These are the fonts that have caught our attention as they are rather retro which would fit the theme of a vintage set.
Wednesday, 28 January 2015
Photo Shoot review
Another of our thoughts was to use this image to the right as a poster template and have the writing and logos around it in the spaces
Tuesday, 27 January 2015
Concept and Pre - Production 13.
We have been playing around with quite a few ideas. Our main one being posters to advertise the product. These will be printed at A3 sizing and after researching the costs it should come to around £20 to print out 100 copies of good quality posters.
We have also been looking at what style of poster we are going to work on. We have been captured by the idea of an old retro style vintage cycling poster. The poster to the right is what caught our eye and gave us the inspiration for the idea. It would create an original look to the poster it would also engage the reader as it wouldn't be too boring or dull.
We were also looking into the style of font we wanted to use. After looking at various different vintage cycling posters we found a font called art deco which looks like this. It used at old style cinemas as well. It would give the poster a very authentic look.
For the poster we aim to have a rough draft done by next week, the 2nd of February. And a complete printed version the following week.
We have had some other ideas to make a short video demonstrating the process of hiring a bike from city cycle hire. It would be around a minute and a half long possibly even less. All it would be doing is to show how simple the process is. It would feature very quick snappy editing with a very simple tone. Our inspiration from the quick and snappy theme of it came from mainly the idea behind the message of city cycle hire being a very easy process but also from the wickes adverts
- https://www.youtube.com/watch?v=p9tjs-6wbsI
this is a thirty second advert. This is very short for an advert so it is playing on the quick and easy but effective idea. This is what we are aiming for throughout the whole campaign.
Our third idea/ concept for the campaign was a 10 second animation of a cartoon/ stick man cycling and forming the city cycle hire logo. This would be done on after effects.
We have also been looking at what style of poster we are going to work on. We have been captured by the idea of an old retro style vintage cycling poster. The poster to the right is what caught our eye and gave us the inspiration for the idea. It would create an original look to the poster it would also engage the reader as it wouldn't be too boring or dull.
We were also looking into the style of font we wanted to use. After looking at various different vintage cycling posters we found a font called art deco which looks like this. It used at old style cinemas as well. It would give the poster a very authentic look.
Initial Concepts
This design is based around composition and the photos that we took with Adam on the photoshoot. Its a nice simple layout and outs the point across really simply.
This would cost around £60 to get 100 printed out. The poster would be finished within two weeks after the photo shoot.
This is a basic block colour of one of the ideas we were thinking about doing with the theme of vintage cycle posters. The hut Adam works from being the centre point. With information around the page. These colours also seamed to work really well together.
This poster would be slightly longer to complete as there are more details to add. It would cost around the same amount as the other poster to print out.
For the poster we aim to have a rough draft done by next week, the 2nd of February. And a complete printed version the following week.
We have had some other ideas to make a short video demonstrating the process of hiring a bike from city cycle hire. It would be around a minute and a half long possibly even less. All it would be doing is to show how simple the process is. It would feature very quick snappy editing with a very simple tone. Our inspiration from the quick and snappy theme of it came from mainly the idea behind the message of city cycle hire being a very easy process but also from the wickes adverts
- https://www.youtube.com/watch?v=p9tjs-6wbsI
this is a thirty second advert. This is very short for an advert so it is playing on the quick and easy but effective idea. This is what we are aiming for throughout the whole campaign.
Our third idea/ concept for the campaign was a 10 second animation of a cartoon/ stick man cycling and forming the city cycle hire logo. This would be done on after effects.
Advertising Plan
A simple but effective, eye catching poster to advertise the easy process of hiring a bike from city cycle hire to language students studying English in Cambridge.
- Target audience: Language Students studying in Cambridge
- Objective: To advertise how easy and cost effective the process of hiring a bike from city cycle hire is
- Campaign message: Quickest, easiest, cheapest way of getting around the city by bike.
- This will be advertised by an eye catching poster that will make it very clear how simple the whole process is.
