Advertising and Promotional
Advertising and Promotional photography is the most ubiquitous form of
photography to this day.
It all depends on what kind of subject/product it is advertising. This depends on
what style, techniques and forms are used and there is a lot of different types of
these to chose from regarding what the advertisement is about.
In advertising and promoting the main aim of this photography is create an image
that is going to sell to people. This is why they try to make the adverts very
attractive to the people they are trying to sell them to.
Promotional photography is similar to advertising photography although it may
be commissioned in order to raise the profile of a product but not for direct
Often the images are very controlled and then heavily edited to get the best out
of them. Artificial lighting is often used. A range of lenses may be used
depending on the nature of the shoot.
These images on the right demonstrate this application of photography. The Top
image (YvesSaintLaurent) and the bottom image (Gucci Guilty) are both advertising
a brand and a product that they are selling to women. As you can see from the image
a lot of Post Production work has been done on the images to make them look
perfect and very attractive towards their target audience. On the top image shadows
have been edited in and the contrast has been edited so the model looks very bright.
The lighting has been manipulated and it has been shot in a studio. The Gucci Guilty
has also had lighting edited and has been shot in a studio. The models have been
staged to be in that position and be doing that. Its shot to look sexy and intimate and
sets a mood on the audience.
The middle image is a promotional shot for the Xfactor. This image has been staged
and is manipulated to look like they are walking away from the plane. This image has
an artificial background and has been shot in a studio not a runway. Artificial lighting
has been used to make it look brighter than make it look like they are outside. The
shot has been made to look glamorous.
This image is a manipulated image
and the model has been made to
look like. It isn’t a natural smile. She
has smiled purposely for the
This is an advertisement image for a
perfume by Lancôme called La vie
est belle. This advertisement is girly
to be aimed at the target audience
The advert has
been shot to sell
which it has
been shot to
look flawless so
want to buy this
The model has been made to look
perfect to attract women into
wanting to buy the perfume she has
been edited and had wrinkles
edited out and hair highlighted to
make her a perfect candidate.
The lighting has been edited on the
image through post production to
make her look angelic like.
Contrasting and the saturation has
In this image a
wide lens has
isn't stood far
away from the
model so they
would be able
to focus more
on the models
It has been controlled just for the
perfume bottle it is not
observational because it has been
shot in a studio and is purely for the
The edges have been blurred
through the post production this is
so you focus on the models face and
the perfume bottle.
One example of a photographer in this application of photography is a London based photographer who
specializes in advertising photography. He specializes in liquids and drinks. He is very famous for shooting
advertisements for Smirnoff, Volvic, Carling, Stella Artois, Daz, Fairy and many more.
Advertising and Promotional photography is very useful comparing this to an application like portraiture photography
advertising and promotional photography is used a lot more and is worth a lot more in our society. It is used in every product
that is trying to be sold. Businesses will use this application of photography nearly every day to make money from them and
go to extreme lengths with this application compared to portraiture, this does not have a huge purpose in our society and not
as much money is made from this application. People do not invest money in this photography because it purely does not
play a massive part in making money and making businesses money because of this advertising photography has a lot of
money invested in this.
Fashion photography has the purpose to sell clothes, promote fashion and show off
the clothes on the models. Fashion photography sets a stories by only using a model
or a few models and some clothes. A story is shown with what they are wearing and
the image has to be able to set a mood for the audience. It is normal that a fashion
photography shoot is in a studio where there is controlled lighting and it can be
manipulated easily. It also can be on location for example as a model myself I went out
on location in the natural light. Fashion photography is heavily staged and is
manipulated a lot. The images on the right are very heavily staged and are all shot in a
studio they all include lots of post production to make them perfect and fashion worthy.
The top image is staged so the models look like they are having a picnic. Low lighting
it used and a wide lens is used to include all of the scene. The bottom two images
have artificial lighting and are very bright and brightness has been increased in post
production. The bottom image the girls had a lot of editing done to her face to make
her skin look perfect she has no flaws/ no wrinkles which makes her youthful. The
middle image colour has been added and parts of the dress have been edited to make
the dress look bigger. The colour of the dress has been made a higher contrast
injunction to the model and background.
