All About Commercial Advertising Photography

The primary thing you notice about commercial advertising pictures is the product, and the way implausible it looks. Profitable 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 proper message virtually instantly.

But whilst it’s straightforward to admire the look of the product and the skill of the photographer, in most cases commercial advertising photography is just not about what you see, but about what you don’t see. You might think that when you look at an advertising image what you’re seeing is what the photographer saw, however 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 using a graphics instrument akin to Adobe’s Photoshop, and whilst this could be the case, there’s far more happening than meets the eye. One of the first things to appreciate in commercial advertising is that what you see is sort of actually not quite what you’d see if you have been looking at the product your self in a shop.

Lighting, the atmosphere and lots of 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 instance, if you have been looking at a television in a shop you then’d probably either see a whole lot of distracting reflections in 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 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 look like so realistic, whilst still being entirely completely different to how a traditional photograph of a television would look?

With a view to take a photograph of a television switched off commercial advertising photographers will either have a studio which includes a 360 degree backcloth to remove any probably 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?

If you happen to’ve ever tried this you’ll know that the result 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 rapidly flickering lights. So professional photographers will usually take a screen grab from a pc 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, regardless that you know that that is not how it would really look for those who took a photograph of it.

Effective commercial advertising photography 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 excited about an image which has been clearly doctored, but will be enticed by an image which they know cannot be completely real. In the event you’re undecided tips on how to achieve the appropriate balance then it’s far safer to go away it in the arms of the experts.

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