Advertising and Promotional
The advertising side to photography is to create a good enough image to help sell
a product. This can include lots of post production with a range of lenses and
lighting – mostly artificial. Advertising is found almost everywhere with controlled
photography. These images for advertising are done with advertising agencies
and use ‘pack shots’ (moving or a still image with the creating label), design firms
or design teams. Advertising products such as gaming can include pack shots as
there is moving parts of the advert and then show the image as a still. As
advertising is ubiquitous the majority of advertising is found on television as the
advertising agencies know their product will sell best to people at home watching.
This certain advertisement is to advertise the new range of Audi cars. The
photography here has been used by a long lens because it looks like the
photograph has been taken from a distance to make the car look powerful. This
advertising photograph has also been controlled as the car is ‘posed’ to create the
right image i.e. powerful. The lighting in this photograph is artificial because the
car has been reflected to make it look twice as powerful which also then helps to
encourage the audience to buy the product.
The promotional side to photography is to highlight a particular
band, subject, religion and not to sell a product. This type of photography is
mainly used to promote a band on tour. It can also be used to promote
charities such as Children In Need. Nothing is being sold on this type of
photography, again the photographs are to encourage. This picture is of the
band McFly who are promoting Children In Need, the fans of the band will see
how much work the band are doing for the charity and therefore do something
to raise money for Children In Need ‘because McFly have’. Promotional
photography can also feature in Advertising photography – i.e. a pack shot –
buy this product and win a voucher. Promotional photography highlights a
particular object or a person this can be if the band are going on tour etc.
Promotional photography usually has the wide lens settings as there is a
scene behind the promotional subject. Furthermore this type of photography
can be controlled depending on the nature that the photograph is been taken
in. for example, a casual photograph or a formal photograph to promote a
serious issue. The bottom photograph is also an example of Promotional
This particular photograph is not in a
studio/staged because it is to show real
life, occasionally the charity videos can be
documentary photography as it shows pack
shots from a period of days.
Controlled photo, still taken
from a video – picture
captures her looking up
Young child, looking
sad and ill.
This photo has
had some post
production as the
light has been
added to bring out
the focus in the
The charity on this
photograph is desired
to be read and noticed
first to highlight the
promotion in hand.
The charity you should donate
The rest of the video has been used with a wide
lens, in this particular photo has neither a wide
lens or a long lens.
Fashion photography is very popular and is used to sell designer and casual
clothes. The most famous fashion photographer is David Bailey- who in the
60’s took photographs of women modelling the clothes that every women
should have in that time period. Most fashion shoots are controlled and
manipulated within a studio or a constructed set. It is very rare that fashion
photography is constructed out side –Littlewoods, have fashion photographs
outside to set the mood within their clothes line. In Summer their
photographs include bright and summery prints and backgrounds whereas
in Winter the outside sets include manipulative lighting and a particular
theme such as a ‘winter wonderland’.
Fashion photography helps to sell merchandise, clothing, shoes, underwear
and so on, in magazines, newspapers and on web pages. Most of the
fashion photography can be seen online as most clothing brands have their
own website. The fashion photographers use Photoshop to airbrush models
and to also reduce colour saturation to create a mood effect or to correct
any ‘imperfections’ to make the celebrity look ‘perfect’. Fashion
photographers also set up online portfolios to sell their work as the majority
of people shop online or have internet access.
Fashion photography is one of the biggest industries as photographs for
magazines such as Vogue or Cosmopolitan are taken every day. Fashion
photography often holds a story behind the photograph, for example the
women in the photographs want to be seen as strong and independent.
In the Littlewoods photography in the second picture, the photographer has
used a wide lens camera shot because the photograph is landscape and
there is a lot of scenery around, the third picture is definitely controlled and
has used a wide lens as part of the beach is in the background. The first and
third image are posed – controlled so that the audience can look at the
fashion rather than the model i.e. the coat in the first photograph grabs the
attention, however the model in the photograph is ‘selling’ the fashion piece
with a ‘calm shot’ as the photograph is in black and white giving the mood
an enhanced effect.
This photograph is controlled but has
not been manipulated e.g. airbrushed
because the freckles would have been
Eye makeup covering
the majority of the nose
and around the
eyes, draws attention.
In this photograph the
female’s eyebrows have been
shaped so that they look
sharp this detects the photo
of having edge hence the
Thick, black lipstick –
bold and makes you
Areas darkened to show more
enhancement to the face.
