УДК: 659.125.7.007

DOI: https://doi.org/10.36887/2415-8453-2022-1-24

Anatoliy KARMALITA
PhD in Technical Sciences, Professor, Professor of the Department of Machines and Devices, Electromechanical and Energy Systems, Head of the Department of Design,
Khmelnytskyi National University
Vitalii KARPENKO
PhD in Economic Sciences, Associate Professor,
Associate Professor of the Department of Marketing and Trade Entrepreneurship,
Khmelnytskyi National University
Iryna ZAKRYZHEVSKA
PhD in Economic Sciences, Associate Professor,
Associate Professor of the Department of Marketing and Trade Entrepreneurship,
Khmelnytskyi National University

JEL classification: M37

Abstract

The article examines and analyzes the meaning of the image in the advertising message. In order to achieve effective communication with the consumer, it is advisable to use means of visual influence based on photography. Photography occupies a special place and plays an important role in the modern art of advertising. According to the marketing concept, if there is a product, then a buyer will definitely appear for it. In search of effective methods of influence on the consumer, they use means of visual pressure with the help of photography. The consumer’s reaction to the visual component is more important than to the word. A person is configured in such a way that he reacts more quickly to the image of the object than to the text that describes it, viewing such advertising messages causes emotions, experiences that encourage the consumer to look for the advertised product. Thanks to the new trends in the development of visual design, the stylistic features of art photography in modern advertising practice are formed and developed. With the emergence of new requirements, the professional level of Ukrainian photographers is increasing. Today, they can simultaneously generate an idea, look for ways to develop it, and gradually implement it in practice. The effectiveness of photography as an advertising genre depends on the various techniques used in it. The photo can be black and white or colored. Black and white photography has the strongest expression of emotions and images. The photo advertiser determines the nature of the color solution, the size of the first and other plans of the image, the direction of the linear pattern, the contrast of color spots, rhythm and perspective. The freedom of improvisation is limited by the given subject, and this must be taken into account by the photographer. As a result of the development of the latest technologies, photographic equipment is being improved, which allows creating accurate images of the surrounding world, improving the technological process. In order to convey photo advertising to the consumer, it is necessary to choose a method successfully. In today’s conditions, when choosing a site for an advertising campaign, one of the most effective tools is the Internet. After all, thanks to the development of technologies, the World Wide Web is not only constantly growing with new users, but it is also becoming more and more convenient for advertisers. Today, the Internet is the main channel for the distribution of advertising and one of the industries that demonstrate the most dynamic development of advertising, which is an integral part of a successful business.

Keywords: photography, advertising, visualization, advertising photography, Internet.

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The article was received 19.01.2022