types of photography assignment

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Photographic uses and techniques in industry Brad Goodspeed

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Page 1: Types of photography assignment

Photographic

uses and

techniques in

industry

Brad Goodspeed

Page 2: Types of photography assignment

Fashion• Fashion photography is a type of photography that is taken in a studio with an attractive-

looking model posing in the latest clothes released for a company such as H&M or Calvin

Klein. This type of photography tends to use a lot of special lighting and/ or filters on

specialist cameras to generate the desired look for the model. Special lighting is used in

conjunction with heavily made-up models because the camera picks up every detail and

imperfection on the model’s skin. Photographers traditionally use thin, attractive, popular

models to photograph, however this has had a very negative impact on people’s body

image and how they perceive themselves as beautiful, especially vulnerable teens who

are prone to worrying about what they look like more and more. These photos tend to be

heavily edited in software such as Photoshop to

make models look even thinner, fitter and prettier than before, often

removing imperfections such as pores and even cellulite. The fashion industry is being

held accountable, wholly or in part, for the .6 percent of adults who will develop anorexia,

one percent who will develop bulimia, and 2.8 percent who will develop

a binge eating disorder, according to the National Institutes of Health. Last year,

Glamour Magazine published a survey in which they found 97 percent of women

“will be cruel to their bodies today,” proving just how low our own body images are.

Page 3: Types of photography assignment

Mario Testino

• Mario Testino: Born in Lima Peru, October

30th 1954, Mario Testino -OBE- is one of the

most popular fashion photographers. His work

is featured internationally in and on

magazines such as Vogue, Vanity Fair and

GQ. He is a popular choice among well known

celebrities such as Beyonce, Cara Delevingne

and even Princess Diana. During an interview

for The Guardian, He claims that you might

think his busy schedule and non-stop work life

is hell, but “its not” he protests. ”It's amazing; I

adore it. It's exciting. Every day a new city,

new people, new everything. I can't get

enough of it."

Page 4: Types of photography assignment

Annie Leibovitz

• Annie Leibovitz: Known for her influential and

popular works with Vogue magazine, her

trademark use of bold colours and poses makes

her work widely recognisable. Born on October

2nd 1949, she began her mainstream

photography in 1983 working with entertainment

magazine Vanity Fair. During the 1980s

Leibovitz started her works on a multitude of

high-profile advertising campaigns and since

1990 to the present day, she has been

exhibiting and publishing her work and working

with Vogue picturing celebrities such as

Angeline Jolie, becoming one of the world’s

most influential fashion photographers.

Page 5: Types of photography assignment

100 years of fashion• Since the 1910s, fashion has constantly been evolving and changing, becoming more and more appealing to target audiences

and being influenced by popular culture such as movies and music genres. In the 1910s fashion was more conservative for

both men and women. Women wearing long dresses usually accompanied by a bonnet of some sort and a pair of formal shoes

and men wearing smart-casual trousers accompanied by a blazer and smart shoes. This look continued through the 1920s;

becoming more casual and creating the “vintage” look we know today. The 1930s sees a fashion style which you will recognise

being in the “Wolf of Wall-street”

The 40s saw a change in fashion for women, usually wearing attire that would be commonly associated with business and

hard-work accompanied by heels, due to the second world war. Men’s fashion also saw a change, looking more noire and

detective looking, while still maintaining fashionable standards outside of war. The 50s also saw the rise of the fashion for men

that we associate with bikers and mechanics, also popularised by the classic movie “Grease” and the song “Grease Lightning”.

Fashion for women was still quite conservative, possibly representing the oppressive society that women lived in due to the fact

men had more freedom over their clothing choices.

The 60s saw the implementation of colours not seen before, such as fuchsia for women and mustard yellow for men. Women’s

clothes are widely more colourful and appear to have more freedom, while men’s fashion also become more geeky and nerdy,

seeing a rise in that sort of culture.

The 70s was a wild time for fashion, with the rise of disco culture and fashion being influenced by music, people were wearing

lots of vivid colours and patterns. Men typically wore unbuttoned, vividly patterned shirts with huge heels usually worn in clubs.

