Surreal using of the photo on advertising

As a form of communication, advertisement makes use of photos as visual communication elements to convey its messages. It is possible to capture the attention of targeted audience, who face countless messages every day, with a strong visual and creative design. However, it is necessary that the ways used for differentiation in advertising communication are set consciously and correctly, and the message should be transmitted in the right way. After the invention of photography, photography has started to be used more frequently in advertisements with the development of technology. No advertising photographs taken today are included in design without having to go through various processes on the computer. With surrealism reflected in the art of photography, use of aforementioned processes and techniques has made surreal photography possible to be a part of advertisements. Sometimes designers try to influence the target audience by processing the photographs taken or by using manipulation techniques to lead the perceptions of consumers. More creative and extraordinary designs are needed to be different from competitors and stand out in the market. At the same time, the positive effect of photos used in advertising design is to transfer clearer and more realistic images about the company and to provide confidence in the consumer by providing direct transmission of the message. This research focuses on the evaluation of using photography in advertising design in terms of surrealism in five chapters. First chapter is about the method of this research; second chapter discusses the role of photography on advertising design; third chapter is about surrealist effects on the art of photography; fourth chapter is about the surreal use of photography in advertising and its formation process; and the fifth chapter includes, twenty product application examples that I have made in order to give as an example for surreal use of photography in advertisement, and the examination of these examples. Keywords: Advertisement, Photography, Surrealism, Graphic Design.