A famous fashion photographer is Nick Knight he is famous with shooting famous
people in fashion photography with the likes of lady gaga, Leona Lewis, kanye
west, Cara Delavigne. He Is one of the most influential photographers in the world and
he is famous for his editorial work in vogue and Daze. He owns his own fashion
photography studio in London.
Fashion photography is a really important and very popular application. It’s a lot more
popular and there is a lot more money made with this application compared to high
street photography or photojournalism. Fashion photography is a lot more important
than these applications because it is an a lot bigger industry which makes a lot more
money than high street or photojournalism. Fashion photography is a lot more exciting
than any other applications because of the type of colours and clothes that are used.
Fashion photography is on a par with Advertising promotional because they both work
together to promote clothes/makeup and accessories.
The image is heavily staged. The models
have been told to stand and pose like
The models would have been in a studio
with control lighting to make it how the
photographers wants. The lighting when
being control the photographer has power
over how bright he wants it to be.
The photo has had a lot of post production
because areas of the picture have been
brightened and the models look perfect as
they show no flaws with their skin and their
Affects have been added like
the mist to the picture in pre
A wide lens has been used as its quite a
wide scenery. Using a wide lens allows all
the scenery to be included in this image.
These images are taken to contribute to the news media. They help to tell a story.
They are taken in wars, sporting events and even paparazzi shots count as
Photojournalism.Photojournalism works within the same ethical approaches to
objectivity that are applied by other journalists. Photo manipulation is a big issue
with this area because some photographers think that it is wrong to edit the
pictures that are for Photojournalism. Some photographers believe that small
adjustments can be made others feel that no post production is acceptable with
these kinds of images. Images are generally observational rather than staged and
the use of additional light is often limit to just a flash gun. If the photographer is
close to the action then wider lenses are generally used. Longer, telephoto lenses
are used if the photographer if further away.
The three photos on the side demonstrate this photo application. The first picture
is a image taken of Kanye West and Kim Kardashian by the paparazzi. This has
the use of a long lens as the photographer is far away from them and he is trying
to get a picture as close as possible. It is not edited and it is purely observational
due to the fact they are getting into a car.
The seconded image has been taken at some sort of natural disaster. As you can
see the photographer has you post production on this image and made the fore
ground more clearer than the background. A wide shot has been used due to the
fact there is a lot of background scenery that needs to be fitted in the image.
The bottom image is a observational image as nothing has been staged. The man
could not pose in the air. This is an example of photojournalism at war. A wide
shot has been used to get all background scenery in.
A famous photographer that works with photojournalism is Ron Haviv, he is award
winning for taking images of conflict and humanitarian crisis. His pictures have
reached headlines all over the world. Some of his images promote human rights
and have been published in New Yorker, Vanity fair, Vogue, readers digest.
Photojournalism is quite an important application as it is used when showing news about the world for example the Ukraine
Riots there is a lot of images on social networking sites that is promoting what is going on. Which is important as we know
what is happening in the world. Also magazines like ‘Star’ and ‘Now’ which thrive of juicy images of celebrities looking their
worst and have just been papped by that paparazzi and was not ready. These are taken by photojournalists and without these
images these kind of magazines would have limited content to talk about. But comparing this application to something a lot
more high profile like Advertising and promotional. Advertising and promotional is a lot more important because that’s the
applications that makes the money on every product that has to be sold. It makes a lot more money that photojournalism
which is why it is not very important in our society.
The rights and wrongs of post production for this application is that this application is that it is a lot more accurate when post
production is not used because the pictures need to be accurate as possible to demonstrate a theme like war or a celebrity
looking her worse walking out of the house. The rights for post production on this application is that blurring the background
out or sharpening the foreground and create very powerful and meaningful pictures for a theme such as war or refugees.
This is a paparazzi shot of Kim
Kardashian and kanye West. They
are being papped by a
photographer whilst getting into
The photographer has used a
long lens so they are able to get
close to the pair and they can see
better detail in the image as you
can see he is stood on the other
side of the car which he has had
to have the long lens to be so
close to them .
The image is an observational image
because the photographer has
taken this image whist they are off
guard. They are getting into a car
and that’s when the photographer
has taken the picture.
The image is dark due to the fact
the photographer has had no
control over the lighting. The
lighting is not artificial because of
them being outside.
