The first thing you discover about commercial advertising images is the product, and the way fantastic 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 audience and communicates the precise message virtually instantly.
However whilst it’s straightforward to admire the look of the product and the skill of the photographer, in most cases commercial advertising pictures isn’t about what you see, but about what you don’t see. You may think that whenever you look at an advertising image what you’re seeing is what the photographer noticed, but that is invariably not the case.
After all, all of us know that there are tricks of the trade and many people will immediately assume that any image will have been doctored using a graphics instrument 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 nearly certainly not quite what you’d see should you were looking at the product your self in a shop.
Lighting, the setting 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 really looks more real in some cases than it would in real life. For instance, for those who 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 can be on and you would 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 zaibarul02 it will look as if 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 result will look very realistic. So how do product photographers make their images look like 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 backcloth 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 would not even exist as part of the screen in real life. But 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 consequence 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 seize from a pc after which superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you count on it to, despite the fact that you know that that’s 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’re looking at cannot be real, despite looking very real. The artwork of illusion and of fooling the eye is a subtle one, because consumers will not be curious about a picture which has been clearly doctored, but will be enticed by an image which they know can’t be completely real. For those who’re undecided the best way to achieve the appropriate balance then it’s far safer to leave it in the palms of the experts.