Experiencing the 2-Dimensional
Canon made an advertisement for the “Digital IXUS 80 IS” camera, which can be found through the following link: https://www.behance.net/gallery/48170973/Canon-Cameras . This advertisement may not be showcasing the direct interaction of using a camera, nor as a camera user do I see the overt value of the camera purely from the photos of the camera. What I do notice as an effective strategy and as an important aspect of human computer interaction is the method of attracting specific populations of target users to specific models of the camera. The user interaction is then not a physical one based on this advertisement, but a mental and emotional one. A part of selling or creating a product that meets a users needs is in fact the way the product is sold, as well as the emphasized features that are portrayed of the camera or the interface as useful.
From a normal perspective, the exciting features of this camera in real life would most likely be the different colours and perhaps the individual features of face detection, amongst other features, which compose the camera. However, what I find interesting is the text “Dancing all night, laughing non-stop, swapping secret glances — all moments you want to remeber. Use the new digital IXUS 80 IS with Face Detection to capture every grin.” The persona that the advertisement is targeting is corelated to the colour of the camera, meant to indicate style and personality. This colour is even further linked to a specific lifestyle and experience through the placement of stylized and of personal objects amongst and surrounding the camera.
This changes the understanding of a camera and a picture from being something that can be seen and remembered into something that can be held and physically captured, through physical representations of experiences. The objects placed around and in the camera translate the physicality of the 3 dimensional experience into a container typically meant to hold 2 dimensional images. This changes the purpose or associations of a camera. The user could then add the camera into their life, as if it were another accessory or extension of their style and of their personality. The advertisement does a good job at selling the camera and the type of interaction that the camera could provide.
The advertismenet or camera itself does not create a more meaningful connection to the hardware of a camera, or the pure materialistic nature of having a camera. This advertisement could emphasize the physical, important, and useful features of the camera through examples of the pictures it can take or through examples of the importance of “Face detection,” since that feature was mentioned in the advertisement’s photograph.