Canon – Client Research
Canon is a leading technology company which was founded in Japan in 1937.
Canon are dedicated to helped people reimage and push their boundaries
through imaging. They specialize is many different products which included
lenses, cameras, printers and scanners. Between 1933 and 1936, Japan’s first
35 mm camera was introduced into a prototype form. This was a very basic
camera with no zoom lens.
In 1958, they introduced zoom lens which would be used for television
broadcasting and the year after, they introduced Reflex Zoom 8 which was the
first movie camera with a zoom lens.

In 1992, they launched the Canon EOS 5 which was the first-ever camera which
was eye-controlled AF and this was it’s first digital camera. This camera was
widely supported by both beginners and artists that use creative photography.
Canon have many different values which mean a lot to the company. One of
their values is that they are dedicated to innovation by advancing on
technology (camera, printers etc.) and by advancing on the technology that
they create, they hope to increase the impact on society. Canon hope to meet
the challenges of staying up to date with the technology with the rapid
changed being made in the world.
This helps me generate an idea because it tells me that they want to show off
their new cameras/technology and keep customers up to date with the new
technology that they produce. In my advert, I will feature the most up-to-date
camera that Canon have sold to tell customers about their new technology and
stay up to date.
One of Canons other values is that they are committed to cartridge recycling
for all their products. In 1990, they were the first in the world to initiate this
scheme and they want all people using Canon to join this innovation and
recycle used cartridges, used parts and materials.
Canon want to help people realise the power of imaging and information
through photography. Everything that they do, they hope to inspire and
encourage people to explore and exceed their vision through their products.
This helps me with my idea because it tells me that they want an advert which
shows that you can do anything with a camera, and it can inspire you to take
new adventures with the Canon camera they have bought. The adventure can
be through photos which it what my print advert may be about.

Previous Campaigns by Canon
On this print advert, it shows one of the old cameras (AE-1) and in the above
picture, it shows the screen that will be on the camera and shows the person
that is going to buy this camera. It shows that the camera is a ‘winner’ and the
camera is very successful for the person buying the equipment and they have
chosen the right camera as it is a ‘winner’.
The character in the advert is inspecting the camera and on the bottom image,
it shows that he is holding the ‘winner’ and that makes him become a winner
as he has chose the camera that is advertised.

On this print advert, it shows you can do anything with a mini portable camera
which you can use anywhere and for anything. This advert is telling the
audience to loosen your mind and go on adventures with the camera and
capture great moments with this portable camera.
This advert is very relevant to the client brief because shows you can go on a
‘journey’ with the camera and the target audience seems to be a teen
audience because it has things inside the camera which this target audience
would take pictures on and share this journey with the portable camera.

On this print advert, it shows an image which I presume that is taken by the
camera. It shows the quality of the image which the camera can take. The
tagline at the top of the print advert is telling the audience that nothing is
impossible with their new camera, and it has endless possibilities.
This camera shows a wide shot and close-up shot and it shows how much the
camera can do. You can see the mountains in the long distance, and this shows
anything is possible with the camera.
The activity (snowboarding) is a hard sport to do and this could be showing
that this sport could be impossible but having the camera with you makes it
possible.