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The Photography Practice of the Retro Style Applyinng to SELF Magazine

Author: WangXueZuo
Tutor: RenLiMin
School: Zhejiang University of Technology
Course: Art and Design
Keywords: Magazine Retro Style The New Generation Of Urban Women Theme Photography
CLC: J405
Type: Master's thesis
Year: 2014
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The selected topic of this thesis is about the theme photography applied to SELF magazine.Based on the retro style, the theme aims to represent the new generation of urban women’sexpectation—the spirit of strong heart and inner quiet and calm. Making a proper photographingplan, with the combination of the retro style and the study of the group of those women’scharacteristics, to apply to SELF magazine and to show and attract those women readers.The first part is the market research. According to this topic’s requirement of using retrostyle to spread the new generation of women’s spirit, the thesis conducts a research mainly on thetheme of current fashion and the behaviour and attitude to life of the new generation of womenthrough the method of combining magazine collection, interview and network integration. It isfound that the new generation of urban women could combine with the retro style, they mightexpress their beauty, confidence and pursuit of inner quiet by Chinese retro style.The second part is the theory study. Researching the materials respectively about the retrostyle and the new generation of urban women in line with this topic’s purpose of using retro styleto show Chinese modern women. To provide guidance and basis for this design, the thesis makesa in-depth analysis of books, papers and network informations, and then sums up the law ofdevelopment and the method of creation of the retro fashion and life concept and behaviour ofthe new generation of women.The third part is the practice report. To show the new generation of women by retro style,there are two photographing plans: live-action shooting and photostudio shooting usingpure-colour background. The former one builds the atmosphere by scene, the latter one sets thecharacter’s mood of pursuing the spirit of leisureliness by pithiness. Recording the process ofprevious plan and formal implementation by words and pictures. This design has done by threesteps: previously, makes an elaborate plan on shaping characters, matching clothes and settingscenes; and then, adjusts the photos after two times photographing; at last, composes andproduces the magazine using those accomplished photos.The last part is the experience and self-assessment. Making a self-analysis by thinking andfinishing the design.

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