Odnos modne i reklamne fotografije

master's thesis

• Author: Martina Tomić
• Mentor: Miroslav Mikota (mentor)
• Committee member: Miroslav Mikota (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2014-2-28, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U današnjem potrošačkom društvu način na koji oglašivači dopiru do svojih klijenata postaje sve vaţniji kako za same oglašivače tako i za potrošače. S jedne strane potrošači su modno „osviješteni“ a sa druge oglašivači ţele te modno osviještene potrošače privući na kupnju njihovih proizvoda i usluga ili im ponuditi nove proizvode/usluge. U tu svrhu se koristi modna i reklamna fotografija. Jedna kako bi „osvijestili“ potrošače a druga kako bi ih naveli na kupnju odreĎenog proizvoda ili usluge. U ovome radu teorijski su istraţene sličnosti i razlike izmeĎu te dvije vrste primijenjene fotografije. Teorijski dio uvodi čitatelja u samu tematiku i objašnjava pojmove vezane uz modnu i reklamnu fotografiju te se takoĎer daje njihov povijesni pregled kako bi se objasnile razlike izmeĎu njih. Osim teorijskog razmatranja rad sadrţi i praktični dio. Sudjelovanjem u nastanku jedne reklamne kampanje i jednog modnog editorijala te intervjuiranjem samih sudionika u radu se kroz cijeli proces stvaranja mogu uočiti njihove meĎusobne sličnosti i različitosti te uzroci tih sličnosti/različitosti. Kako je pokazano u radu ono što ih čini sličnima su metode koje se koriste za njihovu izradu, a razlikuje ih primarno svrha same fotografije. Kod modne fotografije svrha je stvaranje zaokruţene, harmonične cjeline u kojoj se potrošač prepoznaje ili ţeli biti dok je kod reklamne fotografije svrha pribliţiti proizvod ili uslugu potrošaču i navesti ga na kupnju.

Abstract (english)

In today's consumer society the way that advertisers reach their clients becomes more important for both, advertisers and consumers. On one hand the consumers are fashion-conscious, while on the other, advertisers wish to attract these fashion-conscious consumers to buy their products and services or to offer them new products/services. It is for this purpose that fashion and advertising photography are used: one for the "awareness" of the consumers, and the other to lure them to buy a certain product or service. This paper provides a theoretical insight in similarities and differences between these two types of applied photography. Theoretical part introduces the reader to the topic and explains basic concepts relating to fashion and advertising photography, along with their history, in order to explain basic differences between the two. Apart from the theoretical approach, the paper also contains a practical perspective. By participating in a process of making an advertising campaign and a fashion editorial, and by interviewing the main actors of the process, I was able to present in this paper the similarities and differences that can be observed throughout the entire process, but also the roots of these similarities/differences. As the paper emphasises, these roots can be perceived in similar methodologies used, and different primary purpose of the photography. Fashion photography aims at making a wholesome harmonious picture with which the consumer can identify himself/herself with or in which he/she wants to be, while advertising photography aims at bringing the product/service closer to the consumer and incite him/her to buy.

• Keywords: moda; fotografija; modna fotografija; reklama; reklamna fotografija
• Keywords (english): fashion; photography; fashion photography; advertising; advertising photography
• Language: croatian
• URN:NBN: urn:nbn:hr:216:702295
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-18 18:37:00