Can you talk about the artistic creation and expression of advertising photography?

As early as11940s, a group of British photographers engaged in art design tried to cut and paste multiple photos together to form a well-conceived book illustration. Meyer, Randa, Robinson and others first engaged in this work. They do this because they find it difficult to express a complete concept of time and space with "pure photography" (that is, one exposure imaging). In advertising design, although photography has the characteristics of accurate reproduction, it is sometimes difficult for "pure photography" to fully and obviously express some advertising creativity, and this limitation can be overcome by using the method of clipping. Therefore, "photography" is called "bright spot"

After the 20th century, a group of abstract photographers further developed "photographic painting". They either adopted the method of cutting and pasting, or adopted the combination of painting and photos, or directly exposed objects on photosensitive paper, thus showing certain thoughts or patterns. Among them are strand, Hammer, Friedrich Hirth, Najib and others. Although their innovation has little positive significance to the theme of photography, it provides excellent technical means for the wide application of photography in advertising. Naki, in particular, successfully combined photos with printed patterns and words to form a complete printed advertisement photo.

It is worth pointing out that "photographic painting" has played an important role in the development of photographic technology. Under the influence of the profound montage of "photographic painting" (that is, reorganizing time and space according to a specific idea), technical means such as multiple exposures, slide synthesis and superposition of multiple negatives came into being and became common skills in advertising photography creation.

For the above five reasons, advertising photography developed rapidly after the Second World War. At present, photography advertisements have accounted for more than 80% of print media advertisements.

The essence of advertising is to spread information, and what the receiver of information needs is accurate, intuitive and credible information. As a product of science and technology, photography has won people's wide trust because of its accurate reproduction. I would like to ask: the true expression of form, the perspective effect of object space, the accuracy of restoration, the rich texture as real objects and so on. All these "lifelike" effects, which means can rival photography? This is the reason for the rapid rise of photography advertising, and it is also the source of life that it is superior to simple text advertising and painting advertising.

Modern advertising is an applied subject based on mass communication and marketing theory. From the perspective of communication, it includes the study of communicators, media, modes and objects of communication. From the perspective of marketing, it includes the study of commodity, sales and consumption psychology. The ultimate goal of these studies is to cater to, satisfy or guide advertisers' wishes through the dissemination of advertising information, so as to obtain corresponding information feedback and urge advertisers to produce certain consumption behaviors. Therefore, the principle of advertising photography is that both the application of photography technology and the handling of photography art must fully respect the intention of the advertising object.

Advertising photography and photography advertising are two terms we often hear, but they are two completely different concepts, so they belong to two different creative fields. In order to better understand the meaning of advertising photography, it is necessary to introduce what is photography advertisement first.

Photographic advertisement: Photographic advertisement is a form of advertisement with photographic method as the main means. It, together with text and painting advertisements, constitutes the whole of print advertisements. Photographic advertisement is a complete advertising product based on advertising photos and organically combined with advertising text and advertising art design. Photographic advertising is the result of the joint efforts of creative personnel such as advertising designers and photographers.

Advertising photography: advertising photography is a "semi-finished product" provided for photographic advertisements, and its creative results are advertising photos as the main body of photographic advertisements. Generally speaking, advertising photography is mainly the work of advertising photographers. Although advertising photography does not include advertising text and advertising art design, photographers should understand the overall design of photography advertisements before shooting and make corresponding arrangements. Compared with photography advertising, advertising photography belongs to the category of photography art. Photography can be divided into two categories, including landscape photography, still life photography and portrait photography. News photography, scientific photography and advertising photography all belong to professional photography. Advertising photography is a professional photography with the purpose of spreading advertising information and the art of photography as the form of expression.

