Photography can be used for various applications such as fashion, macro, portrait, photojournalism, landscape, and advertising. Fashion photography focuses on displaying clothing and has evolved to emphasize the model more. Macro photography captures microscopic details using close-up lenses. Portrait photography captures personality and likeness, and has become more conceptual over time. Photojournalism tells factual stories through images. Landscape photography preserves natural beauty. Advertising photography aims to sell products using memorable images.

1. Photography Assignment 1
Understanding different applications
of photography

2. Fashion
• Fashion photography is used primarily to display clothing/accessories, and
is used in print publications and advertising.
• With new technology and the evolving fashion industry, fashion
photography has adapted and changed. The genre has become far more
experimental than before, where the model has become more of a focus.
• With such a huge influence of Photoshop in the industry, fashion
photography has changed drastically, with more focus on the model than
before. Blemishes are airbrushed out and body shape is altered, all to
make the item advertised look even better.

3. In order to compare images, I found one cover photo from 1947 and one from 2009,
both for Vogue, a huge publication with images of all sorts of fashion photography.
The first thing I noticed is the amount of skin shown on the 2009 cover; breasts,
thighs, legs and stomach are all shown, which would have been socially unacceptable
in the 40s, where the model is completely covered up.
In the image by Horst P. Horst, we clearly see the garment on display and the focal
point of the photograph, whereas in the modern day cover, we see no clothing
whatsoever on the model. This could suggest that fashion photography has become
more conceptual rather than being about displaying clothing. I have also noticed that
the presence of the model is much more prominent in the modern cover, whereas in
the cover from 1947 the model’s face is in the background, which may mean fashion
photography is leaning more towards portrait, to showcase a particular model as well
as clothing.
Horst P. Horst for Vogue, 1947 Mario Testino for Vogue, 2009

4. Macro
• Macro is a genre of photography in which the photographer uses a
microscopic lens at a close range to capture images of miniature details on
small objects that would normally be invisible to the naked eye, and make
them appear larger in size than normal.
• This is typically used in nature photography, and the most common Macro
images found feature high-detail shots of plants or insects. Macro
photography is also used in forensic investigations.
• With the arrival of digital cameras and zoom lenses, it is easier for
photographer to take high-quality pictures, whereas before this
technology was created an SLR camera had to be fitted with a compatible
lens.

5. The first image, by Sharon Johnstone, is a typical macro shot, which features
moss with drops of dew dripping from the ends. The three stalks are put into
the foreground with the use of a focused lens, and depth of field. In
comparison, this landscape shot by Ansel Adams is very much the opposite,
with everything in the wide shot being in focus.
The macro shot clearly puts the droplets in focus, and appears to enlarge them;
this shows the focal point, whereas in the landscape photograph, the point of
focus is unclear, where little to no depth of field is used.
In The Threesome, the image appears otherworldly with its use of colour and
focus, making the droplets appear larger than usual, but in The Tetons and
Snake River, the shot is used to display the natural beauty of the landscape
captured, which is a significant difference between landscape and macro nature
shots.
The Threesome, Sharon Johnstone The Tetons and Snake River, Ansel Adams

6. Portrait
• Portrait photography is used to capture the true likeness or personality of
a person or group where the expression/mood is clear.
• There are formal/informal types of portrait photography. For example, a
school or wedding photo is more of a formal type of portrait whereas an
example of informal would be more like capturing a photo of a friend on a
camera phone. Portrait photography is also used in capturing photos of
celebrities or notable figures.
• It is not necessary for the image to stay limited to the face, although it
should be the main subject of the photo.
• Since portrait photography can be featured anywhere, i.e. at home, a
client’s favourite location etc., shots have become more natural without
the need to force a smile, which enhances the photograph especially
when photographing children.

