All About Commercial Advertising Photography

The primary thing you notice about commercial advertising photography is the product, and the way 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 audience and communicates the precise message almost instantly.

But 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, however about what you do not see. You may think that when 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 people will immediately assume that any image will have been doctored using a graphics software resembling Adobe’s Photoshop, and whilst this could 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 sort of certainly not quite what you would see in case you had been looking on the product yourself in a shop.

Lighting, the surroundings 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 truly looks more real in some cases than it would in real life. For example, if you happen to had been looking at a television in a shop you then’d probably either see a complete lot of distracting reflections within 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 does not have any distracting reflections in it, or it will look as though 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 appear to be so realistic, whilst still being solely totally 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 backfabric to remove any probably 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. However how about taking a photograph of a television that’s switched on?

If you happen to’ve ever tried this you will know that the end result will look horrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain can’t see — the truth 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 computer and then superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you anticipate it to, though you know that that is not how it would really look if you happen to took a photograph of it.

Efficient commercial advertising images permits us to be fooled, even after we know that what we are 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 with an image which has been clearly doctored, but will be enticed by an image which they know can’t be fully real. When you’re unsure easy methods to achieve the correct balance then it’s far safer to leave it in the palms of the experts.

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