Advertising photography

I photography, information and communication

1. The development and characteristics of photography

In March 1839, "photography" first appeared; In August of the same year, "Daguerre Photography" was born in France;

1826, Nieps successfully took the earliest photos in the world; 1839 silver hair.

/kloc-in the middle of 0/9th century, photography technology was introduced to China;

1927 10 June10, the first book of photography aesthetics in China, "Talking about the Shadow by a Farmer", was published in Beijing.

Photography, as a means of expressing reality, is accomplished by providing real and visual imagination.

Any work is the "crystallization" of the photographer's thoughts and photography skills.

2. The information ship

Photography is the product of the development of science and technology, which can be realized by modern scientific and technological means such as machinery, optics, chemistry and electronics.

The essence of photography is to grasp and transmit information.

From the information point of view, people appreciate photographic works, that is, they accept the information conveyed by the picture language through their own visual organs. Advertising photography, by virtue of its intuitive performance advantages, produces the function of "eye-catching" through strong picture forms, and has a huge psychological impact on the audience.

Ⅱ. Thinking mode of photography

1. Extension of thinking in images

A reasonable way of thinking is to go deep into the "universe" navigator.

Photographers' observation objects include objective objects and artistic objects. The expression of "force" of artistic objects will restrict the observer and push the observer to a passive position. At this time, thinking in images will free the observer from the passive predicament and play a catalytic role in photography creation with greater strength. But it also comes from the photographer's creative desire, which is produced by a certain "purpose" and is the artistic materialization of "purpose". Any artist's creation is the same and cannot be separated from the accumulation of daily life. Photographers constantly accumulate their own perceptual knowledge and image information in their usual observation.

The word "image" was first used in China's ancient poetry art. The so-called image is a compound concept: meaning is a concept, like an image of things, but image is not a simple combination of meaning and image. The image in aesthetics is an artistic image combining the author's thoughts and feelings, the crystallization of China culture's long-term practice in artistic beauty, and the expression of China's traditional aesthetic psychological model.

Images in photography include the following aspects: ① plot ② change ③ creativity.

The so-called artistic intuition starts from the objective and intuitive image, and the photographer's creation cannot be separated from the huge source of real life. The distinctive, peculiar and vivid characteristics of some things often cause a strong shock to the photographer's mind, thus generating an irresistible creative impulse. For photographers, intuition plays an important role in their creative thinking. Photographers rely on artistic perception to "walk" the whole creative process instantly, which is a rare phenomenon in other art forms.

The photographer's intuitive impression of things that shock him is to dig out the essence of art and turn it into a strong desire for creation, and try his best to turn this intuitive impression into the artistic image he pursues in his heart. This is the directional function of thinking.

2. Stereoscopic thinking mode

Artists should rely on thinking in images when creating art, but thinking in images is by no means the only thinking form of creating art.

The so-called thinking in images is the photographer's grasp of the visual aesthetic object, which is a perceptual, external and essential understanding; Abstract thinking is a photographer's rational, internal and essential understanding of visual aesthetic objects. This means that the photographer's creative thinking process can neither be divorced from image thinking nor from abstract thinking.

Give your work a "smart" name.

Once the proposition of any work is produced, it will become an integral part of the work and be inseparable. A good proposition often has the wonderful effect of "finishing touch", which can not only make the viewer clear his own thinking track, but also give the work a clear "soul".

Advertising photography works should first attract people's attention and generate interest on this basis, and finally achieve the purpose of stimulating demand and leaving a good image memory.

Since photography advertisement is a kind of commodity information dissemination medium, the photographer must know the corresponding knowledge of communication psychology and advertising psychology.

Ⅲ. Time and space view of photography

The picture is spatial, but the dynamic picture is "instantaneous". The beauty of its spatial modeling comes from the instantaneous dynamics.

The beauty of. Therefore, it can also be said that the process of photographer's artistic creation is the image process in which his own aesthetic feeling obtains "beauty" from space and time.

