2. Advertising and Promotional
Advertising photography is an image which sells a product while promotional
photography is to raise the profile of the product or person. They are similar but
different in small ways.
The first two images are advertising photography. They have placed the
product on the page so the audience knows what is being advertised. An image or
style will be linked to the products, for example a slick, smart style is used on
technological advertisements, especially for Apple. This is used because the
people targeted for these products are smart themselves.
On advertisement photography the logos or the name of the product are
transferred onto the photograph and the use of post production is usually heavily
used. It makes the product look modern and more appealing. The use of the
camera lenses depends on the product. There is no specific lens need to make a
advertisement or promotional photograph. If a model is used in the photograph
they will be told how to pose to give off a certain effect. The product will later be
placed in the photograph usually by post production. They use artificial light to
create lighting in specific areas and to highlight main features, for example on the
Miss Dior perfume advert the model has had artificial lighting placed around her to
highlight her nude body, suggesting she doesn’t need to wear anything but the
perfume to feel sophisticated and powerful. A lot of perfume advertisements use
high key lighting to highlight the model and product.
Promotional photography is when a paid photographer goes to a live
performance to photograph images of the band/artist on stage to create a profile
for them. It is the use of photography to publicise and advertise a person or band.
For example in the image of You Me At Six you can see the band playing live,
doing what they are known to do best, which promotes their music. The way they
are staged promotes the type of music too. All this comes from one image of the
band.
An example of an advertising photographer is Jonathan Knowles who created the
advertisement for Carling and Smirnoff.
3. Advertising and Promotional
High key artificial lighting has been
used on the woman to highlight her
nude body and structure. This is
showing that she feels comfortable
as long as she is wearing the Dolce
and Gabbana perfume.
The photograph has clearly been
studio set up and controlled. The
model has been told how to pose
and act. She has been placed in
a certain position to look a
certain way.
The camera lens being used in
this advertisement is a wide
lens as it captures everything in
the scene. It is a studio set up
therefore the photographer can
get in close personally instead
of the use of long lens.
The name of the brand and the
perfume bottle has been edited
through post production over
the top of the photograph to
advertise the actual product and
name.
Advertisement photography
uses a heavy amount of post
production to define her
features and highlight her
sexual pose. The creases in
her skin have been smoothed
out to make her look “perfect”.
This is a common thing in
adverts as the product or the
person in the photograph looks
perfect so people will buy the
product.
4. Fashion Photography
The main purpose of fashion photography is to sell clothes and promote fashion
labels. Magazines such as Vogue and Harper’s Bazaar are popular all around the
world for their fashion photography. Melissa Rodwell, one of Harper’s Bazaar’s
fashion photographers. She has also photographed for Ralph Lauren, Nike and
Coca Cola. Her photography is often done outside, but with the use of artificial
lighting a high quality image can be produced.
Fashion photography is very heavily controlled as the model is told where to
stand, what to do with their arms and their whole body posture. They have their
hair and make-up done to how the photographer and designer wants it done.
Everything is controlled to give the best image towards the fashion.
A wide lens is used as it captures everything in the studio. A studio set up is good
for fashion photograph so the photographer can get in close instead of using the
long lens. The third image is a studio set up and this makes it easy to put a
background behind the model.
Post production is a large part in fashion photography because fashion
magazines want to inspire women from looking at these magazines therefore if a
women is shown with no imperfections inside a magazine more women will want
to be like that women and at least want to wear the same clothes. Fashion
photography has a huge impact on women when placed in fashion magazines or
used for billboards for fashion shops such as Topshop.
Some more fashion photographers are; Steven Meisel, who photographed every
cover for Vogue Italia since 1988. Ellen Von Unwerth and Steven Klein who shot
high-profile photographs clients such as Calvin Klein, D&G, Alexander McQueen
and Nike.
5. Fashion Photography
is heavily staged and
controlled. It is
usually done in a
studio set up or, like
this image, outside
somewhere to
illustrate the clothing
line.
