Photography can be used for advertising, landscape, fashion, and macro purposes. Advertising photography aims to make products look desirable through camera angles and lighting. We see ads in magazines, TV, and online. Landscape photography captures nature and settings. It is seen in nature books and magazines. Fashion photography displays clothing in ads and magazines like Vogue. Past fashion photographers included Richard Avedon and present ones include Mario Testino. Macro photography captures small subjects and is seen in magazines, books, and social media. It requires specialized lenses or equipment. Past macro photographers included Edward Weston and present ones include Heather Angel. For each genre, the summary discusses example photographers, where the photos are seen, and tips for taking

1. Photography &
Photography practice
Maddy Thompson

2. Advertising
Advertising photography consists of
artisanal shots of a selected product to
make the product in question look
desirable. Photography can
manipulate a product by using
different camera angles, and having
one original product for photographic
purposes that looks better than the
rest. An example of this would be the
McDonald’s burgers - they look great
in the pictures, but what you hold in
your hand isn't necessarily the same.

3. Where we see advertising
We see these images on TV, Billboards, Magazines,
Newspapers, Social Media and other public places where there
will be a number of people to see it.
Magazine ad Advert on a bus

4. Photographers associated with advertisement
Jonathan Knowles is a well known London based
photographer specialising in advertisement.
Morgan Lockyer is also a photographer in advertisement.
Other names in this industry:
Tim Tadder, Mike Harrington, Tim Platt, Adrian Weinbrecht,
Tom Kelley

5. Past and present advertising photographers
Past photographers Present photographers
Bert Hardy 1913-1995 Quentin Shih
Cecil Beaton 1904-1980 Riccardo Suriano 1985
Angus McBean 1904-1990 Tim Tadder
Differences: A lot of the advertisement in the past used a lot of painting/drawings instead of real
life props or models. A lot of the adverts would have been hand drawn and edited whereas today
we can manipulate the camera enough to save editing jobs.

6. Tom Kelley Past photographer
Kelley, born in 1914, was an
American photographer who
photographed Hollywood celebrities,
for advertising and also magazine
covers. He was mostly known for his
iconic Marilyn Monroe nude
photographs, and did a lot of portrait
photography, however his business
expanded to advertising later on in
his life too. One of the reasons for his
fame was due to the subjects of his
photography – they were widely
known which helped spread his
work.

7. Jonathan Knowles Present photographer
Jonathan is a photographer
specialising in still life, liquid and
beauty advertising. His uniqueness
has earned him award winning
commissions world wide. He has
worked for many recognised
brands such as Coca Cola, Guinness,
Smirnoff and O2, as well as artists
for their album covers. He uses a
number of techniques to
manipulate the photo and get the
best outcome, such a lighting and
editing.

8. An example of how to take a good
photograph for an ad
https://fstoppers.com/commercial/how-light-and-photograph-beer-bottle-advertisement-41443
How to light and photograph a beer bottle
advertisement
1.Put light directly behind the beer to give it n appealing glow
2. Before you get the bottle wet, spray it with a clear gloss to keep it in
perfect condition throughout the shoot
3. To create a realistic looking condensation, mix water with glycerine and
spray the bottle to apply it to the product. The water will bead up and stay
put
This proves that the manipulation of lighting, highlighting products,
positioning and timing is key to advertisement photography. The
use of Photoshop can also help to produce a magazine ready photo
for whatever product, but the set up is the key to getting a good
photo.
The full video is here: https://www.youtube.com/watch?v=ORMatNiIXhc

9. Landscape
Landscape photography typically captures the presence of nature
but can also focus on either man-made features or disturbances of
landscapes. It shows spaces within the world. There are many
methods to landscape photography, some of which consist of the
camera type, lens, lighting and flash, shutter speed and filters.
It can also feature rural or urban settings or industrial areas.
Landscape photos show little human interference, typically featuring
defined landforms and weather.

10. Where we see landscape photography
You are likely to see landscape photos in magazines
which may have photography as the topic, nature
books, guide books, on websites, TV and on social
media.

11. Photographers associated with
Landscape
Edward Weston, born in 1886 was
a well known landscape
photographer.
Jim Brandenburg started out as a
photojournalist before landing a
career with National Geographic.
Other Landscape photographers
include: Charlie Waite, Adam
Burton, Helen Dixon, Eliot Porter,
Peter Lik and Galen Rowell.

12. Past and present photographers in Landscape
Past Photographers
Luca Campigotto
Lewis Baltz
Joe Deal
Present
Photographers
Charlie Waite
Adam Burton
Adam Ansel

13. Joe Deal past photographer
Joe was born in 1947 and was an American photographer
specialising in capturing how the landscape was transformed
by people, which could be considered what makes him
unique. A lot of his work was featured in magazines and
galleries. He sadly passed away at age 62 due to bladder
cancer, however a lot of his work is still shown today.

