The phenomenology of the social component in photographic image: social and cultural aspects of advertising photography analysis

Abstract

Photography and advertising photography in particular can foster both the previously developed and emerging sociocultural attitudes of the individual and thus affect social values. The theoretical investigation of the nature of the photography phenomenon as well as the peculiar features of the advertising photography is carried out by the author. The role of photography and its social and cultural functions are analyzed in detail as well. Special emphasis is given to the issues of social reality modelling by means of photography, its unparalleled powers to construct human being's apprehension of the visual environment and the appropriate patterns and models of behaviour.

Keywords

• рекламное фото
• социокультурная установка индивида
• моделирование социальной реальности