NIKON I AM NIKON REPRESENTATION The overall representation

NIKON “I AM NIKON”

REPRESENTATION The overall representation of Nikon is to show the audience that the product can be used in whatever situation to capture moments in which you don’t want to forget. Nikon represents itself by showing the audience real situations in which the product can be used. It represents capturing every moment and suggests that the camera will be there for every moment. It also represents that it about having fun with your friends and taking a photo of every moment in which you think is important. This suggests that the audience can escape their lives and use the product to do this. Nikon uses ordinary people in ordinary situations which makes them more relatable to the audience and makes the product more believable.

AUDIENCE Nikon have tried to target everyone in their advert by having a character that everyone can relate to. For example: A middle aged couple- Targets middle aged people and shows that the product is suitable for them to use A young man- Shows the younger generation that they can use it People with different ethnicities- Well known product as its being used in other countries and therefore shows that its suitable to everyone and also reliable. AUDIENCE TYPES The secondary audience for this product could be aspirers as the company have used a well known celebrity “Robbie Williams” to show the audience that even celebrities are using it. This shows that if the audience use the camera they can escape their own lives and be like celebrities that use it. This could also appeal to mainstreamers as well. The advert meets the esteem needs of the audience as it has images of people having fun with the product with their family and friends. This suggests that the product is sociable and can be used within social groups. It would appeal to explorers as the camera is brand new. This would appeal to explorers as they are driven by new discoveries and new experiences. Could target the strugglers as the advert is about capturing every moment in which you live today.

INSTITUTION The main message of the institution is to be able to : “Have fun and enjoy the adventures in your life. Capture and share these moments with friends, old and new. Nikon presents COOLPIX spring to help you seize the moment. ” This suggests that the company want the audience to be able to have fun with the product and share their adventures with the camera. This is shown in the advert as there are lots of camera shots of people smiling. There also shots of people in other countries. The words “seize the moment” suggest to the audience that they should take full advantage of their life and take the camera with them to capture these moments. The advert shows the institution as the camera shots are of people in different situations showing that the product can be used anywhere and can be used to capture these moments. The music used is one that is upbeat and its used in all the adverts making it memorable. This makes the institution and brand easily recognisable.

LANGUAGE The language is telling the audience that the camera can be used in what ever situation , wherever you are in order to take photos of the moments you want to. The language used personifies the camera as it calls itself ‘I Am’ this makes the language persuasive. I am the night. Suggests that camera makes the night and without it you won’t be able to capture the moments that you had that night. I am here. Suggests that wherever you are the camera will always be there to take a photo. Suggests it will never let you down and persuades the audience into buying it. I am part of the world. Suggests that the product is part of us and should be part of everybody. I am excellence. Shows the audience that the camera is the best product you can by which therefore persuades the audience. I am a Nikon. Simply tells the audience what the product is called and this makes it memorable as its simple. Lots of mid shots and close ups of lots of different people of all ages holding the camera. This suggests that everyone can use it and that it’s not just made for one person. Colour scheme of yellow and silver throughout the writing. Yellow connotes optimism and happiness suggesting that this is what the product will bring to the audience. Silver connotes security and reliability suggesting that this is what the product will be. Low angle shots of the camera making it seem important and superior. This will make the audience want to buy it as its made to seem better than everything else in the shot. Also the fact that a celebrity with a lot of authority , Robbie Williams, is holding it shows that the camera must be important.