Vous êtes sur la page 1sur 12

Advertising photography

is very important and can use a lot of post production.



Depending on what product you are wanting to sell, advertising photography can use
many different styles and techniques. The main aim of advertising photography is making
an image that best sells the product given.

Promotional advertising has a similar approach but can actually be used for promoting the
product and not actually to sell it to the audience.

Within promotional and advertising photography a wide range of lenses can be used
depending on what you want the image to look like. Usually a telephoto lens will be
required.

A lot of artificial lighting may be used to make sure the image you are trying to create is the
right one for a product.

The images created for advertising and promotional photography are very posed and
staged because usually the company has a plan of what the image needs to look like. The
images will be manipulated and edited also to make sure they are of very good quality an
exactly how they want them, including colours, brightness and contrast.

Jonathon Knowles a London based photographer today is a very well known advertising
photographer specialising in still life, people and water, whos work is clearly well thought
trough and creatively edited. He works with different companies and agencies world wide
and has award winning photographs.

!
!
!
!
!
!
!
!



The plain bright background will really catch an audiences eye. The milk looks really
different and effective, as if its holding the Weetabix up and making it look important. The
effect of the milk splashing out looks really good and realistic. The plain background allows
the main image to stand out above it.

The fruit almost makes the image look 3D because it looks like it is jumping out of the
advert, this creates a really good effect

There is most likely some artificial lighting involved to create this overall image.

!
!
!

Fashion

Fashion Photography is a type of photography used for displaying clothes and promoting
fashion labels. It is mostly used for advertisements or fashion magazines such as Vogue or
Elle. Fashion photography can also be seen online and in catalogues.

Fashion Photography was typically done in a studio for the bright lights for a detailed photo
concentrating on only the purpose but in the past few years it has also been taking place in
exotic places like beaches.Fashion photography has been exciting since the first years of
photography in 1800.

Within a Fashion Photograph not only are they showing clothes they are creating a mood
in the image, for example when the models wear black sometimes they create a sort of
gloomy sad mood. When the model is wearing bright colours with a bright background they
usually create a joyful and happy mood.

A range of different lenses can be used depending on the shoot, usually you will not need
a lens for close up shots because they need to be mid- long shots to include the clothing in
the Photograph.
The images are very staged and posed with high key artificial lighting. Afterwards the
images are manipulated and edited to fit the standards the companies are looking for. And
also to make the models look the best they can. Fashion photography is not at all similar to
other fashion photography because a lot of photographers have very different styles and
different interests.



Horst Diekgerdes is a well known fashion photographer who shoots for the famous vogue
magazine and clothing shop H&M. He likes his images to have a dark side and look like
theyre telling a story.



Enhanced highlighting of the sea.Highly posed model with bright red lips to stand out.
Black floor to make the whole picture have a dark effect.Plain colours, soft lighting used.
White dress blends with the white part of the sea. Mid shot to show the clothing she is
wearing and the position she is stood in to create the mood. the blue connotes the mood of
sadness

Photojournalism

Photojournalism allows you to create an image to help you to tell the news story. There
can be 3 different types of photojournalism work:

- Timeliness the images have meaning in the context of a recently published record of
events.

- Objectivity the situation implied by the images is a fair and accurate representation
of the events they depict in both content and tone.

- Narrative the images combine with other news elements to make facts relatable to
the viewer or reader on a cultural level.

A photojournalist is still a reporter even though they are not their to write the article. A
Photojournalist has to carry around photographic equipment often while in bad weather,
dangerous locations and crowds.

Photojournalism can include daily life, war, sport, paparazzi and travel photographs.

Paparazzi Photographs are observational and usually not very good quality, this is due to
the photographer only wanting one thing, which is to catch a celebrity doing something.
The photographs are usually not edited and left how they are, this is so the photos look
real.

Sport and travel photographs are usually manipulated to make the photograph look better
and have better quality. These images are usually to make a piece of writing more
interesting, so editing is essential sometimes.

David Burnett is a photojournalist who has 4 decades of work including, sport, people, war,
politics, famous and infamous. He was voted into the 100 most important people in
photography.

Portraiture

Portrait photography, known as Portraiture, is one of the most common forms of


Photography. Portraits of people or groups of people are capturing mainly face and facial
expressions.
A Portraiture photographers aim is to focus on a persons face, backgrounds are still
included within the photograph but the main focus is on their face, facial expressions an
facial features.

A Portraiture isnt just a photograph of a person, it is a staged and rehearsed photograph
that the photographer places the person in a certain angle and place to take the
photograph. The background is discussed with the photographer and the model.
There is a construction approach to Portraiture Photography which is when the
photographer creates an idea for the photo for example, happy family and romantic

couples. These are based in a studio. With this approach there is usually artificial lighting
and post production.

