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Photography book richard burn 2Presentation Transcript
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
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
The photograph has been
The black & white filter
which connotes class &
gives the image a classic
This advertisement is for the
designer American clothing
label Abercrombie & Fitch. The
advert features a male model
& a female model in a black &
A wide-lens camera
has been used as
they are in a studio
setting & can get up
close & personal if
needed, this is
to other types of
sport, where the
get up close, so they
will use a long lens
Although the image does not look
controlled, it has been posed.
Although the posing clearly had
the intention of being un-posed &
Fitch” is partly
hidden under the
that the style of
linked to their
company/ known by
their audience by
The models have
during postproduction to
look as perfect as
have done this as
it adds to the
image which will
best sell their
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 &
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.
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
This photo was taken in a
studio, with a simple offwhite background.
Allows the clothes &
model to stand out.
The overall image
is controlled &
create the right
The lighting is artificial as it
is in a studio. This allows
the photographer to adjust
the lighting to create the
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.
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
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
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
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.
Use this slide to annotate an archetype image
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.
Use this slide to annotate an archetype image
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.
Use this slide to annotate an archetype image
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.
Use this slide to annotate an archetype image
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.
Fine art photography
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