All About Commercial Advertising Photography

The primary 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 right reasons, grabs the attention of the target market and communicates the suitable message virtually instantly.

However whilst it’s simple 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, but 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, but that is 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 device resembling Adobe’s Photoshop, and whilst this will be the case, there’s far more occurring than meets the eye. One of many first things to understand in commercial advertising is that what you see is nearly definitely not quite what you’ll see for those who have been looking at the product your self in a shop.

Lighting, the atmosphere and plenty of little known tricks of the trade all come into play, serving to to create an illusion which doesn’t just look real, it really looks more real in some cases than it would in real life. For example, if you happen to have been 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 can be on and you’d be watching a picture. In a product image although you’re 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 difficulty is that when you 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 appear to be so realistic, whilst still being fully completely different to how a normal photograph of a television would look?

So as to take a photograph of a television switched off commercial advertising photographers will either have a studio which features a 360 degree backcloth to remove any doubtlessly distracting reflections, or they will edit the image afterwards, changing the screen with a shaded black rectangle which looks realistic, yet which doesn’t even exist as part of the screen in real life. But how about taking a photograph of a television that is switched on?

Should you’ve ever tried this you’ll know that the consequence 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 normally take a screen grab from a computer after which superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you expect it to, even though you know that that’s not how it would really look should you took a photograph of it.

Efficient commercial advertising images allows us to be fooled, even after we know that what we’re 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 excited about a picture which has been clearly doctored, but will be enticed by an image which they know cannot be utterly real. Should you’re not sure how to achieve the appropriate balance then it’s far safer to leave it within the arms of the experts.

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