Women saw the creation of jumpsuits and pantsuits, commonly adorned with large sunglasses and more vivid colours due to

hippy culture.

The 80s fashion became more wild, punk, clubby. Women’s hair was fashionable to be backcombed to be messy and wild,

their makeup becoming more colourful and wild while wearing slightly skimpier outfits than previous decades, also LOTS of

hairspray. Men’s hair became overrun by mullets with their fashion inspired by casual beach wear accompanied by aviator

shades.

The 90s women’s fashion became more gothic, with the addition of choker necklaces and dark coloured floral dresses, Men’s

fashion became more bland and boring, wearing baggy jeans and polo shirts.

The 2000s became slightly more modern, women wearing flared jeans and skimpy tops and men wearing shirts and baggy

jeans still. The fashion of this era is portrayed well in the movie “Mr & Mrs Smith”.

Now in 2015, fashion has become much more modern and well presented, with the addition of skinny jeans and smart-casual

clothing in wardrobes people can be much more themselves.

• Women over 100 years: https://www.youtube.com/watch?v=M4z90wlwYs8

Men over 100 years: https://www.youtube.com/watch?v=DaSkMWVlFUU

Page 6: Types of photography assignment

Landscape• Landscape photography typically features little to

no human activity, there is also a sub-genre called

a cityscape that mainly focuses on human activity

and the busyness of a populated city.. Landscapes

feature natural scenes such as forests, beaches

and mountains, not to be confused with macro

photography, landscape includes a wide

perspective of the area and can also reveal a

perspective and hidden beauty of an area you may

not have thought existed. Landscape photography

is also used widely in tourism photos and travel

guides to persuade travellers to go to a certain

country/ city. This is also well accompanied by a

travel writing piece. Landscape is also most

beginner photographers choice of photography,

usually uploading images to social media such as

Instagram and Tumblr, sometimes these images

are edited with filters and other editing software to

focus on a specific point of interest or enhance a

certain colour. Landscape photography is also a

popular choice for amateur photographers who

wish to make it in the industry and when executed

well, photos can be framed on a canvas and sold

for large sums of money.

Page 7: Types of photography assignment

Ansel Adams

• Ansel Adams: 1902-1984 As one of the most famous

names in landscape and nature photography, Adams

typically photographed great, sprawling landscapes of

mountain ranges and majestic lakes typically found

around America and close ups of small objects such

as leaves and pine cones. Adams was also known as

the pioneer inventor for the Zone system, which

identifies the correct exposure and contrast levels with

his large format camera. This technique resulted is

high resolution and extremely sharp images which are

even popular today. Most of Adams’ work is in black

and white however he did experiment with colour at a

later stage in his career. In his more than five decade

long journey through photography, Adams gathered a

multitude of awards due to his works with photography

such as the Presidential medal of Freedom in 1980

and the Sierra club John muir award in 1963.

Page 8: Types of photography assignment

Instagram famous

• Instagram photographer “Soratane_”: Due to the

rise of socal media such as Instagram, people

have been able to more easily publish their works

into the world awaiting approval from others.

People ranging from amateur photographers who

just take pictures with their phones, to

professional photographers who have cameras

and other equipment dedicated to photography

upload their images for the world to see. This

blogger has around 4,500 followers who enjoy her

works and the number increases every day. Her

photography is mainly focussed on landscape,

focussing on her travels around America

capturing places such as Banff national park and

Yosemite falls, her page also features types of

photography other than landscapes such as

Fashion, Art and Food.

Page 9: Types of photography assignment

Portrait• Portrait photography focusses only on a person and their

facial features. When taking shots for portraits, lighting is

extremely important as it can symbolise many things.

Having a light straight on will show all of the subject’s

features making them look younger and more childlike,

whereas only having half a face illuminated can show

mystery and links to horror. Many photographers like to

take pictures of this nature during the times around

Sunrise or Sunset, this is called “The golden hour” as the

sun has a hazy golden hue and can illuminate a person

in the right way and purpose for the shot. This

photography is also a great way to capture someone’s

raw emotion whether it being happiness or sadness, it

can be used to create a political standpoint. Many

advertisers for cosmetic products and hairdressers use

portrait shots as this depicts their product or style in more

detail and shows the beauty of the model with perfect

skin and hair etc. People on social media have also

taken up the self portrait, commonly known as a “selfie”

or “selca” to show people their own beauty and clothing

style, awaiting approval from other people in the form of

likes. With people raising their standards of beauty due to

the rise of the selfie, this has also created an epidemic of

raised beauty issues in males and females and people

thinking they aren't good enough because they aren’t as

beautiful as the models in magazines and

advertisements.

