Photography Applications

Richard Burn

1

Advertising and Promotional These three photographs show the range of different adverts & promotional images.

Advertising & promotional photographs are all about creating an advert/image which shows

the product in its best light. This creates an image that best sells the product.

To create this kind of image, a lot of work has to be put into them. Advertisements are usually

produced in a controlled setting e.g. a studio setting. Post production work on these images is

also very common. The advertisement for The Beckham’s fragrances clearly show heavy

editing on their face. Other post-production work that would have been made would be the

addition of the perfume/aftershave bottles, that would have been taken at a different location &

then added in. They have used themselves in the image to show they endorse the product. By

doing this, they also show the target audience of the product. This post-production work has

been done to show their product at its best, which will hopefully best sell.

The second image is a bottle of Heinz tomato ketchup. The ‘bottle’ has been edited during

post-production clearly. They have made it look like a real tomato has been cut into slices.

This could not have been done pre-production. The red background links with the colour of the

bottle. You can also see that the slogan ‘no one grows ketchup like Heinz’ links with what the

advertisement is trying to say. That is why the bottle is made to look like a cut tomato. The

lighting used on the product is artificial lighting, which brightens up the product. No person is

used in the advertisement, which suggests the only target audience for the product is people

that like tomato ketchup.

The third photo is different to the other two, as it is a promotional image for Beyonce. These

promotional photographs can be used in advertising, but are usually used to promote the artist

and can be used on covers of live DVD covers, websites e.g. Facebook. An artist, in this case

Beyonce (or her team), have paid for a photographer to take HQ photographs of her at her

concert. The photographer will use a long lens on a DSLR/SLR camera to take such

photographs. These photographs can be useful as they help promote the artist in a positive

light, without it being classed as advertising. Say I wanted to see Beyonce live & I wanted to

see what she would look like, I would Google search ‘Beyonce live’ & find these promotional

images.

One example of a advertising photographer is Jonathan Knowles, who has photographed

products such as Guinness & Carling. An example of a promotional photographer is Jake

Hilder.

This advertisement is for the designer American clothing label Abercrombie & Fitch. The advert features a male model & a female model in a black & white image.

The photograph has been through post-production. The black & white filter which connotes class & gives the image a classic look.

Although the image does not look controlled, it has been posed. Although the posing clearly had the intention of being un-posed & natural

The models have been edited during post-production to look as perfect as possible. They have done this as it adds to the image which will best sell their product.

A wide-lens camera has been used as they are in a studio setting & can get up close & personal if needed, this is different compared to other types of photography e.g. sport, where the photographer cannot get up close, so they will use a long lens camera inst5ead

The brand “Abercrombie & Fitch” is partly hidden under the models, suggesting that the style of photography & advertisement is linked to their company/ known by their audience by this.

FashionFashion photography is (can be) a very creative type of photography. As you can

see from the the four images on the right, they each have their own style. Fashion

photography is usually done in studios & the sets are constructed. The models

also usually told what to do & how to pose. Although what the sets & models look

like is important, but what the clothes look like is the most important. Lighting is

also key & is usually manipulated to make the image a lot brighter. A wide-lens

camera would typically be used, as the photographer can get up close &

personal.

In the first photograph the model is stood with her legs open & her hands

grabbing hold of her hair. The grabbing hold of the hair allows you to see the

design of the dress at the top, in an interesting way. The black & white gives the

image a sense of class. This photograph, I have been told, was actually taken at

a location & not in a studio. The photo was taken in a dark car park, so additional

lighting was used.

The second image was shot my Nick Knight, a very well-known fashion

photographer. He was asked to do a photo shoot with Lady Gaga, who is the

model wearing the Alexander McQueen. He put his own twist on the dress, using

something that looks like smoke. His ideas have brought the dress to life & he

captured it with a photograph. This photograph was taken in a studio, therefore

additional lighting was used.

The last images show part of an editorial page. The models are wearing clothes

that are similar to one another (possibly by the same designer). The models also

look similar. The colour scheme in each of the photographs runs throughout as

the pastel pinks, purples & blues work together as a colour scheme.

