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All About Commercial Advertising Photography
The primary thing you discover about commercial advertising pictures is the product, and how improbable it looks. Profitable and efficient commercial advertising photographers will be able to create an image which stands out for all the proper reasons, grabs the attention of the target audience and communicates the fitting message nearly instantly.
However whilst it's simple to admire the look of the product and the skill of the photographer, in most cases commercial advertising photography just isn't about what you see, but about what you don't see. You may think that when you look at an advertising image what you are seeing is what the photographer noticed, but that's invariably not the case.
Of course, we all know that there are tricks of the trade and many people will instantly assume that any image will have been doctored utilizing a graphics instrument corresponding to 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 nearly definitely not quite what you'll see in case you were looking on the product your self in a shop.
Lighting, the setting and many little known tricks of the trade all come into play, serving to to create an illusion which doesn't just look real, it actually looks more real in some cases than it would in real life. For instance, if you happen to have been looking at a television in a shop then you'd probably either see a whole lot of distracting reflections within the screen, or the television can be on and you would be watching a picture. In a product image though you're either going to see a screen that does not have any distracting reflections in it, or it will look as though it's switched on and displaying a picture.
The difficulty is that in the event you take a photograph of a television, either switched on or off, neither consequence will look very realistic. So how do product photographers make their images appear to be so realistic, whilst still being completely totally different to how a standard photograph of a television would look?
As a way to take a photograph of a television switched off commercial advertising photographers will either have a studio which includes a 360 degree backfabric to remove any doubtlessly distracting reflections, or they will edit the image afterwards, replacing the screen with a shaded black rectangle which looks realistic, yet which does not even exist as part of the screen in real life. But how about taking a photograph of a television that is switched on?
When you've ever tried this you will know that the result will look horrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain can't see - the fact that the image on the screen is only an illusion created by rapidly flickering lights. So professional photographers will usually take a screen seize 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 anticipate it to, although you know that that is not how it would really look when you took a photograph of it.
Effective commercial advertising photography allows us to be fooled, even when we know that what we are looking at cannot be real, despite looking very real. The artwork of illusion and of fooling the eye is a subtle one, because consumers will not be fascinated about a picture which has been obviously doctored, but will be enticed by an image which they know cannot be fully real. When you're undecided find out how to achieve the right balance then it's far safer to depart it in the palms of the experts.
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