- Launch dates: We are doing a photo shoot on Wednesday the 28th of January to gather images of the physical product being advertised. We will also hopefully discuss some further ideas with our client.
- Seasonal and calender events: Obviously summer is most likely the high point of bike rental in Cambridge as everyone wants to experience the city's beauty in the hot sun but with this campaign as it is early spring/ late winter we will do a more rounded, general campaign with no specific seasonal theme.
- Location: the location of the posters will be around the language schools, and possibly other student union bars for the cold audience of other students in Cambridge who are not necessarily studying English here. The location of the shop itself is located on Lamas Land, Newnham Road.
- Legal and Ethical Issues: We are targeting foreign students so we will have to take into account the language we are using. There are also issues of having the right to put posters up. We will have to deal with the budget of buying advertisement space if we are to use outdoor advertising spaces.
- Target audience: Language Students studying in Cambridge
- Objective: To advertise how easy and cost effective the process of hiring a bike from city cycle hire is
- Campaign message: Quickest, easiest, cheapest way of getting around the city by bike.
- This will be advertised by an eye catching poster that will make it very clear how simple the whole process is.
- Launch dates: We are doing a photo shoot on Wednesday the 28th of January to gather images of the physical product being advertised. We will also hopefully discuss some further ideas with our client.
- Seasonal and calender events: Obviously summer is most likely the high point of bike rental in Cambridge as everyone wants to experience the city's beauty in the hot sun but with this campaign as it is early spring/ late winter we will do a more rounded, general campaign with no specific seasonal theme.
- Location: the location of the posters will be around the language schools, and possibly other student union bars for the cold audience of other students in Cambridge who are not necessarily studying English here. The location of the shop itself is located on Lamas Land, Newnham Road.
- Legal and Ethical Issues: We are targeting foreign students so we will have to take into account the language we are using. There are also issues of having the right to put posters up. We will have to deal with the budget of buying advertisement space if we are to use outdoor advertising spaces.
Poster Development and Ideas
We have been talking about what style of poster we want to make and we've see na few that have caught our eye. We were looking at old vintage cycling posters and what really stood out to us was the classic style of font and the shades of the colours in the background. We think we can adapt a few of these assets into our own poster.
The vintage style font on this poster would give a very original feel to a modern poster. It is also very attractive for the viewer and is different to other posters there for it stands out as original and eye catching.
This poster appealed to us because it actually has a hut in the background and one of our ideas is to utilize the City Cycle Hire shop is. The use of vintage font also adds to historic feel of Cambridge's cycling history.
This poster Really stood out to us and was probably the most influential. The font really appealed to us along with the background colours and shading. We were thinking of making use of the sunset style in the corner which could be associated with the yellow and black theme the website has.
We have also been inspired by this style of font which isn't 100% vintage, it could also be adapted into modern font or a modern style poster. It just gives it a little originality and style.
The vintage style font on this poster would give a very original feel to a modern poster. It is also very attractive for the viewer and is different to other posters there for it stands out as original and eye catching.
This poster appealed to us because it actually has a hut in the background and one of our ideas is to utilize the City Cycle Hire shop is. The use of vintage font also adds to historic feel of Cambridge's cycling history.
This poster Really stood out to us and was probably the most influential. The font really appealed to us along with the background colours and shading. We were thinking of making use of the sunset style in the corner which could be associated with the yellow and black theme the website has.
We have also been inspired by this style of font which isn't 100% vintage, it could also be adapted into modern font or a modern style poster. It just gives it a little originality and style.
Monday, 26 January 2015
Wednesday, 21 January 2015
City Cycle Hire photo shoot
During the meeting with our client from city cycle hire we arrange a few dates in the future to expand our project:
Wednesday 11 - 3pm - photo shoot
Wednesday 11 - 3pm - photo shoot
Tuesday 11 - 3pm - extended meeting
Thursday 11 - 3pm - possible meeting in town to take photos of the bicycles or someone riding one down kings parade.