This fashion photograph was taken by Mario Testino, featuring Lana Del Rey as the model

A full length photograph is used to show of the models figure & the clothing. As the clothing is tight-fitting, they have chosen an angle & pose to show off this feature of the outfit.

This photo was taken in a studio, with a simple off-white background. Allows the clothes & model to stand out.

The overall image is controlled & manipulated to create the right image.

The lighting is artificial as it is in a studio. This allows the photographer to adjust the lighting to create the right image

The photo has been edited during post-production to make the model & the clothes look as good as they possibly can. They would remove lines & wrinkles, both in the person & the clothing.

A wide-lens camera was most likely used for this, as he can get up close and personal.

PhotojournalismPhotojournalism is photography that is to be used in the news media & tells an

overall story. Such themes that are looked at include war, sport & celebrities.

These photos have to follow the same ethical rules as journalists. Overall, no

post-production/no manipulation should be done on the photographs as they are

telling a story: a truthful story.

Most of the photographs are observational/candid as they have to follow strict

rules & should not be staged (not manipulated). The kind of lens that are used

depend on the situation. As an example, if the photographer is close to the

action, they will use a wide lens camera. If further away, a long lens camera will

be used.

Lighting is usually limited when taking these photographs, so natural light will

have to be used. This also depends on on the theme of the photo, as paparazzi

will usually will have a camera with a flash on it, so they can capture the images

they need.

The first photograph was taken by Sebastião Salgado, as part of his ‘The

Children: Refugees and Migrant’ work. The photo was taken in black & white, so it

was not edited in any way in post-production. The children are at the forefront of

the image & are focused on, fits in with the theme of work he is doing. This

photograph fits into the war category of photojournalism.

The second photograph is of a set of paparazzi photographs of Britney Spears.

She has clearly been photographed almost dropping her baby in public. The

paparazzi follow around celebrities to catch them doing things during there

everyday life. The photo has clearly not be posed for, as she was dropping her

baby.

The last photo was taken by an important figure in photojournalism: Henri Cartier-

Bresson. Although the photo has not been posed for, Cartier-Bresson has clearly

staged where he was going to take the photographs & the children in the photos

are clearly paying attention to the camera. Natural lighting has been used as it is

bright outside & is not staged. The photo was also taken in black & white, not

edited in post-production.

Use this slide to annotate an archetype image

PortraiturePortraiture, or more known simply as portraits. It is a one of the most common types

of photography, as most people have has their photo taken or have actually taken

their own portrait (self-portrait). A portrait specifically captures a persons face, which

then leads to the persons facial features & expressions which are unique.

The photographs can vary in how they are taken, meaning what techniques are

used. Lighting depends on if the photograph is taken in a studio (which would mean

artificial lighting is used) or if the photograph is taken in a natural setting (both

common). The photos are usually taken as a controlled shot, rather than a candid

shot, as this produces a true portrait. The lens depends on what kind of photograph

the photographer wants. A long lens is good for close up shots as you do not have to

get close up the face, which can put the model at ease. Another reason to use a

long lens is so that the face doesn’t become stretched in any way, compared to wide

lens, that stretch out the centre of the face (usually the nose). A wide lens is good to

use if the background of the image also needs to be shot (although this is usually

not needed in a portrait photograph).

The first portrait was taken by Martin Schoeller. He is a very well known celebrity

portrait photographer. In this photograph you can see Barack Obama as the model.

Schoeller’s typical style is to take very close up shots of their face, so you can only

see their face. Shot in a studio with artificial lighting has allowed all his features to

be shown. It is possible Schoeller used a wide lens camera to take the photograph

as Obama’s nose does look a bit squashed & extended.

The second portrait is of a normal woman just posing for a portrait photograph. She

is again in a studio, which allows artificial lighting. This is used to show all of her

features & adds a professional touch to the photographs.

The third portrait of Ellie Goulding. You can just see that this photo was taken in a

natural, yet controlled setting. I know this as she is stood in front of a window with

natural light coming through a white curtain. They have used natural

lighting, meaning they only used the lighting available.

