Photography applications

Advertising photography is creating images with the
purpose of selling for a product.
Promotional photography may be used to raised to
build profile for a certain thing e.g. a band.
The images will most likely be heavily edited to make
the product look at its best. Artificial lighting and a
range of lenses may be used according to the nature
of the shoot.
What type of lenses could be used?
A wide range of lenses can be used for advertisement
and promotional photography such as wide lens to
capture a large amount of the scene and telephoto
lens to capture details that are further away in the
scene.
This affects the image because..
The amount of detail within the image will
differentiate due to the lens use. If a telephoto lens is
used, there will be a narrow view in order to capture
objects that are far away in more detail.
My personal opinion of this style of imagery is that..
I enjoy promotional photography for things such as
bands more than product advertisement however I do
like both especially if the campaign is interesting.
Advertisement and
Promotional

Image control
Is this image controlled or manipulated?
Explain why..
This image is definitely controlled as the
subject of the photography knows the camera
is there. The subject of the photography, the
band The Family Rain, are posing for the
photo and that means the image is
manipulated or set up.
Is this image observational or candid? Explain
why..
The image of the cider is not observational as
the elements of the image have been
influenced.
Lighting Techniques
The top image, uses the natural street lighting
to create the image. The photograph may be
taken with a camera flash however is mainly
ambient lighting.
The bottom image was produced in the studio
and therefore the lighting is artificial.

Post-Production
Does post production take place?
Post production will most likely take place with
advertising and promotional photography to
get the best out of the image and to make the
image look as appealing to the consumer as
possible.
With the image below, the reflection was
added during post production, the colour
would most likely be enhanced to make the
fruit look more enticing .
Photographers in the field..
Johanna Parkin is a highly talented
photographer who specialises in product
advertisement photography. She has
photographed for a wide range of companies
from Burt’s Bees Cosmetics which is shown in
the image example above to Mr Kipling.
This style of photography would appear..
In magazines with a large female target
market in order to appeal to the market.

Archetype Image
What contexts could this image be seen?
As this image is an advertisement, it could be
seen anywhere from magazines to billboards.
The genre for this type of product will be
looking in food magazines and other prints
found in supermarkets.
The advantages of photographing in this style
are..
The product looks appealing and will make the
consumer want to buy the item.
The images are simplistic and direct and this is
an advantage as the product will be similar to
the photographs.
Disadvantages of photographing in this style
are..
There will always be a risk the product may
look false and not convincing, this may prove
to be a problem as the consumer may believe
they have been sold false advertising.
Things I like about the image are..
I enjoy the vibrancy of the colours as I
believe this makes the product look
more appealing.

It is categorised by..
Fashion photography is used to promote and sell
clothing and cosmetic items often seen in magazines
and shops. The images are mainly taken in studios or
sets and can be on location however, studio
photography is more common for fashion
photography. The lighting is heavily manipulated and
the image is edited so that the outcome is the best it
could be.
The type of lens that could have been used for these
images are..
A wide range of lenses can be used for fashion
photography. The images on the right were shot with a
wide lens.
The purpose of using this lens is to..
Concentrate on the subject as there isn’t a lot going on
behind the subject and therefore the viewer is drawn to
the image. The subject is close to the camera and
therefore it wouldn’t make sense to use a telephoto lens.
My opinion on fashion photography is split because
although I really like the images and the focus on the
fashion, I don’t agree with the extent of the image
manipulation that comes with fashion photography in
order make the model/clothing look more beautiful.
Fashion Photography

Image control
Is this image controlled or manipulated? Explain
why..
This image is controlled as the majority of fashion
photographs are. The photograph has been staged in
order to advertise what the product is.
Is this image observational or candid? Explain why..
Observational or candid photography means the
photographer prefers not to influence the elements
of the photo and therefore this image is not candid.
The image has been set up.
Lighting Techniques
For the images on the left, the use of..
As the image was shot in a studio setting, the use of
artificial light has been introduced. The model has
been side lit to increase shadow on the left side of
her face.
http://fancyfree.typepad.com/.a/6a0133ecf7
43e7970b015432fd4e6e970c-pi

Post-Production
Does post production take place? Explain why,
alongside your justification
Due to the nature of fashion photography, the images
will often be highly edited in order to make the
photographs look more pleasant.
Photographers in
the field..
Patrick
Demarchelier.
Patrick Demarchelier is an extremely successful French
fashion photographer who has shot international advertising
campaigns for numerous designers such as Chanel, Yves Saint
Laurent, Calvin Klein and Dior.
In magazines and other promotional campaigns in order to
sell an item. Due to the high status name of the photographer,
the images will appear in high status magazines such as
Vogue.
“Surprise is his technique of choice. He might work very quickly,
ambushing a subject by telling her he’s only taking test shots,
while actually clicking and capturing an indelible, perfect image
even before she has had time to prep and pose. Other times, he
might draw out the session to the point where the sitter has no
choice but to let her guard down: “After two hours they get so
bored they completely forget about the camera,”http://fashion.telegraph.co.uk/article/TMG9683072/Candid-shots-Kate-
Moss-opens-up.html

