ADVERTISING PORTRAIT: HISTORY, CHARACTERISTICS, EXAMPLES - CULTURE VOCABULARY - 2024

The advertising portrait is a branch of Advertising that relies on photography to represent a person who has a certain lifestyle, in order to sell a product or service.

It could be said that the main objective of the advertising portrait, in addition, is to recreate a possible reality for the final consumer. This is due to the identification that the individual feels in relation to the person portrayed.

It should be noted that, to achieve this, it is necessary to include a series of semiotic, psychological and marketing elements so that the intention of the message to be transmitted is fulfilled.

From lighting, the use of colors, typography and decoration, each element fulfills specific functions. Nothing is left to chance.

History

Advertising portraiture became popular shortly after the appearance of photography in the 19th century. This was due, in large part, to the street vendors and photographers who offered their services as portraitists. Little by little, painting fell into the background to give way to this practice.

The appearance of this phenomenon had two effects:

Qualities sample stream

A series of artistic initiatives began to form in order to show physical, psychological or emotional qualities of those portrayed. This was further strengthened with the use of stages, costumes, lights and objects that were placed to enhance the image that was wanted to achieve.

This also helped to understand the importance of poses, body positioning and lighting, which provided a series of new meanings in the image that are still valid today.

Popularity

Portraits became increasingly popular, making it one of the most lucrative areas in the industry.

However, the meeting of photography and advertising takes place from the 90s in the 20th century, especially due to the dissemination of the principles of advertising thanks to the German Bauhaus school.

After the Second World War

After World War II, there was a major flourishing of the world economy. The foundations for consumer capitalism would be laid.

Images would be the primary language for a new generation of consumers. Thanks to the rapid preparation, production and visual impact generated by photography, it will be the ideal medium for advertising both in print and outdoor media.

Photography and its application in advertising, highlighted a couple of important facts:

• The possibility of portraying scenes and people in a faithful way, which will serve to build the persuasive basis of the message.
• This image that is capable of passing through the real, also generates the need for that possibility that is observed, to become a dream, an aspiration.

Types of advertising portraits

The use of a socially recognized character dates from the origins of advertising and does not seem to lose its validity despite the fact that it is an already popularized resource.

It is a persuasion tactic that involves a subliminal message of success, making it highly effective.

The anonymous portrait

It offers a slightly more earthly perspective than the previous one, but with the same objective: that the subject feels identified with what he observes.

Composition codes in the advertising portrait

There are three powerful elements that will help build an engaging and persuasive image:

The look

It can be towards the camera, ajar, or dreamlike. With this a direct connection with the viewer is achieved, generating, in turn, a kind of complicity with her.

The body

The poses and positions of the body have a powerful weight in the image. These can denote idealization, satisfaction, and achievement.

An example of this are fashion photographs where the main character uses the product almost on a whim.

The smile

In this case, it should be noted that this gesture also has a forceful effect. It is a feature of contemporary advertising although it is only applied in certain circumstances.

Through the use of these resources, which also affect behavior and attitude, the advertising portrait seeks to generate attraction and magnetism through the image, as well as to incite desire, without taking into account differences in terms of social class, education, race or gender.

In short, it only has to do with the presentation of a product and encourage the purchase of it.

characteristics

The most outstanding features of the advertising portrait, we can point out the following:

-The main purpose is the sale of a product.

-It uses the use of a famous or anonymous person in order to attract the consumer and awaken the need to consume the product or service presented.

-The application of the advertising portrait is also extended for the promotion of business and personal brands.

-The lighting, wardrobe, hairstyle, stage, poses and looks are the main elements that nourish the final image and the forcefulness of the message.

-The main codes for the advertising portrait are: the look, the body and the smile.

-Although it has a dreamy aura, it seeks for the viewer to make what is portrayed in the image a reality.

Examples of famous advertising portraits

Nicolas Cage:

Bette Davis and Robert Wagner:

References

1. What is a documentary portrait and an advertising portrait? (sf). In Brainly. Retrieved: February 16, 2018. In Brainly de brainly.lat.
2. Coronado and Hijón, Diego. (2000). Art, photography and advertising. In Institutional. Retrieved: February 16, 2018. In Institucional de institutional.us.es.
3. Portrait photography. (sf). On Wikipedia. Retrieved: February 16, 2018. In Wikipedia at en.wikipedia.org.
4. Photographic portrait. (sf). On Wikipedia. Retrieved: February 16, 2018. In Wikipedia at es.wikipedia.org.
5. What is commercial photography? (sf). In London Photographers. Retrieved: February 16, 2018. In London Photographers at London-photographers.org.
6. What is commercial photography? (sf). At Steve's Digicams. Retrieved: February 16, 2018. In Steve's Digicam at steves-digicams.com.