3.2.2: Photography in Ad & Assignment

with

Mrs. Strite

Digital Photography

Photography in Advertisements & Assignment

3.2.2

• Reminders & Review

• Photography in Ads Lesson

• Product Photography Assignment

Agenda

• Resets for assignments

• Resets for assessments

• Candid Photo (up to 3 extra credit points.)

• Resets?

REMINDERS

• TODAY: 3.2.2: Product Photography assignment
• 11/20: 3.4.1. Photojournalism Assignment

• 11/27: 3.4.4. Work Day
• 11/28-12/1: No School: Fall break

November Calendar

Important Dates

• Identify the benefits of product photography
• Categorize product photographs
• Identify details to be considered before starting a product shoot.
• Identify tips for capturing good product photographs
• Apply ideal camera settings to product photography

Review

3.2.1

PHOTOGRAPHY IN ADVERTISEMENT & ASSIGNMENT

PHOTOGRAPHY IN ADVERTISEMENT & ASSIGNMENT

start

3.2.2

Learners can...

• Identify the three main modes of persuasion: emotion, credibility, and logic
• Identify and explain important decisions to be made before shooting advertising photographs
• Match tips for effective advertising photography to specific examples
• Compose and capture an advertising photograph, assigning a tagline to advertise the product

• advertisement
• stock photography

Presentation title

"Don't tell me how good you make it; tell me how good it makes me when I use it."

- Leo Burnett

Tony the tiger

Who is Leo Burnett?

Leo Burnett (1891–1971) was a pioneering U.S. advertising executive who founded the ad agency that bears his name. To this day, Leo Burnett Worldwide is a global advertising agency that ranks among the top agencies in the industry. You encounter advertising at every turn: on television, online, in magazines, in newspapers, on billboards, and in movie theaters. Each advertisement has a specific purpose. Its image, sounds, and text have been carefully crafted to persuade you to buy something, to think something, or to act in some way.

What product or service is this photograph showcasing?

What product or service is this photograph showcasing?

What product or service is this photograph showcasing?

What product or service is this photograph showcasing?

What is Advertisement?

An advertisement's goal is to promote or market a service or product by grabbing the attention of potential customers. ​ Photographs play an essential role in advertising and marketing because they can tell a story about a product and present the product to consumers in a desirable way.​ Consumers trust and rely on photographs in advertisements as they make decisions.

To persuade someone to buy something, an advertisement photo should appeal to viewers in one of THREE ways:

• 1. Emotion: It should create a strong emotional response.
• 2. Credibility: It should show that the brand is trustworthy and reliable.
• 3. Logic: It should present facts and statistics that make sense.

Advertisements use public platforms to promote products or services and grab potential customers' attention. Photographs are crucial in ads because they can tell a story and make products look appealing. People trust these images when making decisions, so they need to be eye-catching and encourage action.

Grocery Stores

Roads

Phones

Trucks

Filling up

Ads are Everywhere!

Photos in ads must appeal to:​

• EMOTION, creating a desired emotional response in a viewer​
• CREDIBILITY, creating a sense of the brand's character and authority for a viewer​
• LOGIC, creating an appeal to facts, statistics, and sound judgment on the part of a viewer

Photos in ads appeal to a viewer in 1 of 3 ways

More than a century ago, persuasive photographs were used to convey ways for customers to attain their aspirations or to meet certain needs, no matter how realistic or unrealistic those aspirations or needs might be.

Mode of Persuasion

Questionable Vintage Ads

To be successful, as you now know, an advertiser must establish:​

• a creative concept to capture audience interest​
• appeal to emotion​
• credibility​
• logic

Today, whether advertising photographs are being used to sell products to make life easier, or to motivate people to have fun, what appeals to a customer is what will be most effective in any advertisement!

Modes of Persuasion

The most powerful connection between customers and products is an emotional one. Emotional appeals can win people over by tugging at a person's heartstrings—and hopefully, their purse strings, as well. Emotional images can portray a happier life or a better home, creating a strong emotional connection that can motivate people to buy a product.

