Photography book richard burn 2
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Photography book richard burn 2 Presentation Transcript

  • 1. Photography Applications Richard Burn 1
  • 2. Advertising and Promotional These three photographs show the range of different adverts & promotional images. Advertising & promotional photographs are all about creating an advert/image which shows the product in its best light. This creates an image that best sells the product. To create this kind of image, a lot of work has to be put into them. Advertisements are usually produced in a controlled setting e.g. a studio setting. Post production work on these images is also very common. The advertisement for The Beckham’s fragrances clearly show heavy editing on their face. Other post-production work that would have been made would be the addition of the perfume/aftershave bottles, that would have been taken at a different location & then added in. They have used themselves in the image to show they endorse the product. By doing this, they also show the target audience of the product. This post-production work has been done to show their product at its best, which will hopefully best sell. The second image is a bottle of Heinz tomato ketchup. The ‘bottle’ has been edited during post-production clearly. They have made it look like a real tomato has been cut into slices. This could not have been done pre-production. The red background links with the colour of the bottle. You can also see that the slogan ‘no one grows ketchup like Heinz’ links with what the advertisement is trying to say. That is why the bottle is made to look like a cut tomato. The lighting used on the product is artificial lighting, which brightens up the product. No person is used in the advertisement, which suggests the only target audience for the product is people that like tomato ketchup. The third photo is different to the other two, as it is a promotional image for Beyonce. These promotional photographs can be used in advertising, but are usually used to promote the artist and can be used on covers of live DVD covers, websites e.g. Facebook. An artist, in this case Beyonce (or her team), have paid for a photographer to take HQ photographs of her at her concert. The photographer will use a long lens on a DSLR/SLR camera to take such photographs. These photographs can be useful as they help promote the artist in a positive light, without it being classed as advertising. Say I wanted to see Beyonce live & I wanted to see what she would look like, I would Google search ‘Beyonce live’ & find these promotional images. One example of a advertising photographer is Jonathan Knowles, who has photographed products such as Guinness & Carling. An example of a promotional photographer is Jake Hilder.
  • 3. The photograph has been through post-production. The black & white filter which connotes class & gives the image a classic look. This advertisement is for the designer American clothing label Abercrombie & Fitch. The advert features a male model & a female model in a black & white image. A wide-lens camera has been used as they are in a studio setting & can get up close & personal if needed, this is different compared to other types of photography e.g. sport, where the photographer cannot get up close, so they will use a long lens camera inst5ead Although the image does not look controlled, it has been posed. Although the posing clearly had the intention of being un-posed & natural The brand “Abercrombie & Fitch” is partly hidden under the models, suggesting that the style of photography & advertisement is linked to their company/ known by their audience by this. The models have been edited during postproduction to look as perfect as possible. They have done this as it adds to the image which will best sell their product.
  • 4. Fashion Fashion photography is (can be) a very creative type of photography. As you can see from the the four images on the right, they each have their own style. Fashion photography is usually done in studios & the sets are constructed. The models also usually told what to do & how to pose. Although what the sets & models look like is important, but what the clothes look like is the most important. Lighting is also key & is usually manipulated to make the image a lot brighter. A wide-lens camera would typically be used, as the photographer can get up close & personal. In the first photograph the model is stood with her legs open & her hands grabbing hold of her hair. The grabbing hold of the hair allows you to see the design of the dress at the top, in an interesting way. The black & white gives the image a sense of class. This photograph, I have been told, was actually taken at a location & not in a studio. The photo was taken in a dark car park, so additional lighting was used. The second image was shot my Nick Knight, a very well-known fashion photographer. He was asked to do a photo shoot with Lady Gaga, who is the model wearing the Alexander McQueen. He put his own twist on the dress, using something that looks like smoke. His ideas have brought the dress to life & he captured it with a photograph. This photograph was taken in a studio, therefore additional lighting was used. The last images show part of an editorial page. The models are wearing clothes that are similar to one another (possibly by the same designer). The models also look similar. The colour scheme in each of the photographs runs throughout as the pastel pinks, purples & blues work together as a colour scheme.
