The Application Of Advertising Photography In Brand Image Construction In The Internet Age

With the advent of the Internet era,rapid economic growth and accelerated information circulation,"fast" has become the commonality of the whole society,which has changed the shopping habits and lifestyle of modern people.Because of this,a number of fast fashion brands with fast production,novel style and low price as the main characteristics are thriving.With the rapid spread of advertising,they quickly occupy the market and are recognized by the public.In essence,advertising is a kind of commercial communication.As an important means and media of advertising communication,advertising photography is a highly commercialized art form with the main purpose of spreading advertising information and pursuing communication effects,namely,to promote products or concepts.Therefore,those fast fashion brands pay more attention to the image of the advertisements.In order to increase brand awareness,they constantly build the brand image through the use of innovative and varied visual styles.Firstly,this paper summarizes the definition of Internet,advertising photography and brand image,and carries out case analysis with Charles & Keith brand as the research specimen.Secondly,through the comparison and analysis of model photos,white background photos and global advertising photos from 2010 to 2021,the visual turn of Charles & Keith brand advertising photography style is summarized,and then the practice shooting of current brand advertising photography is guided by the history as a mirror.Then,combined with the current media integration of the Internet communication environment,interpretation of advertising photography in the brand network retail terminal and social media platform,the two communication channels,according to the platform release mechanism and the difference of target users,summarize its different release characteristics.Combined with background data,this paper explores the communication effect of advertising photography in communication channels,that is,expounds the degree to which the audience of Charles & Keith brand receives images from two aspects of social effect and commercial effect,so as to demonstrate its significance and value in enhancing the brand image.Finally,the challenge of current advertising photography is discussed,and the new changes of advertising photography presented by digital technology and the fifth generation mobile communication technology are expected in the future.