Advertising and Promotional
Advertising and Promotional photography is used to help sell a product, or to
make people aware of something. There are many different styles used,
depending on the product.
This first image is an example of advertising photography. It is an advert for
Thierry Mugler’sperfume, Alien. There must have been a long post production
process as the image is highly edited, to the extent it doesn’t look real at all. They
have clearly airbrushed, brightened, sharpened, added gold light around her head
and edited in a surreal gold background.The amount of post production depends
of the product they are trying to advertise or promote. This amount of editing I
think is appropriate for a perfume advert as it makes it seem decedent with all the
bright gold, which may appeal to the target audience. Everything in this image is
controlled, using costumes, a set, and the model is posing.
This next image has been used to promote a band. Though this particular image
is controlled, many images used for band promotion are not. Sometimes action
shots of the band playing are used. There has been some editing done to the
image, but no where near the extent of the image above or below. Perhaps they
have sharpened the image or touched up the lighting. They have alsoeditedtext
into the image.
This car advertisement has been controlled as the area around the car fits in with
the colour of the car which seems to have been planned. The sky has been edited
to also fit in with the colour scheme. The reflection of the car in the floor seems to
intense to be real, so that must have been edited in too. The photographer may
have used a wide lens as they would have been able to get close to the car. They
could have used artificial lighting as they were in a controlled environment. The
lighting looks very intense, and the shine on the car looks bright indicating that the
lighting and shine have been edited too.
Sally Crane is a commercial photographer.
This photograph was used to advertise products at a home and gift shop.
The image has been controlled as Sally will have arranged the products to look the way she wanted.
She may have also used special lighting.
The camera is only focused on the main product that they are trying to sell, the background is all blurry.
The colours in the picture look intensified. The gold is very rich, and the white is bright. The post production process was probably fairly long to
edit the colours to get them to the intensity that they wanted them.
Fashion photography is commonly used online, in magazines, catalogues or
newspapers. It is used to show off the clothes or to create a story. It is often done
is a studio and is very controlled. Style depends on the photographer and the
This first image is from the SS14 Alexander Wang show during fashion week. The
photographer would have used a long lens to get the most detailed image of the
clothes from a distance. The image could have been used for magazines, online
magazines or fashion blogs to show off the clothes. There hasn’t been much
editing to the image at all as they want a natural representation of what the
clothes are like. The photographer themselves made no choices of the lighting,
the set and how the model would look, it seems to be an observational
This image was used to show the clothes on sale on the online clothes shop Dolls
Kill. This image has been very controlled as they are in a studio, using artificial
light, the models pose and the model herself has been chosen for this specific
image. This is common of online clothes shops as it makes the clothes look their
very best. The background is white and seamless making the photograph all
white, rather than look like they are in a room. This makes the customer only
focus on the clothes and the model.
This image from backstage at the SS14 Raf Simons show was used to
accompany an article about backstage at the show for HERO magazine. The
model in the picture seems to have been photographed off guard, showing this to
be an observational photograph. The photograph seems to have been tampered
with as the lighting seems too blue to be natural, though there wasn’t much as
again they wanted to show a true representation.
Lea Colombo is a fashion photographer.
The photographs taken are from backstage
at fashion shows, or on the runway.
The photos all are using natural light, though
the lighting looks very edited in most of the
photos. Sometimes made to look softer and
Some of the photographs look quite grainy
or are in black and white.
Other than this the photos look natural, and
are mostly not controlled. Such as in this
photo, the models don’t look as if they have
been asked to pose, Lea is just observing
them standing backstage.
For this photo, and others taken from close
up while backstage, they will have been
taken with a wide lens.
Photos taken from the catwalk will have
been taken using a long lens to get detailed
images from a distance.
These photos are used to contribute to news stories. There are different types of
photojournalism: war photography, sports photography, and paparazzi. Photos for
the news should not be edited so that they can give a true representation of the
situation, but also because a newspaper will not have as much time for post
This image was used to accompany an article on the war in Afghanistan. This
image is observational, as hewas there to watch these soldiers do their job,
carrying the dead or injured body. The lighting is natural, and there is no set, or
costumes. The image shouldn’t be edited, though there have been some issues
with image editing in the news used to sway the audiences opinions on a story.