1 "big" of space

Photographers capture and create beauty in real life space, but this space is so big. How can it be in such a wide range

Looking for "bright spots" in the "big" background and intercepting the most beautiful and valuable pictures depend on the photographer's creative purpose and aesthetic consciousness. How to grasp and choose space is a problem that every photographer must solve, otherwise, he will not be able to transform his creative intention into an artistic image, and he will only be disillusioned with art.

2. Time is short.

Photography can not only "truly" but also "vividly" sublimate the instantaneous beauty of human beings in natural and social life into solidified visibility.

Works of art, but photographers must capture the relatively static spatial picture of beauty in the fleeting moment of beauty. So photography

Art is also closely related to the real time in real life, and the time factor also permeates the creation and appreciation of photography.

exist

The key is that the photographer's subjective factors are completely consistent with various objective factors.

In the process of grasping the instantaneous beauty, the correctness of aesthetic judgment often determines the success or failure of the work.

"Photography paints with light", light is the soul of photographic pictures.

Four. Advertising and photography

1. The connotation of advertising

The function of advertising to convey information:

Get attention-this is the most basic function of advertising.

(2) Arousing interest-interest is an important condition for attracting attention, and it is also the deepening of attention.

(3) Stimulate desire-advertising is the product of commodity economy, and the ultimate goal of advertising is to make the target object have a desire to buy.

(4) Initiating action-this is the ultimate goal of advertising, persuading the target to take action.

Advertising market function:

① Exposure ② Understanding ③ Establishing an image ④ Increasing sales.

How can advertising content convey information most effectively and produce good results? This can be considered from the following aspects.

(1) Authenticity is the life of advertising, and any deceptive advertising will affect the reputation of the enterprise.

2 uniqueness-characteristics are conditions that attract people's attention.

(3) Targeted-advertising cannot be enterprise-centric, but must be customer-centric.

④ artistry-

2. Shock wave of advertising photography

Look: ("advertising photography" is a compound word, and advertising and photography are mutually causal here. First of all, advertising, photography is only a means to serve advertising; But it is photography and art, and the content of advertising should be displayed and expressed through it. So it is a category of photography. This means that advertising photography has become a special art form and a special advertising form. Because it is a perfect combination of practicality and artistry. )

The characteristics of advertising photography:

(1) information demonstration (2) attractive realistic images (3) demonstration.

(4) Universal image language, any art has its own special expression language, and photography produces its own expression language through the transformation of light to color.

The artistry of advertising photography;

(1) The conception is strange, and photography skills are often not the difficulty of creation, but the conception has become the key factor for the success or failure of the work.

⑵ The subtle use of light, "light" is an important content in the artistic treatment of advertising photography. Photography is based on photographic film. Without light, the image on the film will be lost, and the practical significance of photography will be lost. Judging from the process of language expression, the photographer grasps the color of the object, expresses the texture of the object, entrusts his feelings to the photographer, and finally achieves the transmission of information and the expression of ideas.

(3) The composition is novel, and the photographer chooses the ideal "composition" for the reasonable structure of the subject.

(4) Color is rich, and color is an important factor to stimulate people's vision. Light is finally expressed by color. Different colors will lead to different aesthetic feelings, that is to say, colors can also produce power.

Color contrast includes hue contrast, color brightness contrast and color purity contrast.

An advertising photographic work can only have one tone.

Advertising photography has its own color for every object, and this color will produce different color effects and give people different visual feelings under different light irradiation or color background. Commonly used color schemes for advertising photography generally include:

Mottled, Monochrome, Cool and Warm Colors

Verb (abbreviation of verb) advertising photography design and creativity

1. Advertising Aesthetics

The difference between the beauty of objective existence and the beauty of art lies in that although the beauty of objective existence has distinct characteristics, they do not all have complete images; And artistic beauty must have a complete artistic image.

The information content of the advertisement is divided into two parts: hot information-emotion; Cold information-goods. Emotional design in advertising photography must have a clear purpose-selling goods. The emotional design of advertising photography works mostly adopts humor, interest, exaggeration, lyricism and other means, with the aim of making people feel happy after watching and approaching the goods in this happy mood.