Used in mainly magazines, or on web
pages. Photograph can be used for
individual clients to build up a portfolio.
The photographer for this particular
photograph has not used any specific
lenses as the photograph is not
around any scenery nor far away.
Photojournalism emerged in the early 1920’s offering rapid and fluent photographs to show
a news story. Photographs of Albert Einstein were popular and were used in newspapers as
candid shots to tell a story.
Photojournalistic photographs are the ‘there and then’ photographs. These types of
photographs are used in breaking news stories in newspapers – such as war, sport and
celebrity. These types of photographs are candid as they are taken in the moment and only
small adjustments are made as the photograph is there to reflect the truth on a news story.
In sporting photographs a wide lens is used to capture the surroundings as well as a
landscape view. The photographers in this instance, i.e. gathering photos for a news paper
use the natural lighting however there can be little changes to enhance a mood or a glow on
the photograph. These photographs are not staged at all as the photographs show real life
events happening in real time. Longer lens photographs are used if the photojournalist is far
away from the action or cannot get close to the action e.g. in a war circumstance.
Robert Capa was a famous Hungarian photojournalist that covered 5 different wars over
Europe, his first was the Spanish Civil War and his last was the Liberation of Paris. His most
famous photograph of his career was that of the Falling Soldier which was taken on the 5th
Photojournalism is big in sport as there are football matches etc. happening around the
world every week and photographs are printed in newspapers every day. Tabloid
newspapers do Photoshop their images to make a joke out of a football player during the
game whilst others disagree and say the images should reflect the real truth i.e. in the
moment. Photographic manipulation is the biggest controversy in photojournalism and is
clearly on going. This can be the difference of a good and bad photo journalistic experience.
Also, any use of additional light in these circumstances would be the flash of the camera
because the event or stadium could be dimly lit and therefore the photographer needs to
get a clear photograph.
The photographs are taken to show a story with minimal text, there may be in depth
analysis from the journalist. When people attend sporting events they don’t get to see the
replays so these photographs are helpful as it tells the story all over again. Also in
war, people get to see the front line action and the wounds.
Wide lens photograph, has the home
supporters in the background and
also other surroundings.
Photograph was taken as the
crowd and the players were
cheering after the goal, no
Photoshop as the photograph is in
within the game.
High speed shutters
to capture ever
moment of the
This photograph is taken in the natural light as the game
was played in the day time.
Photograph is taken in color – recent photograph
needing no effects. Photograph featured on online
newspapers and actual papers.
Tells a little background story, players are
happy to score and seven players have
joined in the celebrations – big goal.
This type of photography, includes mainly family photographs or social interaction. A portrait is
most commonly used within young people when they take a photograph of their everyday life. A
portrait photo is to capture facial features and their expressions, these type of photographs can
often be candid or constructed, based on a idea.
This approach can be taken by a high street studio or socially with little post production i.e.
cropping images. A portrait photograph can also be taken to show a romantic couple, trustworthy
bosses etc to also show the importance of one. Queen Victoria had lots of portraits painted which
included her famous pose of looking ‘miserable’. Now that technology has got better, people in
family photographs who aren’t smiling can be photoshopped smiling –for example.
On the high street there are many professional places people can go to for family portraits whilst
others prefer the new term ‘selfie’ in which they edit and take their own pictures. Venture use high
class finishing to their photographs and use a wide lens to show the whole picture and to create
the atmosphere, whereas independent photographers tend to use environment settings rather than
a studio. Unfortunately, independent photographers are struggling with their businesses
because, places to rent are becoming increasingly difficult to find, some independent
photographers have started to use their home settings.
Creative approaches can also be taken in portraiture by manipulating images, including heavy post
production. Some photographs can look a good quality even if they are candid, the photograph is
taken when the people are unaware. These images rely on the ambient light and are observational
Portraits of models can be printed in black and white as it has a stronger approach than a colour
photograph. These type of portraits allow the photographer to play around with the photoshop
levels. These photographs never intend to be candid as the blackness creates a mood within the
Leonardo Da Vinci is the most famous portrait artist with his portrait of Mona Lisa. Other portraits
have dated back to Roman Egyptian times and the Middle Ages. Portraits can be used to display
the importance or significance of a person or situation. Portrait photography now is to capture
wedding photographs, singular or family photographs. In portrait photographs of a family or a
wedding the photographer wants the pictures controlled but sometimes does add some candid
photographs. Also in these photographs there can be lots of different lighting effects which brings
out the person’s personality of that in the photograph. Portraits are also photographed within
schools as an individual or class/family photograph, these photographs are normally the ones that
are around the family home.
photograph as the
family are strolling
on the beach can
be controlled as
they are told to
smile – natural
Relying on ambient lighting to get the right image.
