This document provides information for a print advertising campaign for Canon. It discusses the client, Canon, which is a major camera company. The target audience is people aged 15-25, who are going through life stages like school or finding jobs. The purpose is to encourage brand allegiance to Canon and increase involvement in photography. Ideas for the ad include showing nightlife scenes of sports or walks to capture different nighttime atmospheres. Color schemes and layouts are discussed, with darker colors and bolder text planned to draw attention. Existing ads are analyzed for their successful design elements. Themes and an overview of the proposed ad are provided.

1. Canon Rational
Georgia Dodsworth

2. Client Information
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.

3. 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.
The purpose of the campaign is to encourage young people to form a
new allegiance to Canon equipment and their services and create a
print campaign for Canon. The target audience would be in the social
grade D, as most of them are students and or unemployed.
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.

5. Print Adverts
In print media there are specific codes and conventions that
companies will use to bring attention to their advertisement and
allow people to become more invested in the product.
Companies may do this by using specific colors 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
color 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. From
researching existing print products, I have learned that
companies use specific colors to target the audience and make
the audience feel a certain way. My ideas for the color scheme
for my advertisement is dark, misty colors to show the colors
that would be seen during the night, I will also add some
brighter colors to bring more attention to the poster. My ideas
for the layout of my advertisement is a darker background with
lighter text on the darker parts, this will allow the audiences
attention to be drawn more to the text on the advertisement.
My ideas for the font is bold text, and the font would be source
sans pro black, to bring more attention to the text. I believe that
print advertisements are more effective than video
advertisements as they are permanent than video
advertisements. Many people skip advertisements on the tv or
on social media as they are more interested in the media that
they are looking at.

6. Existing products
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 colors
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 color red to maybe imply danger,
passion, excitement, energy and grabs the viewers’
attention as it is a darker color 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.

7. Existing Products
• 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.

8. Ideas Nightlife football/ sports
Dogs Journey
Climate change
Culture
Beach walks
Music
Park life

9. Themes
For my project I would like to show the nightlife
of sports or nightlife
I would like to capture the atmosphere of sports
on a night-time.
I would also like to show the journey of a night
walk
Show different kinds of night life
I believe that this would be a successful print
advert as

10. My ideas
Start of the advert
During the advert
At the end
In my print advert I am using darker colours that relate to the colours that may be seen during later times at night.