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All About Commercial Advertising Photography
The first thing you notice about commercial advertising photography is the product, and how incredible it looks. Successful and efficient commercial advertising photographers will be able to create an image which stands out for all the right reasons, grabs the attention of the audience and communicates the proper message virtually instantly.
However whilst it's straightforward to admire the look of the product and the skill of the photographer, in most cases commercial advertising photography isn't about what you see, but about what you do not see. You may think that when you look at an advertising image what you're seeing is what the photographer noticed, but that's invariably not the case.
In fact, 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 device similar to Adobe's Photoshop, and whilst this could be the case, there's far more occurring than meets the eye. One of many first things to appreciate in commercial advertising is that what you see is sort of actually not quite what you'd see should you were looking at the product yourself in a shop.
Lighting, the environment and plenty of 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 instance, in the event you were looking at a television in a shop then you definitely'd probably either see a complete lot of distracting reflections in the screen, or the television would be on and you would be watching a picture. In a product image although you are 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 seem like so realistic, whilst still being solely completely different to how a traditional 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 features a 360 degree backfabric to remove any potentially distracting reflections, or they will edit the image afterwards, changing the screen with a shaded black rectangle which looks realistic, yet which doesn't even exist as part of the screen in real life. But how about taking a photograph of a television that's switched on?
In the event you've ever tried this you will know that the end result 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 pc and then superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you count on it to, despite the fact that you know that that is not how it would really look when you took a photograph of it.
Effective commercial advertising images allows us to be fooled, even after we know that what we're looking at can't be real, despite looking very real. The artwork of illusion and of fooling the eye is a subtle one, because consumers will not be all for an image which has been obviously doctored, yet will be enticed by an image which they know cannot be utterly real. When you're unsure the best way to achieve the precise balance then it's far safer to go away it in the arms of the experts.
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