The angle of the camera in advertising basketball shoes in Spain
Abstract
The angle of the camera with which a product is photographed to display it in communication media can condition the way in which some of its characteristics are perceived. The literature shows that when upwardlooking camera angle is employed, that is, showing the product from below eye level, associations related to strength, domination or greatness can be linked to it. Given that these concepts are related to products such as, the aim of this research is to analyse how advertisers have used this resource, through the sampling of 415 ads published in Spain between 1980 and 2011. Results show that, despite that there are campaigns that have used it, its use is clearly below the other two ways of showing the product: with a neutral angle and with a upwardlooking camera angle.Keywords
Advertising, basketball, shoes, camera angle, communicationReferences
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