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广告摄影是一门以现代科学技术为基础、当代影像文化为背景、视觉传达理论为支点,服务于商业行为和目的的摄影。它既不以审美作为最终目的,也不以反映摄影者的个人情感和思想为主旨,而是以传播商业信息和广告意念为主要动机,以迎合消费者情趣,达到促销的目的。这种明确的功利性倾向,是现代广告摄影的最大特点。在这组概念首饰的拍摄案例中,较为典型地体现了这样的一种理念。接到这组概念首饰的拍摄任务时,首饰设计师杨睿女士要求以人物为载体
Advertising photography is based on modern science and technology, contemporary image culture as the background, visual communication theory as the fulcrum, serving the commercial act and purpose of photography. It is not the ultimate goal of aesthetic, nor to reflect the photographer’s personal feelings and ideas as the main purpose, but to disseminate business information and advertising ideas as the main motivation to cater to consumer tastes, to achieve the purpose of marketing. This clear utilitarian orientation is the most prominent feature of modern advertising photography. In this group of concept jewelry shooting cases, more typically embodies such a concept. Receiving this set of conceptual jewelry shooting mission, jewelry designer Yang Rui requested the character as a carrier