Archetype Image
Images like this can be shown in magazines and
catalogues to advertise clothing and fashion items.
They can be presented within a campaign in which
the photos can be shown on the internet, within
social media and on billboards.
The advantages of photographing in this style are..
The designer will be able to sell items and make
them look appealing.
The image on the right is a campaign against faux fur
and this particular images creates a link between the
animal and product, therefore an advantage is that a
link can be identified.
Disadvantages of photographing in this style are..
Fashion photography often has negative
connotations about the health of models and
therefore this is a disadvantage.
The product can be biased to how the photographer
wants to show a product and therefore the viewer
can be influenced exactly how the photographer
wants.
I like the clear link between the campaign concept
and the animal used in the imagery. The campaign is
about the use of faux fur and the disuse of real
animal fur.
I like the way the model is holding the leopard cup
in a motherly way to indicate the love between the
two. It shows a direct link between humans and
animals.

Photojournalism is the study or real situations
through photography to show a realistic view on
current affairs.
This can be anything from war photography, sport
photography or paparazzi.
The type of lens that could have been used for these
images are..
Normally, a wide angle lens is used however if the
photographer needs to get closer to the subject,
they will need to use a telephoto lens.
This affects the image because…
The image will be affected as the amount of detail
will change if a telephoto lens is used. The details in
the images will be much clearer
I find photojournalism extremely interesting and the
images are intense and emotive. Some of the images
I have seen have been thought provoking and I enjoy
finding out a story behind the photographs.
Photo Journalism

Image control
Is this image controlled or manipulated? Explain
why..
The style of photojournalism is arguably one of
the most naturalistic styles of photography as the
image is contributing to the media in order to tell
a story and therefore shouldn’t be controlled.
The image is manipulated in a sense that the
person viewing the photography can only ever
see part of the scene.
why..
The photograph is candid as the subject was most
likely not aware the camera was there, the image
is observational rather than staged.
Lighting Techniques
The images on the left use naturalistic lighting.
The top image was clearly taken outside during
daylight hours and therefore the use of artificial
lighting was not needed. If the photographer
needed more light, they could use a flash gun on
the camera if available due to the convenience of
a portable light.

Post-Production
No – the style of photography is natural (the image
to the right) with limited manipulation due to lack
ability to control the situation. Due to this, there is
not much to emphasise as it is more documentary
rather than set up.
The image below of the kids will have had very little
post production as it is a naturalistic shot which
shows the innocence of children. This is reflected
through the lack of editing. It also portrays real life,
in the moment as images during this time (1950s) as
photography did. The original image holds more
significance to the meaning portrayed.
Sefton Samuels
Sefton Samuels is a British photographer best
know for his naturalistic portrayal of northern
England.
His photography would most likely appear in
museums such as the National Portrait Gallery
and Victoria and Albert Museum.
http://www.seftonphoto.co.uk/about-sefton/
http://www.seftonphoto.co.uk/northerners/

Archetype Image
This image will come under the category if
documentary photography and therefore will
be shown in books and museums in order to
inform an audience and tell a story about that
particular time.
are..
I believe photojournalism can be extremely
powerful but can prove to be controversial.
I like how the image to the left shows a clear
contrast between innocence and violence.
are..
Photojournalism can be seen as biased as the
photographer could manipulate the scene and
what the audience see may not necessary be
what is going on at that time.
This is personally one of my favourite images,
the contrast of innocence and violence is clear
within the photograph. The woman in the
image is what is classed as a hippie and
therefore the photo was most likely taken in the
1960s, the flower is symbolic of peace which is
clearly the opposite to what the guns symbolise.
I feel like this particular photo tells a powerful
story as the woman is basically campaigning for
peace by giving a flower as an offering she is
prepared to get close to the danger to attempt
to change the opinion of the soldiers.

A close up photograph usually of just the
head and shoulders of a subject. The facial
features and expression of a subject is
predominant within the image to deal with
emotion and mood of the person within
the image.
What type of lenses could be
used?
The type of lens that could have been used
for these images is…
A wide lens is most likely use for portraiture
photography if the photographer is close to
the subject.
Portraiture
http://thefabweb.com/74965/some-examples-
of-creative-and-mind-blowing-portrait-
photography/
My personal opinion of this style of
imagery is that..
I like portraiture photography as I think it
can be interesting however it can be
extremely hard to make something look
unique as the images can often be rather
repetitive.

