A Study Of Creativity And Performance Of Advertising Photography In Mobile Internet Era

As the science and technology spring up,2010 saw the advent of the mobile Internet era that has rapidly changed all aspects of people's lives.Mobile devices,smartphones predominantly,have changed the media and communication environment of advertising photography,and also updated the means of producing advertising photography.The new era enjoys a higher speed of information dissemination,wider scope of dissemination,and a more fierce market competition of commodities.For this purpose,only those advertising photography works produced with novel conception and creative expression featuring a sense of times may find their way to distinction in advertising photography.In the mobile Internet era,such factors as diversified forms of presentation,younger netizen structure,and the skills and abilities of advertising photographers that may impact the creativity and performance of advertising photography should be taken into consideration in the creative conception of advertising photography.In the light of those features of the mobile Internet,the creative conception of advertising photography should be set about from the human emotion,simple picture,integration of multiple forms,creating novelty and individuality and other aspects,and express such conception in forms of theme presentation and opportunity capture,thus drawing the consumers' attention and promoting sales.This paper,with resort to the literature research,consulted the domestic and foreign literature and authoritative materials,and accumulated a comprehensive theoretical knowledge of advertising photography creativity and expression.Meanwhile,this paper compared and analyzed the differences of advertising photography used in conventional advertising photography and that in mobile Internet ear in communication modes,media,photographic equipment and skills,and summarized the impact of mobile Internet on advertising photography;Finally,this paper,with resort to the case analysis method,interpreted the advertising photography works in the mobile Internet era,explored the impact factors,and summarized the new direction of advertising photography creative conception and expression in the mobile Internet era,thus providing conception and reference for the development of advertising photography industry in the mobile Internet era.