. Existing Product
Research

11. PrintAdverts
 In print advertisements you usually see an image with some
text around it or underneath it. Most print advertisements
include colors depending on what the advertisement is.
Advertisements such as KFC prints and a few canon prints
include either the colors of the brand or bright, cheery colors
whereas some advertisements will have little to no color-
depending on what the advertisement is.

12. Marmite Advert
 One of the advertisements I analyzed was a Marmite advertisement. This
advertisement was made during lockdown as Brexit was going on. The
different political parties had different thoughts on Brexit- which were hard
Brexit, soft Brexit and no Brexit. In this advert Marmite used a similar
tagline- comparing Brexit to the word breakfast.
 The color of the advert is a very bright yellow- which is eye-catching- and it
will attract the attention of people even just glancing at the advert.
 The audience for this advert would most likely be in the older demographic-
as they are the ones who know more about brexit.

13. CanonAdvert
 Another of the advertisements that I analyzed was a Canon print
advertisement. This advertisement was made to advertise a small canon
camera- that is simple and useful for non-professional pictures- like ones
you take for memories of yourself and friends.
 The colors of the advertisement are very bright and cheerful, which makes
me think it is targeted to a younger audience- as the models
themselves look to be young adults.
 Canon used the tagline 'It's like having a crew in your camera' to show that
even though this camera is small- it can still take good quality photos.

14. CanonAdvert2
 Another advertisement that I analyzed was yet another Canon
advertisement- however it is quite different to the colorful one that is
advertising a small camera- this one is advertising one of their bigger,
higher quality cameras.
 This advertisement is a lot less colorful and serious. The advertisement is
showing off one of the lenses of a Canon camera- and it has the lens size
and distance from the model in the center of the advertisement.
 The audience for this advert would most likely be from the age of 15 and up
to 30- as many photographers are between those ages- and need to know
what lens types the Canon cameras offer.

15. Canon Brief Rationale

16. TheQuestions
 Who is the target audience for your products?
 What research can you present to justify your who the audience
is?
 Why is a print advert a good idea for this campaign?
 What have you learned from researching and analysing existing
print adverts?
 Were there any codes and conventions you were going to follow or
challenge for this campaign and why?
 What are your ideas for your print advert?
 Can you illustrate your ideas through flat plans (sketches).
 Ideas on fonts, colour scheme, images and layout. You should
demonstrate that you have a variety of ideas and how you
have narrowed down that list to what you think is the best idea
 Why do you think this would be a successful print advert? What is
it's USP?
 How do you think your print advert idea is right for the client and
their needs? Think about the point of the campaign.
 How will it appeal and attract the right audience?

17. Who isthe
Target
Audience?
 The primary target audience is for young people
from the ages of 15-25. The aim is to encourage
young people to form a brand allegiance to Canon
equipment and services.

18. Whyisaprint
advertgoodfor
thiscampaign?
 A print advert is a good idea for this campaign as the
client for this campaign is Canon. The company is
known for their cameras- and the adverts that they
create are mostly print adverts showing off the quality
of their cameras.

19. What haveIlearnt
fromresearching
existing products?
 I have researched some existing print adverts to aid
me in this campaign. Two of the adverts I analyzed
were existing Canon adverts. In these two adverts I
realized that depending on the target audience age
there will be different colors and fonts to appeal to the
different age groups.
 I also realized that different adverts have different
focal points. One of the adverts was focused on how the
camera could do everything a crew could- yet the other
advert was focused on the speculations of the camera-
such as the Lense type.

20. Codesand
Conventions
 In my advert I will follow the codes and conventions of
typical Canon adverts. I will include the canon logo on
the print, and I will research what font is most used in
their adverts so it will look more like a Canon advert
advertising the theme of Journeys.

21. Ideasforthe
PrintAdvert
 For my print advert I will be conveying the
metaphorical journey of mental health. The aim of the
campaign is to create a positive outcome to relate to
the brief and to the client, so I will aim to create my
advert in a positive way to represent the positive
aspect of overcoming mental health.

22. Idea Illustration

23. Ideasof fonts
andcolors
 For the fonts of my print advert, I will us the Canon
logo font for the actual Canon logo. For the colors of the
adverts, I will have a plain black background with the
model in the center of the frame wearing casual clothes
of any colors, preferably bright colors as a contrast
between that and the darker background.

24. WhydoI think
myadvertwill
besuccessful?
 I believe my advert will be successful because it is
different to other Canon adverts. I have a single model
centered in the shot-pulling at a sheet of cling film as if
breaking free from the restraints of their own mental
health- taking a journey through to the end where they
will overcome their mental health.
 The clingfilm will be a metaphor of the model's mental
health- and them ripping apart the clingfilm is a show
of breaking through and overcoming it.

25. How do I think
my print advert
is right for the
client and their
needs?
 The client for the print advert is Canon- and the aim for
creating this advert is to create a positive outcome from a
print advert relating to journeys. My idea for the print
advert is to show the metaphorical journey of mental
health- which will show the positive outcome of
overcoming the difficulties of mental health. I believe this
will be right for the campaign as it will show the positive
outcome of a journey- with perhaps a tagline relating to
the journey and the Canon company.

26. Howwill itappeal
andattract the
right audience?
 I believe my print advert will appeal to the target
audience (15-25) as young people struggle the most
with mental health due to education such as college
and university. The print advert will be showing
something that they struggle with, and it will appeal to
them as they will be able to relate to the advert and
the model.