This document discusses various types of photography applications including advertising, promotional, fashion, photojournalism, and portraiture photography. For advertising photography, photographs are used by advertising agencies to market products to the public by creating awareness and portraying the product in a desirable way. Promotional photography similarly aims to raise a product's profile rather than direct sales. Fashion photography displays clothing and accessories in magazines and online. Photojournalism contributes photographs to news stories to further understanding, while maintaining objectivity and avoiding manipulation. Portraiture focuses on displaying a subject's personality, mood and expression through close-up images. The document examines examples and techniques used in each type of photography application, such as lighting, composition,

1. Photography Applications
Alan Smith

2. Advertising
Advertising photography refers to the art of taking
pictures that are used to create awareness of a
particular product or service to the public. The
photographs are mostly used by advertising
agencies to market a product
Applying photography to advertising can be the
most persuasive way when looking at a product
and how you want it to be portrayed by the
viewer. Advertising Photography is all about
creating an image as ultimately it is about making
your product look good enough for the targeted
demographic.
For example a photograph taken by Frederic
Streicher for Audi. It is down to making it suitable
for the client and where he is targeting Car owners
who consider themselves achievers out of the
psychographics concerned and that the image
represents a quick, clean and stylish product.
The other image of Hollister has used photograph
advertising to another level. Having such a huge
image representing the product it is almost
impossible to not notice.

3. When looking at past and current ways of advertising through photographs you can
see that how much influence it can have over the way people live their lives. You can
see similarities to this day to how manipulated photographs with captions can make
you buy a product that you have seen advertised.
Old images were taken then
developed to promote
products such as cigarettes
and alcohol.
Advertising through photography is to create an
image that best describes your product. Alcohol
adverts use photographs to do this. As you can see
the bottle has been merged together with a city.
Here is a good example of photo manipulation as it
has two images together in one.

4. Contexts that have Advertising photography are magazines that include images of
products usually found in the back of the publishing, Newspapers where a small image
can be taken of a certain product to advertise for a small fee and Web pages that are
the most likely way of seeing photographs for a product. This is because of the
increase in that target audience using the internet. Images that are taken are
developed through the post production to look presentable and then uploaded to
some social network sites such as twitter for the audience to see their work.
Photographers will also keep their work on websites to show in their portfolio in order
to attract more customers.
A good example of advertising through photography is
the Apple adverts. These include the product and all
that is included in it on a simplistic photograph with a
little caption. This is not a bright, colourful, expensive
advert with a lot going on but instead it is describing
the product from what people will already know about
it. Due to their high reputation the advert does not
have to be very technical. This particular advert can be
seen in newspapers, technical magazines and on the
internet.

5. A Current Advertising Photographer is that of Michael Molloy. He
photographs people for brochures, press releases, websites & all forms
of marketing and advertising. Here the image taken by Michael is a
close up portrait, it has been taken inside in a studio because of the
black background and lack of natural light coming onto the lens. The
photographer likes to keep simplicity in his images and does not like to
have too much going on. Here it is clear that two colours have been
preferred, black and white. There has been no added saturation
however the contrast has been lowered as the jacket is not as bold as
can be.
Jay Maisel, born January 18th 1931.
Most known images
is his photograph of
Miles Davis that
appeared on the
cover of Davis's
album Kind of Blue.
(image on right)

6. This can also been seen as a candid
photograph because Miles Davis is
not looking at the camera and the
photograph is designed to make it
look like it is not expected.
The shutter
speed of the
camera must
have been quick
as not a lot of
light has been
let through in
the image. This
again was on
purpose to set
the scene and
relate to that
deep, soul
music.
This promotional image by Maisel was
taken with a lot of knowledge. As said
before the photograph is taken it is
important to relate it to the client so it will
look better when selling to the audience
targeted.
The image of Miles Davis does not
only include the instrument that he is
playing which is clear to see when
buying the product, but also that he
is wearing a blue jacket. The blue
being important as this goes hand in
hand with the title of ‘Kind of Blue’.
The musician is smiling to
portray what that genre of
music does to the listener and
the expression is deliberately
used because of this.
The photograph is a close up on the
musician. The image has been toned down
and darkened to blend in to the black
background of the studio it has been taken
in.
The composition of the image has been well
thought about as it was clear that the client
wanted space on the right to put the title.

