Portrait, fashion, advertising, landscape, and photojournalism are the main types of photography discussed. Key photographers mentioned for each type include Yousuf Karsh, Diane Arbus, Mario Testino, David Bailey, Ansel Adams, and David Burnett. The document also compares older and more modern examples of each photographic style, noting evolutions in technology, subjects, and cultural contexts over time.

1. TYPES AND
USES OF
PHOTOGRAPHY
By Heather Wilkinson

2. Portrait Photography
Portrait photography is a photo of a person or group of people that displays the expression,
personality, and mood of the subject. The focus of the photograph is usually the person's
face, although the entire body and the background or context may be included.
This image is effective as the light used
highlights the subjects features, also giving him a
hard, refined tone making the image interesting
and appealing to the eye.
The woman’s face is the most visually appealing
as her features (cheek bones, lips, eyes) are
enhanced by the minimalistic background and
clothing. Resulting in the image portraying the
woman to be ‘hard faced’ and elegant.

3. Associated Portrait Photographers
Yousuf Karsh (1908-2002)
Yousuf Karsh captures the emotions of people
including statesmen, artists, musicians, authors
and scientists in a simplistic and different light
than how they are usually seen, they are not
posing or acting as such they are natural and
their emotions are portrayed in a paused moment
in time giving the viewer a unique view of
humanity. Often in black and white which adds to
the simplicity and sophisticated tone.
Diane Arbus, said to of been “photographer of freaks”
took distinctive images of how unique and beautiful
people can be, mainly In the streets of New York she
took photos of people she found and visited places such
as parks, hotels and a morgue in order to capture
different kinds of people, straying away from the idea of
normality in photography at the time. Most of her
subjects are focused in the middle of the frame almost
formal which contrasts with their informal and ‘different’
way of life, meaning the viewer think innovatively and
freely.
Diane Arbus (1923-1971)

4. Past And Present Portrait Images
Old portrait photos are mainly in
sepia or black and white because of
the type of cameras used compared to
todays portrait photographers that can
produce clear, colour pictures. The
tone of the image as subjects were
usually very formal and serious as it
was rare to get a picture taken in
comparison to today where multiple
photos can be taken in a short moment
and it is easier to pick and choose
what image the photographer wants .
Also it is now more acceptable to have
more natural photos.
Taken by Mathew Brady on January 8, 1864
Source: plsans.com

5. Fashion Photography
Unlike commercial photography, the emphasis in
fashion photography does not lie on just accessories
or clothing, but on the mood and styling of the
image. Fashion photography highlights the fashion
products in exiting ways as well as conveying a
certain lifestyle depending on the tone and theme of
the image, showcasing the items effectively. Good
lighting can drastically change an image and is used
frequently used in this type of photography.
Sebastian Kim-
This image uses bright, block
colours which creates a 70s hippie
tone showing the overall theme is
exiting and bold.
Arnaldo Anaya-Lucca

6. Associated Fashion Photographers
MarioTestino (1954-present)
Mario Testino OBE has been an iconic
photographer for 35 years as well as
working in multiple creative fields and
working for brands such as Vogue, Vanity
Fair, Gucci and Burberry. Testino who
shot Diana Princess of Wales’ last major
portrait session has been named ‘one of
the most influential fashion
photographers’. He has photographed
countless famous names and has a way
of making any subject comfortable which
projects in his images, Testino breaks
down his subjects to their ‘purest’ self
and creates a unique tone in his work
which shows the true essence of the
subject, as well as having a distinct style
and twist to each photo.
David Bailey (1938-present)
David Bailey was one of the leading
figures in photography in the sixties
London scene, he captures his subjects in
a genuine light as well showing their
natural emotions. He creates a cultural
story within his images showcasing the
style and fashion of the time; swinging
sixties style (Twiggy) as well as showing
his unique tone with a modern twist (Cara
Delevingne) he reflects working-
class/punk style into a high fashion and
artistic image whilst still
remaining classy and refined.

7. Past And Present Fashion Images
The old Vogue cover from 1951 is more
conservative, the model is shown to be
fashionable and elegant with a very small waist,
whereas in the recent image of Lana Del Rey
from 2012 the image is mainly focused on her
face, and her weight is more natural which
shows a minor progression of women's idea of
beauty in fashion photography over the 63
years. The style of the 1951 image is simple
with a bold lipstick that creates a high society
tone and lifestyle, the plain background means
that all focus is on the model and her fashion as
well as the lighting complementing the face.
However, the more recent photo is relatively
similar in terms of a plain background and
highlighted features this is suggesting that
fashion photography has modernised and
evolved across the years but the basics are still
timeless and relative.
Vogue 1951 Vogue 2012

8. Advertising Photography
Advertising photography helps describe and
sell a product, idea or lifestyle using a wide
variety of photos and styles. Photographers
are able too show the subject in their own
interpretations and have freedom in how
the audience will perceive the product or
service. As 80% of advertising campaigns
use photography it is clear to see how
important it is in this field.

