The subjective value of photography images for advertising / Nurin Kamilia Asfarizal

Advertising is necessary in sharing information and people can also communicate by giving their opinions. Each ad shown to public viewing will receive a variety of different views and perceptions. The advertising message will be difficult or may not be understood by the audience if there are excessive elements such as text, colour and lighting that can burden the eyes of the audience. Most viewers’ perceptions are more subjective towards advertising. Therefore, several elements and interpretations are needed to transform a subjective image into an objective by understanding the characteristics of the photography message in advertising and examinee the visual grammar in advertising photograph image content. Through the process of this study, it will ultimately influence the behaviour and attitudes of the audience. Online Survey method was used in this study and the sampling was selected among photography students, citizen. And if necessary, will be continued with an interview of professional photographers for the purpose of data collection. Respondents from the online survey were given questions aimed at finding out their perceptions and interpretations of the advertising image. And interview questions consist of a description of the elements needed to convert subjective images to objective through advertising. The findings of this study assume that eventually the audience will be clearer about each advertising that differs in terms of the way they present the idea. But with some special features will make the advertising picture more memorable by the audience.