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All About Commercial Advertising Photography
The first thing you discover about commercial advertising images is the product, and how fantastic it looks. Successful and efficient commercial advertising photographers will be able to create an image which stands out for all the best reasons, grabs the attention of the target market and communicates the suitable message almost instantly.
However whilst it's straightforward to admire the look of the product and the skill of the photographer, in most cases commercial advertising pictures is not about what you see, however about what you do not see. You might think that whenever you look at an advertising image what you're seeing is what the photographer noticed, however that is invariably not the case.
After all, we all know that there are tricks of the trade and many individuals will immediately assume that any image will have been doctored utilizing a graphics software corresponding to Adobe's Photoshop, and whilst this would be the case, there's far more happening than meets the eye. One of many first things to appreciate in commercial advertising is that what you see is sort of definitely not quite what you would see when you have been looking at the product yourself in a shop.
Lighting, the environment and many little known tricks of the trade all come into play, serving to to create an illusion which doesn't just look real, it actually looks more real in some cases than it would in real life. For instance, if you happen to were looking at a television in a shop then you definitely'd probably either see a whole lot of distracting reflections in the screen, or the television could be on and you would be watching a picture. In a product image though you're either going to see a screen that doesn't have any distracting reflections in it, or it will look as if it's switched on and displaying a picture.
The trouble is that if you happen to take a photograph of a television, either switched on or off, neither end result will look very realistic. So how do product photographers make their images look like so realistic, whilst still being entirely totally different to how a normal photograph of a television would look?
In an effort to take a photograph of a television switched off commercial advertising photographers will either have a studio which features a 360 degree backfabric to remove any potentially distracting reflections, or they will edit the image afterwards, replacing 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?
When you've ever tried this you will know that the outcome will look terrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain cannot 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 seize from a computer after which superimpose that onto the photograph of the screen to improve the quality. The ultimate image will look just as you count on it to, despite the fact that you know that that is not how it would really look should you took a photograph of it.
Efficient commercial advertising photography allows us to be fooled, even once we know that what we are looking at cannot be real, despite looking very real. The artwork of illusion and of fooling the eye is a subtle one, because consumers will not be all for a picture which has been clearly doctored, yet will be enticed by an image which they know cannot be fully real. If you're undecided how to achieve the fitting balance then it's far safer to depart it in the hands of the experts.
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