Emotional appeal

An ethical appeal, or appeal to credibility, is a powerful way to persuade people. When ads feature respected brands or spokespeople, viewers are more likely to trust them. The goal is to show that a product or brand is reliable and trustworthy. Advertisers often use celebrity endorsements to create this sense of credibility, making the advertisement more believable.

appeals to credibility

Be Like Mike

The image & the text work together to convince the customer that this food is tasty for pets AND contains healthy ingredients!

Advertising photos can appeal to viewers' logic by using images and text that include evidence and statistics. This helps convince customers that a product's claims are true and shows how it can improve their lives. By presenting data and facts, advertisers can effectively persuade people to choose their products. This logical approach makes customers feel that their decisions are smart and reasonable. The data and facts used in this mode of persuasion can be very convincing, and they are often used to sell products and services in print ads.

Appeals to logic & Understanding

There are many methods by which to create effective advertisement photographs, including the following:

• Find the right model
• Match themes and colors
• Emphasize services and products
• Tell a relatable story

There are many methods by which to create effective advertisement photographs, including the following: Find the right model, match themes and colors, emphasize services and products, & tell a relatable story

Effective Advertisement Photographs

B. Match themes & colors

A. Emphasize the service or product

D. Tell a relatable story

C. Find the right model

B. showing a child to advertise school bags

C. showing a family or friends having a get-together

A. using vibrant shades and hues for advertising

D. using depth of field to highlight hiking shoes

Match each example with the correct tip for effective advertisement photography.

Before engaging in advertisement photography, you need to make some important decisions, based on what your photographs need to communicate.

• Decide on a studio or location
• Determine the degree of product focus
• Consider angles and perspectives
• Decide whether to use stock photographs or to use original photographs

Decision-Making

39

39

Deciding the location of a photo shoot depends on the product because a location might give context to the product. Choosing the right location will have a dramatic effect on the outcome of the shoot. Some products—for example, swimming gear—might be best captured in the location where a customer would use them, especially if you intend to create an effective narrative.

Decide on a Studio or Location

Sometimes, a product needs to be placed front and center in a photograph to ensure that it draws the viewers' complete attention. This is especially important for creating advertisements intended for mass consumption, as advertisers want viewers to instantly recognize key points about the product. However, there are instances in which a product might not receive a high degree of focus. For example, an expensive watch company may want to emphasize lifestyle, rather than the watch itself, by showing a well-groomed model pose wearing one of their watches.

Determine the Degree of Product Focus

Think practically about how you want to represent the product. Ask yourself the following questions:

• Do you want it to look lifelike and shot straight on?
• Do you want to explore angles and perspectives that will amplify the shape or features of the product in a certain way?

For example, shooting something from below will make it look larger than it is,thereby drawing attention to it.

Consider Angles or Perspectives

Stock photography is a collection of generic images that can be purchased with a license. Stock photographs are also useful in situations in which many models are required. If you would like to avoid paperwork, such as model or property releases that can impact time and budget, stock photographs may be a better option.

Decide Whether to Use Stock or Original Photographs

+ GO to Assignmnet

Let's go to today's assignment!

Summary 3.2.2

In an upcoming lesson, you will learn about fine art photography.

• How photography in advertising appeals to consumers
• Tips for capturing effective advertisement photographs
• Key decisions to make before engaging in advertisement photography

+ Meet

+ Assignment

THANK YOU!

Tell a Relatable Story

Tell a story that the customer can relate to. For example, a family beach resort advertisement might include a photograph of a family having fun at the location, as that is something a likely customer would relate to.

Find the Right Model

Understand your target customer and find suitable models. Every model has unique looks that can be used to achieve the end goal. Ensure that the models you have chosen meet your requirements.

Some Recent Successful Ads

Match Theme & Colors

Match Themes and Colors Ensure that your themes and colors match the customer's aspirations. For example, use exciting themes and vibrant colors when you are advertising to a younger audience.

Got an idea?

Use this space to add awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get information on how your audience interacts with your creation:

• Visit the Analytics settings;
• Activate user tracking;
• Let the communication flow!

Emphasize Services & Products

Focus on the key aspects of the photograph, using techniques such as depth of field, so that the service or product stands out. Make sure to highlight the best qualities of the product.