This image to me does not look like is has been edited though.
This image was perhaps used for a news article about the Olympics. Sports
photographers will often use a long lens to capture detailed images from far away.
The image wont have been edited very much as images used for news shouldn’t
be to give factual information about an event.The only lighting that the
photographer would have been working with would be the lighting from the
Paparazzi photograph celebrities to help develop a storyaboutthem. The photos
are not controlled and paparazzi follow these celebrities around during their every
day life. Though it is not very controlled, the lighting is often artificial as the
cameras have large flashes to allow them to take photographs no matter what the
lighting, as they frequently need to photograph peopleat night in the dark.
Malcolm W. Browne
This image is Malcolm’s most
famous photograph, The Burning
It is of a Buddhist monk is Vietnam
who had lit himself on fire in
The photograph was published in
Malcolm was very limited with the
camera he used, as he was using a
cheap Vietnamese camera, nothing
high tech or professional. He would
have been limited as to settings and
lens’. The camera he used would
probably have had a wide lens.
The photograph wouldn’t have been
very edited as they wouldn’t have
had the time in those days. They
would have needed to print the
pictures, send them to America to
be printed in the papers before the
news was old.
The photo was observational, as most photojournalism is. Malcolm would have had to work with
natural light, and couldn’t control what the monk, or the scenery looked like.
Portraiture is used to capture the face of a person, and their facial expression. Its
aim is to construct an idea or a scene. For example: happy family, romantic
couple or a trustworthy executive.
This image has been constructed to represent a happy family. This photo could
be used to advertise a high street photographer, or for personal use. It has been
highly controlled, using a set with a blank white background, costumes so they
are all in white,artificiallighting and their poses. This photo was made to look
natural, so their wouldn’t have been too much editing done during the post
production process, perhaps some airbrushing and lighting changes.
Though this photo seems more artistic being in black and white it has constructed
a representation of a romantic couple. This photo has been set up to look
observational as they have their eyes closedfacingat each other, though it is move
likely to have all been controlled as the lighting is clearly artificial and there is a
back drop. The photograph was made to look intimate and natural. The black and
white makes the photograph look more artistic. This photograph was more likely
to have been used for personal use rather than professional.
This photograph could be used to construct a representation of a trustworthy
executive, though without context doesn’t look like much. This could be used on a
business card or on a brochure for a business. This is a photo that has been
controlled, using artificial lighting, a white backdrop so you only see the person in
the photo and the man is posing and smiling for the photo. His clothing looks
highly professional as he is wearing a suit and tie, and is only wearing black and
Portfolio Studios takes a
range of photographs
such as fashion, family,
burlesque & vintage,
boudoir or wedding
This photograph is an
example of their
portraiture, as it focus’ on
his face mostly.
This photo is one of the
only non airbrushed
photos in the gallery on
The photo is also black
and white, indicating it
was perhaps going to be
used for more artistic
The photographer has
edited the photo a lot to
give it a high contrast. It
also looks as if the edges
have been made to look
darker than the inner
There are no longer many high street family photographers around due to people
having their own digital cameras and printers. High street photographers take
pictures intended for a canvas. Most high street photographers take portrait
photos of people.
This image shows the type of style that a high street photographer would use. A
white back drop, artificial lighting and the people in the photo posing. This photo
with all the children piled together is meant to make it seem natural, and as if they
are a happy family/ close friends. There wont have been much of a post
production process, though maybe a few though ups to lighting and sharpening or
airbrushing, there wont have been much editing needed. The editing done would
have only been to enhance what is naturally there.
In this photo the families clothes are all colour coordinated. This could have been
something that was decided by the photographer as they used a black
background. The photograph looks black around the outside and light in the
middle to allow more focus onto the family. I know this lighting isn’t natural as
some of the children’s arms or bodies are in the darker areas of the image and
their clothes are bright white still.
This photo may have had a longer post production process as they would have
needed to edit the photo to make the child look big and the parents small. The
photographer may have also needed a long lens so that the parents could sit far
away to make the child look even bigger. Again this image was made to look
mostly natural, though has has some airbrushing, sharpening and perhaps
lighting alterations. The poses and the structure of the image will have all been
controlled by the photographer, though it is difficult to make a small child do as
they are told so the photographer would have had to work around them.
