market research

1. M A R K E T
R E S E A R C H -
C A N O N
Georgia Dodsworth

2. T E R M I N O L O G Y
The two-step flow theory is the theory that there is a large influence from the mass media, a leader will then give their opinions/
thoughts once the media has reached the certain individuals/ opinion leaders. Examples of the two-step flow theory could be
newspapers or tv advertisements as they are all public knowledge.
Cultivation
Semiotics
Two Step Flow Theory
Gratification Theory
Semiotics in media is the study of signs and symbols for the use of interpretation. These are used by hidden meanings within the
media texts.
Gratification theory or 'Uses and gratification theory' is the approach to understanding why people use specific types of media to
satisfy certain needs of the client or the target audience. Gratification theory is also used to fulfill different needs of the audience and
to discover ones social and physiological needs. This could be diversion, personal identity or personal relationships.
Cultivation theory is the higher user in media that can have their opinion/ thoughts changed and cater their media to society more.

3. C O D E S A N D C O N V E N T I O N S
In print media there are specific rules that companies must follow in order to advertise their product to
their specific audience. These codes and conventions are helpful guidelines to follow whilst creating
an advertisement for their product. However, these codes and conventions will change depending on
both the target audience and the product type, although they will be some what similar. All posters will
include important information like the companies logo, information about the product etc. This
information will most likely be placed in the top right or bottom right of the product as it becomes
easier for the audience to identify who the specific product belongs to.
For example, in this Bohemian Rhapsody poster this follows the guidelines of the codes and
conventions for a print advertisement. In this print advertisement they have drawn their audiences
attention to the main character straight away with adding more details and shadows to his face. The
company have also added details in the glasses showing what the poster is promoting which is the
film ‘Bohemian Rhapsody’ which is all about the band ‘Queen’. By adding the highlights in the
glasses it draws the audiences attention to them. They have also added a billing block to the bottom
of the poster, billing blocks are used to credit the main workers/ actors that helped throughout the
production. These are also useful to help the audience identify which actors are in the film and who is
involved.
In print advertisements dates are also included to show when the movie is to be released into the
public eye. This guideline is very important as it informs the public when the release date is if they are
interested in watching the film once it releases.
The most important convention is the title of the film, this is because it shows the audience what the
movie is all about and if the title on the film was not included anywhere on the advertisement the
audience would not know what the movie is. Colours on print advertisement can also show a lot of
atmosphere in the upcoming film. For example, in this poster a lot of purple is used, purple shows
power, wealth, peace, pride, independence, etc. The company may have used purple to show the
power that Queen had in the music industry in the 80s

4. M A R K E T R E S E A R C H
One of the posters that I have decided to research is a poster from the
actual client themselves: Canon. I chose to analyse this poster as it allows
me to see how canon advertises some of their products to their target
audience.
This advertisement for Canon has more of a childish look compared to other
Canon advertisements that have been used. I believe that this poster would
appeal to more of a younger audience as bright colours are used in the
poster. Canon have also added little drawings in the background with hearts
which shows that this product is most likely aimed at the younger target
audience.
The client may have also use this imagery to show that even young people
can get involved in photography with the right equipment, and also have fun
with it.
From researching and analysing this poster I have discovered that Canon
are trying to aim their products at both the younger and older target
audience but carefully chose what goes into their advertisements for each
product. I have also learned that the brighter the colours are, the more likely
the product is to be aimed at a younger target audience.
Personally, for my campaign I will not be using this style of photography as it
gives off a more childish atmosphere and my target audience is older
teenagers who may not be interested in bright colourful posters. My
campaign is also centred around dark/ street photography which has more

5. M A R K E T R E S E A R C H
Another poster I chose to research and analyse was another poster from the
actual client, however this time I believe that this is targeted at the older
target audience for Canon.
I believe that this is targeted more to an older audience because more
neutral colours are used and I think that is a very professional image
compared to the Canon poster in the previous slide.
The client would use this poster to aim/ target the older audience and
maybe the more experienced photographers, however it may also appear to
new photographers as they might want to aspire to take images like this
one.
From this I have learned that for a more professional look to an advert and
to target the older audience I will need to use more neutral colours instead
of bright primary colours. I have also learnt that canon is able to target both
the older and younger demographic of their target audience by creating
different posters and products for each.
Personally for my campaign I will be using this style of poster as im
targeting my advert to older teenagers. I will also be using this to show the
journey of a ‘night walk/ nightlife’ which will involve a lot of dark and neutral
colours to show the atmosphere.