7. The two portraits I chose to compare are vastly different, firstly the use of colour in portrait
photography can help evoke the correct mood in the subject portrayed.
I noticed how throughout the years portrait has become more experimental and more daring
in order to capture a shot that describes a certain person. For example, the 1991 shot by
Annie Liebovitz sparked a lot of controversy, some arguing the shot was making her an object
of sexual desire, whereas some considered this a hugely empowering shot.
The editor of Vanity Fair, Tina Brown stated the cover was “Anti-Hollywood, anti-glitz”, which
could mean that portrait photography is becoming more and more conceptual, in order to
create a memorable impression. In the shot of Churchill, he features a stern expression,
seated. While showing the mood of Churchill, the picture is arguably less expressive as the
shot in 1991.
Winston Churchill for Life Magazine by Yousuf Karsh, 1941 Demi Moore for Vanity Fair, by Annie Liebovitz, 1991

8. Photojournalism
• Photojournalism is the type of photography featured in articles to
accompany a story. It is required of the picture to be honest and unbiased
in its image from the journalists point of view, and generally the photo will
have some sort of narrative itself. There is no editing present in these
photos.
• Can be a part of a hard news story or celebrity gossip (paparazzi)
• It could be argued that photojournalism is the most candid genre of
professional photography, seeing as the images tend to be frank and
factual as opposed to portrait photography where the subject is posed.
• With the development of the internet, instant image development and
broadband connections, sending images from the field to the newsroom
take only seconds, when before it would take days to develop the film and
arrive.

9. I picked a particularly famous photo from photojournalism, by Nick Ut, and
chose a photo from social documentary photographer Lewis Hine.
While both photos are used to tell a story, the first photo was used to
accompany an article, providing more of a fact than the photographer’s
particular opinion on the subject, whereas the second was intended to shock
or provoke thought in the viewer as the photographer thought child labour
was wrong. Lewis Hine used his images to help change the child labour laws
at the time, whereas the article by Nick Ut was used to present a
newsworthy story.
Both photographs were taken with no depth of field or camera filters,
meaning both photographers intend to deliver a truthful view of the scene
rather than mislead the viewer.
Nick Ut for The Associated Press, 1972 Child Labourer by Lewis Hine, 1902

10. Landscape
• Landscape photography is used to display or preserve the natural beauty
of a space in the world; traditionally these are usually nature shots with
little to no people or man-made structures involved in the image in order
to focus entirely on the natural surroundings.
• Since lighting plays a key part in the quality of landscape photos, the
development of digital and colour-capturing cameras has improved the
overall quality of landscape images, giving photographers a better chance
to capture natural lighting.

11. Ansel Adams captures the beauty of a natural landscape in his picture, whereas
Sharon Johnstone simply focuses on the microscopic details of a needle and droplets
in her macro shot. The subject of the landscape shot is far more clear to the viewer
than the macro shot, where the image is far more experimental.
One effect present in the second image is depth of field, which separates the
background and the subject through the use of a focused lens, this would suggest
that every part of the landscape in the image is worth looking at, giving an insight
into the photographer’s view. The macro shot is clearly used to portray the
microelements of objects in order to create a spectacular image, whereas the
landscape image is there to present the obvious beauty in a natural scene.
Pasture, Sonoma County, by Ansel Adams Tropical Droplets by Sharon Johnstone

12. Advertising
• The most commercial area of photography, where the photographer is
paid to capture images to advertise a certain product. Advertising images
can include fashion, cars, food etc. A sellable product is always on display.
• Makes the product stand out (makes you want to buy it).
• The heavy influence of photo editing software (Photoshop) has enhanced
advertising photography as a whole, and is used to enhance the look of a
product beyond its natural state. The development of the industry has
allowed for more experimental and abstract images to appear, which
makes certain images to be more memorable than others.
• Images used in advertising usually is very memorable, and makes the
audience want to find out more about the product.

13. The shoe advertisement from the 1980s features a sportsman holding the product,
whereas the modern day ad features a man mid-run with the shoes on. This shows
the development of ideas and new concepts in order to capture the eye of the
audience, where in 2012 the ad must be more sleek and instantly recognisable.
I also noticed the large amount of text used in order to accompany the first ad. This
could suggest that in 2012 it is a harder challenge to capture an image where the
audience does not have to sit and read, and the idea of a much simpler image with
very little text and a simple yet powerful image is needed in order for the audience to
feel the need to purchase the product.
Diadora shoe ad, 1980 (exact year unknown) Nike shoe ad, 2012