Creative advertising photography

下面为大家整理一篇优秀的assignment代写范文- Creative advertising photography，供大家参考学习，这篇论文讨论了广告摄影的创意。摄影是一种艺术，一种与生活息息相关的艺术，而现代人们又会更加频繁的用于广告活动，即广告摄影，一个好的广告摄影作品可以真实的展现出商品，从而吸引消费者，推动商品的销售。在广告摄影中，要可能使用摄影或者绘画技巧的写实表现能力，从不同的角度观察表现对象，把产品的特点、质感、功能等直接推到消费者面前，让消费者看到，对此产生信任以及依赖。另外，幽默夸张往往是一种改变常人的思维方式，对广告作品中所宣传的产品进行一些相当明显的过分夸大，以加深和扩大这些特征的认识。

Photography is a kind of art, which is closely related to life. However, modern people will use it more frequently in advertising activities, namely advertising photography. A good advertising photography works can truly show the commodities, so as to attract consumers and promote the sales of commodities.

In cihai, the definition of advertising is a way of publicity to introduce commodities, report service contents or entertainment programs to the public, generally through newspapers, radio stations, TV stations, posters, films, slides, window decoration and commodity display. Therefore, advertising photography is through photography means to the plane image as the main way of advertising. The most primitive way of advertising is oral publicity. For example, the earliest street peddling in ancient Egypt. In the 15th century, there was the invention of movable type printing.

In August 1839, Louis d 'agevan of France invented photography. In 1856, BBS of New York published an advertisement of a hat shop with wet plate photographs for the first time. Since then, advertising photography and printing technology have been combined. After 1870, the invention of a new type of photosensitive material made photography enter a popular age. However, restricted by the early printing technology, the reproduction and production of advertising photos encountered difficulties. Until the 1880s and the early 20th century, the invention of screen plate making and offset printing technology gave full play to the infinite charm of advertising photography, and black and white photos appeared. In the 1930s, black and white photos began to be widely used in advertising. In the 1940s, color photography dominated advertising. After 1935, kodachrome's subtractive color film was born. In addition, color film is easy to purchase in the market, color photography has been rapidly developed. Since the 1950s, the continuous improvement of film photographic equipment and reproduction methods has promoted the diversification of advertising photography styles.

From the birth of photography to its extensive application in advertising today, qualitative changes have taken place in just a few years, especially the post-digital technology has brought unimaginable progress.

Creative elements of advertising should be novel and unique, do something others dare not do, but not outrageous exaggeration, in the range of mass consumers can accept, highlight the "new" and "odd". For example, "warm thousands boats gather over fallen flowers, over fragrant grass spring over a crane", only one of them is "new" and "odd". A good idea is a novel idea and idea to show the advertising theme, and creativity is the basic power for consumers to increase the attention value of advertising. Nowadays, in the digital information age, the number of advertisements doubles every day. Faced with the stereotyped advertisements, consumers are more acceptable to the type they have never seen before, such as the website-type advertisements launched by nongfu spring water. First of all, it is a new form. Second, it can be turned off if it doesn't like it after watching it for a few seconds. Such a novel and humanized design makes most consumers feel good about it and attracts a large number of consumers.

I will try my best to use the realistic expression ability of photography or painting skills, observe the object of expression from different angles, and push the features, texture and functions of the product directly in front of consumers, so that consumers can see it and trust and rely on it. For example, in the photography works of jindu advertisement, there is a "razor fine repair". The shooting technique of the author shows the various structures of the product directly, thus pushing it to the eyes of consumers. This kind of direct display highlights the most touching parts of the brand and the product itself. Background and lighting are used to foil the eyes of consumers, so as to enhance the visual impact of the advertising screen.

Advertising as an art form, in today's people-oriented economic society, in order to achieve effective dissemination of advertising information, advertising photography must pay attention to the needs of consumers at the material level and consumption level, and take the spiritual level as the main needs. Photography creative only permeated the family, friendship, love, rich breath of life, to move the heart, win the resonance of consumers. For example, there is a Thailand heart-warming advertising "mother's words and deeds" shooting works full of drama, has a strong authenticity, deeply loved by consumers. In particular, he can strike a chord with young mothers when it comes to parenting.

These advertising photography works are permeated with a human appeal, not only to arouse the feelings of consumers to life, but also let you feel a humanistic spirit of care, so as to achieve the purpose of promoting product sales.

Exaggerated humor is often a way to change the way of thinking of ordinary people, some quite obvious exaggerated products in advertising works, in order to deepen and expand the understanding of these characteristics. Gorky pointed out that exaggeration is the basic principle of creation. Through reasonable exaggerated design, it can be processed into a humorous way that can make people laugh and be thought-provoking, so that consumers can have a lingering memory of the product. Hyperbole can be divided into two types: morphological hyperbole and facial hyperbole. The former is the treatment of representation, while the latter is the treatment of implicit modality. But exaggeration is only a form, if beyond the scale, it becomes "false advertising", so we should be reasonable exaggeration. For example, there is an advertisement photography that only has a pig in the whole picture, and it is also a pig full of muscle, which attracts the attention of consumers. If you don't tell people what it is, they won't guess it's an advertisement for dishwashing liquid. What he meant was that dishwashing liquid could remove the oil so cleanly that it turned a fat pig into a bodybuilding pig. Make the product features distinctive, prominent, moving.

With the development of society and the progress of The Times, advertising photography is still in constant progress. With the development of society to today, the tension of advertising has exceeded the development of other art categories. Advertising photography has multiple advantages of art and commerce, and it improves people's aesthetic appreciation when it directly transmits commodity information to people. I hope that in the future, with the rapid development of science and technology, each of us can get closer to advertising photography. I also hope that advertising photography can bring us more and better choices.

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