  • 5. This fashion photograph was taken by Mario Testino, featuring Lana Del Rey as the model A full length photograph is used to show of the models figure & the clothing. As the clothing is tight-fitting, they have chosen an angle & pose to show off this feature of the outfit. This photo was taken in a studio, with a simple offwhite background. Allows the clothes & model to stand out. The overall image is controlled & manipulated to create the right image. The lighting is artificial as it is in a studio. This allows the photographer to adjust the lighting to create the right image A wide-lens camera was most likely used for this, as he can get up close and personal. The photo has been edited during postproduction to make the model & the clothes look as good as they possibly can. They would remove lines & wrinkles, both in the person & the clothing.
  • 6. Photojournalism Photojournalism is photography that is to be used in the news media & tells an overall story. Such themes that are looked at include war, sport & celebrities. These photos have to follow the same ethical rules as journalists. Overall, no post-production/no manipulation should be done on the photographs as they are telling a story: a truthful story. Most of the photographs are observational/candid as they have to follow strict rules & should not be staged (not manipulated). The kind of lens that are used depend on the situation. As an example, if the photographer is close to the action, they will use a wide lens camera. If further away, a long lens camera will be used. Lighting is usually limited when taking these photographs, so natural light will have to be used. This also depends on on the theme of the photo, as paparazzi will usually will have a camera with a flash on it, so they can capture the images they need. The first photograph was taken by Sebastião Salgado, as part of his ‘The Children: Refugees and Migrant’ work. The photo was taken in black & white, so it was not edited in any way in post-production. The children are at the forefront of the image & are focused on, fits in with the theme of work he is doing. This photograph fits into the war category of photojournalism. The second photograph is of a set of paparazzi photographs of Britney Spears. She has clearly been photographed almost dropping her baby in public. The paparazzi follow around celebrities to catch them doing things during there everyday life. The photo has clearly not be posed for, as she was dropping her baby. The last photo was taken by an important figure in photojournalism: Henri CartierBresson. Although the photo has not been posed for, Cartier-Bresson has clearly staged where he was going to take the photographs & the children in the photos are clearly paying attention to the camera. Natural lighting has been used as it is bright outside & is not staged. The photo was also taken in black & white, not edited in post-production.
  • 7. Use this slide to annotate an archetype image
  • 8. Portraiture Portraiture, or more known simply as portraits. It is a one of the most common types of photography, as most people have has their photo taken or have actually taken their own portrait (self-portrait). A portrait specifically captures a persons face, which then leads to the persons facial features & expressions which are unique. The photographs can vary in how they are taken, meaning what techniques are used. Lighting depends on if the photograph is taken in a studio (which would mean artificial lighting is used) or if the photograph is taken in a natural setting (both common). The photos are usually taken as a controlled shot, rather than a candid shot, as this produces a true portrait. The lens depends on what kind of photograph the photographer wants. A long lens is good for close up shots as you do not have to get close up the face, which can put the model at ease. Another reason to use a long lens is so that the face doesn’t become stretched in any way, compared to wide lens, that stretch out the centre of the face (usually the nose). A wide lens is good to use if the background of the image also needs to be shot (although this is usually not needed in a portrait photograph). The first portrait was taken by Martin Schoeller. He is a very well known celebrity portrait photographer. In this photograph you can see Barack Obama as the model. Schoeller’s typical style is to take very close up shots of their face, so you can only see their face. Shot in a studio with artificial lighting has allowed all his features to be shown. It is possible Schoeller used a wide lens camera to take the photograph as Obama’s nose does look a bit squashed & extended. The second portrait is of a normal woman just posing for a portrait photograph. She is again in a studio, which allows artificial lighting. This is used to show all of her features & adds a professional touch to the photographs. The third portrait of Ellie Goulding. You can just see that this photo was taken in a natural, yet controlled setting. I know this as she is stood in front of a window with natural light coming through a white curtain. They have used natural lighting, meaning they only used the lighting available.
