Advertisements are an integral part of the advertising and promotion of products and services to the specific target group and their goal is to inform and encourage them to buy and consume those products. Since the imaging elements such as illustrations and photographs convey much information and messages and occupy more attention than eg. textual elements, they are becoming increasingly common in advertising. In the early days the photography was less present for technical reasons, but with improvements in the reproduction process it has become dominant in this area. Photography has a major role in presentation of the desired values of the product and emotions that the product itself is causing to the consumers when buying. A photo can also display how the user feels when consuming the product, making it an important factor in the packaging and advertisement of the products. Advertising photography is nowadays present in newspapers, catalogues, flyers, the Internet and on the packaging itself. In the past the purpose of the package was only to protect the product, but nowadays it is almost the most important part of the visual identity of a product. The role of the designer is to adequately present the product to the consumer, because the advertisement and packaging are exactly those that can sell bad or destroy a good product. For the above reasons, this thesis will examine and compare a self-designed packagings of the same product once with and once without advertising photography in order to better examine its role and its impact on customers and the actual sale of the product.