The client is Canon, a photography company. The name of the campaign is "Journeys", referring to literal and metaphorical journeys. Canon wants to create a print marketing campaign centered around journeys. The target audience is young people aged 15-25 to encourage brand allegiance. Issues include engaging younger audiences who don't notice print ads and representing sustainability. Research found journeys can be metaphorical like personal growth or literal like commuting. Existing ads use bright colors for some products and serious tones for professional equipment.

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.