What is advertising photography? What are its characteristics? What's the role?

Advertising photography is defined as photography that takes commodities as the main shooting object and reflects the characteristics of commodity shape, structure, performance, color and use, thus arousing customers' desire to buy. Advertising photography is an important means to spread commodity information and promote commodity circulation. With the continuous development of commodity economy, advertising is no longer a simple business activity, it has become a mirror of real life and an important means and medium of advertising communication. Characteristic advertising photography is first of all a category of photography, but it is closely related to advertising promotion. Many people regard advertising photography as pure artistic photography, which is actually a mistake. Although advertising photography and artistic photography are inextricably linked, they are actually different. The role of advertising photography is very clear: to publicize the image of goods, introduce the characteristics of goods, and arouse consumers' desire to buy. In the era of fierce commodity competition, excellent advertising photography is an important link and means to increase competitiveness. (1) The main function of photography is to convey information, so advertising photography belongs to the category of practical art ... From the perspective of modern communication function, advertising photography can also be called the art of information transmission. Advertising photography must aim at the actual communication effect, have a very clear market goal and propaganda purpose, require shooting and production for the target market and target users, and pay attention to practical results. Advertising photography must convey information clearly and accurately. Although its evaluation criteria also attach importance to ideology and artistry, it should also consider its commercial factors at more levels. (2) The practical utility of photography The power of advertising photography lies in attracting more people's attention and arousing people's desire to buy goods. Its practicability is obvious. The criteria for evaluating advertising photography are based on the results at the end of the whole advertising promotion activity, and 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 is based on the role of advertising in commodity promotion, which is always market-based and consumer-centered, and cannot be based on personal feelings. Specifically, an advertising photo, no matter how exquisite it is in art, can cause enough aesthetic effect if it lacks the power of "selling", but it can't be regarded as a good advertising photo if it can't stimulate consumers' specific consumption desire and clear enthusiasm for participation. Moreover, the purchase purpose inspired by excellent works is very clear, that is, it is aimed at a certain type of goods designated by the merchants. Advertising photography (3) More restrictive advertising photography From the photographer's point of view, the conception and creativity of advertising photography are restricted by the advertising strategy of the advertised goods, which has great limitations. In particular, the conception and creation of advertising photography pay attention to positioning and orientation design, and often have a strong stipulation around the purpose of advertising in content performance. But as the conception and creativity of artistic photography, there is no limit in this respect. Art photography can pursue originality and has a lot of free expression space. Therefore, advertising photography must strive to pay attention to the personality and style of goods, often hiding personal style behind it, and strive to obey the needs of goods, otherwise it will be difficult to achieve the predetermined goal. Because advertising photography works must be published through specific media, its effect is restricted by specific media expressions. No matter what media the photo advertising works are finally released through, it is a comprehensive collective activity (including the process of advertising creativity, art design and manuscript writing), which is directly subordinate to the promotion activities and cannot exist alone. And from the audience's point of view, advertising photography should take into account the different consumption levels of goods, or create for different levels of consumers. Advertising photography is different from news photography (conveying information in the simplest way) and artistic photography (making photos in a very casual way). Its ultimate goal is neither aesthetic priority nor reflecting the photographer's personal feelings and thoughts. Its ultimate goal is to spread commodity information and tell ideas as the main motivation, cater to consumers' interests and achieve the purpose of sales promotion, which is obviously utilitarian. Advertising is a prelude to commodity competition, therefore, the photographer's thinking and skills must be ahead of or synchronized with the changes of various commercial factors in order to innovate. In terms of expression, advertising photography needs more techniques and skills than ordinary art photography, and art photography is based on faithfully expressing the aesthetic feeling of goods, because the aesthetic feeling of goods directly comes from the function of goods themselves, which truthfully reflects the beauty of goods and also reflects the quality and function of goods to a certain extent. On the other hand, advertising photography needs the perfect application of technology and skills, because any slight negligence and mistake in the picture may remind customers of the quality of goods. Make customers have distrust of goods, thus affecting the sales of goods. Before the birth of