The candid approach is where people are photographed doing something and the photo is
not staged but observational. This approach replies on natural light and is used for
everyday life photographs.

The environment approach is photographs taken in the environment of which you live
around, for example family, work or leisure. This tells you something about the character
involved.

The Creative approach is where photo manipulation is included and is the main aspect of
it. This approach is most popular in high street studios.



Cecil Beaton was a famous fashion and portrait photographer. He was working for Vogue
when he first started becoming a photographer then went on to producing a lot of portraits
of famous people including Marilyn Monroe.



Eye level shot to show equality. This is really effective as she use to be seen as the most
beautiful women In the world. The image suggests that you are the same.The background
is smudged together which makes it look really effective because it gives it a sort of
painted effect. Her skin is left to see all her features Close up of Marylyn Monroe.Black and

Use this slide to annotate an archetype image

Good photograph
because it shows a
finishing
performance and
the splash of the
water

Bright blue to
enhance colour
and make the
water the main
subject

A lot of David
Burnetts
photographs are
dynamic and again
a lot of then are
close up and black
and white, he
produces a good
variety of different
styles

Blurry to draw your


eyes to the diving
that has taken
place

High saturation to
show the colour is
important

Dynamic shot,
shows movement.
Works well with
sport photographs

Different from any


other photographs.
Usually ones are
taken before a diver
performs.

Very bright,
connotes it was an
important event.

White Photograph Very high key lighting. Background is blurry to make the image of
Marylyn stand out.

High Street Studio

High street photography involves a lot of portraiture.


Large High street photography companies like Venture focus on family portraits, romance
and fun photographs that are wall art, they sell the pictures including the frame. They are
well known for their family portraits of which they use Post Production on.
Because of the rent expense on these high street studios, it is becoming hard for
independent/self employed photographers to keep their business going well. So it has
become popular for home studios to be constructed.

You see these photographs generally on the companies website and also on walls (wall
art) for individual client use.

A wide lens is most popular when it comes to high street studio because you most likely
have restricted space in the studio you are working in. And usually when the photographs
taken are for family use, they are all positioned fair apart sometimes.

The pictures are controlled, meaning that the people involved are posed or placed into a
certain position. This is so that they can get the certain photographs they desire.

Artificial lighting is used in the studios to make the photos look the best quality they can.
Photographs that take place in high street studios are not meant to look natural either so
using artificial light is essential.

Venture is a very well known company for doing family portraits. It is the UKs largest
portrait photographer. They came about in 2000 and since have been awarded for
Superbrand status. They like to say show your story through images and persuade
people to capture the best moments in life with the people closest to them. The company
has hand crafted frames that they sell with the photograph and do not sell the photographs
separate. The studios are spread across 3 different continents.





Venture like to do action photos when doing family portraits, this is because they like to
capture people having fun with their family.

The plain backgrounds look really effective because it lets you focus on the main reason of
the image which is the family.

Black and white image

Mid shot

High contrast

Bright well focused image, makes the quality look good.

Architectural

Architectural photography is the photography of buildings and similar structures, this could
include the exterior or interior of the building.
When it comes to architectural photography you need to take into consideration the
lighting, because you can only have the use of natural lighting when photographing the
exterior, whilst trying to capture the building looking its best. Also you need to consider
image distortion, because of the vertical and horizontal lines that may appear on the
camera screen you will need to get the right camera angle for it to look good.

By using the right techniques your Photograph could come out really well, it is important to
use correct angles and manipulation. Also the colour of the photograph is important when
it comes to architectural photography.

Architectural photographers like to capture repeated unusual patterns In the interior of


buildings, which can sometimes make something look abstract rather then the inside of a
building, this can look even more effective when using post production and manipulation.
An image may or may not be manipulated depending on what the end use of the image
will be, for example if it is for construction companies the image will stay the same but if it
is wanting to be placed in a gallery for wall art then the image will be either manipulated or
just slightly edited for better quality.

A tilt shift lens is usually used when photographing the interior of a building because
different angles can make something look really unique. The images are observational
because the building is something that you are looking at and observing rather then it
being controlled by yourself. Artificial lighting can be used rarely but only when
photographing the interior, natural lighting is used for the exterior of a building.

You will see architectural photography in brochures, websites, galleries, newspapers and
books. People who may use architectural photography include construction companies,
architects, property developers and consulting engineers.

