What are the characteristics of advertising photography What should be paid attention to in advertis

The effect is realistic, and the photography can accurately and meticulously express the appearance and details of the object, with a high degree of realism and documentary, and has a strong attraction and appeal to people's vision.

True and credible, photography can objectively and fairly reflect the object, because it is the product of technology, it is easier to make people trust, and psychologically shorten the distance with advertising.

I am impressed, the photography ** uses a variety of darkroom techniques to process, the picture is more vivid than the real thing, more infectious, especially the creative ingenuity, the expression is unique**.

It is good for sales, and because it can realistically reproduce the image of the product, many work steps are eliminated when selling.

Characteristics of Advertising Photography:

Advertising photography is first and foremost a category of photography, but it is closely related to advertising and promotion. Many people treat advertising photography as pure art photography, which is actually a mistake, and although advertising photography and art photography are inextricably linked, they are actually different.

The function of advertising photography is very clear: in order to promote the image of the product, introduce the characteristics of the product, and arouse the consumer's desire to buy. In the era of fierce competition in goods, excellent advertising photography works are an important link and means to increase competitiveness.

Photography is the main function of conveying information. So advertising photography belongs to the category of applied arts. From the point of view of modern communication functions, advertising photography can also be called the art of messaging.

Advertising photography must pursue the actual communication effect for the purpose, have a very clear market goal and publicity purpose, and require shooting and production for the target market and target users, and pay attention to effectiveness.

The criterion for evaluating advertising photography is to check the results at the end of the entire advertising campaign, and the economic and social effects are the criteria for testing the advertising effect of advertising photography.

Advertising photography with greater constraints. From the photographer's point of view, the idea and creativity of advertising photography should be restricted by the advertising strategy of the advertised product, which has great limitations, especially the conception and creation of advertising photography pay attention to positioning and directional design, and in terms of content performance, there is often a great prescriptiveness around the purpose of advertising.

Function: In the surging economic tide, all kinds of advertisements compete with each other and are dizzying. However, among the many advertisements**, there is no one** that can match the photography advertisement.

Regardless of indoor and outdoor, newspapers and magazines, body pillars, bunting light boxes, direct mail networks, almost everywhere.

Compared with others**, photography advertising is more intuitive, rich, communicative and aesthetic. Even TV commercials, which are called "super condensed, super time and space, and super expressive", only have more dynamics and sounds than photographic ads, and are obviously inferior in terms of timeliness, convenience, and economy.

The above content reference: Encyclopedia - Advertising Photography.

Advertising photography has excellent documentary skills. Advertising photography can record the object of representation completely and truthfully, which is by no means comparable to other types of recording methods such as painting or text. Because the image on the photography is basically a true record of the objective object, which is very similar to the objective image perceived by the naked eye, advertising photography has incomparable documentary characteristics, which can make people feel that the image on the image is a real thing, giving people a high degree of authenticity and credibility, so that even if the image has been processed and beautified, it will still make people feel that the image is a portrayal of the real and natural object.

The form of photography serves the theme of annihilation, but the form has a counter-effect on the subject of photography.

In photography, we must express the subject through form, that is, through the form of the subject to explore the subject. There is a prerequisite for this, that is, in the complex and changeable social phenomenon of the world, as well as between the colorful natural world, there must be a certain aesthetic insight, through the external form, to express the inner theme idea, a real photographer, through the beautiful external form and the perfect combination of the inner theme connotation, to create a photographic work with the theme of artistic conception.

In the creation of photography, we must express the subject through the form, that is, through the form of the subject to explore the theme. There is a prerequisite for this, that is, in the complex and changeable social phenomena of the world, as well as between the colorful natural acres and branches, there must be a certain aesthetic insight and early detection, through the external form, to express the inner theme idea, a real photographer, through the beautiful external form and the perfect combination of the internal theme connotation, to create a photographic work with the theme of artistic conception.

Advertising photography has excellent documentary skills. Advertising photography can record the appearance of the object completely and truthfully, which is by no means comparable to other types of recording methods such as painting or writing. Because the image on the photography ** is basically a real record of the object quietly and purely, and the objective object is very similar to the objective image perceived by the naked eye, so the advertising photography has incomparable documentary characteristics, which can make people feel that the image on the trouser ** is the real thing, giving people a very high degree of authenticity and credibility, so that even if the image has been processed and beautified, it will still make people feel that the image is a portrayal of the real and natural object.

The precautions for advertising photography are as follows:

1. Pose advertising film models must first establish a good cooperative relationship between photographers and models.

It's like the working relationship between a director and an actor in a film and television production. This is not only conducive to the photographer's arrangement of the model's beautiful and natural modeling posture according to the needs of the performance content, but also is very important for the expression of the model's emotions. Otherwise, there will be stiff movements and embarrassing facial expressions, and even a stalemate of "the horse does not drink water and presses its head".

