Surrealist Imagination In Product Photography: Constructing Visual Identity For Promotional Purposes

Abstract

This study discusses the representation of surreal imagination in product photography as an effort to build a creative and communicative visual promotional identity in the digital era. Product photography no longer functions merely as a medium of visual documentation, but has also evolved into a medium of aesthetic communication capable of constructing the image, character, and appeal of a product through artistic approaches. In this context, the concept of surrealism is employed to present imaginative and unconventional visuals that are able to attract audiences emotionally and psychologically. This research aims to analyze how surrealistic elements are applied in product photography and their influence on the formation of visual identity in promotional media. The research method used is a qualitative method with a descriptive-analytical approach through visual studies of surreal-themed product photography works. Data were collected through visual observation, literature review, and analysis of visual elements such as composition, symbols, color, lighting, and digital manipulation. The results of the study indicate that the surrealist approach is capable of creating a more unique, artistic, and highly differentiated promotional identity compared to conventional product photography. In addition to enhancing visual appeal, surreal product photography also plays a role in building imaginative experiences that strengthen promotional messages to consumers.