This is the summer
clothing line which is
shown by the place
she is in and the high
key lighting.
Even though they are
shooting outside the
use of artificial
lighting is still used to
select key features on
the model.
Wide lenses are used
in fashion
photography because
the photographers
can walk and move
with their camera to
get a good position.
Using a wide lens is
so you can get the
whole view on the
fashion the model is
wearing. The models
are tall or shot to look
taller so you can see
more of their clothes.
Fashion Photography
The models are
told where to stand,
how to pose and
how to show off the
fashion. They have
their hair and
makeup pre
prepared before the
shoot, it is all very
controlled, even
before being in
front of the camera.
Fashion magazines
will use a heavy
amount of post
production on the
photographs to
make the models
have the perfect
body to advertises
and sell the
clothes. The faces
will also be edited
to look proportional
and smooth. This
makes women
want to look like the
model therefore the
least they can do is
go and buy the
outfit the model is
wearing.
6. Photojournalism
Photojournalism photography is an image that contributes to what is in the news.
This can be from wars and riots to celebrities. The photographs shows and
contributes to the storyline. They are found with an article in newspapers,
magazines and websites.
Both wide and long lenses can be used depending how far away from the action
you are. In the middle picture it looks like it has been taken from a distance and a
long view lens would be needed to capture this. The paparazzi style photographs
will most probably use a long lens too, so they can hide and not be up close to the
celebrity.
The lighting will most likely be natural light. They cannot carry extra lighting in war
zones for example. The photographs are observant, what you see is happening,
no staging. Because of this people believe the use of post production should not
be aloud on photojournalism photography because it takes away the reality.
Ernest Cole was the first photographer to expose the conditions of life in South
Africa under the apartheid regime. These images alerted people and
photographers realised they could make a difference and inform the public with
their images. A lot of photojournalism I have come across are mostly from war
zones or poverty. It causes distress and help wanted.
7. ''A woman in an HIV
ward in Phnom Penh.
She suffers not only
from HIV, but from
TB, a disease that
kills thousands of HIV
positive Cambodians
every year.” www.ngoinsider.com
This photograph has
had high amounts of
post production done
to it so it highlights
the ribs even more to
make the image look
more shocking. The
black and white
highlights poverty and
illness.
This image has not
been posed for, it is
an observed making it
more dramatic
towards the storyline.
Photojournalism
A long lens has been
used in this image to
get close into the
disturbing detail. It
makes you look at
the image for longer,
and after examining
the photograph you
can see the horror
which will reflex the
news story.
Some
photojournalism
photographs use
wide lenses too to
get the whole story
in the one
photograph.
Ambient lighting has
been used as
artificial lighting in
areas such as war
zones is too much, it
also makes the
photograph look
dark like the topic
too.
The paparazzi style
photography could
use a flash light for
more lighting on the
celebrity.
8. Portraiture Photography
This is the most common forms of photography, it focuses on the face and facial
features of a person.
The constructionist approach is when the photographer constructs an idea around
a person, for example a happy family or romantic couple. This is easy to perform
in a studio area. All three of these photographs have been shot in a studio. You
can tell this from the backgrounds.
A studio makes it easy to introduce artificial lighting. This is used a lot in portrait
photography so it highlights facial features and makes the photograph look
modern. Different lighting can cause shadow, like in the middle photograph, which
can leave a mysterious effect to it.
A wide lens camera is usually used in portrait photography so all facial features
can be seen in detail. The photographer can stand at a comfortable length to
capture the look needed/wanted.
These three images are controlled in a studio set up. The model is told where to
look in the camera to create the best portrait and different feelings within the
image.
An example of a portraiture photographer is Peter Marfleet who takes family
portraits. A more famous portraiture photographer is Edouard Boubat who took
portraits for Marilyn Monroe and other models and actresses in a French style.
Portraiture photography and photojournalism contrast together in many ways, for
example portraiture photography is mostly set up in a studio and controlled while
photojournalism is observed and taken.