9. Associated Advertising Photography
Jonathan Knowles
Jonathan Knowles has worked with multiple brand
such as Coca Cola and Smirnoff, as well as being
the creator of the O2 bubbles. Specialising in
liquids, beauty and graphic still life Jonathan has
created a unique style that creates an interesting,
eye-catching image that captures the products
brand values and focuses on the main features of
the product in a recognisable way.
O2 bubbles
Dolce and Gabbana
Tim Tadder
Tadder’s style is intense and
refined, he uses a lot of dark,
defined lighting to show the
tone of the subject, for
example many of his sports
related work (Adidas,
Powerade etc) uses a harsh
dark background and a
industrial tone so the person
stands out, the lighting he
uses highlights every aspect
of the image so the end
result is perfect. His stylized
shots make the viewer feel
as though they are in the
moment and they can feel
the action.

10. Past And Present Advertising Images
1970s Old Spice advert
The 1970s Old Spice advert is relatively simple,
suggesting that by wearing the product you will get ‘the
girl’, however, in the recent advert the message seems
to be that men alone are ‘flashy’ and powerful without
the idea that having a pretty woman makes you a man.
The graphics are significantly more advanced and
comically excessive in the 2010 ad, including ‘manly’
images such as a man catching a shark on a fishing
line. The image on the left also uses a black male
model suggesting the brand has evolved with the times.
The lighting in the old advert is seductive which sets a
tone for the product to the target audience, this subtly
continues to the newest ad with the use of a muscled
man and bright lighting highlights his features to create
the same undertone.
2010 Old Spice advert

11. Landscape
Photography
Landscape photography is a space
photographed in wide view which often
doesn’t include people. This type of
work usually includes mountains,
flatlands, beaches, volcanoes and
other natural features, as well as being
showed in galleries, magazines (e.g
National Geographic), newspapers,
advertising etc.

12. Associated Landscape Photographers
Ansel Adams (1902-1984)
Ansel Adams was an
environmentalist as well as a
photographer which is most
likely the reason that he strongly
focused on landscape
photography. He grew up in San
Francisco, although was caught
up in the 1906 earthquake
leaving him with a distinct broken
nose for life. His black and white
landscape photos are iconic,
creating characterised, sharp-
focused and carefully framed
images; never including the
presence of any humans I think
he highlighted nature in his eyes,
making sure every image was
pristine.
Eliot Porter (1901-
1990)
Eliot Porter was a ‘master’ at
black and white photography in
the 1930s where it was the
artistic standard at the time,
however, transferred to a colour
medium in the 1950s where he
committed to dye-transfer
printing for the rest of his life.
His images capture every detail
of the scene creating a relaxed,
intriguing emotion for the
viewer. The lighting highlights
every feature of his photos
showing the images to be bold
In a way that is viewed as
normal, everyday images.

13. Past and Present Landscape photographers
In the past landscape photography
was In sepia and black and white
tones due to a lack of colour
mediums, although today many
photographers use bold, accentuated
colours to highlight every shade and
tone in the photo. The image from
1870 is not completely focused
however, still makes the viewer think
about the scene, creating the idea that
nature is much bigger then a man.
The more recent photo uses
prominent, block colours to create a
relaxed, pristine image.
Jackson,William Henry. (1870)Old Faithful. Los Angeles, CA
Evgeni Dinev

14. Photojournalism
Photojournalism is a particular form of
journalism that uses photography and
images in order to help tell a news story
(collecting, editing news material for
broadcast and publication).The use of
modern technology e.g smartphones
enables the use of photojournalism to be
much more free and uncertain.

15. Associated Photojournalism Photographers
Alfred Eisenstaedt (1898–1995)
Alfred Eisenstaedt produced
some of the most memorable
and influential images of the 20th
century including famous names
such as Sophia Loren, Marilyn
Monroe and John F Kennedy.
His style is comforting and lets
the viewer relate to the image as
well as being interested by the
background story of each photo,
creating a different emotion with
every image. This makes
Eisenstaedt a intriguing
photographer.
David Burnett (1946-present)
With 40+ years of experience
and being named one of the
“Most Important People in
Photography”, David Burnett
frequently uses a black and
white filter which adds style
and sophistication to his
portfolio of images. He is
known to be a photographer
that can bring back an image
no matter how hard it may be
to get it. His work mainly
surrounds news, features,
people and sinetics.

16. BibliographySecondary research:
Portrait –
• http://www.karsh.org/
• http://www.smithsonianmag.com/arts-culture/a-fresh-look-at-diane-arbus-99861134/?no-ist
• http://www.biography.com/people/diane-arbus-9187461
• http://www.psych2go.net/be-careful-with-power-it-reduces-empathy/
Fashion-
• http://www.mariotestino.com/biography/
• http://www.vanityfair.com/news/2008/03/testino200803
• http://www.npg.org.uk/collections/search/person/mp05044/david-bailey
• http://www.davidbaileyphotography.com/about/
Advertising-
• http://smallbusiness.chron.com/difference-between-commercial-advertising-photography-23796.html
• http://jknowles.co.uk
• http://blogs.egusd.net/haynesphotohsingh/2013/03/14/studio-project/
• http://www.joomlavision.com/tim-tadder-artist-day/
Landscape-
• http://www.anseladams.com/
• https://commissionmelo.wordpress.com/2014/11/23/comparison-contrast-ansel-adams-john-davies/
• http://photo-review.net/?p=1554
• http://www.cartermuseum.org/collections/porter/about.php
Photojournalism-
• http://time.com/3593169/best-photojournalism-of-2014/
• http://www.davidburnett.com/content.html?page=2
• http://photography.nationalgeographic.com/photography/photographers/
photographer-david-burnett/