No post production has been done
on this photo as it’s a natural photo
due to the fact that some
photographers think that it is wrong
to edit picture which as for
photojournalism. So this image as
not been meddled with.
This is one of the most common forms of photography that photographers/ people
take a lot. This application is all about capturing a subject in which the face, facial
features and expressions dominate the whole picture. The photographer will
construct an idea around the image for example Happy, family, romantic etc… It is
the approached used in most studio and social photography. This application
tends to involve artificial lighting to highlight the face. This application has a few
approaches to it. It can be Creative and staged and controlled or it can be
observational. This applications uses post production to perfect their images.
They edit them put filters on them and airbrush them.
The three pictures that I have chosen have all had post production done to them.
The first picture has been put in black and white and then seconded picture the
background has been blurred to make the fore ground more prominent.
The first image has had a filter applied to it. The contrast has been changed to
make him lighter than the background to make him stand out. The model in the
picture had no imperfections on his face.
The middle image the background has been blurred to focus the audience on this
girls face. This is using natural light as she is outside but it has been tweeked so it
is brighter. The girl has perfect skin compared to a observational image.
The last pictures uses artificial lighting to make the model look bright and happy
this has been shot in a studio.
Martin Schooler is a New York based photographer that is famous for his close
up/ portrait series of celebrities such as Natalie Portman, Emma Watson, Brad
Pitt, Angelina Jolie.
Portraiture is a not a very important application there is not of lot of purpose for this application when you compare to an a
lot bigger application like fashion. Portraiture is less important than fashion because there is not such a big industry which
involves this application. It does not make a lot of money and is only really used for headshots for actors and I.D pictures.
In our society fashion photography is a lot more high profiled and is used a lot more than portraiture is used
Use this slide to annotate an archetype image
This is a portrait shot of a model.
The image is a headshot which is
taken in a studio.
This image has had post
production. The picture has had a
filter put on it to make in black and
white. Obviously it is not a
observational shot as its not
A shadow has been created by the
lighting to make it a lot more
This shot is controlled because the
model is posing for the picture. It
is manipulated to look like it does
A wide lens has been used because
the photographer is not far away
from the picture so the
photographer does not need to
use a long lens to get detail from
Artificial light has been used as the
image has been taken in studio.
You can tell that it has by the
background being plain white.
Portraiture is normally taken in a
High street studio
High street studio photography is elements like wedding photography and
portraits. High street studios have small and big franchises. It concentrates on
pieces of wall art that families like to have of them all together to hang on the wall.
These franchises produce high key look of modern family portraits. It is becoming
difficult for high street photographers to make business. Studios use artificial
lights to create a range of moods. Images often then go through post-production
to edit them and get the right look. Wide lenses are generally used due to the
working space in the studio being restricted.
The pictures on the right show the modern high key look for family portraits.
The first image has high key lighting and is artificial lighting from the studio so has
the seconded picture where they had the image taken in a studio. The pictures of
these are heavily staged because they are posing for the picture and they are not
being natural. They are using props such as leaves to make the pictures affective
like they are outdoors. Wide lens have been used to fit the whole family into the
picture. This has been done with both. Post production work has been done to
both to increase the brightness and to make the people look perfect.
The wedding image has been taken outside on location. The couple are posing
for the picture which makes the image controlled and manipulated. They are
using natural light but it has been edited and made brighter to make it happier in
Venture is a big franchise that has studios all over the country they specialize in
family portraits that can be displayed on the wall in family homes. They create
heavily staged family portraits to make the family look very loveable towards each
other. The two top pictures are done by Venture. As you can see they are very
controlled in a studio due to the bright lighting and props.
High street studio photography is a very popular application within the normal household of people because they are
there to create a family experience which families like to hang on there wall. It is very popular with the nuclear family but
it is expensive so it depends on the family if they can afford to get the portraits done. This application is very overrated
with some people because the images can look very false and cheesy. Comparing this application with an application
like portraiture which is on the similar lines of how much it is used within society this application is used a lot more and
even though it is not as big as advertising and promotional or architectural it is important for on its own level for people to
have these type of images. It is a lot more important than something like fine art because families enjoy these pictures
and treasure them.
This is a image taken by the big
franchise Venture. It’s a high key
look for a modern family and will
be a piece of wall art.