9. Portraiture Photography
Huge artificial lights have been used
in this portrait, they have been
angled towards her face to brighten
it up and it makes her face the
centre of the attention in the image
to create a portrait.
This photograph has also had the
use of post production towards it as
her skin is smooth with no creases
or wrinkles, only laughter lines to
show towards her happy personality.
It has been sharpened and
brightened to make the photograph
focus more on certain areas and it
also brightens her eyes and teeth.
Then a final black and white filter
has been used to make the
photograph look more professional
and high quality.
This was taken with a wide lens at a
medium close up, you can tell this
because all of her face, from her
shoulders up, is in the shot. All
portraits will do this because firstly
that is what a portrait is and
secondly it shows her facial
features in just enough detail.
Portrait photography is very
controlled and this lady has been
told where to look and how to sit
and pose. This is because the
photographer wants to get the
right image for the person in front
of the camera, and depending why
they are having a portrait taken
depends on how the model should
be portrayed.
10. High Street Studio
Large franchise and small businesses take photographs of key memorises in
people’s lives. This includes new born photography, family and children portraits
and wedding photography. A large franchise called Venture are popular for this
sort of photography. They can also be hired for weddings too.
They are usually set up in a studio set up, they are very controlled and set up for
a professional look. A white or black background behind families creates a simple
background to focus on the happy family. It shows nothing but the smiles within
the children and parents. A lot of families have high street photographs to put on
the walls of their homes of their proud moments.
Big artificial lights are used with a flash to capture all of these moments. With the
use of post production glare and red eye can be taken out to produce a high
quality image. High street studio work uses a lot of post production to correct
colours, to sharpen the image and to make it look more professional because a
lot of people have their own access to their own camera to do this but a lot do not
have the post production tools to make their photographs high in quality.
A wide lens is used so you can see all the features in the one photograph. The
photographer has a comfortable amount of space to walk in and out to get
different lengths of zoom within the room. Images are also cropped during the
post production process.
When this kind of photography is hired for weddings the only thing that is different
is that it is not in a studio but where their day is taking place, and the amount of
artificial lighting is lowered. But the amount of post production used and the
control in the image are still the same. They capture happy memories.
11. High Street Studio
Another studio set up with a back drop
and artificial lighting to highlight the
wonderful mother and child moment
here. It makes the image look brighter
and happier and a lot more
professional, because now a days most
people will have access to their own
camera so high street photographers
need to be able to do something special
with their talent so people will still
choose to go to a high street
photographer.
This is why a bit of post production
comes into high street photography too.
Although people will have their cameras
to take a photograph they will not have
a post production program like
Photoshop. With the use of this they
can do different things than the public
making the photographs special and
look a lot more professional.
Photographers of high street
photography will use wide lenses
as you get everything in the one
frame which is what people want
when they come to high street
photographers. For example in this
photograph both the mother and
the child can be photographed in
the same photograph due to a
wider lens.
High street photography, like
portrait photography, is controlled.
The models are told where to look,
sit and pose. Depending on the
situation will depend how the
photograph is portrayed. A lot of
high street photographers make
the happy family image very real
by making everyone have huge
smiles on their faces and
sometimes even make them jump
etc. You can see in this photograph
the huge smiles from the happy
family image.
12. Architecture
These photographs will include the structure and shapes of certain buildings for
architects, consulting engineers, property developers, construction companies,
hotels for their websites. Once they have been taken they are often put into a
range of applications such as brochures, adverts, web sites and editorial features.
Different styles are used for engineers and surveyors compared to
hotelierstherefore the use of postproduction may differ. For example hoteliers will
photograph their hotel to be published on a website or on a brochure. They will
want everything to look at its best, so by brightening the photograph up a bit and
bringing out certain colours it will make their hotel stand out more and look to a
higher standard than those who haven't done this.
A wide lens will be used to get all the detail and all of the architecture into the one
photograph. Some photographers use different angels to make their photography
of the building look interesting and unusual. It captures an audience and makes it
look different to others. Just a simple low angle shot will create this unusual but
interesting look to a building. Both the top and bottom photograph has done this. I
personally like this way of looking at architecture.
