Photography Applications

(Hannah Mizen)

1

Advertising and Promotion

This is one of the main uses of photography, by advertising a product, advertising the product in the light the company wants the consumer to see it, so the product must look its best and at its most appealing and desirable. These images are photographed in a very controlled so the producer can control what the consumer sees and how they view the product. Text to give the advertisement some direction and to describe what the company is trying to sell you.

Promotional photography is very similar, but rather than advertising, they are trying to raise profile, to make their product more well known. A the producer may create a campaign that is ‘shocking’ and ‘different’, even if the attention on the product is not all positive it doesn’t matter because awareness is still being raised. In many cases promotional advertising will be raising awareness about the effects of products that are bad, like in the picture on the right, it is promoting the fact that smoking is harmful to others around you not just yourself. These campaigns use clever and shocking tactics to stick in peoples minds so that they remember it.

Advertising can also involve models and this is usually used in fashion advertising. Even though there is no text and no direction, it is still clear that this product is selling clothes. Fashion and clothing does rely on post-production editing, but also relies mainly on models and make-up and lighting being manipulated to create the effect they want to get across to the viewers.

This is a promotional photo, this campaign is to tell people that smoke to stop because it doesn’t just harm them, but others around them.

The main image is shocking and could be deemed distressing, to see a young child in distress. This is what will capture the viewers attention and make them remember this.

There is also a short sentence at the bottom of the photo using quite shocking, sharp language. ‘Smoking isn’t just suicide. It’s murder.’

The editing in this is mainly to do with the smoke cloud acting like a bag, showing it is suffocating the child

There is also lighting that has been manipulated, you can there is one flash or spotlight that contrasts and fades into the black background.

The model has also been placed their for the purposes of the campaign, it is taken in a studio and posed, so it is not natural

Fashion Photography

Fashion photography’s purpose is to sell and advertise clothes. Photographers take pictures of attractive, slim models in clothing, these models look good in the outfits so when the buyer sees this they will project what they see on the model on to their own self, e.g. ‘if the model looks that good in those clothes then so will I’. The set up for the models is very controlled and not observational as everything has been put in a certain place, the lighting is artificial and is put in the way it is on purpose to create the right effect while still showing the clothes in the best way they can. The lens the photographer will use will be wide and not long, because they want to get a whole scene in, not a close up, because they need to capture the outfit that they are advertising.

There are different styles of fashion photography, high fashion and catalogue. High fashion is photographs are selling designer clothes, that are are advertised in magazines such as vogue, these shoots usually feature talented young models or famous older ones. They will have more extravagant backgrounds or classic and simple. The catalogue is a lot less ‘professional’ and doesn’t have the edge that high fashion has.

There are a lot of problem with the fashion photography. The models that the photographer chooses are usually very thin, setting unattainable standards for young girls that look up to these models and want to achieve the desirable look because the models are ‘beautiful’.

These kind of photos will be seen in fashion magazines and books.

This is a fashion photo, used for a high fashion magazine, advertising designer clothes, would probably be in a magazine like vogue.

The main subject is the woman, she is posing to show the clothes in the best light, to make them desirable.

The man and the horse have been put there in a certain place in a certain pose for a reason, so this photo is controlled.

Even though this shoot appears to be outside, the lighting is still controlled and manipulated, using lamps and white screens

In this type of photography there is a fair amount of post production work such as digitally editing the photo, making the photo look ‘flawless’

The models are desirable people and are typical of fashion magazine, the strong facial features and slim bodies. These are the kind of people readers look up to and want to look like.

This is a photo of a man in the Vietnam War being shot in the head.

The photo is an observational, it is not controlled, this situation was taken in a split second.

The lighting in this is ambient it wasn’t controlled, just natural lighting from the sun.

The subject matter of this photo is very shocking but real and it documents and tells people how brutal and evil the war was, to help people understand.

This photo hasn’t had any editing done to it because it is taken on black and white film, so the only production process would be the development in a dark room.

The lens the photographer would use would be a wide lens, and a big exposure to make sure everything is in focus and nothing is missed.