Could also be a pack shot as the family are looking like
they are to take another step on the beach.
portrait as the
looking to get
the best image
out of the
Wide lens photograph – taken from a
distance, the beach is the surroundings.
Used on web pages to promote the photographer’s work.
Used in magazines/newspapers to sell a holiday
destination or furthermore promoting the photographer.
Architectural photography is that of taking photographs of big buildings and structures.
The most commonly used lens is the tilt shift lens as it captures the buildings and
structures and emphasises how big the buildings are. Architectural photographers are
normally very skilled and have a wide knowledge of using equipment to enhance the tilt
These sorts of images can be very helpful to architects when looking at old buildings and
sculptures to identify past times. Furthermore, these photographs can be given to
engineers so they have a clear image of how to construct a new building. Adding to
that, photographs of the likeness, such as the York Minster can be used in brochures and
pamphlets for tourists visiting York. Most of the photographs are taken in ambient light
but are edited to have a further effect, like a glow. An example of an architectural
photographer is Steven Mayes, he is a modern photographer looking at indoor spaces as
well as outdoor. He is based in Newcastle but takes photographs of landmarks across
the world. There are unmistakably differences between an edited and un edited
photograph for different styles, depending on whether the photograph is for an engineer
or a hotelier.
William Henry Fox Talbot was the first architectural photographer in 1895. Throughout
the history and development of photography, architectural photography has been highly
valued and equally mirroring the beauty of old buildings. During the 1950’s architectural
photography took off as more photographers were commissioned and therefore took
more of an art form. During the mid to late 20th century, saw architectural photography
evolve as photographers began to become more creative using bold shadows and
diagonal lines in their work. (http://en.wikipedia.org/wiki/Architectural_photography)
Traditionally, a view camera a used to capture architectural photographs as the lens
can adapt to a tilt shift, meaning the photograph can be controlled but have a variety of
Analysing the images, the second image is clearly manipulated in post production
as the photograph is in black and white. This photograph has been manipulated to
show the emptiness of a normally very busy place. The York minster photograph
has been taken with the ambient light and is naturally showing the York minster
‘towering’ in all its glory. The photograph of the York minster would also have been
taken with a long lens or a tilt shift lens to create the effect of the minster leaning.
Looking at the Arc De Triomphe, I think that the photograph has had a little post
production editing to add an extra ‘glow’ which enhances the sunlight on the
structure. All three photographs have been taken in the natural light which gives
the photographer chance to get the right photograph.
Possibly used ambient
Wide lens – a lot of
Old photo? Not very
– not controlled
Looks to be used in
brochures for tourists.
Used in non fiction
books to promote ghost
Desired effect to be
black and white?.
This type of illustrative photography is that not an actual drawing but coincides
with the text in a news story, for example. The writing it there to tell the story for a
picture. This can range from children’s books to articles in tabloid newspapers.
Encyclopaedia's also have illustrative drawings, they are not pencil drawings but
an illustration to explain a piece of writing. An illustration is a visualisation by an
artist taken in the from of photograph, drawing, sketching or painting but in this
instance photography is the main one. Most illustration falls in to the category of
children’s books. Illustrations are normally printed giving the idea of a
photograph, such as newspapers and magazines would use photography so that
the image brings out the text. As an example, children’s magazines such as
‘Match Of The Day’ have photographic illustrations of the footballers to make it
easier for the children to recognise.
The first image is that of a newspaper clipping to help tell the story a little easier.
The article is of people promoting the shop to help people finding jobs. This
photograph of the people is helping to promote them as a business and personally.
The photograph also tells the readers who the people are and how they feature
within the article. The second image is from an encyclopedia of illustration where
photography is heavily used as an explanation. In this instance the photographs
are taken to illustrate the different aspects of the world – hence the sunset on the
front cover. These photographs are taken in different ambient lights to illustrate the
different settings within the encyclopedia. The third image shows an illustration of a
clock and a man. The clock has been drawn however the man is the main focus
within this photography strand, this photograph is posed to make the hand drawn
image look realistic.
Bright and colorful
Preferably a man
under the cloth.
Modeling a suit.
