3.9: Photography in Ad

Digital Photography

Mrs. Strite

with

3.9

Photography in Advertisements

Agenda

• Reminders & Review

• Photography in Ads Lesson

• PREVIEW: Product Photography Assignment

Gallery

Digital Photo

Go to Padlet

NEXT WEEK

REmember

• Resources are posted on the Home page Announcements & in this resource:

• Ask for a reset or retake if you didn't get the grade you wanted!

• Need Help?

Book a Time

Check out these Assignment Examples

RECAP

• Street Fashion Photographs are candid images of the styles of everyday people walking down the street.

• High Fashion Photographs can be fantastical, excessive, flamboyant, and outrageous. It pushes limits.

• Catalog Fashion Photographs are taken in a studio with a plain background and include only the model or product.

• Creative Directors are responsible for planning & approving all final photographs & graphics

• A Model Release is a legal contract between the model & photographer that protects them from miss use & inappropriate portrayal.

FASHION Photography

Preview

3.12

ASSIGNMENT 3.12 Product Photography

ASSIGNMENT 3.12 Product Photography

🔗PAdlet

• advertisement
• stock photography

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

Presentation title

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

- Leo Burnett

Who is Leo Burnett?

Leo Burnett (1891−1971) was an important figure in U.S. advertising. He started the Leo Burnett advertising agency, which is still one of the top agencies in the world today. You may have seen some of his famous ads, including ones with Tony the Tiger, the cartoon mascot for Frosted Flakes cereal. Tony's catchphrase, “They’re grrrrrreat!” has become a well-known part of U.S. culture.

Watch the video to observe the evolution of advertising. As you watch, pay attention to how advertising uses photography to promote products and ideas through different platforms such as television, radio, online, and media.

question

Ads are Everywhere!

Trucks

Roads

Phones

Grocery Stores

Filling up

Advertising Photography

An advertisement uses public platforms to promote a product or service. It aims to grab attention and attract potential customers. 🔥 Advertising photography is a type of photography that focuses on creating images to promote and sell products or services. It highlights the product in an attractive and engaging way, often telling a story about it to connect with the audience.

Advertising vs. Product Photography

The difference between product and advertising photography is:

• product photography focuses on highlighting the product or object, but

• advertising photography focuses on the story behind the product and the reasons to buy it.

MODES of PERSUATION

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 feeling or emotional response.
• 2. Credibility: It should build trust by showing the brand as trustworthy, reliable, or expert.
• 3. Logic: It uses facts or examples to prove a prodcut's value.

Example

Look at the photograph used in the advertisement on the left. Think about how the image tries to persuade viewers. Does it use emotion, credibility, or logic to influence the audience?

Mode of Persuasion

Photography has been used in advertising for over 100 years to persuade people to buy products. Advertisers used persuasive photographs to show ways customers could achieve their goals or meet their needs, whether those goals were realistic or not.

Questionable Vintage Ads

Modes of Persuasion

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!

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

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

Emotional appeal

Emotion is a strong feeling that can influence how people think and act. In advertising, emotional appeals use images that trigger feelings, such as happiness, warmth, or comfort, to make people want to buy a product. Emotional images can portray a happier life or a better home, creating a strong emotional connection that can motivate people to buy a product.

credibility

Credibility is the trustworthiness or reliability of a person, brand, or product. In advertising, credibility is used to convince people that a product is reliable and worth buying. This is often done by using famous or respected figures, such as celebrities, to promote the product.

A photo of Michael Jordan promoting sneakers suggests quality and success, making the product more trustworthy.

Be Like Mike

logic & Understanding

Logic in advertising means using facts and evidence to show that a product is a good choice. Advertisers use things like statistics or data to prove that their product works and can improve your life. This helps convince viewers that buying the product is the right decision.

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

An ad for a dog product highlights that it is tasty and healthy, making customers see it as a smart choice.

An advertiser wants a photograph to show that a product is reliable and that the brand can be trusted.

Effective Advertisement Photographs

Effective advertisement photographs use different methods to grab attention and persuade viewers.

Here are some tips for capturing these types of photos:

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

Effective Advertisement Photographs

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

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

A. using vibrant shades and hues for advertising

A. Emphasize the service or product

B. showing a child to advertise school bags

B. Match themes & colors

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

C. Find the right model

D. using depth of field to highlight hiking shoes

D. Tell a relatable story

Decision-Making

Before starting advertisement photography, it is important to make key decisions about how you want your photos to communicate. These decisions will shape the overall look and message of your advertisement.

Here are the main choices to consider:

• 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

Decide on a Studio or Location

The location of your photo shoot depends on the product and what you want to show. Choosing the right place can change the look and feel of the photo. For example, if you are selling swimming gear, it might be best to take pictures at a pool or beach to show where the product is used. The best location will depend on your goals for the shoot.

39

39

Degree of Product Focus

In advertisement photography, sometimes the product needs to be the main focus to catch the viewer's attention. For example, new tech gadgets should be placed front & center to make sure they are noticed. However, some ads focus on lifestyle instead of the product. For example, luxury watch brands may show a model wearing the watch to highlight the lifestyle it represents, rather than focusing on the watch itself.

Consider Angles or Perspectives

When deciding how to show a product, think about how you want to present it. Ask yourself the following questions:

• Do you want the product to look realistic, shown straight on?

• Do you want to use different angles and perspectives to highlight its shape or features?

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

Stock or Original Photographs

Stock photography is a collection of images or illustrations that can be purchased with a license. Product owners must decide if they want to use original photos or if a stock image will work. Stock photographs are useful in situations in which many models are required. It is also good to use if a specific location or season is needed that can't easily be reached. It also avoid paperwork, such as model or property releases that can impact time and budget, stock photographs may be a better option.

Select 3 that apply.

Select 2 that apply.

Summary 3.9

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

In an upcoming lesson, you will learn about Product Photography.

THANK YOU!

Have a great weekend!

+ Meet

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.

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.

3/4 Angle

A 3/4 angle means the camera is positioned so the product is turned slightly—about halfway between a front view and a side view. You can see the front and one side at the same time, which makes the photo look more three-dimensional and shows more details than a straight-on shot.