Simon Kennedy was an architect and then went on to teaching architectural photography
in a school, which gave him a lot of knowledge into the subject, and this is where he has
gained his expertise from. His skills are still developing with his equipment which gives him
extremely high resolution photographs. His work has been exhibited and published world
wide.





Edited to enhance the bright colours

Movement under the building to suggest that its a busy road

High contrast and brightness

The movement at the bottom creates sort of leading lines to make you look at the main
image itself which is of the building, which stands out above everything else.

The arrows are wear your eyes are drawn to. The image is really clever because of the
lines shown it makes you look at the whole picture.

Fine Art Photography

Fine art photography is not really narrowed down to one thing. It can be anything but very
popular things in fine art are architecture, nudes and wildlife. They can be in bright colour
or black and white. Usually a lot of post production takes place to make the images as
creative as they can but sometimes none is done.

Fine art Photographs are usually for individual sale or for publishing in books. Whereas in
photojournalism it is for newspapers and magazines. This is not the case with fine art
photography.

You see fine art photography in galleries, on the web and in books. This is because it is for
selling and publishing rather then illustrating writing.

With fine art photography any lens can be used because it is much more independent. The
photographs can be either observational or controlled. Artificial light or Ambien light can be
used and also post production usually happens with fine art photography. All of this is
because the application is so independent and not set to specific types of photographs.

Ian Bramhams is a fine art photographer. Most of his Photographs are black and white,
Ansel Adams was a famous artist who inspired Ian to do black and white photography. Ian
is an award winning fine art photographer and Architect who lives in Cheshire with his wife
and 2 children. Ian believes that his photographs can not be to creative, so they leave
room for imagination and creativity of someone else. He loves photographing the natural
environment in the countryside but also buildings for architecture. He likes that sometimes
in his photographs he can capture both the natural and built environments to create a
wonderful landscape which shows the world changing from generations.



!
!

The sun seems quite low down in this photograph so it is either really early or nearly night
time.

The darkest parts of the image are the tree and also the trees/bushes in the background,
these are the parts that are most dominant and stand out the most in the photograph.

The photograph is very passive, the scene looks very quite and no one ever goes in this
area. By the Photograph been black and white, this also makes the photograph look
passive, because of the dark colours.

The lines of the shadows on the grass create a really good effect, because they are the
first things you will see when looking at the photograph they lead your eyes to the tree and
create a sense of direction to the photograph.

There is a lot of depth of field in this photograph, it stretches far backwards

Black and white photograph.

A small f number is used so the aperture is sharp for the whole photograph depth.

The sun words really well behind the tree in this photograph because between the
branches the light is shined through onto the grass which shows a different range of tones
throughout the grass.

Because of the light used in this photograph the tree is a silhouette, the fact the
photograph is black and white, this probably creates this affect as well.

!
!
!
!
!
!
!
!
!

Documentary

Documentary photography is working on long term projects with multi strand narratives.
This usually involves observational photography rather then staging. This is because
Documentary photography is similar to Photojournalism, but rather then working on one
story and publishing it in a newspaper, it is working on a long term story.

Post Production is normally used, but not to a big extent, just for making the photos look a
better quality. A wide range of lenses can be used depending on the situation, story and
location.

Documentary photography is good for telling a story through pictures. It gives an
opportunity for a photography to show daily life through images rather then text.
Documentary photography is not set to a tight deadline like photojournalism.

It is usually shown in magazines then newspapers, because magazines have more space
for Photographs, because when reading a magazine people usually look at more pictures
and have little text.

Ambien light would be used with Documentary photography because the images would
most likely be outdoors. But some stories could include indoor locations, so artificial light
may be required.

Andrea Bruce is a Documentary Photographer focusing on the aftermath of people living
after war. She works with the washing Post and posted weekly columns about unseen
Iraq and has been working in Iraq taking photographs from 2003 present. She tries to
work in the most troubled places in the world to show us how theyre living.

Her awards include top honors from the White House News Photographers Association
(where she has been named Photographer of the Year four times), several awards from
the International Pictures of the Year contest, and the prestigious John Faber award from
the Overseas Press Club in New York. http://www.andreabruce.com/#/bio

Black and White photography

The barbed wire is acting as sort of a frame for each section of the photograph.

Lines going through the photograph creating a pattern

Low contrast, not a very sharp photograph

The photograph looks very dull and passive, there is no one about and the whole image
creates a negative mood

Nothing particularly in focus apart from the wire, the whole background is like silhouette
shapes.

The photograph is taken at eye level

There is no space in the photograph it all looks crowded, not that it is very clear to see





Dark lighting throughout the photograph, the only high key lighting parts is parts of the sky

A range of dark tones running throughout the photograph from white to black.