Commercial

Photography
Fashion and Food
Definition:
Its sole purpose is to sell a PRODUCT, SERVICE , or even LIFE STYLE. Because it is
for this reason, the photograph has to quickly grab the attention of the Target
Market Group (TMG) as quickly and as obviously as possible.

We are going to look at 2 different advertising areas:

•Fashion Photography
•Food Photography
 Fashion Photography
Fashion photography is a genre of photography devoted to displaying clothing and
other fashion items.

Fashion photography is most often conducted for advertisements or fashion magazines

such as Vogue, Vanity Fair, or Allure.

Some of the great Fashion photographers past and present, include:

Edward Steichen, Horst P. Horst , Cecil Beaton, Irving Penn, Martin Munkacsi,
Richard Avedon, Patrick Demarchelier, Steven Meisel, Mario Testino, Peter
Lindbergh, Nick Knight and Annie Leibovitz.

.
Studio....
Location...
The Composition.....
The Lighting....
 Food Photography
Food photography is a still life specialization of commercial photography, aimed at
producing attractive photographs of food for use in advertisements, packaging, menus or
cookbooks.
Professional food photography is a collaborative effort, usually involving an art director, a
photographer, a food stylist, a prop stylist and their assistants

Remember that food relies on all senses when being consumed...so to sell it you need to focus
dramatically on the visual cues that trigger the want in the viewer.

Under hot studio lights, with hours of positioning, shooting and re-shooting, it will come as no
surprise that there are a few tricks to food photography.
To name a few:

• Creating steam with cool air nebulizers or a combination of chemicals that give off smoke
that gives the appearance of steam;
• Using mash potato as ice cream
• Adding water to beverages so light will filter through better and add sparkle to the drink,
• White glue may be used instead of milk.
Lighting......

Natural light can be used– perhaps supported with flash bounced off a ceiling or wall to
give more balanced lighting that cuts out the shadows. This daylight helps to keep the
food looking much more natural.
Props.......

Pay attention not only to the arrangement of the food itself but to the context that
you put it in including the plate or bowl and any table settings around it. Don’t
clutter the photo with a full table setting but consider one or two extra elements
such as a glass, fork, flower or napkin. These elements can often be placed in
secondary positions in the foreground or background of your shot
Flash....
 Still life Photography
Still life photography is the depiction of inanimate subject matter, most typically a
small grouping of objects. Still life photography, more so than other types of
photography, such as landscape or portraiture, gives the photographer more
leeway in the arrangement of design elements within a composition.

Still life photography is a demanding art, one in which the photographers are
expected to be able to form their work with a refined sense of lighting, coupled
with compositional skills. The still life photographer makes pictures rather than
takes them. Knowing where to look for propping and surfaces also is a required skill