The document provides details about a proposed print advertising campaign for Canon aimed at younger audiences aged 15-25. The goal is to promote Canon's products and help kids express themselves through photography and filmmaking to overcome challenges in society. Research was conducted on the target audience which found they enjoy outdoor activities and nature. The proposed print ad will feature a solo actor enjoying the outdoors with a camera and lens shown to demonstrate Canon's capabilities. Text will be included to inspire the audience and teach basic camera usage. Using a print ad allows the message to reach a wide audience through posters and publications.

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Canon Pitch
The Brief.
This project is for canon and the purpose for this
campaign is to help promote their products to a new
audience. The new audience is younger people in the
age range of 15-to-25-year old. The reason behind
this is that canon what to one broader their client to
sell more and built a relationship from early with here
clients so they spend more going forward but two is
for them to actually help kids overcome diversity and
change in society as they know how hard it is know a
days for a kid. They want the kids to overcome these
problems by expressing them selves through film and
pictures and doing what they enjoy and being
creative. The physcographics is struggles and
explores. The social grade is D and E. For this project
I will create a print advert which will inspire my
audience to use canon project and express the re
emption in a creative way. The print advert made will
then be used in an advertorial.

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Canon Pitch.
Client Research.
Who Are They?
Canon is a Japanese company which specialises in cameras, lenses, photography
and more. Canon was founded in 1937 on the 10th of august. It was set up by 4 men;
Takeshi Mitarai, Takeo Maeda, Goro Yoshida, Saburo Uchida. Due to his love for
cameras he would dismantle them then put them back together. While dismantling
cameras he noticed that there was no special materials that went into making a
camera, this annoyed him. Angered, Goro decided to make a change to this so him
and the 3 other men decided to form the POIL (Precision Optical Instruments
Laboratory). The purpose of this was to conduct further research in to the mechanics
of cameras. A year later, they had created there first ever camera this was the
Japanese 35mm focal-plane shutter camera also known as “The Kwanon”.
Purpose Of The Campaign.
The purpose of the advert is to help canon promote there products to a younger
audience as unfortunately canon have built up a reputation that there products is just
for professional older people and canon actually want to get rid of this and that’s why
the advert is 15-25 year olds. Also its to help kids express there creativity through
pictures or film to overcome change in society.
Existing Products.
Canons products for this project so far have included some main parts such as a solo
actor, form of nature, canon branding, a slogan. I will use all of these in my product
that I create as I believe they are extremely important parts to create a great advert
which canon will use.
Things I Would Change.
When I do my advert I will make sure it is fitted to my audience and it catches there
eye and also inspires them. I will also include some sort of camera so the audience
can learn.

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Canon Pitch.
Audience Research.
After reviewing all of the surveys I have learnt so much
information on my client. Now because of this I know what to base
my advert around and I know what will be perfect for my client as I
know my audience will like my advert after my research as I know
there likes and dislikes. For example, I know my audience will
enjoy an advert based on the outdoors as all of my audience enjoy
this as they enjoy sport which is based outside, and the rest of the
audience enjoy the outdoors or nature. I also know that my advert
needs to inspire people as most people enjoy pictures but don’t
actually do it so I just need to convince them slightly.

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Canon Pitch.
Product Research.
Positives.
The main things I like about the previous canon adverts are the
nature aspects of the adverts. Both me and my audience enjoy
taking pictures outside as a result I believe ill be able to create a
very good advert which ill be happy with and which my audience
will like. I believe using nature you can crate great meanings
behind the project so I will try and do this. Also, I really like how
there is a solo actor in most of the projects as it suggest that each
journey is your OWN journey, and everyone's is different. I will also
use this to suggest that meaning as I want to help kids overcome
challenges and show that everyone is different and there is nothing
wrong with that so ill use a solo actor.
Negatives.
One thing I dislike about the products, and I will do different is I will
tailor it for my audience more. I believe these adverts were made
for canon older audience and for my advert I will help teach my
audience more of the basics of a camera to show how easy it is to
use and how good it can be and how it can crate extremely
interesting, fun pictures. Also, I believe there is a lack of emphases
on the actor as you can hardly see any emotion or outfit so I will
change this as I will want to convey meaning from my actor and the
outfit, I pick for him to wear.

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Canon Pitch.
Magazine Cover Inspiration.
I really like this advert because
of the text behind the head as it
allows you to see the brand and
also see the actors emotions. I
will use this technique in my
advert .
This advert is really good
because of the positions of the
text. The positioning allows
there to be a lot of information
but also allows you to see the
full actor. I will use this
technique so I can get as much
info across to my audience.
This advert looks really
clean and I really like the
font used in this as there is a
mixture of them. Also I really
like the bold text above the
regular text to you can see
the main points.

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Canon Pitch.
Print Advert Inspiration.
I really like this advert as it shows
the possibilities and fantastic
images a canon camera can
produce, and I like the fact of
including the picture inside the
lens to show off the technology
and to teach my audience.
However, I’d add a tag line to my
advert.
I like this advert because of the
tag lien and shot being
outdoors and in nature showing
off the places that your journey
can take you. I like the tag line
because my advert is helping
my audience over come
change in society, so this tag
line really hits hard and helps
normalize it
This advert is also very good. I
like this advert because of the
lighting I really like the natural
lighting and I will use this for
my advert. Also, I like the
placement of the actor with
there back turn as it shoes
them walking on the “journey”
so I will also use this on my
advert.

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Canon Pitch.
Fonts, Color Scheme and Content
Fonts:
For my advert their will be a lot of text for my magazine cover and
there will be a tag line. This tag line is very important as hopefully it
will inspire my audience because of this it needs to stand out but
also look quite serious as it is an important message which I will be
trying to get across to my audience. Due to this I will create my own
font as it is very specific so by using photoshop ill add my own text
in. For the size of the text, it will be around 28-32 so it doesn’t
overwhelm the screen and ruin the picture but is still very visible.
For my magazine advert there will be a range of fonts such as
Adobe Hebrew.
Color Scheme:
As advert will be outdoors the color scheme will be mainly green as
ill sow off the beautiful surroundings on my advert. Also green
connotes growth so this will show my audience they will grow and
overcome challenges on there journey.
Content:
In my advert ill include a solo actor in a beautiful outdoor
surroundings enjoying there journey. Also ill include some sort of
lens or camera where the picture will be inside to show off the great
things you cam create with a camera but to also teach my audience
how to use a camera.

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Canon Pitch.
Why A Print Advert Will Be Usefull.
The benefits of using a print advert is I can turn them into posters and can put them
anywhere. This means anyone can come across them so by using this I can influence
many people which can lead to people wanting to use a camera and start there journey
which will then benefit my client and reach my goal. Also majority of people can see a print
advert as they can be everywhere so even people without technology who couldn’t see a
tv advert can see this as it will be in a newspaper.

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