Use this slide to annotate an archetype image

High Street studiosHigh Street studios photography fit different types of settings & features into

them. These include family portraits, single person portraits & wedding

photography. These photo shoots are paid for by the people that feature in them

(usually). These studios will take the photos & then print them off for you/put them

on a disc for you at varying prices. The studios can be found as franchised stores

such as Venture Photography. Usually done in a studio setting with artificial

lighting to make the photos look professional. The poses that you usually see are

meant to look natural. They also manipulate the final image during post-

production, altering colours, editing features & making the photos look right.

All three photographs have been taken in a photo studio. In the first photograph

you can see four people are featured in the photograph (I assume a family). The

second photo is of children (I also assume these are siblings). Both of these

photographs show a modern day family portrait & how they show the personalities

of the members. They are not just sat down in a line, like photos were taken

10/20 years ago.

The bottom photo features a child doing a jump on a skateboard. This again links

in with the idea of the modern portrait & how it can reflect a persons personality.

Some people say these kinds of photographs are actually quite cheesy &

awkward. This gives them a a bad stigma which could stop families from actually

getting the photos taken.

Use this slide to annotate an archetype image

ArchitecturalArchitectural photography is the photography of buildings & similar structures.

This can feature from a house to a bridge. These kinds of photographers have to

specialized, compared to other kinds of photography. They have to use special

skills & techniques to capture what the building actually looks like. The

photography will usually consist of interesting architecture, but it doesn’t always

have to be like that. Architectural photography will be used to take photographs

for things such as real estate & brochures for tourists (landmark destinations).

The post-production of photos depends on what the end use of the photos will be.

It would be ethically wrong to edit & Photoshop a house that is up for sale. But the

editing of brightness, contrast & tone are common practises.

The lighting, as most of the buildings are outside, is natural as no lighting can be

artificially added. These photos are not posed for, as building cannot pose (they

are inanimate objects), the photographer can easily choose what angle they want

to shoot the building from. It is hard to determine which kind of lens the

photographer will use to shoot the building because they want to take a lot in

(wide lens) but they want detail of the building as they cannot get close to the

building (long lens).

The first image is of a bridge. The lighting on the bridge is already there, so it

would be classed as ambient (natural lighting). The angle the photographer

decided to use captures the large size of the bridge, showing it from the beginning

to the end (but not the full bridge). A believe a wide lens would have been used

for this photograph so most of the bridge would fit in.

The second image is of a very interesting piece of architecture, as the building is

shaped as a key with interesting chrome & coloured tiles. The camera would have

needed to capture the whole building in detail, so I assume a wide lens would

have been used. The lighting, like image one, would be natural. I think it is also

clearly that the photo has not been put through a lot of post-production work &

post-production. Also noted is the way the photo is photographed from the middle

of the photograph, allowing both sides of the building to be seen.

The third photograph is of another building. The same things apply to this photo

as they did for the second image.

Use this slide to annotate an archetype image

Illustration

Medical PhotographyMedical photography could be argued as being the most important kind of

photography out of the other examples I have given, as it serves a purpose that

goes beyond entertainment. There are different types of medical photography that

range from actual photographs images to photographs of equipment. Medical

photography must produce images that follow very strict guidelines as they must

be accurate & truthful or they would not serve a purpose. For this reason, no

post-production will be made to the photographs (unless it serves a purpose to

the photographs). As hospitals are usually always well-lit, the photographer would

use the lighting that is already available to him (ambient lighting). When looking at

if the photos are posed (controlled) or not posed (candid), the photos are usually

candid & cannot be controlled as they are real life illnesses & medical products

(they would be there anyway). Incredible detail needs to be captured in the

medical photographs so good cameras will be used. The lens type that will be

used would be a long lens camera, as the photographer does not have to be

incredibly close to the actual work or illness. These lens can also capture very

high quality images with great detail, which is useful depending on the subject of

the photograph. The photographers that take medical

The first image is of a surgeon holding a patients leg. I would think that this kind

of photo would be used in a brochure on a hospitals/surgeons website as it is not

graphic, yet it shows what is happening in the photo. It also isn’t a posed

photograph, meaning it is natural. The photo is discreetly behind unfocused

tubing of some sort.

The second photo is similar to the first one, as it doesn’t show gore in the

photograph. The black & white of the photograph stylizes the image, as it will be

used for brochures & websites.

The

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