This is a high key lighting picture.
The photographer has used
artificial lighting because they are
being shot in a studio.
The family in this image are
manipulated to be doing what they
are doing they are posing for the
camera of looking happy
The picture has been through post
production as the brightness has
been adjusted to make them look
really happy. It makes them look
perfect for when they hang
themselves on their wall.
A wide lens has been used because
the photographer is not stood far
away from the family. The wide
lens gets the whole family into the
In this type of high street
photography. Props are often used
to make the family look like they
are doing something together. For
example in this picture they are
playing in leafs.
Architectural photography is the photography of buildings and similar structures
which have built. The type of photographers in this area are normally specialized in
this area and are skilled to use special techniques and equipment such as tilt shift
lenses. The images that are taken can be used for an architect, consulting
engineers, surveyors ,property developers, construction companies and other
building related jobs. Depending on the end use or the photographer the images
may or may not go through post production.
These pictures demonstrate Architectural photography in different ways. The first
image is with a wide shot to get all the scenery in. It has been through post
production because the brightness has been altered and contrast. A shadow of the
city has been edited in the image. Artificial lighting has been used due to the picture
being taken at night. This image would seemingly be wall art.
The seconded image is observational as the building is how it is when the
photographer took the picture, as well as the other pictures no control of the way the
building is has been used. A long lens has been used with this as the photographer
can take a closer picture to the top of the bridge from the ground. It has used natural
light at sunset but been through post production to make parts of the picture lighter
and darker. The third image is very observational as it has no influence and has
been taken in natural light. It has not been through post production and has not
been edited. This kind of Architectural image is something that would be used with a
property developed, surveyor, construction companies or in guides, leaflets, books.
Matt Livey is an award- winning Architectural photographer from the UK. He is
popular for taking pictures of London Architecture. He also does interior shouts of
homes inside and the architecture on the inside of buildings.
Architectural photography is used a lot for builders and industries that involve
building. This is a very important application and is a lot more important than an
application like Fine Art because it consists of taking images injunction to building
new buildings or designing buildings which is how we create housing and buildings
like the empire state buildings which attracts tourists to New York and boots their
This is an observational image of a
bridge in New York is candid
because the building can not be
staged and can not pose so it is
exactly how it is.
This pictures has used a wide lens
this is because it needs to get all the
scenery in of New York.
This image would be
used as a wall art
pieces because it is
creative and has been
perfective for hanging it
on the wall in peoples
homes. It isn’t a straight
Natural light has been used in this
picture because it has been taken
on location and outside of a studio.
A contrast has been
used on the picture
production to made the
bridge look darker than
the sky so the bridge
stands out and looks
The photo has been taken on angle
as you can tell this is really effective
as you can see a lot more and you
can see the city behind the bridge
instead of it just being straight up
This picture is a good architectural
image as it demonstrate the build of
the bridge and shows the concrete
city behind it.
Illustration Photography are often used alongside newspaper articles to give the reader more information
and a better understand about the text.
Through Illustration photography people can be influenced on how the feel about something. This could
be how they feel about a text purely on an image next to it. Illustration may take the form of detail, step
by step images designed to convey information in text books or other educational literature. Photographs
are often used alongside newspaper articles to give the reader more information.
Styles, techniques and equipment vary hugely depending on the subject. You will have to consider what
you think has been used in your chosen images.
These three pictures show the way illustration photography can be put with text to give concepts a better
understand of them. The top and the bottom picture are books which use illustration photography to
show what they are talking about within the book. The first book cat and dogs the image of the cat and
the dogs are staged and have been in a studio to get the dog to pose how they want them for the cover.
Artificial lighting has been used to make the dogs brighter as they have been shot in studio. The bottom
book about the birds the photographer has used observational images to get birds in their natural
environment. The images have been taken in natural light and are just how the photographer found
them. They are candid pictures. The middle image demonstrates the understand with a piece of text. The
image’s taken are in natural light and have not had pre production so they are exactly how the article
describes. Wide shots have been used for these pictures as when the images have been taken the
photographer has not been far away from subject to have to use a long lens.
James Porto is a photographer that works within Illustration photography he is know to ‘ create haunting
illustrations for editorial work’ which has hit famous magazines like Rolling stone, The New York Times
and News week.
