The document provides information about a brief for a campaign for Canon called "Journeys". It discusses that Canon is a well-known camera company with 190,000 employees. The purpose of the campaign is to show how photography can be creative on its own or combined with other elements. The target audience is people aged 15-25, who are going through life journeys like education or career choices. When creating content for the campaign, the values and philosophy of Canon should be considered. The brief also discusses typical codes and conventions used in print media, such as using colors like red, blue, and white which symbolize different meanings. Examples of two print ads are analyzed which demonstrate color symbolism and design techniques.

1. Assignment 1 brief- Journey campaign Canon
Client: Canon
Campaign name: Journeys
Information about the client:
The client that we are working with is Canon,
which is a popular camera company, they are a
well-known company who make cameras and a
photography brand. Canon was founded in 1937
and have 190,000 employees worldwide. The
name of the campaign is ‘journeys’, this will allow
me to choose what type of journey that I want to show, like a bus journey or plane tickets.
The purpose of this company is to create a new campaign which shows how photography
can be more creative on its own or with other creative elements in. Canon wants us to make
a print or short video to promote their company and the campaign. Issues that we must
consider is I have to consider the values of the company and take them into consideration
when making the promotional piece.
Target Audience
The target audience for the company is people from ages 15-25 for any gender. With the
specific age range of the target audience many of them will be going through journeys like
GCSEs, A levels or finding a job. I could possibly use this to my advantage as I could base my
project around them. In the project brief it states that the target audience is 15-25 and the
aim is to form a brand allegiance to canon and other services, it is also to encourage people
to get more involved in photography and creative arts. Canon’s philosophy Is a Japanese
concept that means living and working together for the ‘common good’, it shows how we
can work together, commitment to sustainability and the desire to create an environment
for everyone to thrive and grow. This may inspire people in the target audiences age group
to become more creative and see how they can work with others to create better
relationships or content with each other. Issues that we must consider when considering the
target audience is in a younger demographic this may mean that they are unable to afford
the equipment for their photography work.

2. Assignment 1 brief- Journey campaign Canon
Research
The Codes and Conventions

3. Assignment 1 brief- Journey campaign Canon
In print media there are specific codes and conventions that companies will use to bring
attention to their advert and allow people to become more invested in the product.
Companies may do this by using specific colours in their advertisement like the use of red
may imply danger, passion, love or desire. Red is used in many posters or movie posters that
may be about love or a possible element of danger. Another colour that is used the most in
posters is blue, blue may be used to show success, loyalty, calmness or power. Another
main codes and conventions are text, Sans Serif and Serif text.
In this poster KFC have created a printed campaign apology for when they
ran out of chicken. In lockdown KFC ran out of chicken and wrote an
apology for the general public about the situation. The use of the colours
red and white are used as they are associated with KFC and it is on brand
for them, they also used the play on words with their company name to
make it more comedic. KFC used the colour red to maybe imply danger,
passion, excitement, energy and grabs the viewers’ attention as it is a
darker colour to the white on the print poster. Companies also use white
to show cleanliness, clarity, innocence, equality and idealism. Many
companies will use white as they will want to show their company as
clean and show equality in their adverts. The writing on the white buckets
brings more attention to it as it is dark writing on a light background,
which would have been KFCs intention when planning for the apology.
In this poster, it is advertising the movie Bohemian Rhapsody which shows
the journey of the band Queen and follows the life of the lead singer
Freddie Mercury and shows the journey through coming to terms with his
sexuality, fatal illness and coming to fame. Queen has gained a large fan
base over the years with producing music from 1970 to present day. The
members consist of Freddie Mercury, Brian May, Rodger Taylor and john
deacon. After Freddie’s passing John Deacon left the band and Brain and
Rodger had a break from the band. In recent years Queen have gained a
new lead singer Adam Lambert and have had great success throughout
the years. The yellow in print media means a warm and inviting which will
let the audience feel more invited to go and watch the film. The orange in
the poster brings more attention to the most important elements in the
poster and catches the attention of the people looking at it. This is used in
this poster to bring more attention to the skyline. The purple in the poster
shows wisdom, power and wealth. The team that created the poster has
put a dark image on top of a colourful background to bring more attention
to the silhouette of Freddie Mercury and the stadium.