Fujifilm is one of the Japanese and world's largest photographic and imaging company. FINEPIX X100 digital camera was launched in March 2011. It is one of the cameras in Fujifilm camera X series. From Fujifilm website, X series is “Masterpiece of groundbreaking technology has been embodied in a traditional chassis of ergonomic perfection.”
The theme of X100’s Hong Kong advertisement is “浪攝流”. They implied two famous Japanese photographers Moriyama Daido and Araki Nobuyoshi’s style in the advertisements. Araki Nobuyoshi is famous for his erotic nudes and sensual flower studies, his photos and artworks challenges taboos and unabashedly confronts complex subject matter, most markedly sex and death.
As X100 is a professional and premium camera, its target customer is people who have advance knowledge of photography but not beginner. That’s why Hong Kong’s advertiser chooses to use Araki Nobuyoshi and Moriyama Daido as the theme of advertisement.
The advertisement is quite success for diverting the audiences to link Araki with X100. Although it is intentionally mislead audience.
Also the elements in advertisement are controversial like nude woman, tattoo and the words in the quoting about “3P”.
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