Tuesday, 20 January 2015
International Schools Research 13. 3
LSI - Tenison road
Bell Cambridge - Red Cross Lane
EF - Hills Road
Central Language School - Saint Andrews Street
EF have exclusive cycle hire. We're not 100% whether this is city cycle hire or whether they have their own cycle hire.
They are all spread out very widely across Cambridge. This gives the cycle hire opportunities to postion themselves bang in the middle and also to spread the advertisements all over the place. They all convey the idea of Cambridge being a very beautiful city and they show off the assets of the city. E.g punting, cycling, the universities, the rivers and the meadows.
Bell Cambridge - Red Cross Lane
EF - Hills Road
Central Language School - Saint Andrews Street
EF have exclusive cycle hire. We're not 100% whether this is city cycle hire or whether they have their own cycle hire.
They are all spread out very widely across Cambridge. This gives the cycle hire opportunities to postion themselves bang in the middle and also to spread the advertisements all over the place. They all convey the idea of Cambridge being a very beautiful city and they show off the assets of the city. E.g punting, cycling, the universities, the rivers and the meadows.
Wednesday, 14 January 2015
Legal and Ethical Issues for Canon's ad
As the advert has a very subtle tone there aren't actually any ethical or legal issues surrounding the campaign. There are no controversial ideas bought up, there is nothing offensive in the advert, there is nothing to be taken in the wrong way or anything misleading or untruthful. If there was any issues such as an attack on people who don't go out late at night and take photos to go and start taking photos it would have been fully assured by ASA to make sure there are no offensive terms or language. This shows they have fully understood what ASA's work does and what they can and can't do.
ASA stands for advertising standards authority. They are the UK's independent regulator of all cross media advertising. Their work includes acting upon complaints and checking the media to make sure there are no misleading, harmful or offensive words and to maintain the adverts under the codes written by the committees of advertising practice.
Another advert in the same campaign follows a game of Calcio Storico an ancient gladiator style game of football where competitors wearing medieval costume wrestle for the ball. This advert could have some issues surrounding it. For one it is very violent and could be misinterpreted as promoting fighting. However there is nothing that is too gruesome or really anything that would upset younger children or anyone else. This shows that they have obviously gone through the ASA guidelines and made sure that they do not break any rules or boundaries.
ASA stands for advertising standards authority. They are the UK's independent regulator of all cross media advertising. Their work includes acting upon complaints and checking the media to make sure there are no misleading, harmful or offensive words and to maintain the adverts under the codes written by the committees of advertising practice.
Another advert in the same campaign follows a game of Calcio Storico an ancient gladiator style game of football where competitors wearing medieval costume wrestle for the ball. This advert could have some issues surrounding it. For one it is very violent and could be misinterpreted as promoting fighting. However there is nothing that is too gruesome or really anything that would upset younger children or anyone else. This shows that they have obviously gone through the ASA guidelines and made sure that they do not break any rules or boundaries.
Selecting Advertising Client - Scrimshaws Guerilla Kitchen
2. Scrimshaws Guerilla Kitchen
'
'There's a rumble in the jungle and insurgents on the streets. Food revolutionists the Guerrilla Kitchen have been seizing vacant lots and festivals across the county and forcing hungry patrons to eat delicious food.
The culinary freedom fighters, AKA Taffeta and Jay Scrimshaw, have been cooking up a storm since time began. Jay headed up Bibendum and Chez Bruce before the revolutionists opened their own establishment The Pheasant, which won Best British Restaurant 2009 on The F Word. But weary of the system, the culinary rebels broke free in their bid to give the people of the streets access to fine dining.
Are you ready for the kitchen revolution?
Keep your eyes peeled for the Guerrilla Kitchen.''
This is the 'long description' on their facebook page. They are a pop up shop which pops up in different locations around cambridge including the Foodpark and The Free Press pub. They are looking to increase brand awareness. They have a very cool, original look. This should be portrayed through posters around cambridge, stickers, little things that people see and remember. They also have a twitter account which is aiming at younger people as this is the sort of thing young people will look out for. New, original and independent companies are very respected at the moment.
