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 fantastic it looks. Successful and efficient commercial advertising photographers will be able to create an image which stands out for all the suitable reasons, grabs the attention of the target market and communicates the suitable message almost instantly.

However whilst it's easy to admire the look of the product and the skill of the photographer, in most cases commercial advertising images shouldn't be about what you see, however about what you do not see. You may think that when you look at an advertising image what you're seeing is what the photographer noticed, however that is invariably not the case.

In fact, 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 stands out as the case, there's far more going on than meets the eye. One of the first things to understand in commercial advertising is that what you see is almost actually not quite what you would see if you happen to were looking on the product yourself in a shop.

Lighting, the setting and plenty of little known tricks of the trade all come into play, helping 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, when you were looking at a television in a shop then you'd probably either see a complete lot of distracting reflections within 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 does not have any distracting reflections in it, or it will look as though it's switched on and displaying a picture.

The trouble is that should 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 different to how a normal 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 probably distracting reflections, or they will edit the image afterwards, changing the screen with a shaded black rectangle which looks realistic, but which doesn't even exist as part of the screen in real life. However how about taking a photograph of a television that's switched on?

If you've ever tried this you'll know that the end result will look horrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain cannot see - the truth that the image on the screen is only an illusion created by quickly flickering lights. So professional photographers will often 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 anticipate it to, despite the fact that you know that that is not how it would really look if you happen to took a photograph of it.

Efficient commercial advertising pictures permits 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 considering an image which has been clearly doctored, but will be enticed by an image which they know cannot be fully real. For those who're undecided find out how to achieve the proper balance then it's far safer to go away it in the palms of the experts.

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