Research And Application Af Photographic Image Language In Commercial Advertising

The research and application of photographic image language in commercial advertisement,taking "tea house" Tea advertisement as an example,is under the background of fast consumption of pictures.Tea,as a popular beverage,has a wide audience and belongs to a catering culture with Chinese characteristics,which is suitable for advertising design.After watching a lot of Tea advertisement design,the author finds that its design is more and more homogeneous.Tea packaging design is uniform: the image of tea itself is used as packaging and advertising design.As a form of graphic language,photographic image language has a close relationship with literary language,painting language,music language,momentum language and natural language form.It began to imitate nature with painting language in its early stage,and gradually formed its own artistic language expression system in its later stage.In advertising design: part of the form of advertising photography,as a product of propaganda,photography plays a role in giving expression.The other part is the formal beauty of advertising itself.Photographic thinking also brings new design ideas.Photographic language is summarized by predecessors and masters.Its visual elements,such as shape,line,tone,texture,color,reality,contrast and rhythm,have certain reference value for advertising design.This article mainly discusses the chemical reaction of photography and advertising design through the beauty of form of advertising itself and the author's design works.By studying and using photographic image language,taking the design and production of Tea advertisement as an example,this paper summarizes that contemporary design language tends to simplify the design itself,pay attention to the beauty of practicability and simplicity,and interest in advertising design.This paper is composed of three parts: introduction,introduction and conclusion.There are four chapters as follows:Chapter 1: Introduction.The design background and design status at home and abroad are analyzed.The design purpose and significance of the works.Design contents,design methods and ideas.Chapter 2: The study of photographic image language in commercialadvertisement,clarifying the relationship between commercial advertisement and photographic image language from aesthetics,aesthetics and image language itself.On the premise of the era of rapid image reading,the photographic image language and design language are compared and analyzed with three points.Summarize the language composition of photographic images in commercial advertisements.Chapter 3: The application of photographic image language in tea house advertisement.From the perspective of photographic image language,combined with design language and film photographic language,the design theme,design conception,design image and other aspects of the work are elaborated.Chapter 4: Conclusion.The article draws a conclusion from four points:conciseness of design,interest of advertisement,innovation of applying photographic images to advertisement design and suggestions for improvement.The main innovation of this paper is to integrate the photographic expression into the picture construction of advertising design,causing visual contrast.The starting point of the original works in the article is to make advertisement design with basic visual elements as creative points.The abstract visual elements of photography,including atmosphere,intensity,tone and rhythm,inside and outside the picture of photographic image language,are used in advertisement design.