The Client- Canon
About Canon
Canon is a well known technology company famously known for creating their cameras and other photography equipment. Canon were originally founded in Japan in 1937. This shows they are a successful business as they have been around for a long time. they have manufacturing facilities across Japan, America, Europe and Oceania.
Canons main goal as a business is to persuade people to get creative and push boundaries with photography to produce amazing eye catching media.
Canon are well known for creating cameras, printers, tripods, lenses and other camera related equipment and accessories. Canon are constantly refreshing and updating their product line in order to so people can go beyond their limits in creativity within the media industry in order to create vivid, high quality creative media to help people develop their skills to help grow the media industry. Canon wants to develop the industry as the future of technology demands on photographers, Videographers, office workers, medical imaging experts and many more jobs that require media
Canon are trying to be environmentally friendly with their supply chain in order to get the most out of materials and resources. Canon has re-used over 30,000 tons of products since 2008. They want to keep materials in use for longer by re-using them when manufacturing new products.
Canon also have a young people programme in which they have reached over 4500 participants and have worked with over 50 charity partners. They want to help supply young people in schools with the skills, equipment, platforms and communities in order to help produce and share their creativity within media and give them new opportunities. This is all apart of influencing the younger generation to get into media as the future generation will highly rely on technology and jobs in the media industry.
Previous Canon Campaigns
For Canons previous campaigns, They have created Magazine covers for their own magazine, "Photo plus, the Canon magazine". All of their magazine covers tend to include a very vivid eye catching image of scenery. some of the past campaigns have included pictures on a beach, showing a high shot of the land and sea, some include a snowy mountain. One of them shows a field of flowers at sunset
The Canon Magazine
These are some of Canons Magazine covers as apart of their previous advertisement campaigns. There are a few more but they are all roughly the same design wise so i just shown 2 here as an example. There is quite a few things that these Canon magazine covers all have in common and it is they all include a very, high quality eye catching image which is including good lighting, shot angles and sizes. These have intentionally took at a certain time of day to get the best lighting. Also i have noticed that each shot refers to what season of the year it is at the time of the magazine being published. This is obviously meant to be eye catching as it is trying to show off to the audience how good Canons cameras are and what they are capable of producing. This will make the audience like what they see so they want to buy and use Canons products.
As well as the very eye catching image that is shown on the magazine front cover, they include lots of information and statistics based off the Canon products that are being advertised. this also includes images of the Products as well. This is to make the Audience want to read the magazine in order to look and read about the products canon are promoting. This is suitable to the client has this is a strong method to help promote their products. The whole purpose of a magazine advert is to grasp the audiences attention in order to get them to buy the products.
The magazine also includes a great colour scheme or red black and white. This colour scheme Is effective as the Cameras are black and the word "Canon" in the logo if often coloured red, so when they use the words Canon or the name of the magazine on the cover, it is highlighted red to stand out. This colour scheme helps make the advertisement unique as you can look at it, see that there is a camera and the audience might automatically assume it is advertising Canon products.
Based of looking at these magazine covers, i can tell that these magazines were maybe targeted towards an older demographic. This was potentially advertised for adults. I can infer this due to the fact that there is alot of info and text on the cover alone. it also includes the names of the camera models, hinting that the audience should already know about the names of the different camera models. This tells me that the current magazines are targeted towards older adults with existing experience in the media industry and using Canon products.
So in Order to make this somewhat beginner friendly for the younger Audience, i am going to minimise the info as i don't want to put off my audience from wanting to buy Canon cameras. At the same time i still want to sell the info to the audience to make them want to buy Canon products. If it looks too technical, new people starting the media industry will be put off wanting to use cameras and they wont read the magazine. I want to try and gain their attention by showing what Canon cameras can do, but not scare them with loads of information.
Canon posters
This canon advert is another one of canons previous campaigns which is a poster. This isn't advertising a specific product, but its advertising Canon cameras in general. This is because it has the Canon logo with a picture of a man in space using a camera. This poster is trying to show the audience how creative you can be when you take pictures with canon products. This all apart of Canons aim to get people to break boundaries with how they create images and other forms of media through photography. If you get creative with how you take photos, By using different filters, camera angles, shot types and sizes and lighting, you can create all sorts of amazing and creative images and media. Canon wants to show what you can do with their products when you use your imagination as you develop your skills. That is the general idea of the Canon posters.
This has been made in order to Advertise Canon as a company rather then a specific product. but the point of this is to use canon cameras because you can create all these types of creative shots with it. Obviously one factor they use to pull in their customers is the unrealistic side of it because obviously you cant take images in space. But this is done in order to get the Audiences attention. Just like with the magazine cover, they use the black and red colour scheme. This really contrasts the background from the text in order to help the Company's logo stand out. This helps give the client some recognition. The "capture the world" logo is very powerful as it shows you can take a picture of anything on this planet with a camera, as long as you use your imagination and make that idea come to life.
This poster also focuses on advertising creativity when you use Canon products as it shows a camera took apart but with images of items inside rather than wires and camera internals. This has been done to show the audience various things you can take pictures with using Canon cameras. This is done as when you take a picture on a camera the image is saved inside the camera. so this shows all the things that you have taken a picture with are stored inside the camera. This advert has a focus on holidays and represents things you put in a suitcase to take on holiday but inside a camera instead to show holidays are moments you take pictures with and save to a camera and not just pack in a suitcase.
What ill Take from this when making my Add
What i like about existing Canon products is that they all use very vibrant colourful images. This makes their adverts really good as it attracts the audience to want to read the magazine, It really helps to show the audience what good quality images canon products can produce. The cover of a magazine has to stand out so the front cover really has to sell everything the magazine and Canon products has to offer. So this is something i will take in mind when making my advert, i will have to make it vibrant and eye catching so i will have to be creative with the image i use. Also i noticed that pretty much all the Canon magazines and advertorials use a red colour scheme for the title as it is very unique to Canon. This is because they use red lettering on a dark background. therefore the most suitable colour scheme for the titles would be red on a black or white background. This will make it look distinct as when the audience see a picture of a camera and a red title they will automatically think, "ah that's a canon advert" this will help to increase brand awareness and make the audience more aware of canon products.
What I would change
With the previous Canon adverts, i can see they were targeted towards an older audience that are already used to using Canon product. I can infer this as there is lots of info on the front cover alone, many small paragraphs of info as well as the products names. This looks like it was made for people that are already used to using cameras. To make my advert Beginner friendly to suit my younger age demographic, i am going to try to minimise the clutter of information so i don't confuse the audience and put them off not wanting to look at the advert. I will try to cover some information on the front but not clutter it with too much info which could turn away my audience.
Comments
Post a Comment