This thesis is intended for everyone who wants to improve their photographic skills, and subsequently increase the effectiveness of their advertising photo-graphy. How are pictures perceived, and what can they evoke in the observer?

The contents of this thesis are comprehensive insight and explicit information about the current status of photography in advertisement. Furthermore, possible barriers which distort the interpretation of advertising pictures are investigated. In conclusion, this thesis provides food for thought about creative ideas for pictures in advertising.

Text & Photography: Julia Baldauf