The most prominent feature of advertising photography is that artistic value and commercial value are in a unity, and the two restrict each other, which makes the emotional design of advertising photography have obvious commercial color. The unity of "beauty" and "novelty" determines the aesthetic standard of advertising photography creation. The aesthetic standards of human beings are constantly developing and changing, but the formation of aesthetic concepts is closely related to the development of human culture and has special inheritance, which leads to the national and regional characteristics of aesthetic concepts.

3. Personality-Success

There are various forms of advertising personalization, which seem to have rules to follow, but there is no fixed model. Advertising serves the commodity economy and is a form of commodity information. Therefore, advertising is a "form" first. Then, let's start with the form and look at the personalization of advertising: the personalization of image, the personalization of advertising creativity and the personalization of advertising release form.

Advertising photography represents goods and serves consumers. Therefore, it is a commercial art, not a traditional pure art, and it improves the promotion effect of advertisements through its artistry, so as to attract consumers' attention to the contents of advertisements. Therefore, advertising photography cannot exist independently from advertising, which is the first principle of advertising photography. The ultimate goal of advertising photography is not to realize artistic ideals, but to promote sales. Accurately conveying information content and promoting sales is the second principle of advertising photography.

4. Creativity-the soul of advertising photography

Creativity is a comprehensive embodiment of a photographer's knowledge, culture and artistic accomplishment, and it is a brilliant spark after the impact of intelligence and inspiration. At the same time, creativity is also a test of every advertising photographer's knowledge, talent and skills. Advertising creativity is closer to science than art, and an important content of advertising creativity is to create a distinctive advertising image.

The creative design of advertising photography serves the overall creativity of advertising, and it transforms the creative image into an intuitive and vivid image by means of photography. This "transformation" is not a direct interpretation of ideas, but a vivid and touching artistic image to convey advertising information. This also means that the creative design of advertising photography is not a passive obedience to the overall creativity of advertising, but an active re-creation and re-play, which has a deepening effect on the overall creativity of advertising.

Step 5 plan-win 1000 miles

1. planning content: (1) market research, (2) production advertising planning, (3) expression of advertising information,

Judging from the operation process, the planning of advertising photography must be based on "proposition", and the planning contents include: production, appearance, product system, category and quality.

2. Planned operating procedures

3. Accurate budget

Sixth, advertising photography performance

2. Advertising forms

1. Theme expression (intuitive method): It is the most "primitive" expression means in advertising photography. 2. It is characterized by direct targeting at the product image.

Describe, using this method, you need to consider the requirements of consumers for goods, and you can't do any "deformation" treatment.

3. Indirect expression: completely different from the intuitive method. 4. It is expressed in the same way as the advertisement in 5. 6. The performance effect is not 7. In order to directly show the form of the commodity itself,

Texture as the purpose, but pay attention to an artistic expression, emotional rendering.

The way to highlight the characteristics: No.9. It reproduces the whole picture of the goods, 10. And 1 1. It focuses on a certain "part" of a commodity. 12. This is also the obvious difference between this product and the same model 13. Product, 65438.6666 The so-called characteristics include two meanings: one is compared with the same 15. Product, 16. Second, the product has an attractive trademark 17. Consumer's brand.

18. Comparative expression 5. Metaphor includes simile, metaphor and metonymy.

6. The key to exaggeration is to master the scale of exaggeration. Reasonable exaggeration based on reality will not affect the authenticity of information transmission.

7. Association method, 8. Perception method, 9. Humor method 10. Series method 1 1 editing method.

Seven. Advertising photographic equipment

1. Photographic equipment Photography requires a camera, lens, film and light.

1. camera

(1) 120 camera:

The film shot by 120 camera is relatively large, with specifications of (6×4.5), (6×6), (6×7) and (6×9) frames (cm), etc. Especially suitable for large format printing to enlarge huge photos and light box advertising works. In most cases, 120 camera should be used to shoot 120 reverse films to ensure the printing quality of advertisements.

1) Lulai 6008-Germany; ② Hasselblad-Sweden

③ Mamiya camera-Japan, with lens types of 90mm, 127mm, 150mm, 180mm and 250mm.

⑵ 135 camera: Features: small size and easy to carry.

SLR cameras have no parallax. Pentagonal SLR was established in East Germany 1948.

