TYPES AND USES OF PHOTOGRAPHY

By Heather Wilkinson

Portrait PhotographyPortrait photography is a photo of a person or group of people that displays the expression, personality, and mood of the subject. The focus of the photograph is usually the person's face, although the entire body and the background or context may be included.

This image is effective as the light used highlights the subjects features, also giving him a hard, refined tone making the image interesting and appealing to the eye.

The woman’s face is the most visually appealing as her features (cheek bones, lips, eyes) are enhanced by the minimalistic background and clothing. Resulting in the image portraying the woman to be ‘hard faced’ and elegant.

Associated Portrait Photographers

Yousuf Karsh (1908-2002)Yousuf Karsh captures the emotions of peopleincluding statesmen, artists, musicians, authorsand scientists in a simplistic and different light than how they are usually seen, they are not posing or acting as such they are natural and their emotions are portrayed in a paused moment in time giving the viewer a unique view of humanity. Often in black and white which adds to the simplicity and sophisticated tone.

Diane Arbus, said to of been “photographer of freaks” took distinctive images of how unique and beautiful people can be, mainly In the streets of New York she took photos of people she found and visited places such as parks, hotels and a morgue in order to capture different kinds of people, straying away from the idea of normality in photography at the time. Most of her subjects are focused in the middle of the frame almost formal which contrasts with their informal and ‘different’ way of life, meaning the viewer think innovatively and freely.

Diane Arbus (1923-1971)

Past And Present Portrait ImagesOld portrait photos are mainly in sepia or black and white because of the type of cameras used compared to todays portrait photographers that can produce clear, colour pictures. The tone of the image as subjects were usually very formal and serious as it was rare to get a picture taken in comparison to today where multiple photos can be taken in a short moment and it is easier to pick and choose what image the photographer wants . Also it is now more acceptable to havemore natural photos.

Taken by Mathew Brady on January 8, 1864

Source: plsans.com

Fashion Photography Unlike commercial photography, the emphasis in fashion photography does not lie on just accessories or clothing, but on the mood and styling of the image. Fashion photography highlights the fashion products in exiting ways as well as conveying a certain lifestyle depending on the tone and theme of the image, showcasing the items effectively. Good lighting can drastically change an image and is used frequently used in this type of photography.

Sebastian Kim-This image uses bright, block colours which creates a 70s hippie tone showing the overall theme is exiting and bold.

Arnaldo Anaya-Lucca

Associated Fashion PhotographersMario Testino (1954-

present)Mario Testino OBE has been an iconic photographer for 35 years as well as working in multiple creative fields and working for brands such as Vogue, Vanity Fair, Gucci and Burberry. Testino who shot Diana Princess of Wales’ last major portrait session has been named ‘one of the most influential fashion photographers’. He has photographed countless famous names and has a way of making any subject comfortable which projects in his images, Testino breaks down his subjects to their ‘purest’ self and creates a unique tone in his work which shows the true essence of the subject, as well as having a distinct style and twist to each photo.

David Bailey (1938-present) David Bailey was one of the leading figures in photography in the sixties London scene, he captures his subjects in a genuine light as well showing their natural emotions. He creates a cultural story within his images showcasing the style and fashion of the time; swinging sixties style (Twiggy) as well as showing his unique tone with a modern twist (Cara Delevingne) he reflects working-class/punk style into a high fashion and artistic image whilst still remaining classy and refined.

Past And Present Fashion Images The old Vogue cover from 1951 is more

conservative, the model is shown to be fashionable and elegant with a very small waist, whereas in the recent image of Lana Del Rey from 2012 the image is mainly focused on her face, and her weight is more natural which shows a minor progression of women's idea of beauty in fashion photography over the 63 years. The style of the 1951 image is simple with a bold lipstick that creates a high society tone and lifestyle, the plain background means that all focus is on the model and her fashion as well as the lighting complementing the face. However, the more recent photo is relatively similar in terms of a plain background and highlighted features this is suggesting that fashion photography has modernised and evolved across the years but the basics are still timeless and relative.

Vogue 1951 Vogue 2012

Advertising Photography

Advertising photography helps describe and sell a product, idea or lifestyle using a wide variety of photos and styles. Photographers are able too show the subject in their own interpretations and have freedom in how the audience will perceive the product or service. As 80% of advertising campaigns use photography it is clear to see how important it is in this field.

Associated Advertising Photography Jonathan Knowles

Jonathan Knowles has worked with multiple brand such as Coca Cola and Smirnoff, as well as being the creator of the O2 bubbles. Specialising in liquids, beauty and graphic still life Jonathan has created a unique style that creates an interesting, eye-catching image that captures the products brand values and focuses on the main features of the product in a recognisable way.