Third, the characteristics of advertising photography

At the beginning of its birth, art always takes the personal objective world as the object of creation. Photographic art with documentary as its main feature seems to be a kind of figurative art in essence. The first photo taken by Nipps in that year is a true portrayal of the objective world outside his studio window. However, from the end of last century to the beginning of this century, a group of photographers were no longer satisfied with the simple reproduction of photography, and they began an artistic attempt called abstract photography. However, contrary to expectations, "abstract photography" was finally proved to have no artistic vitality, and there were no abstract artists like Van Gogh and Picasso in the field of photography. On the contrary, with the progress of photography technology and the improvement of photographers' artistic quality, figurative photography has shown its attractive artistic charm more and more, and a large number of famous photographers like Yusuf Kashi and ansel adams have been born. In the professional photography field of photography art, due to the extensive needs of social, economic, political and cultural life such as production, scientific research, culture, education and the Security Council, the documentary nature of photography has been more fully reflected and developed perfectly. Taking advertising photography as an example, it requires not only clear and vivid objective images, but also charming and vivid artistic effects. Only by organically combining the two can we achieve the purpose of conveying information visually. These two requirements of advertising photography are its two basic characteristics of professionalism and artistry as a professional photography art.

Professional advertising photography is different from artistic photography, which does not take aesthetics as its main function and reflects the photographer's personal interests, emotions and thoughts as its main purpose. The main function is to spread advertising information and reflect the consent of the advertising object, which is the premise of advertising photography as a professional photography.

Artistic features: Advertising photography takes photography as a means of expression and artistically meets the professional requirements of advertising through visual photography language symbols. Therefore, in order to effectively spread advertising information, advertising photography should make full use of photography technology and artistic means on the basis of not violating truth, accuracy and credibility.

The professionalism and artistry of advertising photography are both independent and interdependent. The creative level of advertising photographers lies in how to make these two seemingly contradictory and sometimes mutually restrictive basic characteristics perfectly unified, which is the fundamental foothold to solve the problem of "visually conveying information" in advertising photography. Advertising photography is also a kind of plane photography, which reflects the author's intention in advance in the form of photos. Other kinds of photography are generally not so distinctive.

Fourth, the role of advertising photography and how to create advertising photography.

1, the role of advertising photography

Advertising photos are not only used for advertisements in newspapers and magazines, but also can be widely used in other aspects. They are an important part of catalogues, brochures, brochures, posters, advertising columns, cars, shop windows and exhibition spots. They are also used in brochures, annual reports, e-mails, product packaging, etc. From the perspective of shooting skills and practicality, advertising photography can be said to be the most comprehensive in the field of photography.

A successful advertisement photo must meet the following three conditions: first, it is attractive-if there is no visual effect, then people will not stop to look at the advertisement, so the advertisement must attract people's attention. Second, create an atmosphere-visual pleasure attracts the audience to enjoy it for a while, and to some extent, understands the intention of advertisers. Third, open up the market-the whole purpose of advertising photos is to promote sales and stimulate people to buy, and this ability to promote sales often depends on how the products are introduced and how the products are photographed.

2, the content of advertising photos

Some advertisements, such as catalogues, contain products, their styles and uses. Some advertisements explain an effect and what will happen after use. There are also some advertisements that show the tangible or intangible advantages of goods. There are various intentions, therefore, advertising photos should be designed perfectly, grasp the key points and attract people as much as possible. If the photography technique is inferior, it will have no effect and no one can understand it. If a photo is like a messy mechanical drawing, no one can understand its meaning except the designer himself. If it is aesthetically boring, it will make me feel bored, and no one wants to know what it means.

The most important thing for a successful work created after careful consideration and careful design is to have a clear intention of the product to be promoted and try to show it in a clear, logical and attractive way. The reason why advertising photos emphasize beauty is based on the nature that love is better than hate, beauty is better than ugliness, and sweetness is better than acid. It doesn't matter whether the photo is four-color or monochrome, big or small, square or round. By means of color, design, specifications and special skills, we can catch people's eyes and make the photos attractive. However, it is the content that attracts the audience's attention and makes the photos play the role of advertising. The content is the basic intention of the photo. If the content can be successfully expressed, the market will open.

3. Logical and visual effects

In order to create an atmosphere, photos must be logical. It should be simple and clear, so that people can understand it at a glance. Moreover, first of all, it should give people a sense of visual pleasure and make people stare. Logically speaking, the screen doesn't have to show what you can see every day. People use soap in the bathroom every day, but that doesn't mean there must be a bathroom as the background in the picture. If the attraction of goods lies in the refreshing feeling after using soap, then choosing a clear mountain stream with cool and fresh moss and green leaves as the background can be said to be very infectious. This kind of profound meaning, but also because of creating a fresh and refreshing atmosphere, will achieve the expected results. On the other hand, advertising words about soap can emphasize that one of the main characteristics of soap is that it can produce a lot of bubbles. In this way, many interesting bubbles are displayed on the screen with soap as the background, which can also explain the problem more directly. Soap bubbles themselves can create an atmosphere in which people use soap. Most good advertising photos are simple, and all the factors in the picture should help to set off the theme. Because photographers always have the problem of taking irrelevant materials, it is a very valuable and necessary principle to give up what one favours boldly.

