Photography

„To the moment I will say: Hold on, you are so beautiful.“
(Faust I, Goethe)

Photographs are an important part of customer communication in retail. Semiology, sociology and psychology contribute to the understanding of the phenomenon of photography (apart from the physical technical development process). Photography includes content (what is photographed), design (how is it photographed) and reception (how is the photographed interpreted by viewers).

The essence of photography is to capture a local, unrepeatable moment in a reproducible image and thus making it available indefinitely temporally and boundless geographically. Photographers can show arbitrary people things they could, without photography, show only to people who are in the same place at the same time.

A photo is a document, a proof of reality. Note 1) In this, photography differs from painting, which can arise entirely from the painter's mind. Photography needs the reality, which can also be staged. Photographers choose a section of reality in space and time and a perspective for the photo. The perspective chosen decides on the viewers' view of the selected objects, the relationships of the objects with each other, and their relationships with the beholder.

A photo remains sticked to its depicted reality. The unbiased beholder does not see the photo itself, but looks into the pictured reality. Note 2)

Continue to Beholder.