  • 9. Use this slide to annotate an archetype image
  • 10. High Street studios High Street studios photography fit different types of settings & features into them. These include family portraits, single person portraits & wedding photography. These photo shoots are paid for by the people that feature in them (usually). These studios will take the photos & then print them off for you/put them on a disc for you at varying prices. The studios can be found as franchised stores such as Venture Photography. Usually done in a studio setting with artificial lighting to make the photos look professional. The poses that you usually see are meant to look natural. They also manipulate the final image during postproduction, altering colours, editing features & making the photos look right. All three photographs have been taken in a photo studio. In the first photograph you can see four people are featured in the photograph (I assume a family). The second photo is of children (I also assume these are siblings). Both of these photographs show a modern day family portrait & how they show the personalities of the members. They are not just sat down in a line, like photos were taken 10/20 years ago. The bottom photo features a child doing a jump on a skateboard. This again links in with the idea of the modern portrait & how it can reflect a persons personality. Some people say these kinds of photographs are actually quite cheesy & awkward. This gives them a a bad stigma which could stop families from actually getting the photos taken.
  • 11. Use this slide to annotate an archetype image
  • 12. Architectural Architectural photography is the photography of buildings & similar structures. This can feature from a house to a bridge. These kinds of photographers have to specialized, compared to other kinds of photography. They have to use special skills & techniques to capture what the building actually looks like. The photography will usually consist of interesting architecture, but it doesn’t always have to be like that. Architectural photography will be used to take photographs for things such as real estate & brochures for tourists (landmark destinations). The post-production of photos depends on what the end use of the photos will be. It would be ethically wrong to edit & Photoshop a house that is up for sale. But the editing of brightness, contrast & tone are common practises. The lighting, as most of the buildings are outside, is natural as no lighting can be artificially added. These photos are not posed for, as building cannot pose (they are inanimate objects), the photographer can easily choose what angle they want to shoot the building from. It is hard to determine which kind of lens the photographer will use to shoot the building because they want to take a lot in (wide lens) but they want detail of the building as they cannot get close to the building (long lens). The first image is of a bridge. The lighting on the bridge is already there, so it would be classed as ambient (natural lighting). The angle the photographer decided to use captures the large size of the bridge, showing it from the beginning to the end (but not the full bridge). A believe a wide lens would have been used for this photograph so most of the bridge would fit in. The second image is of a very interesting piece of architecture, as the building is shaped as a key with interesting chrome & coloured tiles. The camera would have needed to capture the whole building in detail, so I assume a wide lens would have been used. The lighting, like image one, would be natural. I think it is also clearly that the photo has not been put through a lot of post-production work & post-production. Also noted is the way the photo is photographed from the middle of the photograph, allowing both sides of the building to be seen. The third photograph is of another building. The same things apply to this photo as they did for the second image.
  • 13. Use this slide to annotate an archetype image
  • 14. Illustration
  • 15. Medical Photography Medical photography could be argued as being the most important kind of photography out of the other examples I have given, as it serves a purpose that goes beyond entertainment. There are different types of medical photography that range from actual photographs images to photographs of equipment. Medical photography must produce images that follow very strict guidelines as they must be accurate & truthful or they would not serve a purpose. For this reason, no post-production will be made to the photographs (unless it serves a purpose to the photographs). As hospitals are usually always well-lit, the photographer would use the lighting that is already available to him (ambient lighting). When looking at if the photos are posed (controlled) or not posed (candid), the photos are usually candid & cannot be controlled as they are real life illnesses & medical products (they would be there anyway). Incredible detail needs to be captured in the medical photographs so good cameras will be used. The lens type that will be used would be a long lens camera, as the photographer does not have to be incredibly close to the actual work or illness. These lens can also capture very high quality images with great detail, which is useful depending on the subject of the photograph. The photographers that take medical The first image is of a surgeon holding a patients leg. I would think that this kind of photo would be used in a brochure on a hospitals/surgeons website as it is not graphic, yet it shows what is happening in the photo. It also isn’t a posed photograph, meaning it is natural. The photo is discreetly behind unfocused tubing of some sort. The second photo is similar to the first one, as it doesn’t show gore in the photograph. The black & white of the photograph stylizes the image, as it will be used for brochures & websites. The
  • 16. Fine art photography Text (should be Arial 12pt)
  • 17. Documentary Text (should be Arial 12pt)