photography, or strictly speaking, before photography can be spread through excellent printing, the field of advertising communication has always been the competition between painting and words. The formation of advertising photography was mainly developed in the 20th century, and its form was constantly improved with the development of printing media plate-making technology. In the 50 years after the invention of photography, it is still difficult for photography to enter the advertising field, mainly because the reproduction technology of photography has not reached satisfactory quality, and the spread of photography can only be a simple reproduction technology, which is difficult to transmit image information in a wider space, and the cost is expensive, which ordinary advertisers cannot afford. With the development and activity of social economy, advertising has become an effective way to convey commodity information. Manufacturers promote products and commodities through advertisements, and consumers understand and find suitable items through advertisements. In the early days, advertisements relied on words and paintings. With the development of photography technology, the enthusiasm of photographic works and the strong visual effect of showing details greatly improve the credibility and memory effect of advertising pictures, and become the preferred form of modern advertising images. In a large number of newspapers, magazines, street signs, posters, catalogue samples, brochures and various forms of advertisements, a large number of photos can be seen everywhere. These photos all belong to the category of advertising photography. Commercial advertising photography is called commercial advertising photography. Advertising photography is a commercial service industry. Commercial photography and advertising photography are a kind of photography creation attached to economic activities, but they are not purely economic activities. They have a strong artistic creation color, and still life, scenery, people, architecture, sports, stage and other subjects can be the objects of advertising photography. Therefore, advertising photography is all-round and all-round photography. In the surging economic tide, all kinds of advertisements compete with each other, which is dizzying. However, among many advertising media, as a whole, no one can compete with photography advertising. Whether indoors or outdoors, newspapers, magazines, text columns, colorful flag light boxes and direct mail networks are almost everywhere. Compared with other media, photographic advertisements are superior in intuition, richness, communication and aesthetics. Even TV advertisements, which are called "super concentrated, super time and space, super expressive", are only more dynamic and sound than photography advertisements, and obviously inferior in timeliness, convenience and economy. In today's digital age, with the interconnection of multiple media and the integration of multiple technologies, the communication advantages and advertising effects of advertising photography are becoming more and more obvious. With the improvement of digitalization and the increasingly developed network, the application rate of advertising photography will be further improved. Advertising photography plays an irreplaceable role in the economic tide. As we all know, "creativity is the soul of advertising", and advertisements without creativity will be submerged immediately. The passivity of advertising audience is very common, and no one wants to consciously appreciate an advertisement except advertisers and advertisers. Only advertisements with unique creativity and great aesthetic feeling can make the public suddenly attracted unintentionally, from unintentional glance to attention, to appreciation and interpretation, thus leaving an impression. Originally, the intuitive and rich communication characteristics of photographic advertisements are unique in the melee for eyeballs. However, due to the lack of creativity, many advertising photographs are not satisfactory. How straightforward, less subtle, more imitation, less innovation. Exaggeration without connotation, aesthetic cutting and logical deformation can be seen everywhere, trying to cover up the deficiency of creativity with strangeness. This kind of photographic advertisement, which is neither novel nor formal, and divorced from the characteristics of goods, naturally has no market. The deep reason for the lack of creativity in advertising photography is the lack of pursuit of artistic expression; Ignoring the artistic expression of advertising photography is rooted in the lack of correct understanding of advertising photography. The ideological trend of "separating the commercialization and artistry of advertising photography and opposing the market demand and publicizing artistic individuality" has formed a huge misunderstanding and become the biggest stumbling block of advertising photography. Shenzhen Longchuang Commercial Photography Agency is a professional commercial photography company specializing in advertising photography, commercial advertising photography, digital commercial photography, industrial photography and product commercial photography! We provide customers with: high-quality commercial advertising photography: fashion photography, product photography, beauty photography, jewelry photography, image endorsement photography, architectural photography, indoor photography, hotel photography, catering photography, illustration photography, commercial photography, conference photography, industrial photography, furniture home textile photography, film and television advertising: advertisements on TV, corporate image propaganda films, documentary photography of activities, etc. Longchuang Commercial Photography-www.lccmg.com, a famous photography agency in China.