Art and Culture

“The impact of advertising and editorial through photography”

Sandra Frías Bravo A01370796

Mariana Montiel Fernández A01371465

Carla Daniela Vázquez Ponce A01371938

Andrea Manzano Ramírez A01372433

A. Kenji Tanaka Campuzano A01370846

Profesor Noé Abraham González N.

What is advertising?

This technique tries to communicate a message to a determinate group of people trying to persuade them. We see the advertising through the media; this is a very important factor. The media emits announcements to induce you to buy their products and shows that their product is better than the others. There exist many types of advertising:

According to the object announced. They are consumer products and also client services. Depending on the function of the advertiser. Company, foundations, and

associations advertisements. According to media: newspapers, internet, radio, television, etc.

What is photography?

Is the art of capturing images. The term of photo came from the union of two Greek words, photo that means “light”, and graph that means “script”. The technique of photography, results being a helpful activity for many different jobs like science, art, journalism and others. For example the scientists use the photography to capture their researches and discoveries; otherwise the artists have reached to capture some different aspects of the life with a touch of sensitivity.

Every day, we find ourselves being attacked by the media, sometimes we don’t even notice but it is always there. Advertising acts in a really important way, because it tries to communicate a message to an audience or group of people. There are many kinds of advertising but the most important one is through photography, because it needs to give a real message easy and quickly and create a determined impact in society. Photography is a method to communicate something to someone without talking. Advertising photography can go in different ways: It can be business or local business and it can also go where you sell your images and someone buys them; other can be in product, where you bring something in: food, clothes, etc.

Through photography you can express your style and sometimes even more than that. We need to be careful and pay attention between what we need and what we actually buy, because sometimes marketing and advertising are designed to get into our heads and manipulate our minds, change our ideas and make us believe we need a certain product.

According to media, advertising can be shown in the newspapers, Internet, radio and television; nowadays, it is easier for people, to be exposed to media and advertising.

As it was already mentioned, the main purpose of advertising is consumerism and an enormous part of consumerism is the fashion industry.

Fashion is always changing, and to help people know the popularity of a product, there are magazines and other media ways to show us what’s new. In magazines, there exists a specific name for transmitting fashion through photography, it is called editorial fashion. It is characterized because they are pictures we would not consider as “normal” or we are not completely used to see. The most important thing about these photos is the product on sale. This kind of photography has been growing significantly in the past few years.

This are three of the most important and world famous editorial photographers, especially in the fashion industry.

Mario Testino Said, “My pictures are my eyes,” “I photograph what I see and what I want to see.” According to Alexandra Shulman of British Vogue, Testino can make you look better than you could hope—”not in your wildest dreams, but at the remotest end of possibility.”

Patrick Demarchelier. He told the Mail on Sunday in 2000. “I had no ambitions. I didn’t ever think I would be doing this. When you grow up in the country in France, you have small horizons. My only thing was to have fun and, maybe, go to Paris.” When it was his seventeenth birthday, his stepfather bought a Kodak camera for him him and, after Patrick took some pictures of

schoolmates, he knew it was his passion.

Annie Leibovitz. In the 2000s, she began working with Grace Coddington, Vogue’s creative director, to produce an extremely popular feature of the Vogue magazine. She created pictures with themes like Alice in Wonderland or The Wizard of Oz in which designers and Natalia Vodianova appeared.

To speak about publishing Photography, it is to speak about creation under the parameters of a precise topic, only and focused on a planned image, since nobody

can specialize in this area, so every book, magazine, encyclopedia ... it needs of so different images some between others, banks of images are very useful for certain cases.

In conclusion, the advertising and editorial, across the years has been creating a lot of unnecessary needs inside the society. The youth are the most influenced by the advertising and editorial promoting persons more dynamic and consumer. Everything is this is across the advertising photography, that almost always It is inspired by the reality but what represents us by this kind of this images is a reality constructed. In difference of other types of photography, where the photographer has to be alert to obtain the instantaneous one, the advertising photography constructs the scene exactly like in the cinema of fiction, and the photographer limits himself to catching the scene using of the technologies of lighting and photographic.The advertising as the publishing house relates to everything what it has to see with the daily life of the human being, modifying in general the life of the man as for thoughts and action.

REFERENCES:

Langton, D. Campbell, A (2011) "Visual marketing". Lisa, W (2004), "The savvy wuthor's guide book of publicity". Da Capo Press Mario, P (2009) "Publicidad Creativa: ideas y técnicas de las mejores

campañas" Gustavo Gilly, S.L.

Fashion Gone Rouge. (2013). Editorials. Retrieved from http://www.fashiongonerogue.com/see-more-of-jennifer-lawrence-shoot-for-vogue/

Wintour, A. (2013). Patrick demarchelier. Retrieved from http://www.vogue.com/voguepedia/Patrick_Demarchelier

Wintour, A. (2013). Annie leibovitz. Retrieved from http://www.vogue.com/voguepedia/Annie_Leibovitz Wintour, A. (2013). Mario testino . Retrieved from http://www.vogue.com/voguepedia/Mario_Testino

Etulain, F. (2013) “Fotografia y estilismo para moda editorial”. Retrieved from: http://centro.edu.mx/lista.php?idlista=&idpublicacion=579#detalle

Urrejola, I. (2012) “Moda editorial”. Retrieved from: http://www.13.cl/c/programa/scl-moda/capitulos/moda-editorial