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All About Commercial Advertising Photography
The first thing you discover about commercial advertising pictures is the product, and the way incredible it looks. Profitable and efficient commercial advertising photographers will be able to create an image which stands out for all the fitting reasons, grabs the attention of the target audience and communicates the right message virtually instantly.
But whilst it's simple 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 might think that once you look at an advertising image what you're seeing is what the photographer saw, however that's invariably not the case.
After all, all of us know that there are tricks of the trade and many people will immediately assume that any image will have been doctored using a graphics instrument equivalent to Adobe's Photoshop, and whilst this often is the case, there's far more happening than meets the eye. One of the first things to appreciate in commercial advertising is that what you see is sort of certainly not quite what you'll see in the event you had been looking at the product yourself in a shop.
Lighting, the environment and plenty of little known tricks of the trade all come into play, serving to to create an illusion which does not just look real, it really looks more real in some cases than it would in real life. For instance, should you had been looking at a television in a shop you then'd probably either see a complete lot of distracting reflections within the screen, or the television would be on and you would be watching a picture. In a product image although 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 difficulty is that in the event you 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 totally totally different to how a traditional photograph of a television would look?
In order to take a photograph of a television switched off commercial advertising photographers will either have a studio which features a 360 degree backmaterial to remove any probably distracting reflections, or they will edit the image afterwards, changing the screen with a shaded black rectangle which looks realistic, but which doesn't even exist as part of the screen in real life. However how about taking a photograph of a television that is switched on?
If you've ever tried this you may know that the outcome will look terrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain can't see - the truth that the image on the screen is only an illusion created by rapidly flickering lights. So professional photographers will normally 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 anticipate it to, although you know that that's not how it would really look if you happen to took a photograph of it.
Effective commercial advertising pictures allows us to be fooled, even once we know that what we're looking at cannot 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 with an image which has been obviously doctored, but will be enticed by an image which they know can't be utterly real. For those who're undecided the best way to achieve the appropriate balance then it's far safer to leave it within the arms of the experts.
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