They have a very interesting menu with food from all over the place focusing on vietnamese cuisine. This raises many opportunities of designs and logos.
Their competitors are other independent food chains or other pop up shops. There is another pop up shop focusing on Jamaican food. This also features at the free press pub. It's not certain they are competitors they may well both respect each others foods. None the less they are a similar product in the same field. So there will be one doing better than the other.
''There's a rumble in the jungle and insurgents on the streets. Food revolutionists the Guerrilla Kitchen have been seizing vacant lots and festivals across the county and forcing hungry patrons to eat delicious food.
The culinary freedom fighters, AKA Taffeta and Jay Scrimshaw, have been cooking up a storm since time began. Jay headed up Bibendum and Chez Bruce before the revolutionists opened their own establishment The Pheasant, which won Best British Restaurant 2009 on The F Word. But weary of the system, the culinary rebels broke free in their bid to give the people of the streets access to fine dining.
Are you ready for the kitchen revolution?
Keep your eyes peeled for the Guerrilla Kitchen.''
This is the 'long description' on their facebook page. They are a pop up shop which pops up in different locations around cambridge including the Foodpark and The Free Press pub. They are looking to increase brand awareness. They have a very cool, original look. This should be portrayed through posters around cambridge, stickers, little things that people see and remember. They also have a twitter account which is aiming at younger people as this is the sort of thing young people will look out for. New, original and independent companies are very respected at the moment.
They have a very interesting menu with food from all over the place focusing on vietnamese cuisine. This raises many opportunities of designs and logos.
Their competitors are other independent food chains or other pop up shops. There is another pop up shop focusing on Jamaican food. This also features at the free press pub. It's not certain they are competitors they may well both respect each others foods. None the less they are a similar product in the same field. So there will be one doing better than the other.
Selecting the Advertising Client - Nana Mexico
3. Nana Mexico
Nana Mexico is one of many food chains in Cambridge. It is one of the most competitive markets in the city. With amazing restaurants such as Jamie's Italian, The River Bar Steakhouse and Grill, Midsummer House, Aromi and all the amazing pub food options it is hard for Nana Mexico to stand out. The way they have tried to stand out is to appeal to a younger audience. They have offers such as 'student monday' where they offer any main menu meal with a drink for £5. This obviously appeals to students as a cheap meal that will keep you going.
They also have a very different way of addressing the reason behind the company with a story of the owners grandmother feeding her whole neighbourhood in Mexico in about 1958. This gives the company a certain recognition and appeal and it also sets it out from the rest in a very interesting way.
Their look is very modern and appealing to students with a sort of 90's retro theme. Their logo which is shown above is also very simplistic. It relates back to the story behind the company with the smaller slogan 'Street Food' at the bottom. Even inside the stores the whole decore is set out very intricately and to a certain genre. There are light bulbs without shades around them and everything is wooden which gives it a very organic, fresh, natural feel. They have a very specific range of drinks such as San Pellengrino and other top of the range, good quality, fizzy fruit drinks. These are also adding to the general vibe of the company.
They also show links to the twitter account on their website along with, the menu, offers, delivery options, locations and the backstory to the whole brand. Their website joins in on the 90's retro theme with light blue, yellow and other vibrant colours which adds excitement to the site.
They also have a very different way of addressing the reason behind the company with a story of the owners grandmother feeding her whole neighbourhood in Mexico in about 1958. This gives the company a certain recognition and appeal and it also sets it out from the rest in a very interesting way.
Their look is very modern and appealing to students with a sort of 90's retro theme. Their logo which is shown above is also very simplistic. It relates back to the story behind the company with the smaller slogan 'Street Food' at the bottom. Even inside the stores the whole decore is set out very intricately and to a certain genre. There are light bulbs without shades around them and everything is wooden which gives it a very organic, fresh, natural feel. They have a very specific range of drinks such as San Pellengrino and other top of the range, good quality, fizzy fruit drinks. These are also adding to the general vibe of the company.
