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All About Commercial Advertising Photography

The primary thing you notice about commercial advertising images is the product, and how unbelievable it looks. Profitable and effective commercial advertising photographers will be able to create an image which stands out for all the precise reasons, grabs the attention of the target audience 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 just isn’t about what you see, but about what you don’t see. You would possibly think that if you look at an advertising image what you are seeing is what the photographer saw, but that is invariably not the case.

In fact, we all know that there are tricks of the trade and many individuals will instantly assume that any image will have been doctored using a graphics software similar 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 understand in commercial advertising is that what you see is almost actually not quite what you’ll see for those who were looking on the product yourself in a shop.

Lighting, the setting and many little known tricks of the trade all come into play, serving to 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 example, in case you had been looking at a television in a shop then you definitely’d probably either see an entire lot of distracting reflections in the screen, or the television can 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 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 result will look very realistic. So how do product photographers make their images seem like so realistic, whilst still being solely different to how a normal 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 features a 360 degree backfabric 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 would not even exist as part of the screen in real life. However how about taking a photograph of a television that is switched on?

In the event you’ve ever tried this you may know that the outcome will look horrible- 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 ultimate image will look just as you expect it to, regardless that 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 once we know that what we’re looking at can’t 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 about an image which has been clearly doctored, yet will be enticed by an image which they know cannot be completely real. Should you’re undecided find out how to achieve the correct balance then it’s far safer to depart it within the palms of the experts.

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