Explain why..
The image is controlled as the subject knows
the photo is being taken. All the aspects of
image are controlled, the lighting, the pose,
hair, make-up all to achieve a specific look
Is this image observational or candid?
The image is not observational or candid as
the elements that make up the images have
been influenced.
Lighting Techniques
The images on the left, the use of lighting
frames the face making the subjects best
features the darkest – the cheekbones of
Twiggy on the top image and the neck and
Jaw bone of the man in the bottom image

Post-Production
Does post production take place? Explain
why, alongside your justification
Portraiture photography usually is about
seeing beauty in the image and therefore post
production will most likely take place.
The image below may have been originally
taken in colour and then change to
monochrome during the post production
stages.
Dirk Mai
Dirk Mai is an American photographer who is
currently working for the magazine Cliché.
Dirk Mai has an extremely popular Tumblr
page which is where he shares most of his
photography.
As Dirk Mai is working for a magazine, his
work will be shown in magazines and other
print based media sectors.
http://www.dirkmai.com/

Archetype Image
Images like the one to the left will most likely be
shown in magazines. They will also be used in
campaigns for things like makeup, clothing, hair
products and skin products to promote an item.
Another popular way of showing portraiture is on
billboards again for campaigns.
I found this particular image by using social media.
This image was taken from Tumblr which is a popular
image sharing web site
The advantages of photographing in this style are..
The photographer can choose from;
• The constructionist approach where the
photographer can construct the idea of the photo.
• The candid approach where the subject are
unaware they are having their photograph taken
and the image will appear to be very natural.
• The environmental approach, this is where more
is revealed about the subject as the person will be
in their own environment.
Disadvantages of photographing in this style are..
Sometimes the images can seem very unnatural as
the subject can be aware they are having their photo
taken.
As portraiture photography is very restricted to facial
images, it can get very repetitive and boring.
I like this image because although the female in
the photograph has her eyes close, I feel there is
still a lot of emotion within her expression.
I like how natural the image feels, the woman is
not posing as if she knows she is having her
photo taken which I like.

High street studio photography can be
anything from wedding photography to
portraiture. The images are usually shot with
artificial light and will be highly edited in order
to get a ‘polished’ look.
What type of lenses could
be used?
The type of lens that could have been used for
these images are..
Often, a wide lens is used to capture this type
of imagery. A telephoto lens can be used to
gather more detail within a photograph.
My personal opinion of this style of imagery is
that..
I feel like high street studio photograph can
look extremely fake and I prefer more
naturalistic imagery.
High Street Studio

Image control
Both images to the right are controlled and
manipulated in order to get the ‘perfect
family’ look.
Is this image observational or candid?
As the people who feature in the photographs
know they are having their photo taken the
images to the right are not observational or
candid.
Lighting Techniques
Both the images shown were shot in a studio
with a range of artificial lighting to create a
mood. It is more than likely that the images
will go through post production to made the
images look ‘polished’.

Post-Production
High street photography images are
often highly edited to create the right
look. This type of look often makes the
subject of the photography look as best
they can and that’s why so much post
production takes place.
Jonny Foster
Jonny Foster is the proud owner of Venture
Studios which specialises in this type of
photography.
Normally, people can book a photography
session to take these type of images and
therefore they are mainly for personal use to
display in households.

Archetype Image
Images like the one to the left are mainly for
personal use as the photography sessions can
be booked and are for displaying in homes.
Studio sessions like this can be used for
advertisement photography.
are..
If people want professional looking images,
they can book a session and have family
portraits taken.
are..
These images can look incredibly staged and
fake.
I like the emotion in the image, I feel like the
photographer, Jonny Foster, has perfectly
captured a genuine happiness radiating from
the parents.

It is categorised by…
Architectural photography is taking
photographs of buildings and structures.
these images are..
Tilt shift lenses are often used with
architectural photography. These lenses allow
the photographer to go beyond the normal
depth of field.
It will create perspective from one particular
angle and incorporates multiple aspects of a
particular thing e.g supports for the bridge –
emphasising continuity.
that..
I like architectural photography as I enjoy
seeing the different perspectives created by
the camera.
Architectural

Image control
Explain why..
The image is controlled however as the
subject matter is a building the photographer
can’t really manipulate it too much other than
changing the angles.
why..
Again as the subject is a building, the image is
not candid.
Lighting Techniques
The images use natural, ambient lighting due
to the subject matter being outside.

Post-Production
Post production would have taken place
with the image below to make the
building's look better than they are if you
were to see them in real life.
Anthony Weller
Anthony Weller is a photographers who
creates imagery for architects and contractors.
This style of photography would appear…
This would be used by designers, people trying
to tell a building or people promoting a
building.

Archetype Image
What contexts could this image be
seen?
This image could be shown to
promote interior design.
The advantages of photographing in
this style are..
The images can have distinct styles
that make them interesting.
Disadvantages of photographing in
this style are..
If the photographer tries to be too
unique with the imagery, it can prove
to look odd and unappealing.
I like the angle of the image and how
it shows the leading lines within the
photograph.

