THE WORKING PROCESS AND CREATIVE TECHNIQUES OF FOOD PHOTOGRAPHY FOR ADVERTISING IN THE DIGITAL AGE Articles

Abstract

This article aims to study the working process and creative techniques of food photography for advertising,  as well as the professional step-by-step working process for advertising photography, and the use of specific equipment and tools for advertising photography. Mixed methods research is used as a research method. The key informants are seven image creators for food advertising, three of which are food stylists and the other three are food photographers. All informants are selected by purposive sampling, and the research tools are guideline questions for group conversation. The results are as follows: The working process of food photography for advertising consists of 3 principles: 1) A good photography for food advertising must be attractive to the target audience, i.e. to be able to make people stop to look at the picture. 2) The image should be impressive enough to make an imprint in the viewer’s memory. and 3) The image should be influential, and leads to a decision to purchase the product.  There are two key factors in producing successful food photography: 1) the use of lighting design for food photography. and 2) lighting equipment for food photography. The results of the evaluation to certify the creative techniques of food photography for advertising. The evaluation results based on the average rating in all components given by experts were at a high level (  = 4.46, S.D. = 0.67)