Importance of Photography in Advertising / by Nitin Krishna

karenmartini-cancercouncil-portrait.jpg

Conveying an image is not the aim of a photograph in advertising, rather communication of a message in the form of real feelings and thoughts is what makes up the core of this activity. Nonverbal communication forms 93 percent of all types of communication in today’s hi-tech world. This promotes the application of photography as a crucial mode of visual contact with the target audience along with some text. In the era of 2000s, the number of ads witnessed by a customer has increased by ten times as compared to the same in 1970s, thus paving the way for just such imagery which not only catches the eye of the potential client but is also retained by him for some reasonable time. The characters displayed in an image directs the mind of the audience towards the target market, and the content highlights the real core meaning of the whole advertisement. The type of characters selected in the ad and the level of their communication can project an assessment in the mind of the audience regarding the quality of the product being offered as well as the caliber of the business organization behind the advertisement.

The famous proverb that a picture is worth a thousand words appears to be operating at its best in the visual communication undertaken by the marketing campaigns of small and giant business companies. Analysis reflect that the billions of dollars expended by Coca-Cola and Pepsi go a long way in promoting the products and in bolstering the two companies as the soft drink industry giants globally. Today, one and a half billion units of content are being shared online as the marketers are trying their best to capture the attention of the audience and it must be realized that the photographic content does increase the number of viewers by 80 percent. The human mind has its limitations

since it can process a certain amount of data within a specific time. The data that can be managed rapidly comprises the imagery which affords photography a highly valuable place in the advertising world. The visual content can acquire the status for becoming viral provided it is appreciated enough to be shared by the social networks and online communities. Of course, this helps in building corporate integrity, brand credibility and loyalty of the customer for the product, advertising photographer and the associated company.

Dynamism, timelessness and emotionalism are strong features of such brands which have been marketed through photographic phenomenon. The level of understanding developed within the consciousness of the target audience is beyond that inducted by any other variety of approach towards the viewers. In the modern age the definition of a brand is preceded by experiential learning. Favorable responses increase by 40% for those visual content in comparison to text based information. Facebook campaigns generate 65 % more involvement with the information with photo content relative to the data that is without pictures and the same applies to the tweets approximately. Humans in general form snap judgments and therefore a professionally grounded imagery builds and promotes trust inside the consumer market. Photography places the audience in the shoes of the characters in the ads and thus eventually increases the probability of the product or service being purchased by them within reasonable time period and repeatedly.

An advertising photographer must collect details from the client about how to shoot photographs. Photo retouching and post production work are included within the job description of an advertising photographer. Some courses or a degree in photography is usually attained by the advertising photographer in view of the cut throat competition in the job market. Average salary for a photographer stands at 36,000 US dollars within the United States and they mostly find jobs with the advertising agencies though some work as free lancers, however, we are yet to find average figures for the salaries made by advertising photographers in Melbourne.