A Study On The Consumption Ideology Of Advertising Photography

There are many discussions about that if photography can record the truth.Photography is no longer a simple copy of reality,but the production of another kind of reality.So the truth can be seen as "simulacra" and it will become the new reality.In the second chapter,the author discusses the authenticity of photography from the point of view of subjectivity,timeliness and artistry of photography,combining with the existing theories of photography.Finally,the author holds the opinion that photography is not a true artistic expression,it records the truth changed.Advertising photography as a unique media is also the second packaging of goods,which is also the greatest charm.The impact of advertising on consumption is self-evident,in this era of picture-reading,advertising photography has become the most important part of advertising communication to translate itself into image symbols for rapid spread,and successfully establish consumption ideology.In the third chapter,the author defines the scope of ideology and consumption ideology,and explains the relationship between image and ideology,advertising photography and consumption ideology.The paper focuses on the construction process of consumption ideology of advertising photography.So how is this process established? First of all,photography has the power of selection,so advertising photography can collage other commodities by different elements of juxtaposition.It will make food look better,make clothes look sexierto create a phantom to establish image fetishism.Secondly,advertising photography can stimulate the desire of consumers,this desire may be in the subconscious under the rational.Through a large number of images of the impact of the visions,it will promote the establishment of consumer ideology.Thirdly,image communication has become a symbol.Advertising photography has succeeded in producing the symbolic significance of physical commodities by the theories of related symbols.The continuous innovation of advertising photography is developing a lot,but the ultimate goal is to create a new symbol.Finally,because consumers are more exposed to the image of the goods rather than the goods themselves,advertising photography is actually the second packaging of goods.Consumers are immersed in the image of the production.In the result,the advertising photography to consumption ideology will be established successfully.Advertising photography creates a consumption ideology by creating a different kind of illusion.This also requires us to think about how to maximize the effectiveness of advertising photography in communication.The fourth chapter discusses the maximization of the effect of advertising photography.First of all,the visual characteristics of the image makes the advertising photography can double speech and vague expression.Secondly,advertising photography stimulates the potential consumer desire,and the consumption ideology is not to one rule,but to give the audience the opportunity totheir purchases to find the right reason.Finally,advertising photography on the brand building force is very large.The unity of visual style and product tonality can help consumers to strengthen the recognition of the brand.Advertising photography creates the symbolic meaning of goods.The illusion created by advertising photography establishes the fetishism of the image,making the goods more dazzling.At the same time,it can stimulate consumer shopping desire,which may be in the subconscious mind.Through a lot of images,the visual impact will eventually promote the establishment of consumption ideology.To sum up,advertising photography not only contains the commercial characteristics of the product,but also has the nature of photography.The two reality of photography presents the commodity itself and keeps distance with the object.Not only to give full play to the ability of the illusion of manufacturing to help establish the brand image,but also to avoid deception instead of false.These thinking can help to explore the relationship between advertising photography and consumption ideology from the nature of photography,making advertising photography better serve the advertisers.