Comparing illustration to an application like high street photography, illustration is used a lot frequently
for every day life and is used within a lot of books and magazines . It is a lot more important because in
the society we live in we are surrounded by this application and it a lot more useful and there is a bigger
industry for these images.
This is a book that demonstrates
illustration photography . The
illustration photography has been
used to explain what the book is
The images are not edited they may
have been through post production
changing the brightness and contrast
to perfect them for the book so
people will buy it but the birds have
not been edited and no filter has been
added because they need to be as
accurate and naturel as possible to
explain to people what the text says .
The photography on the front is not
manipulated and is observational
shots of the birds because it would be
hard to stage birds to pose. Because
this is a wildlife book the birds have
been shot in their naturel
environment. Doing their naturel
Wide or longs lens could have been
used for this picture because it would
be hard to get up close to birds so to
get the detail of them they may have
to use a long lens from far away and
then zoom in to capture the detail of
the bird. If they could get close
enough they would use a wide lens to
get the background of the bird in to
and then they wouldn’t have to use a
long lends if they could get close to
In Media Photography the aim is create accurate and objective images that truthfully record
injuries and diseases. They show procedures such as in theatre and operations. They can
use this type of photography for measurement and analysis. They help will scientific reports
and research papers. Most hospitals have a small medical photography department. They
will use digital cameras and flash photography on patients on the wards and in the
operating theatre during surgery. They also use digital cameras and flash on the bodies
when carrying out a post mortem.
Medical photography requests a number of different specialist photo imaging techniques
and equipment for a more complex image. This includes macrophy, thermal
imagazing, time lapse, cinematography, endoscope and photography that is visible for the
The pictures on the side demonstrate Medical photography as you can see a flash is used
as the pictures are bright and clear. The images have not been through any post production
because they need to be truthful and accurate images of what is wrong with these people.
They are used with a wide lens because they have to get a big area of that injuries/disease
into the picture so a wide lens can capture all of that and even the body that is around it.
They is no use of using a long lens because they are stood close to the candidate. They
are being shot in a natural environment like an operating room so no artificial lights are
being used as such expect from the flash. It is an observational image as the image is not
influenced and manipulated as the image needs to be as truthful as possible.
The NHS do Medical photography to use for research and examples of diseases. They
make sure each hospital is equipped with a photographer department.
Medical photography is very important because it can prevent diseases in the future and it
is there to help doctors and to create research. Regarding what this application is capable
off it is a lot more important than fashion because these type of photography can save lives
and fashion photography is just there to show off clothes and make monkey which putting
these two applications in perspective, medical photography is there to help and they can
help cure diseases like cancer.
This picture demonstrates Medical
Photography. They have taken a
picture of someone through a eye
This type of
photograph y will
e used to
Trainee doctor will
use it in the future
to show what
needs to be done.
A wide lens has been used on this
picture to get a lot of detail and they
would not have to use a long lens
because they are up close to the
The picture is very accurate and no post
production has been done to it. The picture has
to be real and accurate because it is their to
help people and research in the future and to
demonstrate that operation or eye problem.
has not been
and is a
because it is
The picture is bright so a flash has
been used so they can really see the
eye. You can tell a flash has been used
because the eye has a speck of light
on from the flash. T
Fine Art Photography
Fine art photography can involve many different styles of photography. Many
photographic techniques are used as well a definition can be hard to come by.
Subjects can be anything. They can be nude models, architecture, wildlife.
Images. Fine Art photography is normally done in black and white. Depending on
the photographer or the image a large amount of post production is done or no
post production is done. They can be portraits, landscapes, seascapes.
Fine Art photography isn’t made for any other services it is made for Fine Art only.
This application does not serve any other type of purpose. Fine art images are
usually produced for sales as prints or in books rather than being used in other
All three of these pictures demonstrate the application of Fine Art photography as
you can see there is a obvious pattern in the images as they are all black and
white this is because that black and white is the main filter for Fine Art work .
Another obvious pattern within these three images are the fact the model is nude.
