The Image in advertising: Photography at the service of advertising documentation and author´s rights

Abstract

The value of the image occupies increasingly more space and time in the communications media. The way people behave, the way they live and the way they shop is all influenced by advertising. But, what lies behind that image? What does a brand name mean to society? The use of photographs is studied from the artistic point of view, the communications point of view and the author’s rights, as well their respective international standardization. Furthermore, the documentary treatment given to the image and the photograph used in the fields of advertising and public relations serve as a reference for the conservation of the advertising patrimony. Therefore, images have to be selected, submitted to a documentary analysis, their corresponding legal rights established and then they have to be organized so that their utilization proves to be more effective. Advertising, without an image, would hardly be effective, but in order to present any communication strategy, it is also necessary to conduct a study, investigations and an analysis of what the image furnishes to said advertising