They also show links to the twitter account on their website along with, the menu, offers, delivery options, locations and the backstory to the whole brand. Their website joins in on the 90's retro theme with light blue, yellow and other vibrant colours which adds excitement to the site.
Tuesday, 13 January 2015
Advertising Agency Profile - JWT
History
JWT was founded by William James Carlton in 1864 and then in 1878 it was bought by James Walter Thompson who renamed it 'The James Walter Thompson Company'. It was then acquired by WPP group in 1987. In 2005 was shortened to JWT.
Operating Model
JWT is one of the most well known and successful advertising companies in the world. It's network has nearly 10,000 employers in around 200 offices in over 90 countries. Their clientele is huge and have worked some of the worlds leading brands. Including: Nokia, Kellogs, Nestle, Rolex, Vodafone, United States Marine Corps, HSBC and many more.
In a WPP annual report by Bob Jeffery he says that JWT are reinventing or 'digitalizing' the JWT agency. He also said 'we now have anchor digital agencies across the world'.
Products
JWT has a very wide range of clients. They are all moderately big brands. They are not all similar to each other. They seem to have tapped into at least one of the biggest companies going in every type of branding. Food products, hair and skin products, accessories, phones and various others. The only ones that are similar are Nestle and Kellogs. However i'm sure that's a friendly enough rivalry.
Market Position
JWT is known as the worlds leading marketing communications brand. The main leading competitors are Leo Burnett Company INC, BBDO worldwide INC and McCann Worldgroup.
JWT was founded by William James Carlton in 1864 and then in 1878 it was bought by James Walter Thompson who renamed it 'The James Walter Thompson Company'. It was then acquired by WPP group in 1987. In 2005 was shortened to JWT.
Operating Model
JWT is one of the most well known and successful advertising companies in the world. It's network has nearly 10,000 employers in around 200 offices in over 90 countries. Their clientele is huge and have worked some of the worlds leading brands. Including: Nokia, Kellogs, Nestle, Rolex, Vodafone, United States Marine Corps, HSBC and many more.
In a WPP annual report by Bob Jeffery he says that JWT are reinventing or 'digitalizing' the JWT agency. He also said 'we now have anchor digital agencies across the world'.
Products
JWT has a very wide range of clients. They are all moderately big brands. They are not all similar to each other. They seem to have tapped into at least one of the biggest companies going in every type of branding. Food products, hair and skin products, accessories, phones and various others. The only ones that are similar are Nestle and Kellogs. However i'm sure that's a friendly enough rivalry.
Market Position
JWT is known as the worlds leading marketing communications brand. The main leading competitors are Leo Burnett Company INC, BBDO worldwide INC and McCann Worldgroup.
Selecting The Advertising Client - City Cycle Hire
1.City cycle hire
City cycle hire is a cambridge based independent bicycle retailer and rental service. It is aimed at both people who are enjoying a short stay in cambridge and students or anyone else staying in Cambridge for a longer amount of time. they have offers from 4 hours to 1 year and the price ups accordingly. They have a very clear understanding of their target audience and they know exactly what they are aiming to advertise. They have a webpage which tells people all about the prices, the bikes themselves, offers, how to book, and they even offer interesting places to visit in Cambridge by bike.
Their competitors in Cambridge are Cambridge Bike Tours, Station Cycles and then there are smaller independent cycle hire places dotted around but they aren't really in the same league as the three leading cycle hire shops. When typed in to google ' best cycle hire in cambridge' City Cycle Hire is the first with a 5 star rating. The others follow after with fewer ratings. City Cycle Hire seems to be the leading, most popular bike hire in Cambridge.
What we were thinking of pitching to them was the idea of a new look. If they are aiming at students their logo, font on the website and general theme should stand out to young people and students. At the moment it is a very simple layout with a simple logo. We think just a few small changes to the look would get them out there a lot more. They also have no other social media sites. This could get the word out a lot further than just a website which you have to discover for yourself.