You can try to talk to the model and guide the model to show a good expression naturally, while capturing the key moment without leaving a trace. The posture of the model in the commercial is full of strong body language messages in the commercial.

The gestures and changes of any movement of the advertising film model will convey different messages, not only affecting the shape, composition and picture results, but more importantly, it will have different orientations for the audience and their understanding of the advertising products.

2. Expression in the advertising film, due to the nature of the advertisement, the posture modeling and adjustment of the advertising film model have a certain exaggeration and instantaneity, not limited to the real reproduction, and sometimes even integrate some dramatic factors with a sense of modeling, and finally choose the most expressive moment, mobilize some related means, or in one go, or seek stillness in motion.

3. The completeness and incompleteness of the close-up of the model should be decided according to the creativity of the advertising film.

From the perspective of close-up, no matter how it is expressed, it cannot be the whole person, but only a part of the human body. In part, there is still the problem of relative integrity and incompleteness. Such as the model's head, or eyes, or lips, or nose, etc.

In advertising films, it is usually to highlight the advertised goods or certain services, in order not to make the image of the model too eye-catching on the screen, so the close-up or even incomplete image of the model when shooting, so as to not only hint at the theme, but also not appear to be in a noisy situation.

4. Partiality and textureWhen shooting a part, it can also show the texture of the close-up part well, which is the characteristic of photography itself.

The realistic texture often has a strong visual impact, such as the wrinkles, pores, beards, moles, etc., through which the age, gender, experience, occupation, etc. of the characters can be well represented through these details, and can also indirectly reflect a certain interconnection with the advertised goods or services.

In addition, these tiny details are not easy for people to find in daily life, and the clear magnification of these local textures through photography can also arouse people's curiosity, which is conducive to increasing the understanding and memory of advertising content.

Advertising photography should pay attention to the issues: light, color, texture.

We all know that no matter what kind of photography, light is very critical, so advertising shooting in a professional studio can make up the light, and the supply of light can achieve a good effect.

The product is still to complain about the color of the original product, and it is best to match the original color of the product, rather than having too much color difference. Professional advertising photography will definitely be able to enhance the texture of the product itself, make the product more lofty, and enhance the consumer's desire to buy.

Advertising photography is designed and produced for the purpose of pursuing the actual communication effect, with very clear market goals and publicity purposes, and is designed, filmed and produced for the target market and target users, so it should belong to the category of design art. From this, we can also see that the biggest characteristic of advertising photography is to convey information as a means to achieve a certain commercial effect.

At the same time, because advertising photography has such characteristics, advertising photography requires clear and accurate information to be conveyed, and at the same time, in addition to the aesthetic artistic and ideological requirements for its evaluation criteria, the evaluation of its advertising photography works and the evaluation of advertising effects, advertising promotion activities after the actual advertising effect evaluation and other comprehensive factors are also an important part of its evaluation criteria.

Advertising photography is a kind of photography that uses products as the main subject to reflect the shape, structure, performance, color, and use of products, so as to arouse customers' desire to buy. Advertising photography can clearly show the shape, characteristics, and uses of sensitive products, disseminate product information, and promote the transaction of goods. In the absence of photographic technology, the main means of promoting goods were paintings and words; After the advent of photography technology, with the development of printing technology and the decline of costs, people have more and more contact and understanding of photography, and photography has gradually entered the ranks of advertising.

The development of advertising photography has also encountered obstacles. When photography technology first appeared, the production of photosensitive materials was quite cumbersome and expensive, and there were problems with printing quality.

After the invention of film, the cost of advertising photography has dropped significantly compared with before, and the quality of product picture display has greatly exceeded that of before, and advertising photography has been further developed. With the advent of art direction, advertising photography has gradually become professional, and the design and production quality of advertising photography works have been continuously improved. After World War II, communication expanded rapidly, and the third scientific and technological revolution brought mankind into the information age.

The emergence of digital photography has also made the dissemination of advertising photography more extensive, and the communication carriers of the information age are also very rich.

Advertising photography is not the same as photojournalism, art photography, documentary photography, and other types of photography. Photojournalism is more of a documentary product than a "creation" product, and the content and image are required to be true and real-life; Art photography, on the other hand, is biased towards creation, and photographers can show and recreate in a whimsical way, showing their personal style and personality before they are destroyed. Documentary photography takes the recording of the reality of life as its main appeal, faithfully reflects what we see, and witnesses the development and changes of society.

For advertising photography, the shooting needs to highlight the shape, structure, performance, color and use of the product, etc., to spread product information and advertising ideas, cater to consumer taste, and achieve the purpose of the product. In advertising photography, photographers often need to use more abundant skills and techniques to perfectly show the quality and function of the product, so that customers have a desire to buy the product.

An excellent advertising photographer can use advertising creativity combined with photography techniques and skills to perfectly present the characteristics and quality of products.