Research On The Differences Of Conceptual Expression Between Fashion Advertising Photography And Art Photography

Postmodern art has the characteristics of emphasizing conceptual expression,integrating with popular(popular)culture,and using commercial elements.In the field of art photography,these characteristics are even more vivid.At the same time,in the commercial field,under the influence of postmodernism,fashion advertising photography also began to empathize with consumers through the transmission of concepts,and applied postmodern artistic techniques in advertising design.In this regard,both art photography and fashion advertising photography not only emphasize the communication of concepts,but the mutual learning and sharing of visual elements makes the two have a high degree of similarity in form.At the same time,because domestic design education is born out of art education,the similarity of forms has caused viewers and even relevant practitioners to treat fashion advertising photography as art photography.Interpreting and judging fashion advertising with artistic thinking ignores the commercial nature of fashion advertising photography.This phenomenon is very unfavorable to the cultivation of fashion advertising photography talents and the development of the industry in China.This article uses design thinking to compare the differences between the two from the four dimensions of employer,author,finished product and audience.The first chapter mainly analyzes the research background and significance,domestic and foreign research combing,research scope,research methods,research key points and research framework.Chapter Two,starting from the phenomenon itself,discusses the conceptual shift between art photography and fashion advertising photography,and the collision of the two concepts and forms has led to the misunderstanding of fashion advertising photography.The third chapter,starting from interpretation thinking,analyzes the difference between artistic thinking and design thinking,points out the common phenomenon of using artistic thinking to interpret fashion advertising,and discusses the feasibility of design thinking to interpret art photography and fashion advertising photography,and clarifies the research framework in the following article.That is to start from the four dimensions of employer,designer,image and audience.The fourth chapter,starting from the employer,draws out the difference in the choice of the service object in determining the concept of choice-art pays attention to social reality and arouses social attention and thinking;fashion advertising pays attention to new trends,thereby promoting new life concepts and ways.It is mainly demonstrated through four conceptual cases.Chapter 5,starting from the author,discusses the isolation and intercommunication between art photographers and fashion advertising photographers.Through the case of photographers who have made a difference in both fields,it reveals the reasons for the photographer’s cross-border and functions in different fields.And performance difference.The sixth chapter,starting from the finished product,makes a comparison of image language,that is,when using the same visual element or creative technique,the difference in the creative background and conveyed concepts of the two.Chapter Seven,starting from the audience,referring to the general design thinking model,construct a set of fashion advertising photography design thinking interpretation models to help the public interpret.The innovation of this article is to expose and correct the phenomenon of fashion advertising photography in the interpretation of existing artistic thinking,and to establish a design thinking model to interpret fashion advertising photography.The focus of the research is to conduct a comparative study of the two through four dimensions.The difficulty of the research is that most of the existing materials are interpretations of artistic thinking,and there is no reference for the interpretation of design thinking,and it is easy to be misled by wrong thinking in the research process.Finally,I hope that the research in this article can help more people understand the commercial design thinking of fashion advertising photography.It provides theoretical support for the development of Chinese fashion advertising towards an international and higher level,and contributes to the related academic research of art photography and fashion advertising photography.