14. Charlie Waite Present Photographer
Waite was born 1949 and worked in the television and theatre industry.
Throughout those ten years, he became fascinated by theatrical lighting and
design. His style of photography is a calm approach and all of his work shows
spiritual sides too.
Waite launched UK Landscape Photographer of the Year in 2007, an annual
photography competition which ties in with his passion and appreciation for
landscape photography. He also launched the American version, both of
which are currently still running. Below are some examples of his work:

15. How to take a good landscape photograph
1. Time that the photograph is taken – Golden hour –
photographers tend to take photos early in the morning of late
afternoon as the sun is lower, less contrast and displays a subtle
colour pallet. Hours after dawn and before dusk are known as
magic hours.
2. Composition – rule of thirds – divide the frame into
imaginary thirds on horizontal and
vertical axis and places points of interest
along the lines.
3. Raw – shoot raw files – to edit your
original images non-destructively and
maximise quality.
Source: http://www.digitalcameraworld.com/2015/05/11/10-quick-landscape-photography-tips-2/#null

16. Fashion Photography
Fashion photography displays
clothing and other fashion items. It is
mostly conducted for advertisements
or fashion magazines like Vogue or
Elle. It could be labelled as two art
forms - fashion and photography. The
clothes and fashions used in the
photos are enhanced sometimes by
the locations/settings or
accessorised; they're emphasised. A
lot of the time however, especially
magazines, a white background tends
to be more popular to allow the focus
point to be on what is being
photographed.

17. Where we see Fashion photography
Fashion photography links in a lot with
advertisement - to advertise a piece of clothing or
accessories, fashion photography is commonly
used. Not only that, but we also see it in places we
don’t expect - for example, an advert for a car may
feature a model wearing something fashionable.
Although the reason makes sense, to entice
viewers in and give them the impression that they
can be like this person by buying the car, it is still
unexpected.
Other than this, fashion photography is seen in
adverts, in magazines, books, on TV, Billboards,
Online and art.

18. Past fashion
photographers
Richard Avedon
Irving Penn
Annie Leibovitz
Present fashion
photographers
Mario Testino
Steven Klein
Steven Meisel
Photograph by Mario Testino

19. Richard Avedon Past photographer
His uniqueness comes from his models being photographed
full of life, showing emotions, laughing and smiling, instead
of being photographed emotionless and still. His subjects
tend to be seen full of emotions and he created this by
bringing them outside in action, which was revolutionary at
the time.
The sheer white background and eliminating the use of props
and soft lights, the images produced enabled him to focus on
the inner worlds of his subjects.
Richard Avedon was an American fashion and portrait photographer born in
1923. Avedon began working as an advertising photographer in a department
shop, but soon began providing images for magazines such as Vogue and Life
after his work was endorsed.

20. Mario Testino Present photographer
Mario Testino, born in 1954, is one of
the most popular fashion
photographers working for big
magazine names, brands and
celebrities such as Vogue, Gucci and
Princess Dianna. With his 35 years of
being a photographer, he has also
worked as a creative director, guest
director, museum founder, art
collector and entrepreneur. His work
with the royal family is some of the
most recognisable and is probably
what gives him the big name.

21. Taking a good Fashion photograph
• Engage the model – use eye contact – it connects the
model with the viewer of the image; it’s powerful.
-OR -
• Looking away – focused on something off camera – this
created a sense of mystery for the viewer, and intrigues so
they can contemplate what the model could be looking at.
• Experiment with light – it creates drama – manipulating
light can make or break a photo.
• Techniques – preparation and lighting – get the settings,
the lens, shutter speed and lighting right.

22. Macrophotography
Macro photography produces photographs of small items larger
than life size. It is extreme close up photography.
There are different ways to do macrophotography: using a
specialised macro lens, macro position, extension tubes, close up
lens in front of the lens (acting like a magnifying glass), or using a
telephoto extender which changes the focal length of the lens and
give a bigger image.

23. Where we see macro photography
Magazines, TV, Books, Social Media, Adverts. It
could be used in multiple different places.

24. Past and present Macro photographers
Past photographers
Edward Weston
Ernst Haas
David Levinthal
Present photographers
Heather Angel
Alessandro Zocchi
Graham Owen

25. Edward Weston Past photographer
Weston was born in 1886 and was an
American photographer. He has been
called ‘one of the most innovative and
influential American photographers’.
Over the course of his 40-year journey,
Weston photographed a wide variety
of subjects including landscapes,
portraits and macro. He took a very
American approach to photography
and he was widely known for this.
Unfortunately, in 1947 he was
diagnosed with Parkinson’s disease
and stopped photographing. He did
however spend the remaining ten
years printing many of his famous
photographs.

26. Heather Angel Present photographer
Angel, born in 1941, is a British
photographer author and TV
presenter. She has a passion for
photographing mammals, plants
and macro subjects, which she gave
her career up as a marine biologist
to be able to take this up as a
profession. A lot of her work takes a
certain interest in China, which has
resulted in three books and
exhibitions being held all over the
world. Her images have appeared in
magazines and books and is
recognised by many, gaining her
awards in Britain and overseas.

27. Taking a macro photograph
Choosing the lens – focal length of macro
lenses range from 50mm to 200mm. True
macro begins with 1:1.
Flash – adding the flash can really liven up
an image.
Use a third hand – use a device to help you
position or support subjects where you want
them. It can give you many possibilities for
backgrounds too.
Backgrounds – try out different
backgrounds and see which one gives the
best affect.