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Who can send a 2000-word paper on Understanding Commercial Photography and Images ~
Commercial photography, like artistic photography and documentary photography, is a sub-concept of photo photography. Commercial photography mainly includes advertising photography, commercial portrait photography, commercial information photography and craft photography. The value orientation of commercial photographic works mainly lies in obtaining application value through the artistic image of photographic works that meet the requirements of buyers, or attracting the attention of the audience and triggering some behavior of the audience. Specifically, the main value of commercial photography works is reflected in the maturity of taking into account the buyer's requirements and market-oriented aesthetic pursuit. Because of this, the shooting of commercial photographic works has no other restrictions except the buyer's requirement and the subject of the picture must be the image symbol obtained by photography. Of course, different countries (or regions) have different aesthetic ethics, and the content of commercial photography works should be within the ethical bottom line without exception. It should be emphasized that the direct content and potential connotation of commercial photographic works cannot violate the religious beliefs and moral codes of conduct in the main publishing (or application) fields. In addition, all shooting stunts, darkroom stunts or computer stunts can be used. The value orientation of commercial photography works is closely related to the requirements of buyers. The so-called buyer refers to the certain and uncertain (expected or potential) aspects of paying remuneration for commercial photographic works. Specifically, in the case of advertisements, business portraits and business information photography, the buyer refers to the party who pays the photography fee; In the case of process photography, the buyer refers to the potential buyer. The evaluation standard of commercial photography works is firstly the evaluation of the degree of realization required by buyers, and secondly the evaluation of the degree of realization of market aesthetic pursuit. The buyer's requirements of commercial photographic works mainly include ordering requirements and potential requirements. Advertising photography, business portrait photography, business information photography, etc. Most of them started shooting after ordering. Before shooting, only craft photography works are taken, and most of them have no ordering requirements, only according to the potential market demand. The ordering requirements of commercial photographic works mainly stipulate or restrict shooting in three forms: contract (or agreement), dictation and knowing. If an order request is made in the form of a contract (or agreement), it is required to observe the 100% determinable content of the order request when shooting, and the uncertain content should be observed as much as possible. The content that can be determined in the order requirements refers to the images required to be taken in the order requirements, as well as the specific requirements such as clothing, props, background, angle, color and lighting. The determinable content is generally clear shooting rules or picture requirements. For example, the content requirements that can be determined in men's perfume advertising photography include: (1) perfume bottles should be clearly displayed in a prominent position; (2) The research object is a white-collar man with blue eyes; (3) Clothing feels like summer; (4) The picture is cool. Determinable content is relative to uncertain content. Uncertain content mainly refers to some abstract shooting needs. For example, the uncertain content of wedding photography works is often: (1) the picture should be taken beautifully; (2) Make-up and clothing must look good; (3) Capture the brightest expressions of the bride and groom, especially the most beautiful moments of the bride. Although these contents express the buyer's requirements, they are too abstract to be accurately measured according to the shooting effect. In other words, the uncertain content in the order request is the part where it is difficult to judge whether the shooting is completed. For example, the buyer puts forward the requirements of good-looking and good-looking shooting effect, and the photographer thinks it is good-looking, and the buyer may think it is not good-looking; Photographers think the photos look good, but buyers may not think they look good. Therefore, such demand is uncertain. In this respect, the subject of photography has certain autonomy. If the order request is made orally, you should observe the determinable content as much as possible when shooting. Although the order requirements of oral forms are not completely consistent with those of contract forms, they cannot be easily changed. Of course, if there are sufficient reasons to explain to the buyer, it is best to get the buyer's consent in advance before shooting beyond or in violation of the dictation order. If there is no order requirement (which is very common in commercial photography), it is also required to observe the determinable content that should be known when shooting in the order requirement. For example, there is no doubt that in the absence of ordering requirements, when shooting product advertising photography, the products must be highlighted in the picture, and the display effect is good. The potential demand demanded by the buyers of commercial photography works is mainly aimed at technical photography works. The so-called craft photography refers to commercial photography with plane decoration effect, which is shot and produced according to market demand. Craft photography works are mainly presented as calendar, desk calendar, wall hanging and the style used by the media to decorate the layout. Another kind of buyer's demand-potential demand, is not as clear as ordering requirements, and is generally evaluated by photographers according to market sales. Practice shows that the craft photography works with landscape as the theme and flowers, animals, stars and human bodies as the main body of the picture have huge potential market demand. Commercial photographic works that meet or meet the buyer's requirements, such as selling at a higher price or meeting a payer at a higher price, are not necessarily worthy of praise. This is because the evaluation of commercial photography works also includes the evaluation of market-oriented aesthetic pursuit. Otherwise, it will become a work with high price and high evaluation. That doesn't conform to the objective law of job evaluation. The evaluation of the market-oriented aesthetic pursuit of commercial photographic works mainly includes two aspects: aesthetic evaluation in line with the audience's acceptance psychology and innovative evaluation of performance. The direct standard of aesthetic evaluation in line with the audience's acceptance psychology is to require commercial photographic works to suit both refined and popular tastes. This standard looks simple, but it is not simple at all.