"
So advanced it's simple," was Canon's ringing TV commerical slogan of that era.
Canon T70 Camera
Hey, I never relised this. For me even most advanced camera has to do only two things: close the iris to required field stop and fire shutter at required speed. Usually I make this requirements. But I tried T70 auto exposure modes and it performes them very well, much better than Minoltas of that period. But Minoltas had AF and everyone had to change, FD was just useless for AF conversion. Canon left FD users high and dry ? Or was it, customers abandoned manual focus cameras for new, lousy... but new, AF systems ? As today they go for the newest cellphones to not to be "behind" ? We can discuss this for weeks, but smarter guys already figured it out: people en mass behave like flock of sheep. Why not to sk... them up ?
BTW. I am lucky guy I guess to never be under the influence of Canon or any other camera maker "propaganda" and the effects of that. But that is another story.
To my knowledge, Canon was the very FIRST major Japanese camer maker to use widespread, national American TV advertising to promote brand awareness. The used several professional tennis players in TV and print advertising, with saturation TV ads that featured Chrissy Austin, and two male tennis stars, I want to say John McEnroe and another mustachioed, strapping fellow; later, Andre Agassi in the Rebel film series ads. These 1970's TV ads started the campaign that featured Canon;s long-running "faked" or "simulated action" photos, but more importantly, featured
the autowinder sound effect. as a result of the saturation campaign on American TV, Canon grew VERY well, and the AE-1 and later AE-1 program were VERY successful. Later, in the late 1980's/early 1990's, people would call the camera store asking about the "Andre Agassi camera"--the early film Rebels.
Nikon, Minolta, and Pentax were NOT hip to the power of mass marketing via TV advertising, instead focusing on PRINT ads in enthusiast magazines, ie the popular and modern photography magazines of the day. Canon has built itself up from #5 to #4 to #3, to #1 by decades of careful, good marketing and advertising. The other makers have marketed and avertised poorly, and have....disappeared or been reduced to tiny,tiny sales figures. Minolta, Konica, Petri,Exakta, all dead brands now.
yes, Canon had some BRILLIANT advertising minds. They displaced Pentax easily, and passed Minolta like a SHOT within a couple of years of regular TV saturation ads. The autowinder craze was a great example of a distruptive technology that caught on, thanks mostly to Canon's inititiative.