Visual Consumption And Esthetics-visual Expression And Concept Conveying Of Contemporary Commercial Advertising Photography

Nowadays we are living in a society of serious disproportion between information and action, and our life is flooded with advertisement pictures in media such as network, television and prints. With the rapid development of digital technique and new media in this decade, expression of commercial advertising photography has been changed. Advertisement is no longer seems to be of its own as the information delivering of the products itself is decreasing while the concept conveying and guiding is increasing. Large amount of advertisement pictures emerged as by-product of commerce in this period, along with superfluous visual experiences to which we are accustomed. Consequently, commercial advertising photography, as one of our visual experience objects, is perfectly justifiable of being material force which cannot be neglected. Meanwhile, as one branch of photography, commercial advertising photography has its unique visual language, which is penetrating into every aspect of our life accompanying with consumer culture. The process of closely combining photography and our life is the process of maturing modern economy and technology. It is reflecting the world and also changing it.