The client - Canon
Canon is a multinational corporation it was founded in japan in 1937 in Tokyo in the city of ota it is a very successful business as its been around for quite sometime. They produce a wide range of imaging products from printers and MRI machines but its probably best know for its popular selection of cameras and lenses canon has a long history of producing high quality cameras and lenses which is why many professionals favor them today. canon is very successful as of the 10th of February they have a solid net worth of 23.05B
The cameras that they use are very high quality this means most of them are very expensive so much most of the best ones costing 1 to 3 grand while the cheapest ones costing 200 or 300 pounds. Canon is very focused on making people understand the beauty of taking a image they say they want to help realize the power of imaging and information and that everything they do is to try and inspire the people to confidently explore and embrace the vision that they want.
Canon also follow there kyosei philosophy which is a Japanese concept which means living and working together for the common good it bring to life their community to sustainability how they work together and their desire to create an environment for everyone to thrive and grow. and there goal is to drive technology's to the best they can be. Canon also contributes to a carbon-free future canon contributes to a low-carbon society by working to reduce c02 emission at all stages of the product lifecycle including energy efficient products design initiatives at operational sites and production and logistics.
Previous canon campaigns
Most of the previous canon campaigns are print campaigns and videos these insist of promoting themselves and trying to get others to understand the beauty of images and there main campaigns are around magazines especially the front covers they usually consist of shots of nature or the scenery like a mountain or the sea or fields that look artistically good and beautiful so they pretty much show off what quality there camera can do and how its better than m most cameras.
These are some of the magazines that are on canon the magazines show how good the cameras are and there quality they also have free videos to look at on the bottom left these videos will consist of canon and how to be good at using the camera and improving your skills as you can see that one of the magazines showing 101 great canon tips.they also show different scenery on the magazines for example like autumn canon puts these on there front cover of there magazines to show the quality of how good the canon cameras are. This is all to advertise there company that is the point of these magazines they want to promote how good and efficient they are. Also on the magazines they promote there videos that they made that gives free tips and how to use the camera the right way the free books that you can get from the magazines do cost 18 pound so it is quite expensive to get canon books.
This is another one of canons previous campaign which is a poster to advertise themselves and it is a well made as it shows an animal with a camera lens inside its eye this is creative as it is showing that there cameras are high quality like looking through your eye this is symbolizing that the canon cameras are the best to buy for there ultra quality this is a good way to make the audience of the poster more engaged and the image and how they make the poster pulls the audience in they do these print campaigns for that reason to make the audience interested into canon especially young audiences that is the main thing canon focuses on because they want to teach young audience how to use there cameras and show them why there cameras are good.
These posters for canon present the camera as professional and futuristic, which appeals towards the photographers who will most likely buy the product. The posters are minimalistic and present the camera as the primary focus of the advert using composition. The colours are sparse except for the camera lens, which naturally draws the viewers attention towards the lens the lack of much color implies that the target demographic is adults rather than children who are typically associated with bright colours.
Canon’s previous campaign was the Never break your flow campaign created to promote their EOS R system camera. The campaign was primarily targeted towards content creators and how they could be more creative using the cameras. The ads depict people taking photos or dancing which sufficiently communicates the target demographic of social media influencers.
The target demographic of my editorial is between 16 and 25, Canon products are primarily targeted towards professional or aspiring photographers, the Canon adverts convey this by utilizing a sleek, minimalistic design, much like the cameras themselves. The simple design communicates that the cameras are for professionals. The target social grade of these adverts are seemingly the upper class who are more likely to spend money on expensive camera equipment than the middle or low class.
Canon’s “Never break your flow” campaign was targeted towards content creators and social media
Influencers, the ads conveys that the camera is design for social media by showing how a content creator could use it like taking photos or recording vlog footage.
Doing research on canon is important for me as it inspires me to promote them as they want to teach young people the beauty of filming. So this makes me want to promote canons new product another question people ask is what audience buys canons products and that is mainly a younger audience but there is variety like many middle aged people do still buy canons products since they are involved in media and some are professionals. So now I have a more understanding of what the client is on who they are and what they doing and now I can start with the canon project which is to make a front advertorial cover on canons new product that has just come out this can easily be done on photoshop by saving your image for the cover in the file and dragging it into the space then you can edit and start from there.
Next I will be doing a focus group questionnaire so I can see the audience opinion on cannon so I can gather there results so I can use them I still haven`t made some questions for the focus group but it shouldn't be hard as there doesn't have to be that many questions maybe like 4 or 5 questions these question must consist of something to do with canon like what do you like about it or why do you like it or maybe you could talk about some of the products that canon produce like there canons you could say do you prefer to use a phone or a camera just some questions like that just to see what the feedback is so I can use the information to understand more about canon this is so I can create a better piece for the cover if I have an understanding what is going on then I can create something that I will know canon will like and enjoy it.
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