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All About Commercial Advertising Photography
The primary thing you notice about commercial advertising images is the product, and how unbelievable it looks. Successful and efficient commercial advertising photographers will be able to create an image which stands out for all the best reasons, grabs the attention of the audience and communicates the best message nearly instantly.
But whilst it's straightforward to admire the look of the product and the skill of the photographer, in most cases commercial advertising pictures shouldn't be about what you see, but about what you do not see. You may think that once you look at an advertising image what you are seeing is what the photographer noticed, however that is invariably not the case.
Of course, all of us know that there are tricks of the trade and many people will instantly assume that any image will have been doctored utilizing a graphics device such as Adobe's Photoshop, and whilst this will be the case, there's far more going on than meets the eye. One of many first things to appreciate in commercial advertising is that what you see is sort of definitely not quite what you'd see when you had been looking on the product yourself in a shop.
Lighting, the atmosphere and many little known tricks of the trade all come into play, helping to create an illusion which would not just look real, it truly looks more real in some cases than it would in real life. For example, when you had been looking at a television in a shop then you definately'd probably either see a complete lot of distracting reflections within the screen, or the television could be on and you would be watching a picture. In a product image though you're either going to see a screen that doesn't have any distracting reflections in it, or it will look as though it's switched on and displaying a picture.
The trouble is that if you happen to take a photograph of a television, either switched on or off, neither end result will look very realistic. So how do product photographers make their images look like so realistic, whilst still being solely totally different to how a normal photograph of a television would look?
With a purpose to take a photograph of a television switched off commercial advertising photographers will either have a studio which includes a 360 degree backmaterial to remove any doubtlessly distracting reflections, or they will edit the image afterwards, replacing the screen with a shaded black rectangle which looks realistic, but which would not even exist as part of the screen in real life. However how about taking a photograph of a television that is switched on?
In the event you've ever tried this you will know that the consequence will look terrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain cannot see - the truth that the image on the screen is only an illusion created by rapidly flickering lights. So professional photographers will often take a screen grab from a computer after which superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you expect it to, though you know that that is not how it would really look if you happen to took a photograph of it.
Effective commercial advertising images permits us to be fooled, even when we know that what we're looking at can't be real, despite looking very real. The art of illusion and of fooling the eye is a subtle one, because consumers will not be fascinated by an image which has been clearly doctored, but will be enticed by an image which they know cannot be fully real. If you happen to're not sure find out how to achieve the proper balance then it's far safer to go away it in the arms of the experts.
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