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Introduction

  

This blog is a university assignment on advertising and it's influence and persuasion, there will be blogs frequently with different sub headings that will feature different topics on advertising. 

Nikon-Print Advertisement

 

This the print advertisement that I will be critically analysing. The company I am researching is 'Nikon'. Nikon was founded in 1917 and is a Japanese corporation that specialises in selling cameras, camera lenses, binoculars and things like measurement instruments. Mintel state that Nikon is the second largest digital camera corporation in the UK owning 20% of the market share just behind 'Canon'. 

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The camera been advertised is the 'Nikon D1300'. It is a 14.2 megapixel camera and introduced new additions from the previous design.  Looking into the advert itself now it first strikes as a bold advert with the use of capitals in the central picture reading 'I AM EASY TO USE' this obviously suggests that the camera is a new but simple and easy design for the customer to be able to use. The theme of 'I AM' is a new campaign by Nikon with print adverts and television adverts using the same concept. With the television adverts celebrity endorsement is used for example 'I AM Robbie Williams' which shows him delighted with the crowd's reaction at a concert using a Nikon camera. Furthermore with the print advert like looked at now its aim is to show the product's key features and the benefits it has for the customers. The campaign has tried to persuade customers to become more into photography to capture great moments and was placed over europe to try and gain more markets than it has already.  Its aim is to use a type of persuasive language that the customer can read which will give them the impression that can they use it easily and whenever they need to. The image itself is very simple with just a picture of the camera itself over the top of the writing showing the clear brand name. In the bottom left hand corner again is more capital letters which read 'I AM THE NIKON D1300'. This tells the customer the product name and the make of the camera for any new buyers. Again using the 'I AM' persuading text the advert says that it is innovative and simple to use this is a way that Nikon will get the customer in thinking the product is new and exciting but also a simple and easy camera to use for everyday use. 

When first released the Nikon D1300 was priced between £500-£580 which suggests a quite higher class target market who have a keen interest in photography and film. It seems a high expense for a middle/lower class person to afford for a camera. When paying that price for a camera like the D1300 the target market will expect no less than a high performance, better features and easy to use. All of these could persuade the customer which is why the advertisement is effective in that way as it lists that it is innovative and easy to use, it uses the camera as though it is speaking to the market with the 'I AM' theme trying to persuade them into purchasing this new and exciting product from Nikon. It lists all the new features that the D1300 has compared to the former camera the which will entice the customer into thinking about a purchase more showing all its new additions that the previous model didn't. The camera is expensive but with a good persuasive print advert like this one with bold, bright colour's customers of Nikon and even other camera company's will be drawn to it to firstly see what the campaign is about and secondly to see what the new camera Nikon have designed has to offer for them. 

Reference List 

·          Nikon. (2013). I AM NIKON . Available: http://assignments.mynikonlife.com.au/iam. Last accessed 4th Jan 2015. 

      

      Mintel. (2013). Digital Cameras-UK. Available: http://academic.mintel.com/display/662827/?highlight#hit1. Last accessed 4th Jan 2015. 

     

      Macleod, D. (2010). I AM NIKON . Available: http://theinspirationroom.com/daily/2010/i-am-nikon/. Last accessed 6th Jan 2015. 

      JVM. (2010). 'Nikon...I am Nikon'. Available: http://www.jvm.com/en/work/work_subpages/nikon_i_am_nikon.html. Last accessed 6th Jan 2015.