ADVERTISEMENT PHOTOS BY NAN GOLDIN AND REN HANG IN THE CONTEXT OF THE ATTRACTIVENESS OF DIFFERENCE

Advertising can be made for different purposes such as promoting a certain product or service to the masses, announcing it, giving information about it, ensuring their purchase or creating public opinion. In order to attract the attention of consumers, the advertisement must be different and interesting from the others. At this point, the attractiveness element, which is selected and applied according to the target audience, gains great importance in terms of recognizing the brand and at the same time reaching the target with the determined strategy of the product and service. It is aimed to ensure the retention of the brand by drawing the attention of the consumer by showing beyond the usual, that is, what he is used to seeing all the time. Due to the unwritten rules imposed by social norms, sexual desires, orientations, death, violence and taboo subjects that people want to live but cannot live and have to suppress constitute the main themes of the advertisements in which the attraction of difference is used. Photographs, which are one of the most important elements of advertisements, are of great importance in advertising at this point. Within the scope of this study, product and fashion photographs of American Nan Goldin and Chinese Ren Hang, who continue their artistic styles and approaches and take unusual photographs, are discussed in the advertisement photographs they took. The photographs of these two names, who display an unusual point of view, technical and aesthetic approach in advertising photography, have been chosen as examples in the context of the attractiveness of difference. It is seen that over time, social change along with consumption habits, and the fashion and advertising industry, which shaped these habits, have also affected the advertising photography, making periodic change inevitable.

Keywords

Advertising photography, Fashion photography, Nan Goldin, Ren Hang