Dr Abe V Rotor
Living with Nature - School on Blog
Paaralang Bayan sa Himpapawid (People's School-on-Air) with Ms Melly C Tenorio
738 DZRB AM Band, 8 to 9 evening class, Monday to Friday [www.pbs.gov.ph]
Example of a good advertisement.
One of the worst ads.The relationship of photography and advertisement is like horse and carriage. Photography is the medium and advertisement is the message (to patronize a product, service, idea, etc.)
Advertisements in print and broadcast create demand of many products and services. There are brand names that are well known, they are imprimatur themselves to many people. They build personalities, fashion, institutions, relationships, and even loyalty.
There is more than visual and audio parts; advertisements dig deep into logic, psychology and emotion, and spiritually, too. For this reason, the effects are both positive and negative.
The purpose of this exercise is to evaluate present advertisements: printed, billboard, radio, TV and the Internet. The main guideline is values.List down the best (5) and the worst (5) local advertisements and give the basis of your decision. How did photography help bring about such effects?
Present the advertisements as they are originally presented. If not feasible, briefly describe the advertisement and critique on it. (Use two ordinary bond.) ~
Part 2: Photo and graphic ads. Here are some examples. Study them and relate each one to current issues. Prepare similar ads for class presentation and discussion.
Part 3: All about smoking - good and bad. More and more young people develop the habit of smoking. On TV there is this chain smoker kid who would demand cigarette with tantrums. Doctors unanimously agree smoking is bad to health, yet cigarette is one of the most in demand commodities in the world. What's the role of advertising?
Whatever this is, it is devoid of good taste and decency. Many products lose their market this way. 
There's a local brandy advertised this way, "Nakatikim ka na ba ng kinse?" (Literally, "Have you tasted a 15-year old?") Sales plummeted. The company lost its good public image.
“The relationship of photography and advertisement is like horse and carriage. Photography is the medium and advertisement is the message.”
ReplyDeletePhotography is a form of communication. It serves as the channel to bridge the message across the consumers in advertising. Being the medium, the photographer then plays an important role in capturing the most integral part of the product, perfectly capturing the mood, to make it compelling and attractive to their target market.
Unfortunately, not all photographs used in advertisement have been successful in conveying the product’s true message. Some fail to give focus on the meaning, some fail to set the mood properly, some fail to highlight the subject while some fail to dig deep into logic, psychology and emotion, and spirituality.
Photography then, plays a big important role in affecting people’s lives. Yes, Photography affects to that extent. It is important to remember that when using a photograph for advertising, the whole true message should be seen and understood in the photo. The message should be direct and without any other meaning except for the meaning that the service or product wants to convey. Otherwise, this might draw confusion to the consumer and might bring dangerous effects. Take for example the “Smoking” advertisement. Some say there are good effects of caffeine in cigarettes while others firmly believe it is dangerous to our health. Identifying the real message is the key to achieve an effective “Smoking” advertisement or campaign.
So what then makes a good photography in advertisement? A photograph which captures not only the product itself but the underlying message that is bound in the whole advertisement.