Role food stylingu v komerční fotografii

The thesis The Role of Food Styling in Commercial Photography focuses on the role of photography in visual communication with a focus on gastronomy. The aim of the thesis is to describe commercial photography as one of the distinctive types of marketing communication of gastronomic enterprises, to describe the importance of food styling in commercial photography, and to find out whether, and if so what influences different food styling techniques have on the perception of different dishes in terms of visual attention and aesthetic perception of photographs of given dishes. The theoretical part of the thesis focuses on the overall role of visual communication in marketing and argues for the importance of photography. Subsequently, the thesis introduces key food styling techniques and principles of food photography. Last but not least, the findings on the semiotic reading of photographs as a way of working with advertising visuals are summarized. The subsequent practical section presents the results of empirical research that focused on the effectiveness of different food styling techniques. The research examined visual attention using eye tracking and aesthetic evaluation using a questionnaire. The content of the investigation consisted of five series of photographs of different dishes that contained different variables in the categories of color, composition, and mise-en-scene.