Page 10: Types of photography assignment

Steve McCurry

• Steve McCurry: As an American based editorial

photographer, McCurry is mainly known for his

striking image titled “Afghan Girl” which originally

appeared in National Geographic magazine and

has even been likened to Leonardo Da Vinci's

Mona Lisa due to the expression of the girl’s face,

you can’t really tell what she’s thinking. You can

see every detail on the skin and hair, the dust on

her face and even the gradation from blue to

green in her eyes including the mystery that

comes with wearing a hijab. After graduating from

the Pennsylvania State University, McCurry set off

to what would be one of many trips to India with a

little more than a bag of clothes and a bag of film,

which he made his way across the country with his

camera, taking influential and artisanal shots

every way of his journey.

Page 11: Types of photography assignment

Johannes Helje

• Johannes Helje: While a relatively new

photographic name mainly based in sweden,

Helje mainly photographs people in an artistic

style for editorial, commercial and his own

journalistic purposes. While mostly recognised

for his works starring swedish-born pop singer

Tove Lo, Helje has also had many other clients

for not only portrait but also advertising also,

such as Absolut Vodka, Diesel and MTV. For

his own purposes, Helje uses his old, trusty

35mm cameras and shoots landscapes but

mainly specialises in portrait. His professional

images, such as the cover of Tove Lo’s album;

Not on drugs, can be heavily edited in certain

software but he prefers the raw look of people,

even when advertising and doesn’t remove too

many impurities like wrinkles.

Page 12: Types of photography assignment

Advertising

• Advertising photography is the biggest industry of

photography in the world and advertising as a whole is

worth a whopping £100Bn to the UK economy, with

photography being the biggest contributor to this huge

figure as it is literally found everywhere. Advertising

photography uses a myriad of methods in an effort to get

you to purchase a product, mainly using the motto “Sex

Sells” as their mantra to advertise Fashion, cosmetics and

even vehicles. Advertisers often bring in famous faces

that everyone knows and loves, saying that they love this

product and they use it every day; causing their 100 year

old face to look 23, in order to procure more sales for their

product. This form of photography can also fall under a lot

of criticism if not done carefully, if a company tends to only

use attractive white models, they could be branded as

racist by not being diverse at all. If a company only uses

extremely skinny women to advertise, they will be branded

as affecting young people’s perceptions on beauty in a

negative way. However some companies exclude the use

of people in their advertising posters and just focus on the

product, however this can also be misleading as the

product in the poster is usually made extra carefully,

McDonald's burgers are a prime example of this.

Page 13: Types of photography assignment

Jonathan Knowles

• Jonathan Knowles: As a holder of many

awards won throughout the years for his

brilliant works in photography, Knowles is

mainly recognised for his works in the

advertising industry. The photographer is

known for his partnerships with companies

such as Guinness, McDonald’s and Coca

Cola and how he portrays the products to be

more desirable while emphasising the

newest or main feature. The majority of his

product advertisement does not feature

people, and just focusses on the product

itself; going against the saying “sex sells”,

instead he uses creative ways of visualising

the product making it targeted to a wide

variety of people.

Page 14: Types of photography assignment

Eugenie Grey

• Eugenie Grey: Also known on social media

website Instagram as “Feralcreature” Gray

mainly posts images of her trendy fashion

and where to find the clothes, promoting the

brand as a whole. Gray has over 425,000

followers on instagram and the majority of

her income is received from the website by

promoting brands by using them herself.

Gray was featured on a video by BuzzFeed

on YouTube, showing how she is payed to

promote products on her page. With this

many followers, she draws a large crowd of

big brands from America such as Q Tips and

even promotes people who photograph her

and do her makeup and wardrobe changes

for her fashion shoots.