Investigation and Analysis

 Canon

They are a renowned technology company that was established in 1937 and is committed to assisting individuals in reimagining and expanding the realms of what is conceivable through imaging. 

They are committed to helping people push boundaries and reimagine what can be possible through images. Throughout its 80-year history, its constant innovation has kept them at the edge of imaging excellence, allowing them to create market-leading technology that will support future demand from photographers, videographers, office workers, professional printers, medical imaging specialists and so much more. 

They use imaging technologies to expand beyond the robust product line-up to their current offering and to cultivate new business sectors where their imaging technology can extend the boundaries of what is possible. This encompasses developments in satellite technology, medical research, expanding uses for print and industrial equipment, and network video cameras, all of which help to create smart cities. The optical and imaging technologies that Canon is best known for are also advancing astronomy.

Their company's "Kyosei" corporate philosophy, expresses their commitment to seeing all people, regardless of race, religion, or culture, peacefully living and working together for the greater good and contributing to a prosperous society, is something they firmly believe they can uphold by consistently taking on new challenges.

Over 190 thousand of them work together in 256 nations to be a top supplier of cutting-edge imaging and information technology solutions. In 1990, Canon began the world's first toner cartridge recycling program and has been one of the top 3 patent holders for 30 years. They are always looking for new ways to innovate and grow their business as their customers expect the best from us. Their vision inspires them to improve the way they work as it will help them achieve great things

Existing Products

In this print advert, I love how they use an image as the background, making it look like the camera that they're promoting was used to take the photo and that was the outcome. The image feels very warm to the eye with the warm, neutral tones they have used. It also makes you feel calm. They also use a shallow focus photo. They use a slogan to encourage their customers that they need this camera to show a great story. They also use their logo to outline the advert. Their logo is on the bottom left corner but the white continues along the bottom. On the top, it is the same but in red. This brings the audience's attention to the image, the text, and the product that Canon is trying to sell. The audience's interpretation will feel motivated to buy this product or any product from Canon and they will want to create a great story through a camera. This print advert goes with the brand values/identity as they are trying to help people push boundaries to do something that they could love doing.

This magazine cover has a lot of vibrant colours which helps make the product stand out more. The cover line and the caption are big and bold, making the audience's eye immediately go to them. They use a large image of their product to also grab the audience's attention to what they are selling. This magazine cover not only shows the product they're selling but they are also trying to convince their audience and customers to buy this product through text. They have included some text which mentions everything that the product has and what it does. It also includes a couple of images showing how good the quality of the camera is. The layout of the magazine cover has its cover line at the top with the image of its product below. Under the image, they have the caption explaining what the product is as well as some text describing and explaining the product.

Subject Matter

For this project, I am going to it on the topic of witchcraft as there are so many different journeys you can go on and the journey is never-ending. The PowerPoint below goes into witchcraft, its history, the religions and so much more:

The Topic of Witchcraft.pptx from Katie Moon

Audience Questionnaires

The PowerPoint below shows the questions and answers from a questionnaire so I could gather some information to create an audience profile as well as gain some knowledge to help come up with ideas for this project.

Audience Questionnaire Feedback.pptx from Katie Moon

Focus Group

I did this focus group to gather some more information to create the audience profile as well as help me to develop some ideas for this project.

Focus Group.pptx from Katie Moon

Audience Profile

Female: 33.3%

Male: 66.7%

Average Age: 16 - 20

Target Audience: 15 - 25-year-olds

Profession: Students/workers

Social Grade: E

Psychographics: Mainstreamers, Aspirers, Explorers

My target audience ranges from 15 - 25-year-olds. A lot of people this age are either starting to gain an interest in photography or cinematography and they want to begin this journey to experience what it is like to be able to use a professional camera and learn new skills. People are also starting to create businesses where they will need professional equipment to help them get to where they want to be. 

From these questions, I can see that a lot of people use either their phones or professional camera to take photos or videos or even both. It shows that you can use equipment that you know you will always have on hand or you can choose to use a professional product to achieve the goal that you want. For this project, I want to create a front page of a magazine and a print advert because as shown from the questionnaire, not a lot of people have seen or read an advertorial. This tells me that it's not a popular form of media but a magazine cover and a print advert are more popular. For the magazine cover, I am thinking about having an image of a Canon product in the centre of the page with some information about the product as well as some images that will represent example photos that have been taken with the product. There will also be a bold title at the top of the page along with the Canon logo. With the target audience being 15 - 25-year-olds, I think that I want to put a social media page because not a lot of people read magazines because nearly everyone is on their phones going through social media so I feel like this will bring a wider audience as there will be people who read magazines and people who go onto social media

For the print advert, there will be a background image with some text in the middle of the page. I want to base the topic around witchcraft as there is a variety of journeys you can take through this topic and it is a topic that I feel will bring some difference to previous adverts that Canon has created. I will also be including the Canon logo and slogan along with a product that Canon is trying to sell with its name of it as well as a website and social media page they can go to for more information. Again, having a website link or social media link will also bring a wider audience as a lot of people in this age range are mainly on their phones on social media.

References

• Canon. (Unknown). About Us. [Online]. Canon. Last Updated: Unknown. Available at: https://www.canon.co.uk/about_us/ [Accessed 17 January 2023].