Canon - Investigation and Analysis
Client research
The clients are Canon which was founded on 10th August 1937 in Tokyo Japan. Canon claim that they let "people push boundaries of what is possible through imaging". They are an industry-leading technology supporting feature demands of videographers, photographers, office workers printers, medical imaging and many more.
They have not specified what type of journey but they have given us some prompts if people are struggling such as travel, sports, information of any kind, and many other specific topics. These topics are just helpful guides but this does not stop you from using your own ideas, you could pick a journey people to make every day and people can relate to and start for themselves. Or you could do your personal journey that you have gone on and one you are still on. The possibilities are endless you just got to pick the right one for you.
Subject matter research
The purpose of the Journey campaign is that they want young people to create their own idea of a journey. Every candidate will have a different idea of what type of journey they would be using. This campaign would be very interesting as people could show how two different journeys can link together as they would have collaborated on this project together. As this is a campaign that can be either a personal journey or a journey people can follow and use themselves, there is no right or wrong way to produce your journey. Whichever type of journey you would have chosen you would be showing how that journey would have impacted your life or how that journey would have impacted someone else's life as it is their own personal journey or if they can relate to that person's journey.
Canon's previous campaigns
This is a PowerPoint slide where it shows some of Canon's previous campaigns, advertorials and cameras throughout the years. As you would have been able to see none of the Canon cameras is the same, they are all unique unless they are a new version of that specific model. Even then the camera would have way more features and different options and technical aspects would have been upgraded to perform to perfection.
For Canon's previous magazines, this gives me an idea of what I should include on the front cover of my magazines. What I definitely need to include is a 'stand out masthead' to show what I am promoting and why. I also need a picture of the Canon camera that I am promoting so that when people are looking at the magazine, they will know what is getting promoted and why these pictures, masthead, small text and information are relevant to that camera and the journey.
For Canon's previous advertorials, there is a single picture with nice aesthetic colours to capture the details of the image. There is also some text on the outside to give people looking at the advertorial to give brief information on the camera they are promoting. There is also a link where you can find out more information about the camera being promoted.
What I have noticed about all of these different magazines, advertorials and promotional methods is that most of them have an inspiring quote that relates to what they are advertising. An example of this is their "ready.set.quit" campaign this quote relates to the advert as they were encouraging people to quit their jobs to become more creative. For the advertorial for the EOS R camera, their quote was "Don't fear change. crave it." This could mean that if you want to change your photography style, you should go for it as it might make your photos better. This could also be interpreted as a lifestyle quotes.
Analysing the different previous campaigns
Ready. set. quit
There is a wide shot of the direct mode of address, and there is a weather shot of the actor. As we can see he is facing towards the sunrise which could indicate that he is going to start their new day doing what they have wanted to do for a career but did not know how and did not have the right motivation. He is looking directly at the word "quit" which shows that he is looking at the past while entering his future. The colours are sunrise colours such as orange and yellow. There is also the personal pronoun of 'your' which indicates that you should go and do a creative career that you will actually enjoy. As he is looking at the sunrise this can mean that on a new day, he is started his creative job and is not going to do his past job.
Even though I do like the idea and concept of this advert I don't like how unrealistic it can come across. As if you have been working at the same place for a while and you leave to do another career that you have just started, it doesn't mean that you would be getting paid. Also, some people might do photography as a hobby as they don't want to pursue it as a career as they are already enjoying the career they already have. Also leaving a job does not take one day as such, you have to put in your notice which is normally a few weeks to a month, which means that it does not happen overnight, which is what this advert is suggesting and making people believe.
Don't fear change. crave it
This advert is about the Canon EOS R camera. This slogan is inspirational as people can take it whichever way suits them. Photographers, they could change their style of photos by using different camera angles, such as wide shots and different close-ups. for this particular advert the type of camera shot, the angle is 'medium close up' indirect of address. The image is at eye level of the rule of thirds. This means that the image is in the middle. The type of colours used is pink and purple which can be contrasting colours. On the outside of the image, there is information which is in a sans-serif font. This type of font is not fancy which means that they are sharing serious and important information about their new camera. The information being shared is mostly focused on a new generation of creative people using cameras for photography and videography.
What I don't like is that there is a lot of border around the image. This makes it more about the information rather than the camera and what it can do itself. Even though this information is important people would look at the information after looking at the image.
Canon's previous magazine front cover
I analysed a previous magazine Canon had made to promote how you can learn everything you need to learn about your Canon camera in 12 hours by reading the magazine. In one of their subheadings, there is the use of the personal pronoun 'your' to indicate that you can learn everything about your camera. There is also the use of the word "affordable" for a tele zoom lens. This add-on could improve your photography skills as once you have mastered working your camera you could add something that can improve your pictures. There are also links to 'free' videos to keep you on track while learning how to work your camera. This is appealing to people who don't know where to find any tutorials that would help them in a simple form. This also helps people who don't know where to start and what to learn first. They have also mentioned 'free' twice as you can get a free eBook worth £15.99.
What I don't like about this magazine's front cover is the background. This is because it is very distracting from what they are promoting. This type of setting is on a very bright flower field and nature. I also don't like how much information there is on the front cover as it could make someone feel overwhelmed as they wouldn't know if all of this information applied to them.
Audience research
The people who would benefit from this campaign are people who are interested in photography and creating a story through images. This is because these people would know how cameras operate and how to create the best image by using different camera angles, options on the camera and other techniques to create this art piece. Some of these people in this age group could already own a Canon camera which means that they would know the amazing quality you get when taking pictures.
This campaign would also be helpful for people who are creating their own personal content on YouTube, Instagram and TikTok. This is because most people who use YouTube have a camera and the most popular camera brand is Canon. The popular camera you see on YouTube is the Canon G7X mark ii. This is because channels that do lifestyle and vlogs will use this type of camera as it is small and compact. A similar Canon camera that is like the G7X mark ii is the Canon PowerShot SX730 hs. Both of these cameras are excellent for photography as well as videography.
To learn more about my audience I have created a google form where I have asked questions that are relevant to Canon and its Journey campaign. I have asked some questions to find out if they know who Canon are and if they would ever use the brand and what for. I have also asked a question that is relevant to my journey, I have asked: "when you go on holiday do you take pictures?" These types of questions would make me understand what type of places people take pictures of when they leave their home town. This could also give me an idea of what type of pictures they capture when they go away, as some people could take pictures of buildings and some people would take pictures of nature.
Audience Questionnaire
What I have learnt from the survey answers
There are the results I got from google forms. I explained how some of the questions were very mixed answers and some of the reasons why they might have picked that answer. I realised going through these answers that some of the questions did not have a straight answer, or people did not pick an option as it might not have applied to them. Also, some of the percentages were not rounded numbers which could mean that some options were picked more by people than others options, and this made the percentage not rounded.
This audience feedback survey helps me towards my final product because I got to find out information about my audience that might help me when I come to planning and creating my product. As this information is relevant to my product. Using this information would make me realise what I need to add and what I don't need to add as it wouldn't be effective for my audience. The way I made it relevant was I asked relevant questions to make sure that I would get answers that would help me.
Focus group questions
here is an audio recording of the focus group:
Construction of audience profile
As Canon is a camera brand and the people who would purchase cameras are people who are interested in them and use them for their own personal content such as videography and photography, there is a particular audience. This means that everything I add would need to be related to what people use cameras for and why.
As this Canon campaign is all about a journey that is created using images, I have to think about what type of images photographers take? The type of pictures people would take on their personal journey is progression, places, and what helped them to get through what they were going through. Or what helped them get to where they are now.
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