4. Creation of atmosphere

Color and light are the main factors to create an atmosphere. Photographers may influence these factors when shooting or darkroom operation. In particular, the method of making color positive film with color negative film will provide greater flexibility for image control. If necessary, the color balance of the whole color photo can be greatly different from the original scene, and the local density or overall density of the image can also make it brighter or darker than normal. When copying, color transparent films can also achieve similar effects through control methods. In this way, to a great extent, photographers can break through the seemingly limited conditions for creating an atmosphere. In the studio, it is obvious that the photographer can completely control the subject in light and color, and all that remains is the use of technology and identification equipment. However, advertising photos should not only be beautiful, but also be convincing, that is, they must be able to explain a problem. The composition of the picture depends on the content to be expressed. The background (or environment) chosen or arranged by the photographer must be able to capture the audience, create an atmosphere and explain the intention. The color of the picture, like the shooting time and the brightness and contrast of the light, should play its due role. In fact, using light to enhance the atmosphere of the picture is one of the powerful techniques of photography. In addition, you can also use the clever arrangement of models or themes to attract audiences, which is different from other similar advertisements in terms of color, light, contrast and clarity. The purpose of advertising photos is to attract the attention of the audience to the main part of the picture and understand the intention of the advertising author after reading it.

5, the actual shooting of advertising photos

These are some principles and basic methods of advertising photography, but they must be effectively applied to practice. When the intention and conception of advertising photos are clear, the next step is how to shoot them. What kind of model, what kind of object and what kind of background are used when shooting. Also, how to compose a composition, how to use it, what kind of equipment to use, and so on. Everyone should have such a starting point, that is, strive to express the advertising intention or product in the best form, make it attractive and make people understand its intention at a glance.

6, technical requirements

When the form must be expressed, the photographer must have the technical ability to accurately express the form to make it meet the requirements. Many advertising photos are composed of two or more photos. If you make a positive film from a negative, you can easily grasp the size of each component when you enlarge it. If you shoot with color transparency, all components must be shot in the camera in strict accordance with its size. Sometimes it is even necessary to shoot all the components on the same film, which involves the calculation of multiple exposures and the accurate position in the picture.

7, the overall effect of judgment

Photos are usually not always taken according to previous designs. The theme itself seems to have its own intention, so people often have to shoot in completely unexpected ways. In the process of shooting, after a series of ideological development, the original idea may change, and various factors affect each other. The final product is often not the same as the original plan-and much better. Advertising photos are the first link for advertising printed matter to convey its intention to the audience. Photos should tell the audience all or most of their intentions, so pictures almost always occupy most of the layout. An advertisement should attract passers-by and interest them. Therefore, to judge the quality of a photo, it is not enough to rely on the photo itself, but also to see the effect after it is advertised.

8. Photo quality

Clarity and tone gradation are two important standards of photo quality. To measure clarity, we must first consider the clarity of the subject. Few backgrounds and subjects are clear, because a soft background will highlight the clarity of the subject.

Closely related to clarity is texture. The way to express the texture is to try to show the luster of the subject itself. If the subject is smooth, patterned or rough, then a good photo with superb skills should be truthfully reflected. The dark part of the picture should have enough tone levels to show the details. The hue of the bright part should be from gray to gradually darkening. The most important thing is the subject in the photo, and its tone should have enough levels or contrast to express its shape. Appropriate processing of various tones in photos is to obtain appropriate contrast or light-dark ratio. The lack of contrast in plain photos is an unpleasant purpose; But the contrast is too strong and uncomfortable. The fact is that the worse the photo quality, the more prominent the shortcomings in photography technology. On the contrary, if the photo quality is good, every link of photography technology has played its role, so people mainly pay attention to the subject. The above is part of my content in the subject of advertising photography. I made a superficial discussion, and I hope you can make a big correction and understanding.