rationale for the canon campaign

1. Canon Rationale

2. Who is the target
audience for your
products and what
evidence can you show
to support this?​
• The primary audience for this campaign is young
people, more specifically ages 15-25.
• The reason this product is to be aimed at this
age group is because canon wants to
encourage young people to form brand
allegiance.
• The reason for bringing in young people and
encouraging to get them involved in this brand is
because Canon wants to encourage young
people to get involved in photography and keep
the art alive.

3. Why is a print
advert a good
idea for this
campaign?​
• A print advert is a good idea for this particular campaign
because Canon is a company that focuses solely on
photography and so a regular canon ad would be a print.
• Furthermore, examples of previous ads and campaigns
that we have looked at have all been prints and so it
makes sense to create one for this project.
• Another good point is that showing a journey through
photography is more of a challenge then through other
forms of media such as videography which makes this
product more interesting and not too easy.

4. • Through researching other products involving canon
and prints portraying journeys I have learnt that they
tend to use darker and more monochrome colour
palettes.
• Another thing I have realised is that they usually show
a physical journey and there aren't a lot of metaphors
shown.
• They also tend to have a slogan or some kind that
almost confirm what the advert is portraying.
What have you
learned from
researching and
analysing existing
print adverts?​

5. Were there any codes
and conventions you
were going to follow
or challenge for this
campaign and why?​
• Ads for younger people tend to use lighter
colours, sometimes bright sometimes pastel,
as this is more eye-catching compared to the
darker more monochrome colours generally
used for professional cameras for more
experienced photographers.
• Since this is more aimed at people who have
less photography experience, I want to use
brighter colours to stick with the conventional
advert for younger people.

6. What are your
ideas for your
print advert?​
• My print is going to represent the journey of self-
discovery.
• I want there to be a person standing in the mirror
reaching out and for there to be another version of
the person that is walking away from the mirror and is
smiling.
• I want the person in the mirror to be reaching out, but
they can't quite reach the person outside of the mirror.

7. Ideas on fonts, colour
scheme, images and
layout. You should
demonstrate that you
have a variety of ideas
and how you have
narrowed down that
list to what you think is
the best idea​
I don't have any ideas on fonts yet
but in terms of colour schemes I
want to keep it monochrome in a
way so more neutral colours like
black, white and grey. I don't plan to
change the colours in editing much
other than brightening it if necessary.
For images, my ideas consist of what
I talked on the last slide about the
mirror.

8. Why do you
think this would
be a successful
print advert?
What is its USP?​
I think this will be a successful advert
because there are so many ways it could
be interpreted.
The theme is 'journeys' and that's
something that could be taken literally
or figuratively, and, in my case, I'm
using it as a metaphor to portray the
journey of self-acceptance.
The reason this idea will work well, its
unique selling point, is that it is
something that can be relatable to the
audience, or it can be taken as
inspiration for the future.

9. How do you think your
print advert idea is
right for the client and
their needs? Think
about the point of the
campaign.​
The reason I think my idea is right
for the client is because I feel they
would appreciate that I took a
metaphorical approach whilst still
showing photography skills using
one of their cameras.
In terms of how it fits with the
campaign I am very clearly showing
a journey but in a way that can be
interpreted in multiple ways.

10. How will it appeal
and attract the right
audience?
The target audience is around
the age that I am, so I feel as
though I am a good candidate to
make something aimed at this
group.
On another note, this is
something that people in my age
range can rather relate to or
stride towards so it can be seen
as i