Banco de imagens: abordagem teórica conceitual de representação de fotografias para uso na publicidade

Abstract

The research approaches the indexing of images in images databank for advertising, justified by the proliferation of photographs in the information society and its rapid online dissemination. Image databank are presented as a resource for advertisers that demand time for creating ads because they offer selected photographic collections with the documentary directed the user. Work aims to investigate procedures for the representation and retrieval of archived photographs in image databanks, in order to obtain subsidies for reflection and development of theoretical scheme for indexing photos into digital files. Qualitative analysis was performed based on the identification of elements in the advertising literature targeted to a female audience, to define attributes to meet the demands of advertising content. Stock photos Latinstock was selected to the empirical analysis by offering collections for advertising use, in Portuguese and explains the principles adopted in the conceptual analysis of the photographs. The samples investigated indicate that the attributes used by the image databank are compatible with the photo representation of subjective and abstracts aspects, and the use of nouns and adjectives in indexing meet the elements identified in the advertising literature. It was concluded that indexing of images for advertising comprises technical, figurative and subjective attributes.