Year 1, Essay 32
Advertising images function in particular ways to make usdesire the product. Compare and contrast twoadvertisements that use photography, highlighting the ways they are intended to communicate with theirintended audience.
Advertisements are an inescapable element of modern life. They areeverywhere: obvious posters and leaflets on the sides of shops and at pointsof sale, billboards on busy roads, in between programmes on commercialtelevision stations and content on websites, hidden in viral videos onYouTube, masquerading as articles in newspapers and magazines. Theytake the form of photographs in magazines and newspapers and onbillboards, moving images on television and the Internet, audio clips on radiostations and during podcasts, and as text, logos, and other branding adorningvirtually every consumable in every market. In newer arenas, such as theInternet, advertisements are even disguised as interactive games or systemwarnings, albeit with variable success.There are numerous motives a company may have for creatingadvertisements, such as to promote a particular product line, the brand as awhole, or a certain mindset beneficial to a company’s goals. The range of genres within photography that a advertising agency are able to choose fromin order to communicate their clients’ message to their target audience is asvaried as the different motivations for creating these images. In productphotography alone, for instance, there is the ‘clean’ studio style, in which aproduct is isolated from a contextual background and is instead lit evenly withstudio lighting and set against a seamless light or coloured background, or else lit selectively with grids and snoots and set against a darker backgroundfor a moodier, more dramatic feel. Alternatively, some products may be setagainst contextual backgrounds and photographed on-set or on-site, as isoften the case with restaurant menus and furniture catalogues. Product