Portfolio Studios takes a
range of photographs for
people such as fashion,
family, burlesque & vintage,
boudoir or wedding photos.
Here is an example of a
family photo taken at their
The photographer has
clearly done a lot of editing
to this photograph to make
the dinosaur look that big
compared to the people.
In the studio they must have
a seamless while
background and floor to
make the photo look all
white like that.
There will have been special
lighting used for this shoot.
The photographer for
Portfolio Studios gives
examples on the website of
their airbrushing skills, and
most of the photos taken
look very airbrushed.
Architectural photography has many purposes. It could be being created for
architects, consulting engineers, surveyors, property developers or construction
For most architectural photography, the photographer has to use natural light as
they are working outside, but also because the buildings are far to big to light from
outside. This is the case with both the first as second image. The first image looks
as if the lighting may have been slightly edited, or the photo may have been
sharpened but as it was intended to give a true representation of the building from
inside I don’t think the post production process was very long. I think a wide lens
was used for this photo as it gets less clear the further across the room you look.
This second picture was taken by Michael Wolf. It doesn’t look edited at all to me.
The lighting is incredibly natural, and slightly dull perhaps. This may have been
intended to reflect the dullness of the structure itself. This image was clearly not
taken to make the image look glamorous.
This bottom image looks as if it was taken for a more artistic purpose as there are
no distinctive features about this building shown from this photo. The only thing
that stands out in this photo are the lights. The post production process looks as if
it was much longer than the two images above. The contrast between the bright
lights and the dark corridor in the train station looks quite false. I also think that
the light reflections on the wall must have been enhanced.
Michael Wolf frequently
takes pictures of life in
cities, mostly Hong Kong.
He has taken many
photos of high rise flats.
He shows the
repetitiveness of these
buildings by allowing the
viewer to see only see
the building and nothing
else. This makes it look
He uses very natural
lighting, and the image
looks as if it hasn’t been
The image looks quite
dull perhaps to make it
look even more
mundane and repetitive.
Illustrational photography is used along side a news story to help tell the story
and make the audience feel a certain way about it. The other purpose is for the
front cover of informational books to show the audience what the books is
This book titled Animal Geography South America shows images of lots of
different animals, giving the audience an idea of what kinds of animals are
going to be featured in the book. For all of these images the photographer
must have used a wide lens as all the images are detailed and close up and as
some of these animals are dangerous or easily scared away so the
photographer wouldn’t have been able to get close enough. All the lighting
must have been natural as they are all out doors, though there must have
been some editing done to the lighting to make it slightly brighter than natural.
The photograph wasn’t planned as the photographer cannot control what the
animal does or looks like.
This next image I have taken from the Channel 4 News website was used to
Accompany a news story on recent flooding in the UK. As with photojournalism
the photo must not be too edited. This photo looks very natural, using only
natural lighting. Perhaps using dull natural lighting makes people feel as if it
looks worse than it really is.
Channel 4 News
I have taken this image from the
Channel 4 News website. The story
is on a new law going through
parliament that will ban on being
‘annoying’ in public.
This photograph demonstrates
what type of things may be
banned in public places.
All of the lighting is natural, or
perhaps taken with a flash in
pictures taken in the evening or at
night as with the bottom left
image. The photographer couldn’t
have taken any special lighting as
they were not in a controlled
environment and wouldn’t be able
to set up the lights in time to
capture something at the right
moment, and people they want to
photograph might move away
The photos couldn’t be too edited
as no photos in the news should
be, to give an authentic take on
the situation. They also wouldn’t
have time to spend lots of editing
or the story might go out of date.
Medical photography is used to show factual information on medical conditions or
scenes of surgery. They are often put into text books for medical students to
observe and lean from, or to give information to the public.
This first image here is a scene from a surgery. The image hasn’t been controlled
as the photographer is there to observe the surgeons. The photographer would
have also has to use the light available rather than studio lighting as they wouldn’t
be able to take anything perhaps carrying bacteria into a surgery. The photo wont
have been edited much to give a more true representation of what the surgery
was actually like, and so the viewer can see the details clearly.