7. Promotion
Promotional Photography is very similar to advertising as they share the
way of taking a photograph to express what they feel the product needs
to be seen as. However, Promotional photography focuses on raising
profile rather than direct sales. Examples of this can be seen through a
photographer that might go on tour with a band and make the public
aware of where they are and how they are preforming, also just to give a
clue to people that of what music genre they go under and to possibly
recruit more of a fan base.
Promotional Photography can be found in magazines or fanzines of the
music culture. As well as some newspapers and if there is a local gig or
performance it may be seen on a billboard or hoarding of a large size to
make sure it stands out. Here an example on the right is a well enhanced
image of a Musician, PitbulI. It is obvious that it has been post produced
with a lot of artificial light and bright colours used to cover the majority of
the original image. This is used to make the image look more appropriate
to the demographic that listens to him, that of a vibrant and exciting
person.
Current promotional photography can be seen on the image of the tour
bus here on the right. This was taken by Abel Longoria on a Digital SLR
camera. As you can see it has had no flash on camera meaning a darker
image can be seen. Also with a 0 Aperture priority the photograph has
been designed to look black and white with a shadow. This could be to
represent the music of that band, should they be a heavy metal or rock
band, this would best describe them to viewers of the photographs that
can be found on the authors website.
7

8. Fashion
Fashion photography is a genre of photography devoted to displaying
clothing and other fashion items. Fashion photography is most often
conducted for advertisements or fashion magazines.
Fashion Photography when taken appears in obvious magazines such
as vogue, however the internet holds the well edited images. The
fashion side also shares similarities when looking at advertising
because both are heavily edited and adjusted to make the
photograph appeal more to the magazine and to who they are
targeting.
As you can see on the image it is heavily worked on to apply to what
the magazine is trying to get across. You can see how the special
lighting makes the image look more professional and stands out from
the page. The composition of the edited photograph here is seen as
the image is covering the whole page and done deliberately. The
colours used have been saturated to a darker red and purple because
this is seen as a popular colour at the moment and the majority of the
magazine will include red highlights in some form, such as text. Or
background. The front of the magazine is setting a scene for the rest
of the publication. The lighting used by the photographer here will be
that of front light as it is focusing at the person, also there is no sign
of shadow to indicate that of natural light being exposed.
Here the woman on the photograph has been sharpened up to stand
out from the background and white text. The brightness has been
lowered and the contrast increased so the facial features can be seen
more clearly and so the photograph becomes more bold.

9. A Current Fashion photographer is Sarah
Bird, she is award winning for her images
taken on hair and beauty and all that
surrounds the fashion culture. She
focuses on indoor studio photographs
taken on women. She has worked for a
variety of clients such as Oakley, Irregular
Choice and Posthuman Wardrobe. Her
photography work has been featured in
British Vogue, Metro newspaper, Evening
Standard and Fashion Capital. Her
photographs taken have also been in
books sold internationally and can be
seen in exhibitions.
Richard Avedon ( 1923 – 2004) was an
American fashion and portrait
photographer. An obituary published in
The New York Times said that "his fashion
and portrait photographs helped define
America's image of style, beauty and
culture for the last half-century“ A
collection of his work can be seen on the
right.

10. Photojournalism
Photojournalism is where pictures are used to contribute to the news, it is used
to further someone's understanding on a certain story being told in the media.
Photojournalism can come in many forms, such as War and the paparazzi
however sport can also be captured and in some of the best photographs. Here it
is clear that a picture really can say more than words.
An example of a famous sporting photograph that can go hand in hand with text
is that of Muhammad Ali and that famous knock out image taken where he
shouts at his opponent to get up.
Photographic manipulation is a big issue concerning photojournalism as people
believe that it will make their images look better. However when reporting on
news in war zones, even any small adjustments will not be allowed as it is a
profession that is providing a service to those watching through the news and
reading in media and should be allowed to see the truth and nothing edited to
make people believe it has been set up in an studio.
Light in the image above was not needed and in fact it was the lack of colour
which spoke a lot of the fight. Aggressive and not nice to look at however a
victory. When looking at the war images taken, they should be taken and not
adjusted because it is the emotion from the people in the photographs that is
important not the colour or saturation added to them.
Images taken for photojournalism are usually observational as it will give a better
image to see what is happening in that particular war. The facial features of
people when they are not expecting things will be more interesting than a staged
photograph. This is why the paparazzi is so famous because of their desire to get
the best reports and images.
The sporting image is that of a wide lens, this was designed so not only does it let
you see exactly was is going on around the ring and in it, it had enough detail to
see the expression on the famous boxers face. The photograph is an
observational iconic image around the sporting world. Neil Leifer’s image of Ali
was such a good quality piece of photojournalism as it captured a lot of feeling in
the image as well as keeping its simplicity.

