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  • Photography Applications Shania Carter1

Advertising and Promotional The advertising side to photography is to create a good enough image to help sell a product. This can include lots of post production with a range of lenses and lighting mostly artificial. Advertising is found almost everywhere with controlled photography. These images for advertising are done with advertising agencies and use pack shots (moving or a still image with the creating label), design firms or design teams. Advertising products such as gaming can include pack shots as there is moving parts of the advert and then show the image as a still. As advertising is ubiquitous the majority of advertising is found on television as the advertising agencies know their product will sell best to people at home watching. This certain advertisement is to advertise the new range of Audi cars. The photography here has been used by a long lens because it looks like the photograph has been taken from a distance to make the car look powerful. This advertising photograph has also been controlled as the car is posed to create the right image i.e. powerful. The lighting in this photograph is artificial because the car has been reflected to make it look twice as powerful which also then helps to encourage the audience to buy the product. The promotional side to photography is to highlight a particular band, subject, religion and not to sell a product. This type of photography is mainly used to promote a band on tour. It can also be used to promote charities such as Children In Need. Nothing is being sold on this type of photography, again the photographs are to encourage. This picture is of the band McFly who are promoting Children In Need, the fans of the band will see how much work the band are doing for the charity and therefore do something to raise money for Children In Need because McFly have. Promotional photography can also feature in Advertising photography i.e. a pack shot buy this product and win a voucher. Promotional photography highlights a particular object or a person this can be if the band are going on tour etc. Promotional photography usually has the wide lens settings as there is a scene behind the promotional subject. Furthermore this type of photography can be controlled depending on the nature that the photograph is been taken in. for example, a casual photograph or a formal photograph to promote a serious issue. The bottom photograph is also an example of Promotional Photography. Promotional This particular photograph is not in a studio/staged because it is to show real life, occasionally the charity videos can be documentary photography as it shows pack shots from a period of days.Controlled photo, still taken from a video picture captures her looking up sorrowful.Used natural lighting real life. Young child, looking sad and ill.This photo has had some post production as the light has been added to bring out the focus in the young girl. The charity on this photograph is desired to be read and noticed first to highlight the promotion in hand. The charity you should donate too.The rest of the video has been used with a wide lens, in this particular photo has neither a wide lens or a long lens. Fashion Fashion photography is very popular and is used to sell designer and casual clothes. The most famous fashion photographer is David Bailey- who in the 60s took photographs of women modelling the clothes that every women should have in that time period. Most fashion shoots are controlled and manipulated within a studio or a constructed set. It is very rare that fashion photography is constructed out side Littlewoods, have fashion photographs outside to set the mood within their clothes line. In Summer their photographs include bright and summery prints and backgrounds whereas in Winter the outside sets include manipulative lighting and a particular theme such as a winter wonderland. Fashion photography helps to sell merchandise, clothing, shoes, underwear and so on, in magazines, newspapers and on web pages. Most of the fashion photography can be seen online as most clothing brands have their own website. The fashion photographers use Photoshop to airbrush models and to also reduce colour saturation to create a mood effect or to correct any imperfections to make the celebrity look perfect. Fashion photographers also set up online portfolios to sell their work as the majority of people shop online or have internet access. Fashion photography is one of the biggest industries as photographs for magazines such as Vogue or Cosmopolitan are taken every day. Fashion photography often holds a story behind the photograph, for example the women in the photographs want to be seen as strong and independent. In the Littlewoods photography in the second picture, the photographer has used a wide lens camera shot because the photograph is landscape and there is a lot of scenery around, the third picture is definitely controlled and has used a wide lens as part of the beach is in the background. The first and third image are posed controlled so that the audience can look at the fashion rather than the model i.e. the coat in the first photograph grabs the attention, however the model in the photograph is selling the fashion piece with a calm shot as the photograph is in black and white giving the mood an enhanced effect. Fashion PhotographyThis photograph is controlled but has not been manipulated e.g. airbrushed because the freckles would have been airbrushed out. Eye makeup covering the majority of the nose and around the eyes, draws attention. In this photograph the females eyebrows have been shaped so that they look sharp this detects the photo of having edge hence the black lipstick.Thick, black lipstick bold and makes you look.Areas darkened to show more enhancement to the face. Used in mainly magazines, or on web pages. Photograph can be used for individual clients to build up a portfolio.The photographer for this particular photograph has not used any specific lenses as the photograph is not around any scenery nor far away. Photojournalism Photojournalism emerged in the early 1920s offering rapid and fluent photographs to show a news story. Photographs of Albert Einstein were popular and were used in newspapers as candid shots to tell a story. Photojournalistic photographs are the there and then photographs. These types of photographs are used in breaking news stories in newspapers such as war, sport and celebrity. These types of photographs are candid as they are taken in the moment and only small adjustments are made as the photograph is there to reflect the truth on a news story. In sporting photographs a wide lens is used to capture the surroundings as well as a landscape view. The photographers in this instance, i.e. gathering photos for a news paper use the natural lighting however there can be little changes to enhance a mood or a glow on the photograph. These photographs are not staged at all as the photographs show real life events happening in real time. Longer lens photographs are used if the photojournalist is far away from the action or cannot get close to the action e.g. in a war circumstance. Robert Capa was a famous Hungarian photojournalist that covered 5 different wars over Europe, his first was the Spanish Civil War and his last was the Liberation of Paris. His most famous photograph of his career was that of the Falling Soldier which was taken on the 5th September 1936. Photojournalism is big in sport as there are football matches etc. happening around the world every week and photographs are printed in newspapers every day. Tabloid newspapers do Photoshop their images to make a joke out of a football player during the game whilst others disagree and say the images should reflect the real truth i.e. in the moment. Photographic manipulation is the biggest controversy in photojournalism and is clearly on going. This can be the difference of a good and bad photo journalistic experience. Also, any use of additional light in these circumstances would be the flash of the camera because the event or stadium could be dimly lit and therefore the photographer needs to get a clear photograph. The photographs are taken to show a story with minimal text, there may be in depth analysis from the journalist. When people attend sporting events they dont get to see the replays so these photographs are helpful as it tells the story all over again. Also in war, people get to see the front line action and the wounds. Photojournalism Wide lens photograph, has the home supporters in the background and also other surroundings.Photograph was taken as the crowd and the players were cheering after the goal, no Photoshop as the photograph is in the moment.Location based Anfield. Never studio.Capturing an exciting and poignant moment within the game.Clear enough picture- not motioned blur.High speed shutters to capture ever moment of the game.This photograph is taken in the natural light as the game was played in the day time. Photograph is taken in color recent photograph needing no effects. Photograph featured on online newspapers and actual papers.Tells a little background story, players are happy to score and seven players have joined in the celebrations big goal. Portraiture This type of photography, includes mainly family photographs or social interaction. A portrait is most commonly used within young people when they take a photograph of their everyday life. A portrait photo is to capture facial features and their expressions, these type of photographs can often be candid or constructed, based on a idea. This approach can be taken by a high street studio or socially with little post production i.e. cropping images. A portrait photograph can also be taken to show a romantic couple, trustworthy bosses etc to also show the importance of one. Queen Victoria had lots of portraits painted which included her famous pos