The Visual Characteristics Of Advertising Photography And Its Influence On The Brand Image

With the rapid development of information technology and the arrival of era of pictures-reading,Pictures cover all around the corners by its transmission with directness,figurativeness and quickness.Advertising photography,as important form for modern advertisement,plays a great role in commodities' publicity and sales.Few people do research by combining visual characteristics of advertising photography with brand image.Visual characteristics are keys to influencing on audiences' psychological feeling from which will attract their impressions and judgements on brand images.Therefore,advertising photography's visual characteristics restrict and affect visual effect of advertising photography,which is useful in shaping brand images and promote the development of advertising photography and sales.The essay is to explore the visual characteristics and its effect on shaping brand images by advertising photography,adopting literature research and case analysis,combined with many subjects such as psychology,aesthetics,communication,analysing the connotation and visual characteristics of advertising photography,researching in the visual features of the large number of domestic and foreign advertisements and visual features and feeling that brings to the viewer.It summarizes the performance and characteristic of advertising photography visual form to help us to understand advertising photography from the visual performance of the role of visual characteristics,grasping the visual characteristics of advertising photography to the viewer's rich feelings and expressing the essence of the content,accurate grasp of advertising photography expression.it researches on brand image advertising photography visual characteristics for brand image on the basis of the combination of communication theory,which plays maximized effectiveness of the visual characteristics to reveal deeper emotional information,enhance advertising photography image infection and shapes brand image in consumer's mind in order to serve the brand better.Finally,the paper will take emphasis on form of visual features in practice,explore the characteristics of formal beauty advertising photography.On the one hand,it can develop the photographer's picture visual characteristics of the pursuit of beauty for advertising photography,looking for ways to improve advertising photography picture visual attention,on the other hand it enhances the aesthetic level of advertising photography of viewers,optimizing advertising photography market environment.At the end of this paper,the author makes a case study on the part of the market advertising photography and the author's works.