11. A photographer taking candid images taken
to show what exactly is happening in the
places of war. Candid being that of
unexpected photography.
This is taken from a wide lens, and taken to show
the amount of people unhappy. The photograph is
not staged and uses the Natural light to show the
people in the image.
This image is taken from a
longer telephoto lens as it has
to be taken from far away for
the safety of the photographer
Sky
Clean
sand
Rubble,
hard
ground
The context of the photographs taken by
the photojournalists will be found in
mainly on the front pages of newspapers
should it be breaking news, on the
internet through websites of newspapers
or broadcast centers such as BBC. Also
eventually on social network sites in the
form of Twitter and Facebook
Here the Photograph has been taken at a
medium wide shot in order to fit the
soldiers as well as the desert they are
walking in. The rule of thirds has been
used for the background. That being 2
thirds land and 1 third sky. These
photographers are very skilled in their
department and also very brave.
The Photograph taken is that of a
close up. Photojournalists take
serious images like this, it is
Photojournalists
therefore important not to start
work within the
editing the images as it is vital
same ethical
people take the image seriously
approaches as other
for what it is.
journalists!

12. Robert Capa
October 22, 1913 – May 25, 1954
Hungarian war photographer and
photojournalist who covered five
different wars.
He documented the course of
World War II in London, North
Africa, Italy, the Battle of
Normandy on Omaha Beach and
the liberation of Paris.
Here it is clear that the images have
not been heavily edited because it is
trying to get across the daily actions
of what these men had to go
through. Again, observational
candid images are taken as it is the
best way to see what exactly is
happening and so nothing is staged.
12

13. A good example of where
photojournalism can be
found in media is that of
magazines such as National
Geographic. These have
images that go hand in
hand with text to give the
reader information about a
certain topic concerning the
environment we live in.
Photojournalism is found in
magazines relating to every topic.
For example Sport and football,
Magazines such as ‘Match’ or
‘Goal’ will include images of
footballers to go with an article
written. Photographs are just used
to help you understand what is
being said.
To compare the two
photographs on the page. The
frog has been taken to blend in
whereas the hyena has been
taken to stand out from its
surroundings.
Here the see-through
frog has been taken
from above to show
how it can blend in
with the surroundings.
The picture at the bottom
has been taken from
ground level. The way the
aperture is used to create
the depth of field from
the rest of the animals is
used well as the main
animal is seen more clear.
13

14. Portraiture
Portraiture is photography of a person or group of people that displays the
expression, personality, and mood of the subject. The facial features of that
person are very important as it becomes clear on close up photographs. In
portraiture any person can be the model unlike other types of photography
where a certain person or subject has to be used such as fashion or
advertising. In this type of photography it just depends on facial features and
what expression you make from it to how good the image is. From this it is
clear that there is 4 sides to the Portrait photography spectrum.
The constructionist approach, which is where the particular photographer
bases the idea or theme on the portrait side. Such as a wedding or a Happy
family. This is often taken place in a studio of the photographers. It is to
construct the idea and send a message across. The second approach is the
Environmental approach, this depends on the persons background whether
or not it is from work or leisure. The so called ‘story’ is told through the
environment and their location. A candid approach is that of where the
person who is being pictured does not realize or pretends that they do not
see the camera. Examples of this can come from photographing strangers.
Images taken in Candid photographs do not appear in constructive ones as it
is not pre meditated.
The creative approach is the more developed way of photographing people
as this includes manipulation and post production. The introduction of
Adobe Photoshop has allowed photographers to make their images better
and make composite images. That of having more layers making up the
photograph. Such as the image on the right. This can lead to a photomontage
and should the photographer wish to go further they can fully develop the
image into something abstract. Creative and environmental photographs are
found online and in many magazines such as readers digest and many family
orientated books. Whereas Candid and Constructionist images are located
with those who have purchased the photographs

15. The photograph is taken using a
wide lens to capture the full
family and the background. The
grid method has been thought
about when placing the people
near the objects outside.
The light used is that
of natural light as you
can see from the
shadow on the tree.
From this technique it
can make the photograph
look more professional as
well as allowing the light
to be spread equally onto
the image.
The photograph is
controlled as the
people have been
told where to
position
themselves in an
almost unnatural
position to what
they usually
would.
The camera is using a
flash to make the
image brighter as well
as setting the camera
to a slower shutter
speed to allow more
light into the lens.
The photograph is a
good example of an
constructionist
approach as well as
sharing the
environmental way
of thinking due to the
natural background
rather than in a
studio with a plain
coloured setting.

