Photo Analysis: French Connection FOR MAN Campaign

The economics development of each period of time cannot be separated with corresponding information communication mode. In view of the growing demand for circulation of commodities and commercial propaganda, advertising photography has gained increasingly extensive attention by the community. The quote ‘Photographs represent reality, whereas drawings represent fantasy, which is less believable' by David Ogilvy gives away all the mystery and resolutely places the documentary-specializing photography to an important position of advertising communication. It is a type of photography created for promoting the image of goods, and introducing the characteristics of goods, which leads to the consumers’ desire to buy.

Creativity is the soul of advertising photography. The competition of advertising photography, is indeed the competition of creativity. An ad campaign should always equipped with unique idea in order to attract the attention. This interesting series of campaign by French Connection is divided into The Man and The Woman. It is different compared to any of its previous campaigns and this one catches many people’s eyes. By taking the feminine and the masculine features of the models, trends of the season is emerged with humours element and gives the viewers a fresh idea of the essential inspiration of French Connection. Literally they’re forwarding the subtle authenticity of real men and real women with a man do not know what sequins mean. It does combines the stereotypical masculine feature of the so-called bravery by wearing ridiculous bunny ears, with the messy, unkept hair and beard. Slogan is used at this stage and it play a very important role in the world of advertising. Manufacturers would spend millions of dollars on just creating the right slogan that would help them to sell. They can have very effective effect and get people’s attention and an outstanding slogan can be remembered as long as they can and the brand get to be inherited by time. A slogan has to highlight basiclly most of the aspects of the product. For instance, the famous ad slogan for Nike: ‘Just Do It’ brings out a lot of what the brand Nike is about: get moving and work for your life. For this ad,  a hint of humor is added to the  slogan, that's when famous brand slogans contribute to the history of advertising sometimes they become part of people’s daily life, even a part of general vocabulary. On the other hand, the simplicity element of this ad also brings uniqueness to it while overly complicated style can make the layout busy and confuses its audience.

The industry of advertising is going to keep on expanding in every direction. It seems almost certain , photographs will appear less like facts and more like factoids—as a kind fo unsettled and unsettling hybrid imagery based not so much on observable reality and acual events as on the imagination. But what can be certained is, people would never stop looking for a better life and ads can be totally accepted as part of this amazing journey, as long as marketers and the advertisers would keep on bringing fresh ideas and good content, and we are willing to give it sometimes and think about purchasing.