Izboljšanje oglaševalske fotografije po vzoru fotografskih mojstrov

Ceglar, Jaka (author), Ahtik, Jure (mentor)

Diplomska naloga govori o tehničnih elementih fotografije, oglaševanju in vlogi fotografije v oglaševanju. Za umestitev fotografije v oglaševanje je treba razumeti oba pojma. V teoretičnem delu bodo najprej predstavljene tehnične kvalitete dobre fotografije. V nadaljevanju se diplomsko delo nadaljuje z umestitvijo fotografije v oglase. Predstavi se pomen fotografije kot orodje vizualnega oglaševanja, semiotiko ter pomen fotografije v oglasih. Namen diplomske naloge je bil pripraviti oglasno fotografijo za kampanjo, ki je s pomočjo analize fotografij mojstrov oglasne fotografije izboljšana od standardnih oglasnih fotografij. V eksperimentalnem delu se podrobno analizira dela naslednjih fotografov: Helmut Newton, Irving Penn in Oliviero Toscani. Vsak izmed njih je zaznamoval fotografijo kot jo poznamo danes. Toscani z radikalnimi idejami in pripovedništvom, Newton s posebnim slogom črno belih fotografij in Penn kot mojster minimalizma. Analiza je tako nudila dodatne oporne točne za fotografiranje oglasnih fotografij, pri kateremu je bil uporabljen Nikon D750 in objektiv Distagon 50 mm. Posnete fotografije so bile obdelane s pomočjo Adobe programov in na koncu tudi analizirane. Pri izdelavi končnega dela namen ni bil kopirati njihovega dela, temveč s pomočjo analize narediti dobro fotografijo za oglasne kampanje.

• Language: Slovenian
• Keywords: fotografija, oglaševanje, oglaševalska kampanja, oglasna fotografija, vizualno oglaševanje
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2021
• PID: 20.500.12556/RUL-129544
• Publication date in RUL: 04.09.2021

Secondary language

• Language: English
• Title: Improving advertising photography following the example of photography masters

Abstract

The thesis is about photography, advertising and the role of photography in advertising. To have both of them together, you need to understand both concepts. In theoretical part, the evolution of photography over time is first presented. From its beginnings, when it was more science than art and all the way to the evolution of photography we know today. The technical qualities of good photograph are also presented with references to the importance of technical qualities in campaign advertising. The thesis continues with placement conecting photography with advertising. It describes importance of photography as as a tool of visual advertising, semiotics and adverts. The purpose of the diploma thesis was to perpare an advertising photograph for a campaign that was made better than standard advertising photos by analyzing the photos of the masters of advertising photography. The practical work analyzes in detail the work of the following photographers: Helmut Newton, Irving Penn and Oliviero Toscani. Each of them impacted the photogprahy we all know today. Toscani with radical ideas and superb storytelling, Newton with his special style ov black and white photography and Penn as a master of minimalism. The annalysis thus provided additional supporting poitns for photographing advertising photographs, using Nikon D750 and a Distagon 50mm lens. The captured photos were processed using Adobe programs and in the end also analzed. In the making of the final work, the intention was not to copy their work, but to make a good photograph for advertising campaigns with the help of analysis.

• Keywords: photography, advertising, advertising campaign, advertising photography, visual advertising