Portraiture

Portraiture is one of the most common types of photography whether it is posed or candid. This is all to do with capturing not just the face, but the subjects within the face like the emotions the colours the details. Portraits can be done in black and white or colour. Usually looking more classic in black and white.

The photographer will usually instruct the model in different poses, so their faces are either facing front on or on a side profile. They will also tell them what emotion they want them to express. In these posed portraits they also may include props. The background setting for portraits is almost always plain, to keep the focus on the face. The background uses an infinity curve to keep the background smooth, again so there is no distraction from the face. The lighting will also be artificial and set up to give a certain effect and control the mood exactly.

Candid portraits are a bit different, they are more natural and observational as the photographer takes photos without the people knowing, so all the emotions are real and nothing is fake. With this it is not taken in a studio, so lighting cannot be controlled and the photographer will have to work with ambient light. Composition is also very important for these photos because the background won’t be plain.

After the photos are taken they will be edited. They will be edited digitally in photoshop or something similar. The photographer will edit the photo to make the image looks as striking as possible, to make it look interesting and catch the viewers attention.

This photos subject matter is a portrait shot of Andy Warhol.

This photo because of when it was taken was probably taken on film that was black and white, so it originally was black and white, no editing has occurred.

The photographer has instructed the model into a specific pose, with the paintbrush, this is to frame his face and to also make the photo different to a normal portrait.

The paintbrush in this photo gives it more identity and context, because the model is an artist.

Because the photo was taken on film it isn't digital so no editing can occur, but the film has to be developed in a dark room.

The lighting in this photo is artificial and is set up to light the face in a certain way.

High street studio

High street studio photography is where families hire a photographer to take pictures of them, in a studio or outside so they can buy photos for their home. It also includes wedding photography. These photos will usually be posed portraits of groups of families.

These photographs are usually taken in a studio with a plain background with an infinity curve. The lighting is always artificial in a studio with no natural lighting, so the photographer can control exactly what lighting and mood they want to portray. The photographer will instruct the family into different poses, to convince a sense of happiness and normality. The photographer may also include props to add some fun and interesting subject matters. The photos can also be taken outside, so the families can interact with the set and surroundings. Wedding photos will usually be taken on site, the lighting then will not be controlled as much, but the photographer will use a flash to enhance brightness.

High street studios will use a lot of post-production on their photos, editing the pictures to make the contrast and brightness higher so the photos look clearer, getting rid of blemishes so the outcome will be desirable by the family so they will want to buy the photos.

Where you would usually see these is in a families home, hanging on a wall. These photos may also be used to advertise the photography business, so in small ads in local magazines.

A list of popular high street studio photography business are: Venture, Blacksheep, Boggio studios and Clifton studios.

This photo is of a family in a studio.

The photographer has posed this family, so it is not observational, it is controlled.

The setting is in studio, the background is plain to keep the attention on the family and not to distract the eye away.

The lighting is completely artificial, there are high power lamps and flashes that make the family look clear and happy.

Post-production, the photos will be edited to make them at their most desirable, increasing contrast, getting rid of blemishes, increasing vibrancy.

The type of pose the photographer has put the family in is a generic ‘happy family’ pose, to portray this.

Architecture

This is the photographing of buildings and there are different styles architecture can be photographed. There are arty styles and property styles, which have different outcomes. For example a photo that an artist takes will look a lot different to what a construction developer will take.

Photographers that specialise in architecture photography use special lenses, techniques and equipment like tilt-shift lens and the rule of thirds.

Post production in these kind of photos will vary a large amount depending on what the photo is going to be used for. If it is an artistic photo the photographer will edit it to make the building look interesting and stand out and this may not be a true portrayal of the building. If the photo of the building is being used for property development then minimal or no editing will be used, because the picture of the building has to be a true portrayal of what the building looks like in real life, or as close to it as it can.

Lighting buildings can be difficult because of their size and a lot of photographers rely on the natural ambient light. But in the dark spot lights can light up parts of the building, but this is only very limited and only gives off a certain atmosphere and feel, so natural lighting usually works better.