O2 bubbles

Dolce and Gabbana

Tim TadderTadder’s style is intense and refined, he uses a lot of dark, defined lighting to show the tone of the subject, for example many of his sports related work (Adidas, Powerade etc) uses a harsh dark background and a industrial tone so the person stands out, the lighting he uses highlights every aspect of the image so the end result is perfect. His stylized shots make the viewer feel as though they are in the moment and they can feel the action.

Past And Present Advertising Images

1970s Old Spice advert

The 1970s Old Spice advert is relatively simple, suggesting that by wearing the product you will get ‘the girl’, however, in the recent advert the message seems to be that men alone are ‘flashy’ and powerful without the idea that having a pretty woman makes you a man. The graphics are significantly more advanced and comically excessive in the 2010 ad, including ‘manly’ images such as a man catching a shark on a fishing line. The image on the left also uses a black male model suggesting the brand has evolved with the times. The lighting in the old advert is seductive which sets a tone for the product to the target audience, this subtly continues to the newest ad with the use of a muscled man and bright lighting highlights his features to create the same undertone.

2010 Old Spice advert

Landscape Photography

Landscape photography is a space photographed in wide view which often doesn’t include people. This type of work usually includes mountains, flatlands, beaches, volcanoes and other natural features, as well as being showed in galleries, magazines (e.g National Geographic), newspapers, advertising etc.

Associated Landscape Photographers

Ansel Adams (1902-1984)

Ansel Adams was an environmentalist as well as a photographer which is most likely the reason that he strongly focused on landscape photography. He grew up in San Francisco, although was caught up in the 1906 earthquake leaving him with a distinct broken nose for life. His black and white landscape photos are iconic, creating characterised, sharp-focused and carefully framed images; never including the presence of any humans I think he highlighted nature in his eyes, making sure every image was pristine.

Eliot Porter (1901-1990)Eliot Porter was a ‘master’ at black and white photography in the 1930s where it was the artistic standard at the time, however, transferred to a colour medium in the 1950s where he committed to dye-transfer printing for the rest of his life. His images capture every detail of the scene creating a relaxed, intriguing emotion for the viewer. The lighting highlights every feature of his photos showing the images to be bold In a way that is viewed as normal, everyday images.

Past and Present Landscape photographersIn the past landscape photography

was In sepia and black and white tones due to a lack of colour mediums, although today many photographers use bold, accentuated colours to highlight every shade and tone in the photo. The image from 1870 is not completely focused however, still makes the viewer think about the scene, creating the idea that nature is much bigger then a man. The more recent photo uses prominent, block colours to create a relaxed, pristine image.Jackson, William Henry. (1870) Old Faithful. Los

Angeles, CA

Evgeni Dinev

Photojournalism

Photojournalism is a particular form of journalism that uses

photography and images in order to help tell a news story

(collecting, editing news material for broadcast and publication). The use of modern technology

e.g smartphones enables the use of photojournalism to be much

more free and uncertain.

Associated Photojournalism Photographers

Alfred Eisenstaedt (1898–1995)Alfred Eisenstaedt produced some of the most memorable and influential images of the 20th century including famous names such as Sophia Loren, Marilyn Monroe and John F Kennedy. His style is comforting and lets the viewer relate to the image as well as being interested by the background story of each photo, creating a different emotion with every image. This makes Eisenstaedt a intriguing photographer.

David Burnett (1946-present)

With 40+ years of experience and being named one of the “Most Important People in Photography”, David Burnett frequently uses a black and white filter which adds style and sophistication to his portfolio of images. He is known to be a photographer that can bring back an image no matter how hard it may be to get it. His work mainly surrounds news, features, people and sinetics.

Bibliography Secondary research:Portrait –• http://www.karsh.org/• http://www.smithsonianmag.com/arts-culture/a-fresh-look-at-diane-arbus-99861134/?no-ist• http://www.biography.com/people/diane-arbus-9187461 • http://www.psych2go.net/be-careful-with-power-it-reduces-empathy/

Fashion-• http://www.mariotestino.com/biography/ • http://www.vanityfair.com/news/2008/03/testino200803 • http://www.npg.org.uk/collections/search/person/mp05044/david-bailey • http://www.davidbaileyphotography.com/about/

Advertising-• http://

smallbusiness.chron.com/difference-between-commercial-advertising-photography-23796.html • http://jknowles.co.uk • http://blogs.egusd.net/haynesphotohsingh/2013/03/14/studio-project/ • http://www.joomlavision.com/tim-tadder-artist-day/

Landscape-• http://www.anseladams.com/ • https://commissionmelo.wordpress.com/2014/11/23/comparison-contrast-ansel-adams-john-davie

s/

• http://photo-review.net/?p=1554 • http://www.cartermuseum.org/collections/porter/about.php

Photojournalism-• http://time.com/3593169/best-photojournalism-of-2014/• http://www.davidburnett.com/content.html?page=2 • http://photography.nationalgeographic.com/photography/phot

ographers/photographer-david-burnett/