Could be used in a
different genres to
illustrate the suit or
In medical photography there are no post production as this type of photography
coincides with real life including scans and x rays. Medical photography also uses
a flash to help get a clearer picture, this can be inside the hospital or used for
post mortems. This type of photography is clear and decisive as it helps nurses
and doctors see how they could save someone’s life e.g. endoscopy.
Photography depends on the environment – if there is a serious procedure this
type of image may not be produced. Medical photography is the most interesting
as it gives so many insights into the human body that we cannot see with the
This first photograph has been taken with a tilt shift lens however this
photograph looks like it is to promote the hospital rather than a procedure or
scan photograph. The photograph has obviously had some post production
because the image has been changed to black and white. The black and
white in the photograph can also tell the mood as the color white can be calm
showing the hospital is a calm place.
The second photograph is clearly showing a surgeon taking the
photograph during a procedure. This can help other doctors and
surgeons in recovery. This photography within this image is normally
requested by the person if they want to see the piece that has been
removed e.g. a cyst.
The third and final image is another promoting image for the
hospital, it is showing the surgeon looking at a doctor this could be
showing the patients that the hospital is trustworthy and so are the
surgeons etc – highly promoting.
Real life image
books in for
Magazines and other
publications looking at
Helps the sonographer to see if there
are any disabilities with the child.
Fine Art stands in contrast to photojournalism as fine art is captured over a period
of time. The subject of wildlife is popular within fine art photography, capturing the
animals such as bees and other insects. The fine art photography contains the
movements of the photographer meaning it to be atheistic. Fine art photography
can also include people undressed. There can be large or no post production on
these images to create the mood of the photograph. Two fine art photographers –
Gloria McDarran and Terry Hope focus on animals.
Fine Art is for viewing pleasure only and use a wide lens to capture the
backgrounds. The majority of fine art photography is in black and white as
a) it helps set an atmosphere and b) fine art in the 20th century was
popular with black and white fine art photography.
The first photograph has a mysterious landscape and the man is
reading a book. The photographer of this image has used a wide lens
because the surroundings are witnessed and also the man in close up
to the camera. The photograph has had some post production
because one part of the sky is the main focus which is above his head
– empowering the light.
The second and third picture are both nature based but taken with
different lenses the second picture is taken from a long lens because
the photograph has been taken for far away however it still has most of
the surroundings in the background. These two photographs are both
an example of how pictures of animals and other wildlife are popular
within fine art photography. These images are also complacent to
viewing pleasure as the photographer intended.
Fine Art photography
Popular – wildlife
Used for prints or
Not for other
40ml wide lens.
Elephant also captures a
mood – posed.
Documentary photography focuses on long term projects looking at the study of
people or animals. This type of photography band going on tour as it spreads over
a number of weeks. Photographers for this type of photography use multiple
images to tell the story, as featured in charity campaigns as a promoter. This type
of photography is also better suited to being in a magazine as the reader can
spend more time viewing the story than in a newspaper, these magazines can
include the such as Readers Digest or Kerrang magazine. As this type of
photography features over a multiple of photographs the photographer is able to
get more meaningful photographs than sticking to a tight newspaper- tabloid.
However both photojournalism and documentary photography can overlap in the
sense that the photographs tend to be candid as both subjects are carrying out
their everyday tasks, they are still very different as documentary photography has
a different time span. On the first image the photograph is still quite controlled as
the woman in meaningfully looking into the camera. From this photograph it could
be taken from a charity video because these type of videos normally end with
somebody looking into the camera. Again this photograph is a promoter as it
looks at women and the woman looks seriously at the camera. The second
photograph is also looking documentarily at someone’s life and poverty. The
documentary could be looking at Asia and their poverty and looking at different
aspects. The child has been chosen as the promoter of this documentary
photograph because the viewer/reader will feel empathy towards the child and
donate or adopt the child because of the promoter. The third photograph is that
from an animal perspective but taken with a long lens (zoomed in) animal
documentaries are widely popular because not everybody can see the picture
story of a animal in the wild. The conflict with zebras at that time was the main
focus in the documentary it can also show the life of other wide animals taken
over a series of weeks or months to see how it develops and grows. The
development of photography changed in the 1880’s and 1890’s as it was known
as the next era for documentary photography and looking into the lives of the 20th
century over a period of time. Dorothea Lange was a famous documentary
photographer capturing the images of the Migrant Mother and her life with her
children. She produced six images of the Migrant Mother and shrunk the
photographs each time so the family looked like a middle class size
Taken from a
ren and a wall in
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