This is a photo of a piece of architecture or building

The photographer has taken a very different perspective of this, instead of it looking like a building it is almost unrecognisable, so this would not be suited to a property developer.

In this photo it has had a heavy amount of post-production, it has been heavily edited into black and white, with very heavy contrast. The building in the photo looks very shiny almost like a mirror, so this would have been edited.

The lighting in this photo is ambient, natural lighting and editing to decrease the brightness all over and just concentrating on the contrast.

Illustration

These kind of photos go alongside information, usually shown in specific books that are specialised to that subject, e.g. mammals. These help the reader picture and make sense of what they are reading, if they are reading about animals they have never heard of before then they need a picture to help them understand. Step by step photos of instructions is also another example how the pictures help readers to understand information.

The style of photography varies from what the subject matter is. For a guide on mammals the photographer would use a zoom lens to get a good detailed picture without getting to close and putting their self in danger. The photographs will not be controlled, they will be observational if it is wild animals, then they can’t be controlled so the photographer needs to get the shots they can get. Lighting with this is also going to be ambient and not controlled, especially if a zoom lens is being used, then the light won’t be able to reach. If the animal is close-up and in the dark then a flash could be used to.

Post-production may include some minor editing, to make the pictures look more stunning and vibrant. Also in some cases, some information books will want the animals cut out and put onto a white background, so this will need to be done in post production.

This is a photo for a photographic guide of owls

The lens used for these pictures would be a a zoom lens because of how owls are hard to get near in the wild.

The lighting in these photos is all ambient, no artificial lighting has been used because an artificial light would scare the birds and the lights wouldn’t reach like the lens does.

In post production these photos would have been edited digitally, to enhance the colours and contrast to make the photos more clear. But not so much that the animals look different to what they originally look like,

Medical

Medical photography is used to record diseases, operations and recovery in a truthful and honest way. The photographs can be taken with rulers to show measurements, so this can be used in medical journals and papers.

Digital cameras with a large apertures and a ring flash are what is usually used, this is to get the most clear and accurate, this technique is used during surgery and to record visible medical problems. There are also more specialised techniques to fit in more complex situations, like time lapse thermal imaging, endoscopy and micro and macorgraphy, using these when a normal camera cant capture the full accuracy and detail like internal organs.

The conditions that the photographs are taken in are controlled and have to be manipulated in a way that follows medical standards. Lighting for photographs depend on the situation. If it is posed in studio then lighting will be artificial lamps, if its in surgery the photographer will have to use the ambient light with the ring flash to get the right lighting.

The people who do this job are medical photographers that are specially trained.

Editing and post production is not allowed in these photos as they will taint the outcome of what the ‘disease’ looks like 100% truthfully.

In this photo, it is a picture to show the symptoms of the disease. Used for referral or medical text books.

The set up of this photo has been taken in a studio, the background is plain and black so the contrast of the skin stands out and it is easier to see the symptoms, so they are clear.

The lens for this photo is a wide lens so everything can fit into the photo. It also has a large exposure so all the detail is included in the photo.

Fine artFin e art photography can include a lot of different things and the subject matter of this kind of photography varies a lot. There are different types like landscapes, portraits, figures, macro, plants and animals and obscure photography etc. They are usually shown in black and white and rarely colour.

Fine art is produced to be sold in books and prints, and shown in exhibitions and is made for no other purpose other than to express an artists perceptions and emotions.

Conditions that these photos are taken in can vary because of the wide range of subject matters, things like landscapes cannot be controlled and these kind of photos are taken in the moment. But other kinds of photos like portraits can be controlled using lighting, the conditions can be controlled like wind and shadowing and the subject matter, because it can be posed. Lenses usually used can also vary, some lenses could be wide or long, depending on subject matter. Landscapes and figure photography will use a wide lens to include everything, where as macro shots will be closer up and include more detail.

Post production can also vary, but it is usually used, even a little bit on all photos to enhance the natural features of the photography. Also heavy editing can occur where the photographer makes the whole photo surreal and not possible in real life.

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