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All About Commercial Advertising Photography
The first thing you notice about commercial advertising images is the product, and the way fantastic 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 attention of the target market and communicates the appropriate 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 images is just not about what you see, however about what you don't see. You would possibly 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.
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 comparable to Adobe's Photoshop, and whilst this often is the case, there's far more occurring than meets the eye. One of the first things to understand in commercial advertising is that what you see is almost actually not quite what you'll see in the event you had been looking on the product your self in a shop.
Lighting, the surroundings and plenty of little known tricks of the trade all come into play, serving to 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 instance, in case you have been looking at a television in a shop then you definitely'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 though you are 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 for those who 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?
As a way 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, but which does not even exist as part of the screen in real life. However how about taking a photograph of a television that is switched on?
Should you've ever tried this you will know that the result will look terrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain cannot see - the fact that the image on the screen is only an illusion created by quickly flickering lights. So professional photographers will often 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 count on it to, even though you know that that is not how it would really look if you took a photograph of it.
Effective commercial advertising pictures allows us to be fooled, even after we know that what we're 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 inquisitive about an image which has been clearly doctored, but will be enticed by an image which they know can't be fully real. In case you're not sure methods to achieve the appropriate balance then it's far safer to leave it within the palms of the experts.
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