Abstract:
The present study explored how product photography influence digital advertising in this
era. Using 30 product photographs from Connies Creams & Grills, FoodYard Gh, and
Chicken Man and based on Kress and van Leauwen's (2006) Reading Image theory and
AIDA model of advertising, the researcher analyzed the product photographs to answer the
research questions. The researcher used a qualitative case study approach and purposively
sampled three restaurants. The researcher analyzed the content of the 30 product
photographs of the selected restaurants. First, it was discovered that product photography
uses products’ image, rhetorical questions, hyperbole, local language, discounts and colours
to engage audiences in the advertisements. Second, it was revealed that product
photography is beneficial in that it provides promotional offers and information about
products for audiences. Furthermore, the results showed that there is a need for product
photography designers to avoid clutter and ensure foregrounding of their unique selling
prepositions. Based on these findings, the researcher recommends that there is a need for
product photographers to consider eliminating irrelevant information in the product
photograph to help customer focus on relevant information.
Description:
A thesis in the Department of Strategic Communication, School of Communication
and Media Studies, submitted to the School of Graduate Studies in partial fulfilment
of the requirements for the award of the degree of
Master of Arts
(Strategic Communication)
in the University of Education, Winneba
DECEMBER, 2022
