It is stated in the publication that in modern periodicals photos more and more often do not only play role of visual accompaniment of informative, analytical or journalistic text, but they are also independent elements of advertisement business. Advertisement photos become important visual marks to attract attention of consumers of different types of goods and services. Such approach increases requirements to quality of illustrative materials in modern periodicals, because quantity of financial benefit from advertiser and welfare of periodicals editorial office depends on it. A short review on source base of research issue is carried out in the publication. Main definitions and characteristic features of advertisement photography as one of the most important elements of modern periodicals layout are stated. The author pays attention to the role, purpose and features of advertisement photography as one of subspecies of modern photo art. The value of advertisement photos in system of photo art genres is singled out. In the article specific features of modern advertisement photography are analyzed, the features of its functions in modern consumers culture are stated. The author indicates that one of characteristics of this photo art genre is psychological influence on viewer’s receptors and keeping in their subliminal mind wish to buy advertised goods or services. The author provides views of photojournalism theorists on modern state of advertisement photography and gives recommendations of photographers about the main requirements to creating photos in advertisement business. In conclusions the author emphasizes on professional aspects and skills of photographers who work in sphere of advertisement photography
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