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The Application of Visual Language in Commercial Photography

Author: ZhangHongYu
Tutor: ChenZuoZuo
School: Qingdao Technological University
Course: Art of Design
Keywords: Commercial photography Visual language lens Angle of view color Thelight
CLC: J405
Type: Master's thesis
Year: 2013
Downloads: 53
Quote: 0
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Abstract


Photography has been170years, sine it was born in1839with the continuous. Innovation of artistic technique, the application of visual language in commercial photography is keeping updating continuously. Nowadays, commercial photography which makes people remarkable with its unique visual effect, reflects the characteristics of commodity to people, stimulates the purchase desire of people has been pervasive, Commercial photographers injected fresh blood for the development of commercial photography depend on their fantastical imagination and hole in the heart of the observation.In the development of commercial photography in China began in the beginning of reform and opening up, in the last century90s really began to rise and development. In the21st century, our country’s commercial photography began to get rapid development, but because the commercial photography career starts late in our country, the technical equipment backward, and there is a large gap compared with abroad. As a new industry, many subjective and objective factors make it development is weak in many ways. Before very long period of time, our country’s commercial photography in creative idea or filming with euramerican developed country technical existence very big difference. Reform and opening up has brought the development of economy and people thought liberation, has brought the great development of China’s commercial photography also. Today, commercial photography technology and foreign equipment has no obvious difference, but in the transmission of commodity information and advertising creative still exists very big difference. Mainly for domestic commercial photographer can’t good understanding of consumer psychology and the demand of the market, have not been able to put the characteristics of photography technology and the product is very good together, lack of creative works. With the continuous improvement of people’s life level and aesthetic ability, for the level of commercial photography also puts forward the higher level requirements. Commercial photography should not only the realistic representation of the commodities and more on creative ideas and aesthetic value. In the context of globalization, many enterprises to go abroad, more and more foreign firms will come to China. How to meet the needs of international customers, show the development of China’s commercial photography level, promote the great development of the domestic economy is we need to solve the problem.The article aimed at the current visual language in commercial photography, combined with a large number of domestic and foreign outstanding commercial photographer works for case analysis. Through the case of commercial photographers from all over the world writing graphic display, put the specific visual language features list, to tease out in commercial photography style evolution feature of the visual language. From a point on the lens in visual characteristics, composition selection, the use of colour and light effect four aspects carries on the in-depth analysis. Create preconditions for future analysis, for the further development of commercial photography to provide certain theoretical support, at the same time also increase new breakthrough as a visual language expression.

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