Kitle iletişiminde reklam fotoğrafçılığının önemi
Küçük Resim Yok
Tarih
1998
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Ege Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
ÖZET Ekonomik gelişmeler, üretici ile tüketici arasındaki uzaklığın artması, çok değişik mal ve hizmetlerin tüketicilere tanıtılması gereği, bir iletişim aracı olan reklamı, çağımızın vazgeçilmez olgularından biri haline getirmiştir. Rek lamda ise fotoğrafın kullanımı, hedef kitlenin dikkatini çekerek, tüketicinin tanıtımı yapılan ürünle ilgilenmesini sağlamakta, en etkili ve en kalıcı imajı belleklere yerleştirebilmektir. Reklam fotoğraflarının etkinliği, mesajın içeriği ile ilgilidir. Bu etkileyici mesaj, bir takım toplumsal tepkiler yaratabilmektedir. Reklam fotoğraftan ürünün sağlayacağı yararlar hakkında bilgi verirken, varolan tutum ve davra nışlarda da değişmelere neden olabilmektedir. Ticari açıdan bakıldığında rek lam fotoğraflarının temel amacı ürünün satışını arttırmaktır. Ancak bu amacı nın yanısıra toplumun eğitimine belli bîr oranda yardımcı olmak, çevre koru ma, sağlık, sigara, trafik, AİDS vb. konularda kamuoyu oluşturmak gibi top lumsal faydalan da bulunmaktadır. Günümüzde, reklam fotoğraflarının mesajı iletmedeki etkinliği ve top lumu oluşturan bireyler üzerindeki etkileri dikkate alınarak, "Kitle İletişiminde Reklam Fotoğrafçılığının Önemi" çalışma konusu olarak belirlenmiştir. Bu çalışmada; fotoğraf, reklam ve reklam fotoğrafçılığı kavranılan açıklanarak, reklamlarda fotoğrafın kullanımı ve çağdaş reklam fotoğrafçılığının bugünkü teknolojik konumu ele alınmıştır. Reklam fotoğraflannın izleyiciler üzerinde oluşturduğu algısal etkileri ve toplumlarda meydana gelen olumlu ve olum suz değişiklikler irdelenmiştir. Bunun yanısıra, reklam fotoğraflarında görsel dili oluşturan yapısal öğeler incelenmiştir. Bu bağlamda, üç adet reklam fotoğrafı seçilerek, çözümlemesi yapılmış ve ilettiği mesajlar incelenmiştir
ABSTRACT Economic developments, increase in the distance between the manu facturers and the consumers and the need for promoting a large variety of products and services have made advertising, which is an effective means of communication, an indispensible phenomenon of our age. Making use of photographs in advertising, attracts the attention of target masses, causing the consumers to become interested in the products being promoted, and thus making the most effective and lasting image to settle in the minds of the consumers. The efficiency of the advertisement photographs is closely associated with the content of the message. This may bring about a social reaction. While providing information about the benefits of the product, advertisement photographs may also cause existing attitudes and behaviour patterns to change. From a commercial point of view, the principal objective of adver tisement photographs is to boost the sales of the products. Moreover, along with this particular objective, they also have other social missions such as enhancing the educational level of the society to a certain extent and crea ting a social consciousness on issue like enviromental protection, health, smoking, traffic and AIDS. Considering the efficiency of advertisement photographs in communi cating the desired message and their effect on the individuals comprising the society, the topic of the study has been determined as "The Importance of Advertisement Photography in Mass Communication". In this study, consepts such as photography, advertising and advertisement photography were expounded and utilizing photographs in advertising as well astechnological status of modern advertisement photography today was discussed. Perfceptive effects of advertisement photographs on viewers were also dealt with and positive and negative changes occuring in the society examined. Moreover, essential elements constituting the visual lan guage in advertisement photographs were investigated as well. Considering all things cited above, three advertisement photographs were selected. These photographs were analysed and finally the messages they conveyed were examined.
ABSTRACT Economic developments, increase in the distance between the manu facturers and the consumers and the need for promoting a large variety of products and services have made advertising, which is an effective means of communication, an indispensible phenomenon of our age. Making use of photographs in advertising, attracts the attention of target masses, causing the consumers to become interested in the products being promoted, and thus making the most effective and lasting image to settle in the minds of the consumers. The efficiency of the advertisement photographs is closely associated with the content of the message. This may bring about a social reaction. While providing information about the benefits of the product, advertisement photographs may also cause existing attitudes and behaviour patterns to change. From a commercial point of view, the principal objective of adver tisement photographs is to boost the sales of the products. Moreover, along with this particular objective, they also have other social missions such as enhancing the educational level of the society to a certain extent and crea ting a social consciousness on issue like enviromental protection, health, smoking, traffic and AIDS. Considering the efficiency of advertisement photographs in communi cating the desired message and their effect on the individuals comprising the society, the topic of the study has been determined as "The Importance of Advertisement Photography in Mass Communication". In this study, consepts such as photography, advertising and advertisement photography were expounded and utilizing photographs in advertising as well astechnological status of modern advertisement photography today was discussed. Perfceptive effects of advertisement photographs on viewers were also dealt with and positive and negative changes occuring in the society examined. Moreover, essential elements constituting the visual lan guage in advertisement photographs were investigated as well. Considering all things cited above, three advertisement photographs were selected. These photographs were analysed and finally the messages they conveyed were examined.
Açıklama
Bu tezin, veri tabanı üzerinden yayınlanma izni bulunmamaktadır. Yayınlanma izni olmayan tezlerin basılı kopyalarına Üniversite kütüphaneniz aracılığıyla (TÜBESS üzerinden) erişebilirsiniz.
Anahtar Kelimeler
Radyo-Televizyon, Radio and Television, Reklamcılık, Advertising, İletişim Bilimleri, Communication Sciences, Fotoğrafçılık, Photography, Kitle iletişimi, Mass communication, Reklam fotoğrafçılığı, Advertisement photography, İletişim, Communication