Though this next photo is in black and white, classic of more arty photography,
though I don’t think this photo was used for art. It was perhaps less likely to make
it into a medical book though as readers wouldn’t be able to see detail clearly
enough because the black and white obstructs the vision slightly. Tough the black
and white doesn’t have a very high contrast, and so looks much more natural and
less obstructive to vision. This image was taken by medical photographer Melissa
Melissa Cruz Santos
Melissa Cruz Santos is a medical
She photographs surgeries mainly.
In this photograph she must have used a
flash from her camera as the light is very
concentrated on the open flesh.
This one and many of her images could be
used to provide information the studying
doctors on surgeries, or as illustrations in
text books to help the writer to describe
Fine art photography is not intended to really serve any purpose, but to express a
particular emotion, and to make the audience feel an emotion. There are varieties of
styles used by artists, but black and white is classic amongst fine art photographers,
as it distracts your eyes from the bright colours so that you focus on what is actually in
This photo is an example of “glitch art”, a digital art which involves corrupting digital
code or data, or physically manipulating electronic devices to create an image or a GIF
with digital errors. This image is by Rob Sheridan. This would have been a regular
photograph taken by Rob, but he has created a glitch by disturbing signals through
analogue tape and display equipment. The post production process would have
involved uploading the image to an analogue device and then disturbing the image. It
is not obvious from looking at the image whether or not it was controlled with a model
or lighting or there actually was a black back ground it has been messed with so much.
Jennis Cheng Tien Li is another photographer and artist that has created glitch art.
She has taken a fashion photograph and turned it into something really stylised,
almost looking like a water colour painting. The colours only reveal a basic version of
the real image. This indicated that the post production process was very long. Jennis
has used a slight glitch on her art, but nowhere near as intense as Rob Sheridan’s
style. If this photograph was taken at a fashion show then it would be an observational
piece, though if it is her own model and colthes then it has been controlled. As the
model isn’t facing the camera directly then it indicates that this is observational.
This image seems much more natural than the two images above in the sense that is
not as edited and stylised. It is clearly in a studio with artificial lighting, and a model
posing. This image seems much more conventional then the two images above as
typically fine art photography is in black and white.
Rob Sheridan is a graphic
designer and photographer.
He is also creative director for
Nine Inch Nails.
As well as many other things,
Rob creates glitch art.
He disturbs signals through
analogue tape and display
This image is an example of
what the end product looks
The lighting is very cold,
which could be a product of
the glitch or he could have
edited the photo before hand.
The first picture was taken by JoostVandebrug. It is of “The Lost Boys” from
Bucharest, a gang of boys who live with no parental supervision. The images are
going to be used for a book, Cinci Lei following these boys. This image is
observational as they were following there boys in their day to day life, documenting
them so they needed to catch them as natural as possible. The lighting is completely
natural as Vandebrug couldn’t carry around too much heavy lighting equipment with
him all day and set it up in time to capture an important moment.
This image was captured for Planet Earth by David Attenborough. The photographer
would have used a long lens to capture a detailed image of a shark from far away.
They may have used a similar camera function to what sports photographers use to
stop the image from blurring. The image looks very natural as if it hasn’t been edited
at all, again as with photojournalism and medical photography the images are used to
give true information about something, and so should not be edited. The photograph
is completely observational, as you cannot control what an animal does.
This photograph, taken by documentary photographer Claire Martin is much more
arty, rather than factual. The picture is in black and white, with a high contrast making
all the furniture dark, and the man being documented in the picture very light. This
was probably intentional as it makes him the most clear detailed thing in the image,
you can see exactly what he is doing. The post production process would have been
much longer than the two above and much more editing has been done.
JoostVandebrug usually photographs
fashion, though recently photographed
“The Lost Boys” for a book documenting
the lives of 3 boys from a gang who live
with no parental supervision.
The top photo set is an example of his
fashion photography, the bottom his
Most of the images for the book look like
they’ve have no editing done to them,
though some look as if they have a high
saturation, or other lighting changes.
Joost hasn’t used any particularly fancy
editing such as black and white, this
makes the images seem very organic.
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