Commercial advertising photography in modern economy

Abstract: With the rapid development of global economy, advertising photography has been involved in the commercial field with its advantages of intuition, timeliness, richness, convenience and economy, which has had a great impact on the development of modern economy. The commercial characteristics of advertising photography require it to fully display and convey commodity information. Excellent advertising photography often has strong artistry, and the commercial nature and artistry in advertising photography are inseparable dialectical relations. Advertising photography is also responsible for satisfying consumers' aesthetic psychology and guiding consumers' aesthetic concepts.

[Keywords:] advertising, photography, information dissemination, commercial art consumers

The economic development of any era is inseparable from the corresponding information dissemination model. Compared with other media, advertising photography has the characteristics of intuition, timeliness, richness, convenience and economy. With the rapid development of global economy and fierce competition among merchants, photographic images have been involved in the commercial field with their irreplaceable advantages, which has stimulated economic development. According to statistics, the proportion of photographic images in commercial advertising images has reached more than 90%, and the market demand is huge. With the improvement of digitalization and the increasingly developed network, photographic images have become an important factor for businesses to strengthen their competitiveness.

First, advertising photography should fully display and transmit commodity information.

The main purpose of advertising photography is to convey commercial information to consumers and serve commercial behavior. How to transmit commodity information to consumers accurately and quickly is the main research direction of advertising photographers.

As a commercial activity, advertising photography is bound to be restricted to some extent. Compared with the extreme individualization of artistic photography, advertising photography can be called "dancing with chains". The primary purpose of advertising photography creation is to publicize goods and obtain advertising benefits. Photographers first consider how their works can be organically combined with commodities and markets, and seek the angle that can best meet the characteristics of commodities and be close to market trends. In order to convey information accurately, advertising photography requires that all possible details of the subject be clearly displayed in the picture, and the visual language forms such as composition, light and shadow, color, etc. are used to ensure the realism of the subject to the greatest extent. Let the audience appreciate every detail intuitively and understand the characteristics of the goods in detail, so as to achieve the purpose of spreading information. Without these clear information, photographic works will become vague and elusive, and cannot provide necessary visual information.

"Creativity is the soul of advertising photography", and the competition of advertising photography can be said to be the competition of creativity. If an advertising photo wants to attract people's attention, it must have unique creativity and give people a sense of freshness from both technical and artistic aspects. Consumer passivity is very common. Coupled with the human nature of "liking the new and hating the old", new things are more likely to attract people's attention and interest, and repetitive things are difficult to impress people. Advertising photography without creativity and individuality can only be quickly overwhelmed. For example, at present, most of the overwhelming fashion advertising photography is composed of beautiful men and LOGO. The "homogeneity" of creativity makes consumers pass by after browsing, leaving no impression at all, let alone leaving a deep impression on fashion brands. Photographers should strengthen the "innovation" and "originality" of creativity while mastering the advertising photography technology. The ultimate goal of any advertising photography is to highlight the product and attract the attention of the audience. In the modern competitive business environment, businesses are vying for consumers' attention. Only the image with novel creativity and strong artistic beauty will be inadvertently noticed by consumers, and then interpreted and appreciated, thus leaving a deep impression. So far, this photographic image has successfully completed the task of conveying commodity information.

The main purpose of advertising photography is to convey commercial information to consumers. The success of an advertising photographic work depends on its influence on consumers. Accurately conveying commodity information and meeting consumers' material and spiritual needs is the basic prerequisite for the success of an advertising photographic work. Advertising photography bears a clear commercial responsibility, with higher requirements. As a commercial photographer, you must have the sensitivity of a businessman, be able to capture the commercial atmosphere keenly, and take creative commercial photography pictures that adapt to the market.