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Advertising and Fashion Image (Amnesty International)
Advertising photography (1) aims to highlight and drive sales of products and services companies or institutions offer. Meanwhile, fashion photography (2) focuses on encouraging the purchase of clothing, accessories, and beauty products.
Some advertising and fashion images reflect the art of their time, both for their aesthetic qualities and the creative processes employed. Photography, as a technical process, remains neutral and devoid of ideology. The ideological or ethical elements of images associated with advertising and fashion fall under the responsibility of the promoters and designers of advertising campaigns.
Governmental or non-governmental organisations (NGOs) use advertising imagery to publicise their activities. For example, Amnesty International (3) is an organisation dedicated to the defence of human rights. They have used still life (4) to denounce the death penalty, and have also shown scenes of cruelty on a fashion catwalk to expose state and gender-based violence. A visual narrative that will not leave you indifferent.
Keywords
References
Texts
- 1. Stroebel L.; Zakia R. (1993) Encyclopedia of Photography.Third Edition. Boston, London: Focal Press. P. 12.
“Advertising phtotography, as the name implies, consists of the branch of professional photography concerned with making photographs to be used to publicity announce, praise, otherwise promote the sale of a product, a service, etc.”.
- 2. Stroebel L.; Zakia R. (1993) Encyclopedia of Photography.Third Edition. Boston, London: Focal Press. P. 297.
“Fashions in fashion photography change as rapidly as they do in clothes […] With the change in fashions has come a change in fashion photography in that the fashion photographer’s function is not so much to create an accurate and attractive visual record of the garment that cn be appraised by critical and well-informed buyers, but to project romance and excitement. Wit and artistic sensitivity have become more important in fashion photography than the traditional expertise of the photographer. Fashion photography divides broadly into two aspects: editorial and advertising”.
- 3. Amnesty International [en línia]. Who we are. Disponible a: <https://www.amnesty.org/en/about-us/ > (Data Consulta: 28 de desembre de 2023)
- 4. 029 La natura morta en dones I homes / Still life of women and men
This is not ADVERTISING (2012) [en línia]. TBWA/Paris for Amnesty International – Death to the Death Penalty (the story behind the campaign). Disponible a: < https://thisisnotadvertising.wordpress.com/2012/01/27/tbwaparis-for-amnesty-international-death-to-the-death-penalty-the-story-behind-the-campaign/?utm_source=chatgpt.com> (Data Consulta: 28 de desembre de 2023)
Images
- Ads of the World [en línia]. Amnesty International: Fashion, Police. Disponible a: < https://www.adsoftheworld.com/media/print/amnesty_international_fashion_police > (Data Consulta: 28 de desembre de 2023)
- Ads of the World [en línia]. Amnesty International: Fashion, Domestic violence. Disponible a: < https://www.adsoftheworld.com/media/print/amnesty_international_fashion_domestic_violence > (Data Consulta: 28 de desembre de 2023)