We also thought of adding to the 'sights' page where they list some places to visit by bike. We thought we could add a well thought out cycle route with an independently drawn map, selecting certain locations to visit in Cambridge.
City cycle hire is a cambridge based independent bicycle retailer and rental service. It is aimed at both people who are enjoying a short stay in cambridge and students or anyone else staying in Cambridge for a longer amount of time. they have offers from 4 hours to 1 year and the price ups accordingly. They have a very clear understanding of their target audience and they know exactly what they are aiming to advertise. They have a webpage which tells people all about the prices, the bikes themselves, offers, how to book, and they even offer interesting places to visit in Cambridge by bike.
Their competitors in Cambridge are Cambridge Bike Tours, Station Cycles and then there are smaller independent cycle hire places dotted around but they aren't really in the same league as the three leading cycle hire shops. When typed in to google ' best cycle hire in cambridge' City Cycle Hire is the first with a 5 star rating. The others follow after with fewer ratings. City Cycle Hire seems to be the leading, most popular bike hire in Cambridge.
What we were thinking of pitching to them was the idea of a new look. If they are aiming at students their logo, font on the website and general theme should stand out to young people and students. At the moment it is a very simple layout with a simple logo. We think just a few small changes to the look would get them out there a lot more. They also have no other social media sites. This could get the word out a lot further than just a website which you have to discover for yourself.
We also thought of adding to the 'sights' page where they list some places to visit by bike. We thought we could add a well thought out cycle route with an independently drawn map, selecting certain locations to visit in Cambridge.
Monday, 12 January 2015
Understanding how advertising is distributed and promoted
The print based advertising campaign that I chose to analyse was Canon's come and see campaign from JWT London. This advert focuses on deer exploring a night time setting of a housing estate in Essex. It has gone all over the internet and featured in various articles on different websites and magazines. There is also another advert within the same campaign following a game of Calcio Storico, an ancient gladiator style game of football.
The come and see campaign is a cross media platform eg. print base, video. The whole campaign is very interactive. When on the canon 'come and see' website you have the option to go to the twitter or facebook pages of the campaign to be updated by canons own feed. It allows you to send your own photos to them. It is all very personal. It makes the audience feel like they're invited to join in.
Every advert out nowadays has an interactive side where you can either tweet your thoughts or post your thoughts on facebook. This is obviously a very easy way to get people involved. People are glued to their phones all day so there is no reason why they won't look it up while they have a spare minute. It also addresses the younger generation as a target audience as they are very social media orientated.
It was also an international campaign. It is engaging with audiences everywhere trying to inspire people to go out and take photos and see more of the world's events. The two general themes of the advert is inspirational and magical. The advert hasn't appeared in many outdoor advertising sites however it does have a full page spread on the canon website, which shows the print, the video, a background to the advert and also a slideshow of photographs from the project. This website slideshow is more addressing the products they are advertising in action.
The come and see campaign is a cross media platform eg. print base, video. The whole campaign is very interactive. When on the canon 'come and see' website you have the option to go to the twitter or facebook pages of the campaign to be updated by canons own feed. It allows you to send your own photos to them. It is all very personal. It makes the audience feel like they're invited to join in.
Every advert out nowadays has an interactive side where you can either tweet your thoughts or post your thoughts on facebook. This is obviously a very easy way to get people involved. People are glued to their phones all day so there is no reason why they won't look it up while they have a spare minute. It also addresses the younger generation as a target audience as they are very social media orientated.
It was also an international campaign. It is engaging with audiences everywhere trying to inspire people to go out and take photos and see more of the world's events. The two general themes of the advert is inspirational and magical. The advert hasn't appeared in many outdoor advertising sites however it does have a full page spread on the canon website, which shows the print, the video, a background to the advert and also a slideshow of photographs from the project. This website slideshow is more addressing the products they are advertising in action.
Friday, 9 January 2015
Print Case Study
Purpose/ aims and objectives
This project by Canon was set up to capture wild deer in an urban environment late at night. The project's aim was to inspire people to discover and have an interest in the rarities of everyday life that people never get to see. Its also an example of low light photography which is very obviously putting out the idea that Canon's equipment is perfect for these kind of situations. And the fact that they are trying to convince people to discover more exciting things puts the idea of Canon's equipment as being the ideal cameras for this new inspired hobby.
