researching the client
In 1933 the pre-curser to canon was founded in Tokyo to conduct research on cameras. In 1934 they created kwanon which was the first 35 mm focal plate shutter camera to be produced as a prototype, Then in 1935, they filled for registration on the "canon" trademark. They then created the "hansa canon", which was a 35mm focal-plate-shutter plate camera that was introduced in 1936, Then the next year in 1937 they founded "Precision optical industry, Co. Ltd" was founded. They then went on to create the first-ever X-ray cameras in Japan. The Ginza camera service station opened in 1946.
The leader of the Precision Optical industry was named Takeshi Mitari who in 1945 produced commences for the mid-range J 11 focal-plan-shutter camera. In the year 1946 when the ginza camera service station opened they also introduced the Canon S I I. The canon S I I received massive praise from ranking officers in Occupation forces and foreign buyers in japan. After this in 1947, the company becomes "canon inc" and the government designates canon cameras priority export when japan resumes export activities
previous campaigns
This Canon advert is a print advert. The advert shows a canon camera opened up with the inside of it filled with different items such as a trophy and a birthday cake, these are used to represent the memories made within the camera. This is also shown by the slogan "made of your greatest moments". This is used to target a casual audience of camera users, people who use the cameras to remember and relive events in their life rather than for professional use which is similar to what I am being asked to do with my canon campaign. This advert also has a link in the top left corner so people know where to find more information about the camera and where to purchase it. As well as this in the corner, it says "the luxury of life is seeing the beauty in it" which is another slogan-like phrase made to be remembered by a person reading it but also used as a form of persuasion and a reason to purchase the camera. This will be a helpful advert for me as I plan to make a print advert for my campaign
This is a magazine made by canon and heavily promotes their camera on the front page, as well as this it also draws people in to read the magazine further as it teases things that are in it such as "new canon projects" which draws people in who want to see new canon projects. There is also a block of text which says "how to photograph fields full of flowers" which draws in newcomers to photography and people wanting to learn how to do new things such as photographing flowers. This front cover is filled with information persuading people to buy and open the magazine to read more, this is helpful to me as for my advertisement campaign I have to make a front cover for a magazine and this magazine cover, which is actually made by canon, shows me how canon does their marketing and what I could improve and change about it but also giving me inspiration and the guidelines of how to do my front cover.
This advert was made by canon to promote their camera "the EOS 5D mark 3", this advert shows the quality of the camera by showing some amazing scenery taken with the camera, and it also has text in the middle of the screen saying "full of changes", which is a reference to the changes the camera has made to its quality and settings however this also serves as a memorable catchphrase that you will remember after seeing this print advert possibly making your brain automatically connect changes to canon. The person standing alone on the rock is standing in somewhat of a power post making them seem powerful and showing that using canon makes them feel more powerful with photo taking, it also shows them looking in the distance suggesting exploration or greater things beyond making canon seem bold and adventurous rather than just for taking photos in a professional studio, its also for the great outdoors and different conditions for amazing photos. I think analysing this print advert will be good for my own as the theme of the project is "journeys" which is in a similar vein to what this advert is trying to project onto someone looking at it and reading it
