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Advertising photography

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Advertising photography

  1. 1. Intro Advertising photography covers many photographic genres such still life and fashion. It has been an effective method ever since there was the capability to produce large numbers of reproduction. This type of photography has a purpose of attracting the viewer and communicating information effectively.
  2. 2. History Advertising and commercial photography started during the 1850s but was restricted due to the technology at the time. Prints of the products were handed out to customers as a means of advertising. In the 1920s photographers used black and white photographs until the 1950s when colour reproduction became dominant. In 1920 fewer than 15 per cent of illustrated advertisements in mass-circulated magazines employed photographs; by 1930, almost 80 per cent did. Sobieszek, R. A., The Art of Persuasion: A History of Advertising Photography (1988). After the Second World War, there was a huge growth in the amount of money allocated for advertising which resulted in a higher quality of photographs.
  3. 3. Edward Steichen• Very influential in the progression on advertising photography• One of the first photographers to land commercial contracts within advertising photography• Was the most dominant photographer in New York during the 1920’s (1879-1973)
  4. 4. Steichens WorkEdward Steichen, Camel Edward steichen, Kendall cigarettes, 1927 Lee, Cartier earrings, 1925
  5. 5. How advertisingphotography changed? Digital Technology in 85 has changed photography completely. Now advertising is mainly a Digital image, stored onto a computer, and manipulated, used, and created into advertising bumf. Its made advertising much more ambiguous and offers the designer more options for creating different methods of advertising Since the photos were produce digitally, the photographer and his team could instantly review the photos without the wait for them to get developed.
  6. 6.  As a consequence to this evolution, image manipulation software packages were created, and this resulted in the more extensive use of the “green screen”. This was to facilitate an easier isolation of products digitally, and create complex compositing.
  7. 7.  Another fact is the popularity of portable lighting equipment, which gave the artist the possibility of shooting outside of the confinements of his studio.
  8. 8. What makes a successfuladvertising photograph? The product has to be well lit, and made to stand out – a good knowledge of light modifiers is needed The photo has to look sharp and clean Make the products look appealing Using proper composition leaving space for copy text Use a persuasive straight photography style
  9. 9. December, 2009

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