Architecture photography is observational photography. Nothing is moved to look
a certain way, the building has been found the way the photographer photographs
it and it is their interpretation which makes the building look a certain way.
The images across are all using ambient lighting. A flash maybe used it if is taken
in a dark place but usually no artificial lighting is taken with the photographer
because the object is too large.
An example of an architecture photographer is Richard Vantielcke who is a
French urban photographer. And Matt Livey who is a construction architectural
photographer.
13. Architecture
A wide lens, with a low angle has
been used on this piece of
photography, this gives off a unusual
view towards the architecture. The
angle of the photograph makes the
architecture look larger and it could
even be put into the fine art genre of
photography too. Wide lenses are
used to get the whole image in, and
with this angle the photographer has
managed to make it a large building
into a specific amount of space.
You can see in this image that it has
had some post production on it. The
sky has been highlighted to look
more mysterious. This happens a lot
in landscape photography too. The
lighting has been specifically
highlighted to highlight the building
even more, and with this amount of
post production to the architecture it
makes it look a lot prettier and
appealing rather than just a church.
Nothing has been moved to
look a certain way therefore
this architecture photography is
observed and taken for a
brochure or website or for a
sale. Architecture photography
is very observational and a
creative eye is needed to
pursue.
The architecture already has
light shone upwards to
elongate the building and its
structure. The timing of the day
has been considered so these
artificial lights can seen in the
photograph which does make
the photograph.
Architecture photography can
be used for many purposes but
can tie in with fine art
photography depending on the
post production work done to it.
This photograph I would
consider as fine art due to the
post production and the angle
the photograph was taken.
14. Illustration
Illustration photography is when photographs are placed alongside words to give
the reader more information. This can be inside articles or instructions or on front
covers.
Depending on what image you are taking depends on if the photograph is
observational or controlled. For example the top two examples are both
observational due to wildlife, it is usually impossible to control an animal (although
that’s what the first image is trying to do). This also indicates that no artificial
lighting will have been used because of the wildlife and this kind of lighting usually
does not work or will scared them away. The post production on the first image
has heavily been used to make the cat sit on top of the dog and to make the dog
have a huge smile. While the other image has only been sharpened to make the
birds stand out.
The wedding article (third example), is a controlled image, just like high street
photography, they have been told where to look and how to pose for the
photograph. Depending on what the photograph is being used for and where it is
being placed depends on if the photograph is being controlled or not, if it needs
artificial lighting and how much post production it being used and even the lens.
The lens used for the Birds Photography front cover will be a long lens due to the
aperture and the length the photographer would have been standing when the
photograph was taken. The other examples will have used wide lenses to get all
of the detail in one frame.
An example of a illustration photographer is Guy Edwardeswho takes
photographs of birds and published them in 100 ways to take better nature and
wildlife photographs.
15. This is a instruction
piece involving
photographs of different
stages of the hair. This
will be found in a girls
hair and make up
gossip magazine.
The photographs have
all been posed for
therefore these images
are controlled. Again
depending on the
situation of a illustration
photograph will depend
if it is controlled or
observational.
The photographs
describe in a illustration
term what the caption
underneath is
describing. It is a studio
set up and the lens
used is a wide lens to
get everything in one
frame. It is like portrait
photograph, from
shoulders up, focusing
on the face and hair.
Illustration
Because this will be
printed into a girls
magazine the use of
post production has
been used a lot, like
from the fashion
photography. This is
so women inspire to
Megan and will try
her hair do. Her skin
has been smoothed
out, there is no hair in
the wrong place and
everything is placed
well. This is due to
post production.
An artificial light will
have been used in
the studio to direct to
attention to the
models face and hair
and to make her
stand out. It also give
her the cover girl
glowing look.
16. Medical Photography
Medical photographs are used for reports on a case or they are placed in medical
books to show doctors exactly what to look out for and what they can see. It can
be classed as one of the most important types of photography as it serves a
purpose and saves peoples lives if unusual surgeries or disorders are
photographed and described.
