The Application of Commercial Photography in Advertising Design

The Application of Commercial Photography in Advertising Design

With the continuous development and improvement of printing, newspapers have gradually influenced our lives, and the advertising industry has also begun to develop. There are many forms of advertisements, such as television, radio, magazines and movies. Commercial photography has always played an important role in advertising production. This paper discusses the application of commercial photography in advertising design.

I. Overview of commercial photography

With the continuous development of society and the gradual acceleration of informatization, today's society has entered a "picture reading era" and has gradually become the language of people's communication, that is, the visual language characterized by intuition and vividness. In advertising, how to get more visual appeal is an important topic in advertising design.

In print advertising, it contains many elements, such as color, copy and graphics. Among them, graphics play a very important role. For traditional graphics, it is mainly carried out through painting, but painting has its shortcomings, such as long completion period and single expression form. Therefore, in the visual aspect of advertising design, the form of painting cannot be satisfied.

With the development of science and technology, photography technology has also appeared. In recent years, commercial photography has gradually improved. Commercial photography has its advantages, such as quickness and authenticity, which are incomparable to other art forms. Commercial photography has gradually become the main part of advertising.

An advertiser once said that without pictures, advertising is difficult to establish, which shows that the expressive force of commercial photography is irreplaceable by words. A good commercial photo will play the role of advertising with its artistry, attract people's attention, show the use and characteristics of goods, and then make people interested in this product.

Second, the application of commercial photography in advertising design

1. Commercial photography should convey advertising content.

Commercial photography is to attract more audiences and arouse their desire to buy products. Some predictions and evaluations of commercial photography works are based on the promotion of commodities by advertisements, with consumers as the center and the market as the basis. In the creative process of commercial photography, the lens arrangement should be carried out according to the relationship between production, supply and sales, which is also the core strength of its task. After understanding the purpose and basis of advertising, we should clarify the purpose of advertising and focus on the form of products in view of consumers' purchasing psychology. According to different purposes, photography should also adopt different focuses and express in different ways. In addition, for different consumers, their psychology is also different, which requires different attention in advertisements.

2. Commercial photography is inseparable from advertising.

Photography generally focuses on conveying information. From the perspective of modern communication function, commercial photography should be an art of transmitting information. It is necessary to have propaganda purposes and market objectives, pay attention to results, and comprehensively consider commercial factors. As a photography art, its creativity and conception should be restricted by commodities and have certain limitations. Therefore, commercial photography should pay attention to the style and personality of goods, not highlight its own personality too much, and take the demand of goods as the basis of creativity.

For commercial photographic works, the release needs to be through the media, and its effect is also restricted by the media. It is a comprehensive activity, the most direct thing is to promote the sale of goods, and it cannot exist independently. In addition, commercial photography should also consider the psychological needs of consumers and create for different levels of consumers.

3. Commercial photography should be creative.

The purpose of commercial photography is to spread advertisements. In recent decades, commercial photography has grown from scratch, from chaos to standardization, and now it has become an industry. Compared with foreign theories, the basic gap of commercial photography in China has been narrowing, but the problem is that the creativity of commercial photography in China needs to be improved. Photographers need to know more about the psychology of consumers and the market. Without effectively combining market research with consumers' psychology, it is difficult to form creative works.

Creativity of commercial photography refers to the process of visualizing objects, which is a process of innovation, visualization, visualization and artistry. Only works with clear themes but lack of creativity can only show the surface of goods, but not the essence of goods. Therefore, whether commercial photography is creative or not is a matter of art, and it is also a matter of advertising planning, whether it achieves the expected goal of advertising and whether its positioning is accurate. It is also a problem of division of labor and cooperation among advertising design, photography and advertising copy. The creativity of commercial photography is also a part of advertising creativity, which can be related to the success or failure of advertising planning.

4. Reflect the aesthetics of popular culture.

When it comes to mass culture, we can't help but mention mass media, which is a platform for communication and the product of social industrialization, urbanization and technicalization. The basic characteristics of popular culture are: popularization, flattening, randomness, pluralism, patterning and so on.

In advertising culture, commercial photography is the most concrete expression, which is expressed through art, and the appreciation or expression of art can be said to be a cultural decoding behavior. Therefore, we must first master the secret of coding, so as to get the coded information, whether internal or external. Only in this way can we meet the deep unconscious needs and direct desires.

In a word, commercial photography, as a new technology, is not only favored by many businesses, but also paid attention to by all parties as an art, such as being popular in some professional publications and exhibitions.

;