All About Commercial Advertising Photography

All About Commercial Advertising Photography

The first thing you discover about commercial advertising images is the product, and the way fantastic it looks. Profitable and efficient commercial advertising photographers will be able to create an image which stands out for all the right reasons, grabs the attention of the target audience and communicates the best message almost instantly.

But whilst it's straightforward to admire the look of the product and the skill of the photographer, in most cases commercial advertising images is just not about what you see, however about what you don't see. You might think that whenever you look at an advertising image what you're seeing is what the photographer noticed, but that's invariably not the case.

After all, all of us know that there are tricks of the trade and many people will instantly assume that any image will have been doctored utilizing a graphics software resembling Adobe's Photoshop, and whilst this may be the case, there's far more happening than meets the eye. One of the first things to understand in commercial advertising is that what you see is sort of actually not quite what you'd see for those who were looking at the product your self in a shop.

Lighting, the environment and lots of little known tricks of the trade all come into play, helping to create an illusion which does not just look real, it really looks more real in some cases than it would in real life. For instance, for those who were looking at a television in a shop then you definately'd probably either see a whole lot of distracting reflections in the screen, or the television would be on and you'd be watching a picture. In a product image though you are either going to see a screen that doesn't have any distracting reflections in it, or it will look as though it's switched on and displaying a picture.

The trouble is that when you take a photograph of a television, either switched on or off, neither result will look very realistic. So how do product photographers make their images seem like so realistic, whilst still being entirely completely different to how a standard photograph of a television would look?

With the intention to take a photograph of a television switched off commercial advertising photographers will either have a studio which includes a 360 degree backmaterial to remove any probably distracting reflections, or they will edit the image afterwards, changing the screen with a shaded black rectangle which looks realistic, yet which does not even exist as part of the screen in real life. But how about taking a photograph of a television that's switched on?

Should you've ever tried this you will 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 can't see - the fact that the image on the screen is only an illusion created by rapidly flickering lights. So professional photographers will usually take a screen grab from a pc after which superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you count on it to, though you know that that is not how it would really look in case you took a photograph of it.

Effective commercial advertising images allows us to be fooled, even after we know that what we are 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 concerned with a picture which has been obviously doctored, but will be enticed by an image which they know can't be fully real. When you're undecided find out how to achieve the best balance then it's far safer to leave it within the fingers of the experts.

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