On Visual Language In Advertisement Photography

It has been over a century since photography first appeared in China. The reform and open policy in 1980s brought China into a new era of economic development. The booming of commerce has created a strong need for advertisement which requires better photography. The overseas photographical expression and creation, which has broadened the vision of China's advertisement, means both a challenge and an opportunity for China to advance its advertisement photography (AP for short) and enter the international market. After a brief introduction of the history and characteristics of AP, the thesis explores the visual language of AP in terms of the composition and color and light of a picture, and with a combined help of culture, history and psychology, ends in the intrinsic factors which influence the expression in the visual language of AP, providing a better reference and guide for the creation of photography.