Cultural codes, ideological discourse, and rhetorical processes have been acknowledged as influences on consumers relationships with advertising, brands and massmedia. If brands exist as cultural, ideological, and rhetorical objects, then researchers require tools developed to understand culture, ideology and rhetoric, embracing more typical branding concepts, such as equity, strategy, and value.
A photograph should evoke emotion at first glance. There are many elements that must come together in a photography to build a consistency concept of brand.
“Build”, not “take”
Photography have to be thought as something you must build. Your tools are light, shadows, environment, subject matter, story, and composition.
In photography, loving the art form is also not enough. One most work at it and train to be a visual storyteller. It requires a different mindset to tell a story using only photographs. Photographers may love photography, but in order to make our cameras an extension of our vision, we must be technically proficient using our tools. Being a quick draw is of upmost importance in order to capture key moments.
Good exemples of advertising photography
Based on the insight that a whole nation is behind the performance of athletes at the Olympics, the campaigns features several athletes from around the world. Here are 3: Russian polevaulter Jelena Isinbajeva: “Alone I jump. Together we soar”, Chinese Taipei Taekwondo athlete Chu Mu-Yen: “No one gets up when a whole country kicks.” and USA sprinter Tyson Guy: “Ever seen a nation fly?”
Photographed by the renowned Annie Leibovitz, this campaign spells class all the way through. Part of the Louis Vitton Journeys campaign, the other celebrities include Catherine Deneuve, Keith Richards, Sofia Coppola and her father Francis Ford Coppola and Mikhail Gorbachev.
Reminded me of several such features & portraits done by Annie for the Rolling Stone Magazine. Incidentally, Annie has shot a few advertising campaigns including the famous American Express campaign in the ’80s.
Lunch atop a Skyscraper, taken originally in 1932 by Charles C. Ebbets has been an inspiration for several campaigns (including one for Friends, the TV Show).
This won an award at the Epica Awards, in 2005. It’s not hard to see why.
Agency:DDB, Paris, France. Photographer: Jean-Baptiste Degez
‘Keep the strength of black alive’ is the claim.
Agency: BBDO D’Adda Lorenzini Vigorelli, Ital
Goodbye Innocence is the insightful claim for the clothing line for teens. Awesome detailing in these ads.
Agency: Callegari Berville Grey, Paris, France. Photographer: Riccardo Bagnoli
Loved the detailing of this ad. Seem to discover little new nuances in every viewing.
Agency: Leagas Delaney Prague, Czech Republic. Photographer: Goran Tacevski
Volkswagen: Black with red leather
Agency: DDB
Hermes Air de Paris
High end fashion advertising relies so much on unconventional photography. The ads here, appear like works of art.
Agency: Publicis EtNous, France; Photographer: Camilla Akrans
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