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As I've recently proved to myself (sold 7 guitars in three weeks) this is a big enabler..
Something like this.. I'm no photographer but nice depth of field, thought about composition etc.. just makes stuff stand out..
Take a look here for examples;
https://www.thefretboard.co.uk/discussion/205176/all-gone-terry-morgan-tom-anderson-drop-top-prs-sas-25th-yamaha-pac-904#latest
thinking more along the lines of a campaign for a big brand...
nice pics btw!.
I agree with the above comment.. an artistic vibe that emotively connects with the target market.. if I was trying to promote a vintage style amp (as an example) maybe with a guitar that connects with the same target market in an associated context...
But nowadays, when it's much more likely to just be on the internet... a really good photo, to catch the attention. But that in itself isn't enough, you then need to be able to drill down to more photos, detailed specs etc. And the guitar in the pictures must be the actual one they are selling.
Maybe tartan's the way forward.
Might even put me off depending on what it is.
2 well known adverts from the 70's and 80's
There is an aspirational aspect to guitar ownership. The advertisers play up to that. Flattery fools enough of us to boost sales of mediocre mid-price products.
This is the one that did it for me way back when:
At the moment I'm looking for:
* Hamer Watson, SS2, Vintage S, T62.
* Music Man Luke 1, Luke II
Please drop me a message.
ETA: body shot (guitar's) at interesting angle or cropping, too - not just, er, full frontal.