1 Leica camera:

Nikon F4, its speed adjustment range is very large, from 1/8000 seconds to 30 seconds, using the program. There are four exposure modes: manual (M), program (P, PH), shutter priority (S) and aperture priority (A).

DX coded film can be set automatically.

⑤ Domestic camera

Seagull camera, phoenix camera

2. lens

Whether it is a 120 camera or a 135 camera, use a lens with clear focus. There are many camera lenses, including standard lens, wide-angle lens, medium-focus lens and telescope head.

⑴ Standard lens: When the focal length of the lens is equal to the diagonal length of the negative, the lens angle (viewing angle) is about 46 degrees, which is similar to the human eye.

135 camera, the focal length from 45 mm to 58 mm is a standard lens.

120 camera, 6×6mm screen, lens focal length 75-80 (mm); 6×7(mm) pictures, the lens with a focal length of 90- 100 (mm) is also a standard lens.

⑵ Wide-angle lens: The focal length of the lens is shorter than the diagonal of the negative.

135 camera lens focal lengths are 35m and 28mm；; 120 The focal length of the camera lens is 55-35 (mm), which is also a wide-angle lens.

Features: ① large viewing angle; ② The depth of field of wide-angle lens is longer than that of standard lens; ③ Exaggerate the distance before and after the scene.

X2 (that is, twice), if the original lens is a 50mm standard lens, the focal length will become a 100mm medium focus lens after adding a zoom lens. (50×2)

3 exposure mode and data display

Exposure modes mainly include: aperture priority, shutter priority, program control, high-speed program, depth of field program and so on.

Exposure, as well as peripheral exposure, multiple exposure, remote exposure, timed exposure, etc.

Flash modes mainly include: automatic flash, forced flash off flash, red-eye prevention flash and slow shutter flash, which are generally expressed by signs and words.

Film conveying modes mainly include: single sheet, continuous, high-speed continuous, low-speed continuous and so on.

Smart theme mode can display corresponding patterns on the LCD screen.

Portrait themes are represented by head patterns.

The theme of landscape is represented by patterns such as distant mountains and clouds.

The theme of intimacy is expressed by a flower.

Representation of common modes of cameras

Automatic exposure-AE; ; Manual exposure-ME or m.

Auto focus-auto focus; ; Manual focus-MF.

Aperture priority automatic exposure-AV or a

Shutter priority automatic exposure-TV or s

Degree control automatic exposure -P

Electronic flash is a commonly used artificial light source, and its luminous color temperature is equivalent to that of white light (5500K). The luminous moment of electronic flash is generally shorter than11000 seconds.

Flash index ÷ distance from flash to subject = aperture number. Iodine tungsten lamp 3200K with high color temperature for advertising photography.

2. Photosensitive materials

The higher the sensitivity of the film, the faster the photosensitive speed will be. Daylight color film is illuminated by tungsten filament bulbs, and the photos taken will give people a warm feeling. The light film used for shooting under light reacts slowly to red, and the shooting effect accords with the actual scenery. When photographed with a light film in the sun, the color of the photo appears blue.

Dyed black and white film →XP2 black and white film →C-4 1

Eight, advertising photography skills

1. Composition of advertising photography

The composition of advertising photography is the control and processing of the subject matter in the picture by the photographer in order to express the advertising intention. In other words, the advertising photographer uses the camera lens' field of vision and photography modeling to form a whole and a perfect picture to reveal the ideological content, which is the advertising photography composition. Anyway. The composition of advertising photography is the modeling process of organizing pictures or picture layout.

The main task of advertising photography composition is to concentrate and highlight the theme. Advertising photography usually consists of subject, companion and background.

The so-called subject is the main object of the photographer's creative intention and will occupy a dominant position in the picture.

The so-called foil is an object that plays a role in foil and foil in the picture and is closely related to the subject.

Background is content, which shows the environment, atmosphere and space where the subject is located, thus showing the tone and line structure of the whole picture. It plays an important role in embodying and creating creative atmosphere.

Basic requirements for composition:

The composition of advertising photography requires conciseness, completeness, vividness and stability, which is the most basic requirement.