16. A famous Portrait photographer was Yousuf Karsh (19082002). He had a long career that involved taking photographs
of iconic names such as Einstein, Nelson Mandela and his
most famous image of Winston Churchill on the right hand
side. The image of Churchill has been taken well because a
space has been left on the left hand side to make the image
look more professional.
A current portrait photographer is that of Chris Gloag. He is a
talented portrait and lifestyle photographer providing studio
and location images for agency, editorial and corporate
clients. This is a image taken by Gloag below. Leading lines is
used in the photograph below as it can make the person look
far way and makes you look at them. The way it works is that
your eyes start looking at the rail from the left and eventually
see the profile of the person.

17. High Street studio
High street studio can include portrait and
wedding photography in its portfolios. Large
franchises such as Venture focus on family
portraits and it is those who have eventually
made modern family portraits popular. These
are becoming popular because of the way in
which they can enhance the images. As
competition is fierce, studios now use artificial
lights to give the brightness rather than relying
on natural. Families are becoming more keen
on the techniques used because of the post
production stage, they can be made to look
completely different to how they do. With
colours being adjusted on the facial features to
make them look better than they thought.
The contexts where this type of photography is
found is that of online or with those of who
purchased off the photographer.
A famous Photographer surrounding the
wedding and portrait images taken is Hugo
Burnand, he has taken many photographs for
the royal family and most recent the royal
wedding.
In the High street studio
photographs they all share the
same emotions, that of being
happy. This is because they focus
on portraiture and it is important
when thinking about where they
may be seen and in what context.
Should the images be from
weddings then they will be found
with the couple and their guests
and being happy will be a must.
Also with the royal wedding
photographs it is important that
as they will be seen throughout
media such as the internet and
magazines so the person has to
be seen to being friendly.

18. Architectural
Architectural photography is
images taken of buildings and
similar structures.
Ezra Stoller (16 May 1915 – 29 October 2004)
was an American architectural photographer.
The work on the right hand side is that
of complex images taken from unusual
angles. In many of Stollers images they
are not coloured and focus on patterns
and abstract design.
To take these images Architectural
photographers use tilt shift lenses
to get photographs that are not
normally seen from the human
eye.
Images can be used for architects,
consulting engineers, surveyors and
property developers.

19. Simon Kennedy Architectural
Photographer
Simon’s work has been exhibited
and published widely, and his
recent clients include The BBC,
Sheppard Robson Architects and
Hopkins Architects.
The photographs mainly are
used with telephoto lenses to
take images from far away.
However to capture images
such as the one on the top of
the page, wide lenses are
used to fill the page up with
the building’s. They are rarely
edited but may be sharpened
up if a particular client wants
something different.
The light used is that
of natural light and
using the the
buildings themselves
to provide the
colour to the
images.
Here it is clear that all
architectural images are
observational and take
photographs of buildings
how they are. They move
the camera instead of
moving the object.

20. Illustration
Photographs are often used
alongside newspapers to tell
the reader something. This in
some ways is similar to
photojournalism as this can
help tell a story better than
words.
An example can come from a
body language book about
dogs. This is because it
provides step by step images
to help tell the original idea
of interpreting canines.
Photographs used to
illustrate can provide huge
help to people especially
should they not be able to
understand writing itself.
There are no well known
illustration photographers as
the images for books such as
these are uploaded to be
purchased for separate use
and photographs bought
individually. The owner is to
be paid royalties for the use of
the image.
Illustration photography can be used
to either teach something such as
guide books or can be books on how
to distinguish certain animals from
another. For example different birds
that are in the Cayman islands.

21. You can clearly see that
the picture has not had
any post production done
to it. This is because the
photographer/ writer
want to create a
trustworthy appearance
and not that of a false
one.
The candid
approach on the
photograph is
used well as the
dog is doing an
unusual shape
and does relate
very well to the
title of body
language.
As the image has been taken
from an outside environment
and over an unexpected
animal, the photographer has
had to rely on natural light to
bright out the animals details.
The photography
used on books always
has to topic on the
front cover. This is so
straight away the
person knows what
the book is about and
if they should
consider reading it.
The photographer has
used the wide lens well
as the canine is directly
in the middle of the
photograph and still
keeps a sense of the
rule of thirds. Two
thirds of the
background being grass
and one third hay. This
only makes the canine
stand out more from
the page.

