The Semeotics of Product Photography/ Advertising.
During seminars last week we were shown a slide show exploring the semeiotics of advertising images, product photography in particular. By this, i was encouraged to start to look at the denoted and connoted messages behind advertising campaigns. Although at the level i am at i am yet to grasp the art of standard product photography, and i know standard website images should be what i aim to be able to achieve first, i know it is interesting and very helpful to keep in mind how to further my product photography in order to transform it into an advertisement rather than just a product shot.
In the seminar we looked at examples of advertisements that had deeper meaning that what first meets the eye. Rather than use these examples in my blog, i want to explore the advertising campaigns which came to my mind when watching this seminar.
As a part time job i work for a cosmetics company called clinique. Every time a new product is launched, advertising campaigns are designed. Ive always took notice of the product photography and advertising campaigns which clinique bring out. I take note of the way the products have been photographed, how they've been positioned, i question why they may have been positioned in that way and i take notice of what other objects are placed in the shot and why?
Heres an example;
Here is Cliniques Superdefense daily defines moisturiser SPF 20, photographed in a clean crisp shot, partnered with a spoon and some berries.
When partnered with the text which goes with this campaign or even knowing more about the product, it becomes clear that the berries are photographed with the moisturiser because the main trait of the product is that it is packed with anti oxidants. As most of us know, something else which is packed with antioxidants is fruit. The addition of the fruit, the spoon, and the creamy looking moisturiser makes the moisturiser almost look appetising.
Again in this advertisement, what first meets the eye is two products and some eggs, one plain, one freckled. Once again when seeing the ad next to the text and titles which go with it or having product knowledge, you become to understand that the even better franchise is a collection of products designed to correct dark stops, and give a more even skin tone. Through working on counter and being aware of the advertisements the company beings out I'm aware of how well they work. Several times when this was being advertised i had women coming in describing the advert they'd seen rather than being able to tell me the product name. The simple yet effective symbolisation of a freckled egg then becoming a perfectly even colour is something which appeals to and sticks with the customer, as well as putting belief in them that it will work.
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