| As a giant, advertising is playing a promoting role on the world economy. While, advertising photography business has become an important part of the commercials by its incomparable superiority and interpenetrated every corner of life. Also being an important form of visual communication, advertising photography business express the objective world and emotion of human beings by its truth, image, and artist. Its unique image dissemination has been a universal langue. In China, advertising photography started at the beginning of reform and opening up and rose in the 90th. However, the gap between it and abroad developed industries has still being existed. Therefore, it is a great importance to strengthen construction of its theory and research deeply on its weakness for speeding up the healthy development of advertising photography.Surrounding information society, it's important to make lots of information to be effective communication. To achieve this, the key point is hold exact visual language, and converts product information and experiences into varied visual elements rapidly and accurately, then transmit the experience which is guided by visual language to the public completely.This paper combined advertising, advertising photography, communications, visual psychology, theory and aesthetics to analyze advertising into the photography (the style evolution of advertising photography), visual features and visual language, also through successful examples at home and abroad for investigating the applying of visual language (composition, lighting, color) on multi-dimensional, trying to find the entry point for advertising photography wining the market and co-existing goods and art, improving the sense of modern aesthetic and ability of applying visual language for interior advertising photographers. Meantime, hoping it can help some photographers arouse the sense of responsibility and the attention of advertising photography theory,and ultimately it will play a positive role on the development of advertising photography. |
