Photography in advertisement design

Nowadays, most advertisement you see on newspapers or magazines are made by processed photography. In compare with the illustrated advertisements, the proportion of advertisement made by photography is up to 70% of the total printing ads. Because the digital photography techniques today are more efficiently than 20 years ago, that allows the designer archive a expected image faster than before.

As a graphic designer, only know the basic photography knowledge seems inadequate, most graphic design student barely know “what is focus” “what is depth of field” etc. Although that’s the basic knowledge’s to creating fancy photo, the secret to a successful image of ads is how to control lighting. The lighting I am talking here is not brightness, exposure or contrast. The lighting I want to talk is how to design a light for your ads. For example if you take several pictures for the same building from sunset to midnight, those photo may give you different feeling, because the light colors, temperatures render those photos a different atmosphere. It is same in the door; lighting is an important tool to describe the ad correctly and precisely. When we design an ads, we should only focus on headline and layout, we should also design an environments or an atmosphere by using lighting for our ads.

Reading responses 3 art 503 SEX IN ADVERTISEMENT

In order to attract more people to focus on the advertisements, the theme of sex and naked are potent tools to relate the products in advertisement. However sex and naked always provoke some controversial issue in society.

Actually in 19^th sex and naked already appeared in advertisement, during that period of time sex and naked only illustrated by painting due to photography technique was underdevelopment. In 20^th,so many photos about naked model appear in outdoor advertisements or newspaper or magazines, so some people argue that those photos with naked model are pornography. And they should not be allow to publish to public and outdoor, and it should be restrict by related department.

I think this is not a issue only related to advertisement design, but a issue that how to define art and pornography. Since People never say a piece of naked oil painting was pornography, an advertisement with a photo of naked model should not be consider as pornography either. Whatever photography or painting those is barely technique or medium. We should never judge the advertisements by its techniques.      

    

Reading responses 2 art 503 Branding Image

Branding image is a kind of trait of a brand, or it is a kind of property that the brand have. Branding image is something you know about the brand when relate to the brand. Since most popular brand already have a deeply branding image for most consumers, so to design a advertisement should be thought of as a a contribution to the brand image.

Before we design a advertisements, we have to decide what image do our brand need. The image including in many areas, such as the personality of a product, the packaging, the price level, and the styles. Advertisement should  always consist with the branding image in order to continual attract the right consumers.

The Marlboro cigarettes advertisement is a good type of “what is a successful branding image” From the beginning to now, Marlboro cigarettes always use cowboy as a image to illustrate their production.  When you look at a cowboy, you may associate with wild desert, and a image of a strong man. Some potential consumers who prone to showing their image of a strong man will get resonance from this ad. Marlboro cigarettes built their image successfully, because you don’t even have to see the ad, and you have already know what they want to say about.

Today, Marlboro cigarettes already become a symbol of American western culture, no matter what countries, no matter when.

Reading responses 1 art 503 advertisement design

Everybody know doing an advertisement can increase the sales of a product, but sometimes the wrong advertising can actually reduce the sales of a product. Doing a advertisements is not only describe the traits and the advantages that the products have. But the audience is the most important group of people that the advertisement designer should concerned about.

There is an advertisement for “Rolls- Royce”, a mother was sitting in the driver’s seat waiting her son coming out from a grocery store, and the advertising slogan says that “At 60 miles an hour the loudest noise in this new Rolls- Royce comes from the electronic clock.”  Whatever this advertisement once success in that period of time. I believe this advertisement is a fail project. Because the potential customers who could afford a Rolls- Royce usually rich and having a better social statue, and those rich peoples would never buy a Rolls- Royce only because it is quiet. The slogan only describe the one trait of the production but ignore what the customers really cared about. A Rolls- Royce should be a symbol of a statue, and it represent luxury.

To evaluate a whether a advertising is good or not good should based on the market feedback. If an advertisement can enhance the sales of a production is the key factor. Some people make judgments on an advertising only by graphic, photography, or the slogan or visual effect are kinds of misunderstanding of advertisement.