What are the creative and expressive methods of film and television advertisements in the 20th century?

1. Direct expression, focusing on form. (subject, object)

2. Indirect expression, emphasizing ideographic expression. (hint, symbol)

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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, concrete photography has shown its attractive artistic charm more and more, and a large number of people like Yusuf Kashi and Ansai have been born.