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广告摄影是一门以传达广告信息为目的,服务于商业行为的图解性摄影艺术。它的功能主要在于美化商品,从视觉美学角度强化广告主题。它具有一定的审美性,但内含的明确的功利性倾向才是广告摄影的专业性特点,“引起注意”是其传播致效的根本原则。这一原则也规定了报纸广告摄影的设计。广告摄影在本质上是一门实用艺术,它不同于一般的艺术摄影。本文主要运用比较阐释和接受美学的方法对二者的界限作出辨析,以澄清人们认识上的偏差,端正现代报纸广告摄影设计的指导思想。
Advertising Photography is a graphic photography art that serves commercial activities for the purpose of conveying advertising messages. Its main function is to beautify the goods, from the perspective of visual aesthetics to strengthen the theme of advertising. It has a certain aesthetic taste, but the explicit utilitarian tendencies included in it are the professional characteristics of advertising photography. “Attention” is the fundamental principle of its effectiveness in communication. This principle also provides for the design of newspaper advertising photography. Advertising photography is essentially a practical art, which is different from the general art photography. This paper mainly uses the method of comparative interpretation and aesthetics to distinguish the two boundaries so as to clarify the deviation of people's cognition and rectify the guiding ideology of modern newspaper advertisement photography design.