All About Commercial Advertising Photography

The primary thing you discover about commercial advertising images is the product, and how incredible it looks. Successful and effective commercial advertising photographers will be able to create an image which stands out for all the proper reasons, grabs the eye of the target market and communicates the right message nearly instantly.

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

Of course, we all know that there are tricks of the trade and many people will immediately assume that any image will have been doctored utilizing a graphics tool resembling Adobe’s Photoshop, and whilst this will be the case, there’s far more going on than meets the eye. One of many first things to appreciate in commercial advertising is that what you see is sort of certainly not quite what you’ll see should you had been looking at the product your self in a shop.

Lighting, the setting and many 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 example, if you have been looking at a television in a shop you then’d probably either see an entire lot of distracting reflections within the screen, or the television would 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 if you happen to 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 seem like so realistic, whilst still being totally 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 features a 360 degree backmaterial to remove any potentially 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 is switched on?

If 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 cannot see — the truth that the image on the screen is only an illusion created by quickly flickering lights. So professional photographers will usually take a screen seize from a computer and then superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you expect it to, regardless that you know that that is not how it would really look in the event you took a photograph of it.

Efficient commercial advertising images permits 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 serious about a picture which has been clearly doctored, but will be enticed by an image which they know can’t be fully real. In the event you’re not sure the right way to achieve the correct balance then it’s far safer to go away it in the palms of the experts.

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