This is because it is normal for this application to have nude models. Each picture
has been manipulated and controlled so they look like that. The things that the
models are doing are not naturel so the pictures have been heavily staged to
make them look like they have been doing that. These pictures have gone
through a lot of post production. You can tell by this because the top picture has
been tilted so she is horizontal and the a prop has been added and a filter of
black and white. The seconded picture has had a filter of black and white added
on to it and the background has been edited to look like a jungle or something a
long those lines. A prop has also been added to the picture ( the snake) and it
has been edited in the picture to make it look like it has been attached to her hair.
The bottom picture again has had a filter and has been edited so the person looks
like they are floating and curled up in a ball in mid air. The lighting and contrast
has been altered to make areas look darker and lighter and contrast between the
model and the background. These pictures have all be shot in a studio you can
tell because they have plain backgrounds.
Paul Briddle is an award winning fine art photographer from the Uk. He is very
creative and original about his work and he is most famous for being very
Fine Art photography is important in its own industry. I don’t think this application is very important at all and other
applications are a lot more high profile such as medical and advertising which provide a lot more for the society. Fine Art is
not a huge industry in itself because it have a unique taste which only is aimed at a niche audience. Where as fashion has
an a lot bigger audience.
A Fine Art photo that shows a
nude women with a snake and
This picture has a filter on using black and white
from this you can see that the picture has been
taken and then gone through post production. It
has a black and white filter because that is most
common for Fine Art images.
The model is nude as it is
popular in Fine art
photograph for the
model to be nude.
A wide lens has been used
as its been done in a
studio the photographer
will have been close to the
model so there was no
need to use a long lens.
This is a manipulated image and is
heavily staged the model is posing for
the camera like that and it has been
done in a studio.
The picture has had props added n
through post production for example
the model has had a snake edited on to
her to look like her hair. The snake has
been edited to go around her body.
The background has been edited so it
looks like the model is a jungle like
This Fine art image represents Adam
and Eve. It shows the women Eve with
the snake about to eat the apple.
Documentary photography often contains working on long term projects with complicated,
multi-strand narratives, while photojournalism concerns more breaking news stories. Usually
this application is done with observational photography rather than staging. Images may
have some post production but not to the extend of fashion or advertising photography
because they want the images to be as accurate as possible. A range of lenses can be used
depending on the situation as you may need to shoot something that its impossible to get
near without putting your life at danger for example a naturel disaster,. Documentary
photography gives the photographer the opportunity to show the layers of life and the
aspects of the daily existence of their subjects. Instead of trying to tell a story with a single
image, produced to a tight newspaper deadline, documentary photography uses multiple
images to help tell the story. It’s better suited to reproduction in magazines where their is
more space for images and where the reader expects to spend more time with them than in
These pictures on the right demonstrate this application of Documentary photography as
you can see each picture has been taken in a natural state and no staging or manipulation
has been done this is called observational photography. A wide lens has been used so they
are able to fit all the scenery around the subject. These pictures have been through post
production as a filter has been used on each image. The black and white filter makes the
image more serious. Each picture has been taken and has not been manipulated because
documentary photography is all about creating accurate picture to document a moment.
Dorothea Lange was an influential American documentary photographer and
photojournalist, best known for her Depression-era work for the Farm Security
Administration. Lange's photographs showed the consequences of the Great Depression
and influenced the development of documentary photography.
Documentary photography is important because it shows us what is happening in the world
the same as photo journalism. I think this application is very important to society compared
to an application like portraiture because compare to portraiture it is there to educate us and
is there to show us and makes us want to help out in the world. It gives us a reality check
and portraiture photography does not do this as its very low profiles in the applications I
have talked about.
This image was shot by Dorothea
Lange. She shot this image on the
The picture has been through post
production although not many
photographers use post production
on their documentary work. A filter
has been used to make the subject
look a lot more serious. The picture
has not been edited in any other way.
Its important that the picture is as
accurate s possible because it is
documenting the subject and showing
people. Its very different from fashion
advertising as that’s heavily staged.
A wide lens would have been used as
the photographer was near the
subject at that time. The
photographer would not of had to use
a long lens as she wasn’t a great
The women is not posing and this
image would have been used to show
people what it was like in the great
depression and to make people
realise how sad people were.
This is a observational shot of a
women look distressed. The picture
has not been staged in any way and
hasn’t been taken in a studio. I'm
guessing natural light was used as the
women looks like she was outside but
you can not quite tell because of the
black and white filter.