All About Commercial Advertising Photography

The first thing you discover about commercial advertising images is the product, and the way unbelievable it looks. Profitable and efficient commercial advertising photographers will be able to create an image which stands out for all the appropriate reasons, grabs the eye of the target audience and communicates the best message nearly instantly.

However whilst it’s easy to admire the look of the product and the skill of the photographer, in most cases commercial advertising pictures is just not about what you see, but about what you don’t see. You would possibly 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.

In fact, we all 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 resembling Adobe’s Photoshop, and whilst this stands out as 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 almost certainly not quite what you’ll see if you have been looking on the product yourself in a shop.

Lighting, the environment and plenty of little known tricks of the trade all come into play, helping to create an illusion which doesn’t just look real, it truly looks more real in some cases than it would in real life. For example, for those who had been looking at a television in a shop then you definately’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 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 appear to be so realistic, whilst still being completely totally different to how a normal photograph of a television would look?

In an effort 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 potentially distracting reflections, or they will edit the image afterwards, replacing the screen with a shaded black rectangle which looks realistic, but 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?

When you’ve ever tried this you may 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 quickly 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, despite the fact that you know that that is not how it would really look in case you took a photograph of it.

Efficient commercial advertising pictures allows us to be fooled, even when we know that what we are looking at can’t be real, despite looking very real. The artwork of illusion and of fooling the eye is a subtle one, because consumers will not be considering an image which has been obviously doctored, but will be enticed by an image which they know can’t be fully real. If you’re unsure learn how to achieve the suitable balance then it’s far safer to leave it within the fingers of the experts.

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