Illustration photography is used to inform
people about a certain subject.
What type of lenses
could be used?
The type of lens that could have been used
for these images are..
A wide angle lens can be used for
illustration photography however if more
detail is wanted within a photograph, a
telephoto lens can be used.
Illustration

Image control
Explain why..
This image is set up and therefore controlled
as the photographer will take the photograph
of what is suppose to be on the cover.
why..
As the subject of the photography is not
human, the image is not candid.
Lighting Techniques
Ambient lighting is key for this image as the
photograph was taken outdoors.

Post-Production
Does post production taken place?
Explain why, alongside your
justification
Post production will most likely
take place with illustration
photography as this type of
photography can be used to
influence how the reader feels
about a certain thing therefore
editing the image may change the
opinion of the viewer.
Jean Cazals
Jean Cazals is a food photographer who
specialises in cook book photography.
To illustrate how the product will look
and therefore will appear in cook books.

Archetype Image
Images like this will be shown in cook books in
order to inform the reader about how a
product should look.
are..
The viewer will have a clear image and
therefore a guideline of what they should be
aiming at.
are.
People who see this type of image may think
they wont be able to create something like
that.
The imagery depends on the photographers
style of photography.
Things I like about the image are…
I like the simplistic style of this type
of imagery, used to inform.

Fine art photography is an extremely wide
genre which often specialises in expressing
the artists emotion.
these images are..
For fine art photography, telephoto lenses can
be used if the subject is far away from the
photographer.
that..
I like fine art photography because I think you
can make your own mind up about what you
want to feel about a certain photograph.
Fine Art

Image control
Explain why..
I believe this photo was not controlled or
manipulated due to the natural feel of the
image.
why..
Personally I think this image is candid and
therefore the subject of the image didn’t
know her photo was being taken.
Lighting Techniques
Natural ambient light was used to take this
photograph as the use of artificial lighting was
not necessary.

Post-Production
Does post production taken place? Explain
Post production most likely took place with
the image below, the image could have been
taken in colour and the changed into
monochrome during post production.
There is also a slight vignette towards the top
of the image which has been added
afterwards.
Scott Mead
Scott Mead is a fine art photographer based in
London and New York. His work ranges from
landscapes to architecture.
In magazines and exhibitions.
They will be on sale and display.

Archetype Image
What contexts could this image be
seen?
Images like this could be shown in
maternity magazines, galleries and
exhibitions.
The advantages of photographing in this
style are..
This style of photography allows the
viewer to make up their own mind about
how they want to perceive the image.
Disadvantages of photographing in this
style are..
Personal views can often be taken out of
context if people see an image in
different ways.
I like the purity of this image. The fact that
the woman is naked creates a sense of
innocence and a connection with her and her
unborn baby.

Documentary photography is often used to
show long term projects with multi-strand
narratives.
these images are..
If the photography style is wanting to
concentrate on the details within the
photograph, a telephoto lens should be used
however if they are wanting to capture a lot in
a scene, they will use a wide lens.
that..
I like documentary photography as it is similar
to photojournalism but focuses more on long
term projects.
Documentary

Image control
Explain why..
I feel like the with documentary photography,
the photographer will want to keep the image
as pure and as natural as possible.
why..
I think both images are candid photography
and are observational as the photographer
hasn’t influenced the elements within the
images.
Lighting Techniques
The lighting in both images are ambient as
they are both taken outside with natural
daylight.

Post-Production
I think if there has been post production on
this image, it was only slight adjustments.
Depending on the age of the image, It could
have been taken in colour then edited to be
black and white however, I believe the image
was taken before colour cameras and
definitely before editing software.
Photographers
in the field..
Dirk Mai
I have used Dirk Mai as the example
photographer for the portraiture section
however I enjoy his documentary photography
as well.
Mai is an American photographer who has an
extremely popular Tumblr page which is
where he shares most of his photography and
is currently working for the magazine Cliché.
Dirk Mai.
Online on websites like Tumblr and in
informative magazines.

Archetype Image
The image could appear in museums and
galleries which show similar images. This
particular image is thought provoking and
therefore should be shown somewhere
where people will be able to really look.
The advantages of photographing in this
style are..
You are able to get an accurate view of
what was happening at the time.
The photo wasn’t staged.
Disadvantages of photographing in this
style are..
People may want to know the story behind
the image and if this isn’t available then it
could prove to be rather annoying.
The photographer may be able to
manipulate the scene by only showing a
small amount of what is happening.
I like the pure emotion of the image. The
image is candid and therefore the
subject matter of the image isn’t aware
that the photograph is having there
photo taken.
I like that the viewer has to create a story
behind the image as you haven’t been
told and therefore the outcome for this
emotion can be decided on by the
person viewing the image.

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