(1) is concise, that is, the picture is clear at a glance. To make the subject clear and concise, you don't have to come clean, Cato.

⑵ Integrity, the part of the advertising theme related to the theme must give the audience a complete visual impression in the picture, and it cannot be incomplete.

⑶ Vivid, photography art is "instantaneous art", and we should grasp the typical moment when shooting, that is, the climax of things.

(4) Stability: composition should pay attention to the balance of the scene in the picture, giving the audience a sense of stability. The stability of the picture mainly refers to the shooting angle, subject position, horizon position and tone distribution.

The "golden section" used for composition has the following functions: (1) to formulate appropriate picture proportions; Arrange the position of the horizon; prorate

Composition; Establish the status of the subject

Screen blank refers to the gap between the subject and the companion on the screen, which is often composed of monochromatic backgrounds such as sky and water. It is necessary to leave some blank around the main body of the picture to highlight the main body. Leaving a certain gap in front of the moving subject can enhance the sense of movement of the subject.

Advertising photography composition: (1) regular triangle composition, (2) inverted triangle composition, (3) S-shaped composition, (4) diagonal composition, (5) vertical line composition, scattered point composition and (6) central axis composition.

2. Advertising photography has run out.

Classification of light sources: (1). Natural light,

(2) Artificial light: All kinds of light sources except natural light are in this example. Advertising photography is mostly created with artificial light as the light source.

One of the main purposes of using light is to fully show the texture of objects.

The lighting design of advertising photography includes: main light, auxiliary light, contour light, background light and decorative light.

Generally speaking, the subject can be roughly divided into light absorber, light transmitter and reflector.

⑴ Absorber: Most non-reflective or opaque objects belong to the absorber.

(2) Light-transmitting body: refers to an object that can transmit light, such as glass products.

(3) reflector:

The color temperature of natural light source (sunlight) is between 5500 K and 6000 K; The color temperature of artificial light sources (iodine tungsten lamp, incandescent lamp) is generally 3200 K; The color temperature of electronic flash is similar to that of sunlight.

The color correction filter shoots red in light, and uses 80A, 80B or 80C amber filters. Model 85A can reduce the color temperature of solar model from 5500K to 3400K K.

3. Several exposure methods

(1) long exposure, (2) slow exposure, (3) medium-speed exposure, (4) high-speed exposure, (5) ultra-high-speed exposure, (6) continuous exposure,

Multiple exposures at one time refers to more than two exposures of the same negative during photography.

ⅸ. Advertising photography of several main products

4. Architectural advertising photography

Shooting architectural advertisements should master the following methods:

(1) Select the shooting position (angle)

No matter which angle is adopted, the shot works must have a vertical line, which is necessary for architectural photography and a standard to judge whether the shooting angle of the works is reasonable. Generally speaking, when shooting buildings, most of them use the angle that is horizontal to the building. It is best to shoot with a standard lens, because the standard lens generally does not deform.

⑵ The light and shadow in the photo can express the form and perspective of the building.

⑶ Master standard exposure.

(4) the picture should be concise

5. Fashion advertising photography

Shooting skills of clothing advertisements

The brightness ratio of main light and auxiliary light on the face of the subject is usually 2: 1 or 3: 1. Matte is divided into positive matte and negative matte. Positive and negative light is located on the wing side of the main and negative light, which is used to eliminate the dividing line between yin and yang, so that the connection between light and shade of facial light is even and soft, which has excessive effect.

① Eyes, ② Cold light, ③ Foot light,

④ Background light: The background light is set on the background behind the subject, but its brightest part should not exceed the highlight on the front of the subject. It is mainly used to express the depth of space and separate objects from the background, thus highlighting the main body, enhancing the layering of the picture and enriching the tone of the picture.

⑤ Profile light: it is a kind of backlight lighting, which requires concentrated light beam and strong illumination, and is used to outline the set object. The lamp is located at the back of the subject, slightly higher than the main light.

High tones are used to shoot light fashion, and the background should be light.

Low tone is the antonym of high tone, and rich shadow details should be fully displayed. The overall color of the picture is mainly dark, and only some areas are bright and medium bright. The theme is mainly dark fashion.

From the copy