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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