Impact of Photography on Advertising

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Photography has been used in advertising, both color and black and white, as a method to communicate with and relate to the public. See how photography impacts the advertising industry with help from a management teacher in this free video on advertising.

Part of the Video Series: Advertising Techniques
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Video Transcript

Hi, my name's Mark and we're here to discuss how photography impacts advertising. Photography as a tool has been used for well over a hundred years now as a means of collecting or archiving information. In modern day advertising, photography is used as a method of communicating something and usually something that is real. An image that is being used that has been collected in the past. For example if we look at images, black and white versus color, what does it say to us? Black and white could be creative. Could it be artistic? Obviously color is available, why not use color? Color could be used to emphasize a specific element of a holiday for example. It's bright, that it's colorful, a product, a service, whatever it happens to be. But we use photography also as a way of exchanging views and ideas and also using for example real happening moments in politics history, celebrities, things that have happened... we're using them as a tool in which to communicate a specific message, obviously. Advertising is a very powerful tool as it communicates what we call blanket or broadcast volumes of people, numbers, millions of people in which case the message needs to be very impactful. We use the example of women over a hundred years as a great example of photography. What are we trying to look at? Are we looking at shape, beauty, elegance, style, sophistication? Or are we looking at size, because size can be used as a form of measurement. Are you this size, and you want to be like this? It's a comparative tool. So as you can sense the form of photography is widespread. We can also use photography in an artistic way. For example blending real photographs with images and making a montage, trying to create some sort of impact so photography has quite an impact on advertising. I hope that helps you think a little bit more about it.

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