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All About Commercial Advertising Photography

All About Commercial Advertising Photography

The first thing you notice about commercial advertising pictures is the product, and the way incredible it looks. Profitable and effective commercial advertising photographers will be able to create an image which stands out for all the fitting reasons, grabs the eye of the target audience and communicates the right 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 photography is just not about what you see, however about what you do not see. You might think that whenever you look at an advertising image what you're seeing is what the photographer saw, but that's invariably not the case.

After all, all of us know that there are tricks of the trade and many individuals will immediately assume that any image will have been doctored using a graphics device equivalent to Adobe's Photoshop, and whilst this could be the case, there's far more going on than meets the eye. One of many first things to appreciate in commercial advertising is that what you see is almost certainly not quite what you'd see if you happen to have been looking on the product yourself in a shop.

Lighting, the setting and many little known tricks of the trade all come into play, serving to to create an illusion which doesn't just look real, it actually 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'd probably either see a complete lot of distracting reflections in the screen, or the television can be on and you'd 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 if it's switched on and displaying a picture.

The difficulty is that when you take a photograph of a television, either switched on or off, neither outcome will look very realistic. So how do product photographers make their images appear to be so realistic, whilst still being completely completely different to how a standard 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 includes a 360 degree backcloth to remove any doubtlessly distracting reflections, or they will edit the image afterwards, changing the screen with a shaded black rectangle which looks realistic, but 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?

Should 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 cannot see - the fact that the image on the screen is only an illusion created by quickly flickering lights. So professional photographers will normally take a screen grab from a pc and then superimpose that onto the photograph of the screen to improve the quality. The ultimate image will look just as you expect it to, regardless that you know that that is not how it would really look in case you took a photograph of it.

Efficient commercial advertising pictures allows us to be fooled, even after we know that what we are 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 concerned with a picture which has been clearly doctored, but will be enticed by an image which they know cannot be fully real. In case you're unsure the way to achieve the correct balance then it's far safer to depart it in the hands of the experts.

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