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hermeneutics and contemporary criticism for photography (with application on commercial photographic samples )

Abstract The research aims to identify the hermeneutics as an ideology, through the curriculum ontological developed by the German philosopher Heidegger in the first half of the twentieth century.

Identify the use of hermeneutics as method, and through the application of some of the photographic work selected from commercial photography produced by researchers.

The approach has been chosen hermeneutics as analytical method to be applied in one of the areas of Photography, a commercial photography.

It is the most heavily traded types of photos in the present era. The study was divided into three sections, the first definition on hermeneutics and divided into linguistic meaning and the idiomatic meaning of hermeneutics. then explained the philosophy of Heidegger in understanding the artwork through hermeneutics. Addressed the first hermeneutics of as a critical approach, then hermeneutics through the philosophy of Heidegger.

Then the second section has dealt art and hermeneutics. Through first hermeneutics in the language of art. Then hermeneutics in spoken language.

Then hermeneutics and visual language and concluded this section explain Heidegger analytical Van Gogh painting. Then the third section, which concluded its study applying hermeneutics approach on some commercial photography work. Then identify the results and recommendations of the study.

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The Results of the study: 1. After studying the subject under study can say that the search has achieved his hypothesis that the photographs employee area commercial photography in Egypt contain aesthetic values that make it rise to the level of art criticism based on scientific grounds and methodology compatible with styles and trends of global monetary in our time .

2. Despite that art can provide satisfactions of its own for the recipient through other properties distinct from "beautiful" such as raising interest, and awaken feelings and raise, albeit through the work is beautiful in the traditional sense of the word beauty except to the norms and standards of traditional must exist to confirm the meanings psychological and address the visual sense of balance, color, rhythm, etc.. in order to confirm the letter or on the crossing it to the recipient.

3. Applies to the visual language applies to the spoken language of the general rules of literary criticism, and so we find that schools of literary criticism and contemporary trends match schools of art criticism in art and contemporary trends.

4. hermeneutics as cash or philosophical approach means the artwork itself and assessed through the contents of the creative values up to the receiver, through the above schematic form can be placed next to role hermeneutics in artwork: 5. No longer photography recording of the reality of nature or choice part of it and deducted within the image, but became building a world controlled in details and its specificity, serving in the composition and distribution of lighting targets depends on the image achieved according to the area of employment, and this is reflected clearly in the field of commercial photography.

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Recommendations: 1 we need to raise the limit competencies for students Darcy Science Photography Colleges of Applied Arts, and by adding the following materials within the study plan of the Department of Photography, Film and Television: Semiotics (Semiotics and visual communication). modern art criticism and its movements.

2 art academies and educational institutions to open the doors of graduate studies in the field of art criticism of the photographic image . and preparation courses in critical studies to raise the efficiency of photographers working in the field of photography.

3 we need for the media to publish visual culture of society through various means to raise the level of artistic taste and public taste in the society.

4 Paying attention to the photographic art criticism as one of the elements of contemporary art.

5 studies need to prepare free and diplomas designed to benefit photographers especially those working in the field of commercial photography of modern digital technologies in the production of photographs to raise the level of technical and artistic quality commercial images.

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