They are observational photographs of what goes on in the operational theatre,
what you see is what happening. There is sometimes some clean up to make the
photographs less gruesome. And therefore no post production work comes out
unless the image needs sharpening. This is so doctors and medical patients
understand exactly what needs to be looked at without any alterations to the
photograph.
No extra artificial lighting is used except for the lighting in the theatre studios.
Theatres rarely have windows, to keep things private, so the lighting inside the
room will include lots of different lamps shining on certain parts of the body, but
these have not been brought in by the photographer.
Many medical photography work uses a long lens because they do not want to
get in the way of the doctors. Another reason why they use long lenses is it gives
more detail on one specific area. For example the second image down shows
more detail in that one eye. It shows what instruments need to be used and how
the patient must be. Wide lenses in medical photography are still used but it does
depend on what you’re shooting and at what specific moment the photograph is
being taken.
Medical photography also includes inside the body photography like Lennart
Nilsson did. He took extreme closes ups inside the body showing things like a red
blood cell close up. It also includes x-rays that are rays which show outlines of
bones and teeth etc. inside your body to produce a photograph.
17. This photograph uses
a long lens, it feels like
you are in the room
peaking through a gap
to see this scene. It
doesn’t show much
gore or detail into
where on the body this
is taking place but you
can see the people
around, the classic
blue doctors overalls
and the interments
being used all in a long
lens photograph. The
photograph has
purposely been
focused into a section
using aperture, to show
what is happening and
blurred out the doctors
behind. To me this
photograph makes me
feel as though I am in
the theatre watching
due to the camera
lens.
Not a lot of post
production has been
done. The blur effect
would have been taken
with the camera due to
a low aperture I expect
the photograph to have
been sharpened and
Medical Photography
maybe brightened
at the most.
A light has been
used to focus into
the area the doctors
are cutting but this
is not for a camera
purpose, this is for
the doctors
therefore a natural
ambient light will
have been used
and the image will
be brightened
during post
production.
This is an
observational
photograph, the
doctors have not
been stopped and
told where to pose
or where to put their
hands, this is during
a live operation and
all photographs
would have been
observational.
18. Fine Art Photography
Fine Art involves many different styles of photography, it is a very wide genre and
many things may categorise under this as well as another genre of photography
too. It can be from anything such as nudes to architecture to wildlife photography.
Fine art is produced to be shown in books or in gallery's or for sales not for public
advertisement.
Fine art photography is identified from other photography is the large amount of
post production and creativity to them. Fine art photographers want their images
to look as abstract as possible. For example the middle photograph of the dog,
the costume will have been edited on and even the dog itself will be edited to look
straight into the camera and look polished and clean.
Artificial lighting may be used depending where the photograph is being taken. If it
is taken in a studio setting, like the bottom image, it will most likely have some
artificial lighting but somewhere streetwise or if taking pictures of wildlife natural
light will be used.
Depending on the photography depends on whether the image is observational or
controlled and if a wide or long lens is needed. These three images all use a wide
lens, to fit everything into the frame, but some fine at photography only likes to
show part of the image to make the photograph look abstract. This is done a lot in
urban photography.
An example of a fine art photographer is Germán Peraire is a young fine art
photographer based in Barcelona, Spain.
19. Fine Art Photography
Fine art is all about
the abstract mind and
although this could be
classed as
architecture, to me it
is fine art photography
due to the abstract
angle and shapes.
This has been done
with a wide lens but
on a high angle. The
high angle has slightly
distorted the staircase
and looks to be in a
fish bowl view. The
lens it has been taken
with guides you
straight down the
staircase.
This is an
observational
photograph, it has not
been staged but
found, observed and
taken.
The post production
done to the
photograph has been
a lot. You can see this
from the curves made
from the staircase. I
do not believe they
were originally there
but they were made
during the post
production stage. The
photograph has a
slight grey scale to it
to make it look
mysterious and dark
to indicate where the
stairs are going. Fine
art gets your
imagination
wondering mainly
why is it not always
published in
newspapers a lot
unlike
photojournalism.