This project by Canon was set up to capture wild deer in an urban environment late at night. The project's aim was to inspire people to discover and have an interest in the rarities of everyday life that people never get to see. Its also an example of low light photography which is very obviously putting out the idea that Canon's equipment is perfect for these kind of situations. And the fact that they are trying to convince people to discover more exciting things puts the idea of Canon's equipment as being the ideal cameras for this new inspired hobby.
Form, style and genre
The advertising campaign is multi platform as it appears in various forms such as, 2D, moving image videos and prints for magazines.
The style of the advert takes a rather surreal and breaks generic conventions of an advert selling you a product. It would be described as bellow the line advertising and it has a very simple style.
The advertising campaign is multi platform as it appears in various forms such as, 2D, moving image videos and prints for magazines.
The style of the advert takes a rather surreal and breaks generic conventions of an advert selling you a product. It would be described as bellow the line advertising and it has a very simple style.
The general theme of the advert is to inspire. It creates this wonderful, magical arena of creatures that are not known to hang around such urban and modern areas that it gives the audience a sense of a dreamy wonderland which triggers an idea to explore more. That's where the advertising comes in.
Frequency
The advert is able to achieve frequency through using cookies because the advert will pop up on various locations.
Representation
Frequency
The advert is able to achieve frequency through using cookies because the advert will pop up on various locations.
Representation
The actual print of the advert has various uses of advertisement. It sets the scene very clearly as in the top left corner of the image it says '11.15PM. A house estate in essex.' which is a very bog standard time and place. The normality of the setting adds to the magical feel of the image of the deer on the zebra crossing. The user is being represented as a high end photographers tool because the advert is showing that anyone in a local housing estate in essex could take an amazing photo of a unique event with one of Canon's new cameras.
AV analysis
The video advert reinforces the messages after the print image.
The print also features a very obvious style of simplicity which gives the reader the idea to look further into the advert and research the product that it is advertising. It plays on the less is more idea which is known to let the audience feel like they aren't being pressured into the product and rather just invited to find out more. This is also shown through the slogan 'come and see'. The simplicity of the advert also adds to the quiet night time feel of the whole scene so everything fits well together.
There is quite a specific target audience as it is all based around photography/ cinematography so it is aimed at either photographers or those who have an interest in either directing or cinematography. The video version of the advert shows that the people behind it have carefully thought about the angles and how they set all of the scenes up. This adds to the target audience's interest as they can appreciate the lighting of the shots and also the cameras being put in a certain location to capture an aesthetically pleasing shot.
Given all the themes, color, font and the minimalist style I would most likely place this advert under the genres of either documentary or surreal. They adopt both forms of those genres as it includes rare, memorable events that will stick with the viewer for a while. It also follows real life events unfold throughout the advert.
AV analysis
The video advert reinforces the messages after the print image.
The print also features a very obvious style of simplicity which gives the reader the idea to look further into the advert and research the product that it is advertising. It plays on the less is more idea which is known to let the audience feel like they aren't being pressured into the product and rather just invited to find out more. This is also shown through the slogan 'come and see'. The simplicity of the advert also adds to the quiet night time feel of the whole scene so everything fits well together.
There is quite a specific target audience as it is all based around photography/ cinematography so it is aimed at either photographers or those who have an interest in either directing or cinematography. The video version of the advert shows that the people behind it have carefully thought about the angles and how they set all of the scenes up. This adds to the target audience's interest as they can appreciate the lighting of the shots and also the cameras being put in a certain location to capture an aesthetically pleasing shot.
Given all the themes, color, font and the minimalist style I would most likely place this advert under the genres of either documentary or surreal. They adopt both forms of those genres as it includes rare, memorable events that will stick with the viewer for a while. It also follows real life events unfold throughout the advert.
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