The Evolution Of Creation Techniques In Advertising Photography Arts

Advertising Photography belongs to Applied Art, essentially services for advertising activities. It is the fundamental purpose of the emergence and development of advertising, always used to express the characteristics of the product, raise consumers’purchase desire. Advertising Photography is one category of advertising with the most sophisticated requirements for equipment, the most stringent requirements for technique, and the most perfect requirements for effect, it gradually grows up in the highly market competition, forming a unique artistic charm. The development of advertising photography experienced a process from elementary to advanced state, and the style changes from the initial simple realism to the rich and diverse directions.At the end of twentieth Century, the Internet and digital technology gradually on the rise, new production, dissemination channels began to be established, the new media era begin to rise, the information explosion era is coming, the speed and frequency of obtaining the informations for people has been greatly enhanced. In such a fierce market competition, only the advertisement picture is novel and unique, can itself be showing in the deluge of advertising, so the idea has become the key factors related to the success or failure of advertising photography. Advertising Master David Ogilvy said:"if the advertising campaign is not composed of a great idea, it is only the second rate products." This requires the photographer in advertising creative and production to be able to "turn bad into good" creativity and imagination, to continue to break the rules of old form and bound, with extraordinary imagination and shooting skills to create a new advertising works.In order to attract consumers’eyes, creative advertising photography takes more novelty, more and more creative fantasy fiction, the color is very rich, and strive to combine advertising photography aesthetic connotation and spirit demands better in the process of information transmission. The decisive factors of creative as advertising of activity at the same time, the photographer’s creative work has become the premise and guarantee to the successful implementation of the entire advertising plan. A new generation of advertising photographer must learn how to accomplish the advertising theme to more changes of expression, to make the audience get the goods information at the same time in watching the advertisement, can meet, and access to mental and spiritual pleasure, this is the future of advertising photography to the effort direction.In view of the above problems, this paper mainly adopts the method of qualitative research. Based on the application in today’s society and the understanding of the creative theory,and the achievements and experience in this field at home and abroad, this paper will analysis of the basic characteristics of advertising photography creative performance, and summarize its development and change of the inherent law of creative style and features. This paper interprets the creative advertising photography activities from the point of view of advertising photography, in different periods of creative expression are reviewed at the same time, interpretation of the new advertising photography, creative style change summary of advertising photography; at the same time to explore the media for advertising photography creative content, summarizes its cultural value, provide ideas and reference for the development of domestic advertising photography industry.