The document provides questions for a rationale for a Canon print advertisement campaign. It asks about the target audience, research justifying the audience, why print is a good format, what was learned from existing ads, any codes or conventions that will be followed or challenged, ideas for the ad design including sketches, fonts/colors/images/layout, why the idea will be successful, how it appeals to the client's needs, and how it will attract the target audience. The response provides details on the target audience being 15-25 year olds, what was learned from researching Canon's past ads, following typical conventions like bright colors but focusing layout, and how the ad idea featuring transportation will appeal to both the target audience and client's

1. Rational for canon

2. questios
• 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?

3. Who is the
target
audience ?
My target audience are people who are aged 15-25 of any gender.
This would put people into the social grade category of E and D as
most people in this primary target audience would be in education
which would place them into E however some many be in D as they
could have a part time job but it is common for this age category to
not be earning enough to put them into a higher social grade.
The psychographic category for my primary target audience would
be mainstreamers and explorers .

4. What I learned from
existing products
• I looked at three different print adverts
that canon had previously used. As
canon is a large company who make
cameras for many different people this
is why each of there adverts that I
looked at where made for a completely
different demographic psychographic
and social grade in mind.

5. Codes and
conventions
• After looking at some other print adverts I found out that
many adverts are created with an audience in mind. On the
previous slide I created an audience profile to find out who
my main demographic would be. While doing my research
of existing products I found out that products that are
targeted for a younger demographic use brighter colours.
This is one of the conventions that I will be following when
it comes to making my advert. Therefor I will be sticking to
the codes and conventions of canon print adverts as I will
have the canon logo displayed and the main focus in the
centre of the image which I have found is the norm for a lot
of canon adverts.

6. Why do you think a print advert is good ?
• I think that a print advert will be good for this campaign as it is a still image and the advert
will be able to show what the cameras can do therefore promoting canon even more. For
example one of the ideas for my advert will be using a particular setting in the camera
that slows down the shutter speed to created a blurred effect on anything that is moving
this will be useful to show off the quality of the cameras.

7. Flat plan of
potential ideas.
• These are my different
ideas for my canon print
advertisement. They all
contain a vehicle this is
to spread the theme of
journeys. I have decided
to go round the path of
a physical journeys.

8. Will this be
right for the
client
• This will be right for the client as I feel like it
will attract to the target audience which is
15-25 as many people of this age group
wont be able to drive so they get public
transport.

9. How will it
attract the
right
audience ?
• I feel like this this will attract the right
audience due to the bright colour scheme
that I am planning to use. My advert also
wont feature big blocks of text I feel like this
will make people a lot more attracted to my
advert.