22. Medical Photography
Medical Photography is a specialized
area of photography that concerns
itself with the documentation of
injuries or diseases.
An example of a company that is
involved in medical photography is
The Bio Communications Association.
The company uses quality images in
visual communications for teaching,
documentation and presentations in
the life sciences and medicine. The
photographs can be found in research
papers and articles.
The photographers use specialist
photo imaging techniques such as
micro- and macrography to capture
the things normal cameras or the
human eye cannot see. As well as this
the images can be just of equipment.
A wide lens has been
used to capture the full
room and all the
equipment that is used in
the medical profession
To compare both
photographs. The one above
is a wide lens to show
everything and educate
whilst the photograph below
has been taken with a long
lens to capture what they
want.
The image has been taken from
above. This is to show the
detail rom up close of the
whole object. Artificial light has
been used so it can make the
micro organisms stand out from
the background.

23. Fine Art Photography
Everything can be
considered to be Art.
So Fine Art
Photography can have
many definitions.
Photography that is done as
a fine art -- that is, done to
express the artist's
perceptions and emotions
and to share them with
others
Thomas D'agostino is a
Fine Art photographer
working in London. His
work is very abstract and
unusual.
The Photographer
has decided not to
add colour or any
saturation to the
image as it would
make the image look
less realistic.
Photographs can be of anything. In the sector
nudes, architecture and wildlife are all popular.
Images can be colour or black and white.
A picture that is produced
for sale or display rather
than one that is produced
in response to a
commercial commission.
The photograph is taken
from below looking up to
create the effect that the
person is powerful.
Depth of field has been created
again as the distance between
the person alive and the back of
room has been made to look far
away. This makes the image
focus on the portrayed killer
without looking at anything else.

24. Ansel Adams
(February 20, 1902 – April 22, 1984)
Ansel Adams was an American
photographer and environmentalist.
His black-and-white landscape
photographs of the American West
have been widely reproduced on
calendars, posters, and in books.
In the photograph on the right taken
by Adams, he has used
photographic techniques well as not
only does it include the foreground,
middle ground and background of
the mountains in a well balanced
landscape rule of thirds, but leading
lines has been used very well as the
eyes are instantly drawn to the road.
The photograph taken was with a
wide lens as it has managed to
capture the whole landscape. This was
an observational photograph as
nothing was adjusted or moved to
create it.

25. Documentary
Documentary photography refers to a
popular form of photography. This is used to
report on a historical or long term project.
This can be misunderstood to be the same
type of photography as photojournalism
however this focuses more on images
themselves and close ups on people.
Whereas Photojournalism focuses on
breaking news and quicker images taken to
correspond with text. Also the images taken
with documentary photography are trying
to give a deeper understanding on what is
happening, therefore post production can
be used in this type. As the images are
edited they are most likely to feature on
magazines as people are more likely to take
more time looking at it than skipping
through a newspaper very quickly
A present day Documentary photographer is
Cristian Movila. He focuses on taking images
that are very disturbing for the reader such
as this cruel image of a young boy learning
how to use a gun to be told to go to war. The
images can tell a lot more than words by
looking at them. Looking at the expression on
his face you can see confusion.
Many documentary photographers work
becomes like a piece of art and like Movila his
work has appeared in exhibitions. Also Movila
has worked for the Sunday times magazine, the
telegraph magazine and stern.

26. Dorothea Lange (May 26, 1895 – October 11, 1965)
was an influential American documentary
photographer and photojournalist, best known for
her Depression-era work for the Farm Security
Administration.
The photograph taken in the 1930’s was capturing
the emotion of what people in America were going
through and that famous image represented the
depression as a whole. The photograph unlike the
newly documented post production images was not
touched or enhanced at all.
The photograph was an observational image taken
with the rule of thirds in mind due to the way it is
equally spread on each side of the migrant mother.
Natural light is required in the image and it seems
that it is a candid photograph as the family is not
looking at the camera.

27. References
http://uk.ask.com/question/what-is-the-definition-of-advertising-photography
http://en.wikipedia.org/wiki/Fashion_photography
http://en.wikipedia.org/wiki/Portrait_photography
http://chrisgloag.com/2012/#/ABOUT
http://en.wikipedia.org/wiki/Robert_Capa
http://www.simonkennedy.net/information.html
http://en.wikipedia.org/wiki/Medical_photography
http://www.bca.org/index.html
http://en.wikipedia.org/wiki/Fine-art_photography
http://www.cristianmovila.com/
http://en.wikipedia.org/wiki/Dorothea_Lange