摄影图像在平面广告中的应用及影响

The Application and Influence of Photographic Images in Print Advertising

针对在广告中滥用摄影图像的现象,采用理论和案例相结合的研究方法,分析摄影图像的“透明性”,其如何与文字在平面广告中的结合运用,解读该现象的成因。研究表明:平面广告利用“透明性”特点,结合文字填补图像意义,易使消费者产生理想期待。对于消费者理性对待带有摄影图像的广告有所帮助。

This paper explains the application of photographic image in advertisement through three parts.Starting with the“transparency”of photographic image,the author expounds the formation of the photographic images as well as the ultimate“transparent”visual effect respectively from the angle of physics and philosophy perspective,and the impression of photographic image on the viewer has been formed closely related to reality,namely the viewer believes that what he sees through image is exactly the object in reality.Advertising photography is based on this“transparent”characteristics to promote consumption.In the second part,the author cited the views of Roland Barth et al to explain the characteristics of contextual absence of photographic images,and explain how advertisers use words to fill in the meaning in practical cases,and how the advertisers create a united narrative structure.At last,the author summarizes and reflects the two methods mentioned before.In the consumption age,we should concern about the content and significance of advertising photography.