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All About Commercial Advertising Photography
The primary thing you notice about commercial advertising images is the product, and how unbelievable it looks. Profitable 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 target audience and communicates the correct message nearly instantly.
But whilst it's easy to admire the look of the product and the skill of the photographer, in most cases commercial advertising pictures isn't about what you see, however about what you don't see. You might think that if you look at an advertising image what you are seeing is what the photographer saw, however that is invariably not the case.
Of course, all of us know that there are tricks of the trade and many people will immediately assume that any image will have been doctored utilizing a graphics device akin to Adobe's Photoshop, and whilst this would be 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 would see in the event 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, serving to 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 case you have been looking at a television in a shop then you definitely'd probably either see a whole lot of distracting reflections in the screen, or the television could 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 in the event you take a photograph of a television, either switched on or off, neither result will look very realistic. So how do product photographers make their images look like so realistic, whilst still being fully completely different to how a normal photograph of a television would look?
In an effort 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 would not even exist as part of the screen in real life. But how about taking a photograph of a television that is switched on?
If you've ever tried this you may 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 can't see - the fact 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 and then superimpose that onto the photograph of the screen to improve the quality. The ultimate image will look just as you count on it to, even though you know that that is not how it would really look if you happen to took a photograph of it.
Efficient 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 all in favour of an image which has been obviously doctored, yet will be enticed by an image which they know cannot be utterly real. Should you're unsure the right way to achieve the suitable balance then it's far safer to go away it in the palms of the experts.
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