Characteristics of advertising photography

Advertising photography is first and foremost a category of photography, but it is also closely related to advertising sales. Many people regard advertising photography as pure art photography, which is actually a mistake. Although advertising photography and art photography are inextricably linked, they are actually different. The function of advertising photography is very clear: to promote the image of the product, introduce the characteristics of the product, and arouse consumers' desire to buy. In an era of fierce product competition, excellent advertising photography is an important link and means to increase competitiveness.

(1) Photography’s main function is to convey information

So advertising photography belongs to the category of practical art. From the perspective of modern communication functions, advertising photography can also be called information transmission art. Advertising photography must pursue actual communication effects and have very clear market goals and publicity purposes. It requires shooting and production based on the target market and target users, and focuses on effectiveness. Advertising photography must convey information clearly and accurately. Although its evaluation criteria also pay attention to ideological and artistic qualities, it also needs to consider its commercial factors on more levels.

(2) The practicality of photography. The power of advertising photography is to attract more people’s attention and arouse people’s desire to buy goods. Its practicality is quite clear. The standard for evaluating advertising photography is based on The economic effect and social effect are the criteria for testing the advertising effect of advertising photography. In other words, the evaluation and prediction of advertising works are based on the role of advertising in product promotion. They are always market-based and consumer-centered, and cannot be based on personal feelings. Specifically, an advertising photography work, no matter how exquisite it is in art, as long as it lacks the power of promotion, even if it can arouse sufficient aesthetic effects after entering the visual field of consumers, it will not be able to stimulate specific consumption of consumers. Desire or stimulating consumers' clear passion for participation cannot be considered a good advertising photo. Moreover, the purchase purpose stimulated by excellent works is very clear, that is, it is specific to a certain type of product designated by the merchant.

Advertising photography

(3) Advertising photography with greater constraints

From the perspective of the photographer, the creative concept of advertising photography must be subject to the Advertising strategy restrictions for promoting goods have great limitations. In particular, the conception and creation of advertising photography pay attention to positioning and directional design. In terms of content performance, there are often great regulations around the purpose of advertising. However, as a concept and creativity of artistic photography, there is no such restriction. Art photography can pursue originality and has greater freedom of expression. Therefore, advertising photography must strive to pay attention to the personality and style of the product, often hiding personal style behind it, and strive to mainly comply with the needs of the product, otherwise it will be difficult to achieve the predetermined goal.

Since the release of advertising photography works must go through a specific medium, its effect is restricted by the specific media expression method. No matter what media the photographic advertising works are finally released through, it is a comprehensive collective activity (including advertising creativity, art design, and manuscript writing and creation process). It is directly subordinate to sales promotion activities and cannot exist alone. . Moreover, from the perspective of the audience, advertising photography must take into account the different consumption levels of the product, or create targeted products for different levels of consumers.

Advertising photography is different from both photojournalism (which conveys information in the most simplified way) and art photography (which can produce photos in a very casual way). Its ultimate purpose is neither primarily aesthetic. , nor does it reflect the photographer's personal emotions and thoughts. Its ultimate purpose is to disseminate product information and advertising ideas as the main motivation, cater to consumers' tastes, and achieve the purpose of promotion, which is obviously utilitarian. Advertising is the prelude to product competition. Therefore, photographers’ thinking and skills must precede or synchronize with changes in various business factors in order to innovate. In terms of expression techniques, advertising photography requires more technology and skills than ordinary art photography. This technology and skills are based on faithfully expressing the beauty of the product, because the beauty of the product comes directly from the function of the product itself, and it is true that the beauty of the product comes directly from the function of the product itself. It reflects the beauty of the product to a certain extent, and also reflects the quality and function of the product to a certain extent. In turn, advertising photography requires the use of technology and skills to be perfect, because any tiny oversights and mistakes on the screen may remind customers of the quality of the product. It causes customers to have a sense of distrust in the product, thereby affecting the sales of the product.