An aliment light has
been used from the
huge window in the
middle which brings a
lot a natural light into
the frame working
well with the
photographers work.
20. Documentary
Documentary photography involves a long term project, for example a war or a
certain part of history which is captured day by day or month by month over a
long period of time. Documentary photography gives the photographer the
opportunity to show different layers of life and ways of living of their subjects.
Instead of trying to tell a story with a single image, like photojournalism it is
produced in multiple images to tell the story.
The photography is observational, there is no staging, what you see in the image
is happening and no changes have been made. This gets to people with a heart
felt story. It shows people what is actually going on somewhere else and how
dangerous it is to be there.
Images may be subject to some post production but not to the extend amount of
fashion or advertising photography. For example all of these images have been
edited to a black and white filter which makes the image look even more upsetting
and highlights the poor ways things are happening.
No artificial lighting is used in documentary photography as one it cannot be
carried around and two it would distract from what is really going on.
Both wide and long lenses can be used depending on the situation. It is likely the
photographer will be stood a bit further back than what these images show.
Dorothea Lange was an American documentary photographer and photojournalist
who captured the depression of the Farm Security Administration.
21. Documentary
This is a famous piece of
documentary work from
Dorothea Lange who was an
American documentary
photographer who captured the
depression of the Farm Security
Administration. All her work has
been observational, you can tell
from the way the woman has no
idea she has been photographed
with her two young boys. This has
not been staged which makes it
more upsetting as this was
actually happening to these
people.
A wide lens zoomed in a lot has
been used. You can tell it has
been zoomed from the way the
photographer would not have
been this close to the family and
not have been seen. With the use
of a long lens the detail in the
picture would have gone and not
all the family would have been in
the frame.
Post production would have
consisted of sharpening the
image and adding a black and
white filter to show the sadness
of the family even more.
Ambient lighting would have
been the only lighting for this
photographer as there is no
way she could have carried
around stage lights and the
way the natural light hits the
saddened faces highlights
them well enough.
This was one of a series of
photographs in this
documentary and they are all
portrayed the same.
22. • Should post-production be carried out on images and if so when?
Too much post production can make people and a topic feel fake and
photographers can add extra detail into photographs with the use of post
production. I feel post production should not be used in situations such as
documentaries and photojournalism because if things have been edited to
look a certain way, the wrong interpretation of serious things may come of
this. This has happened when bombs have exploded and more smoke,
blood or sometimes more bombs have been edited in to make the enemy
seem more dangerous making the consumer feel more for the victims.
Advertisements and fashion photography use post production a lot. They
use it to make the perfect image of something. In my personal opinion,
post production should be used to make your image look the best quality
and to adjust the lighting but some magazines and print papers take it too
far with their models making the model look totally different to what they
really look like.
This gives a lot of teens an pressure mostly
coming from the post production of the models
in magazines. An example of post production is
this picture to the side.
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23. • Is fashion photography less important than medical photography?
Medical photography is very important in ways of showing doctors and patients
the dangers and things to look out for. I wouldn’t necessarily say fashion
photography is more important but it fits into the uses and gratification theory
and lets people understand and promote their personality from the fashion in
the magazines. But when talking about the impotents of photography due to
what effects it has on people, medical photograph is more important mainly
due to the way it is being used in the industry and how it can save peoples
lives and teaches doctors what they need to use, how to use the tools for a
certain operation and also shows the patient what to expect. Medical
photograph is more informational when fashion photograph is for
entertainment and to find a personality within.On the NHS website anyone
with access can look and search about any symptom or illness they may want
to know about and with the information will include videos, diagrams and
sometimes photographs linking to the topic. This give the audience
visual help and understanding. The picture to the side is a
print screen of the NHS website and the way it is set out
and how photographers are needed in medical terms.
Documentary photography is important to understand a
difficult situation and eases peoples worries as they can
see and understand due to medical photography.
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