Published on February 5, 2014
Photography Applications Jonah Adshead 1
Advertising/Promotional Photography is a very effective way of promoting products or companies and is used to advertise these to potential buyers. It is seen on billboards, posters, inside papers and magazines and on the internet. The main focus in advertising and promotional photographs is always the product in question, for example a car, lighter or alcoholic drink. Wide lenses are often used to get the whole product in the frame, this can also allow a background to be seen, putting the product in its natural setting or in other interesting situations that may make the product stand out to the audience. For focusing on small details of a product or shooting smaller things such as the Zippo lighter a long lens can be used, this allows a much closer zoomed in image to be taken with greater detail. Advertising and promotional photography is heavily controlled, often with all aspects of the photograph being set up and planned. This allows the perfect image of the product that the company has in mind to be portrayed in print. Lots of artificial light is usually used in advertising and promotional photography to allow the photographer to light the product up exactly as they want. Correctly placed lights can illuminate the product in a way that makes it look perfect, aesthetic and very attractive to an audience. One photographer who specialises on advertising and promotional photography is Jonathan Knowles. He is a London based photographer who has won countless awards and has featured in the “200 best advertising photographers” for the past 8 years in a row. His unique graphic style is widely recognised in the advertising world and Knowles’ photographs have been featured in the last four volumes of “100 best in photography”. Joost vanderbug
Fashion Fashion photography is often used in much the same way as advertising and promotional, but to promote a specific clothing lone or label. They often use very stylised and interesting photography to make their clothing and brand look very desirable and of the moment. Clearly, the clothing is always the main focus of the image, but sometimes this is less obvious. Many photographers take on a style where they photograph constructed and staged photographs designed to look very interesting. Their aim is to set a certain mood or tell a story while also showing off the clothing subtly. This method may use wide lenses to allow multiple models to be in shot and the surroundings to also be included, creating visually exciting images. More arty, minimalistic shots are sometimes also used with a close up of small details of a product. These often include a detail on the piece of clothing including the label logo and can also include another interesting aspect such as a heavily tattooed hand holding a cigarette. A long angle lens can be used to capture this detailed, up close shots. Shoots are often highly controlled and take place in a studio with lots of artificial light. This allows the subject to very easily be manipulated, models often continuously having make-up re-done and costumes adjusted throughout shoots. Lighting is controlled to give the desired look and illuminate the subject in a certain way to make the photographs come out perfectly. One London based fashion photographer is Tyrone Lebon, who was born 1982. He got his first commission age 19 shooting for i-D magazine and has since shot for Stussy, Dr. Martins, Nike and Casely Hayford.
Photojournalism Photojournalism is a form of journalism that uses visual images to tell a particular story. It is widely used to accompany articles in newspapers, magazines, blogs and other web pages. The main aim of these images is to tell a story and put across a point, they can anchor the text they accompany and really change the perceived meaning of a text or the view of a reader on a certain issue. Because of this photojournalism is a very important and powerful media form Photojournalism is almost exclusively concerned with observational shots. A photojournalist will go somewhere of interest that they feel needs reporting such as a warzone or award ceremony and observe, taking photos of events as they happen. This is good as it gives a true representation of what is happening and people can see the true scene. Because photojournalism is observational, often only natural light can be used. This means that photojournalists must make the most of what light is on offer Sometimes a flash gun is used but there are some photojournalists such as war photographers who would rather not make an impact on the environment and just observe, a flash may make them too noticeable and so is not used very often. The paparazzi use them very often, this is to ensure they get enough light on the celebrities they are trying to photograph. A range of different lenses are used in photojournalism, if a photojournalist is quite close to the action, they will use a wide lens that will allow them to include the whole scene. Some shots that are required to be taken from a distance when the photojournalist cannot get close, for example sports games, a long lens will be used. This allows a zoomed close up shot top be taken so that important details can be seen from a distance. Eddie Adams (1933-1969) was an American photographer who took some famous portraits of celebrities and politicians and took photos covering 13 wars. His work won him the Pulitzer Prize in 1969 and his photos are still well renowned today with some of his most famous from the Vietnam war.
Portraiture Portraiture is a form of photography widely used and it caters for a number of different needs. Families sometimes pay for them to be done for display in the home, they are often used for promotion or advertising by celebrities and politicians and are even required by the royal family for their official family portrait. You see portraiture in peoples homes, in high street photographers, magazines, papers and on the internet so it is a hugely popular form of photography. Portraiture is largely controlled with shoots usually taking place in a studio. This allows the photographer to control many aspects one of them being the lighting. Artificial light can be used so the subjects can have the perfect amount of light and the photographs have the desired look. Sometimes environmental photography is used and this involves the subject being photographed in a less staged, more natural environment. This method is often shot with only natural lighting. Photojournalists also often only use natural light if they decide to take a portrait of an individual or group they meet while they are reporting, this type of shoot will also likely be done in a natural setting such as the persons house. Wide lenses are used often for portrait photography. This is because portraits are usually taken at quite a close distance to the subject and this suits a wide lens. It also allows the whole scene to be captured in good detail. Terry Richardson is an American portrait photographer who was born August 14th 1965. He has shot for many high profile companies such as Marc Jacobs, Supreme and Yves Saint Laurent and for magazines including Vice, Vogue and Vanity Fair as well as portraits for some very famous people including America’s current President Barack Obama.
High Street High street photography is when a person employs a large franchise such as Venture to take photographs for you. They can involve a few different types of photography such as wedding and portrait photography. In recent years with the rise of digital technology that is available to the public and high rent prices for shops, the high street studio industry has struggled and the number of studios is on the decline. Photographs taken by these photographing companies are usually seen in the houses of the customers featured in the photographs or their friends and family. The photos are more of personal and sentimental value than for promotional or advertising gain. The studios are set up with lots of artificial lights often using different colour lights to set a certain mood or to fit with the colour scheme of the clients house. Photography taking place outside the studio can either make use of the ambient light or of things such as flash guns to get the desired look. Because of size restrictions in the studio wide lenses are usually used, this allows the whole scene to be captured close up with a good degree of detail. Long lenses may be used on occasion for example if a photographer is employed to shoot a wedding but is quite far away from the alter and can’t get close up. Venture is an example of a high street photography studio. They pioneer a high quality look and take slick, professional looking images for display in the family home.
Studio Work Studio work is any photography that takes place within a controlled studio environment. This covers a huge range of photography styles from advertising and promotional, to fashion and portraiture. Because of this you can see studio work photography everywhere. Depending on the style of photography that is taking place in the studio photographers will use a number of different techniques and specific equipment that fits that application.
Architectural Architectural photography is the shooting of architectural structures. It can be done artistically for aesthetic pleasure or for practical needs such as surveying. You may see architectural photographs in estate agents, their magazines or websites as well as other photographers books, websites or galleries if they have done some architectural photography. Photographers use a wide range of different equipment and are often skilled in specialised techniques and other equipment such as tilt shift lenses. They can use both wide and long lenses depending on the look they are aiming for or how close they are to the structure or detail they want to photograph. Photos concerned with the exterior of a structure usually use ambient light, but some photographs concentrating on architectural details within the structure may have lost of artificial light to deliver the desired look on a photograph. Timothy McGurr AKA 13thWitness born in New York is a photographer who specialises in inner city street photography often focusing on the architectural structures he comes across. He has run projects with Nike and Nitro, a Hip-Hop group from Japan who are legends in the underground scene.
Medical Medical photography is mainly used to document the things that take place in the medical world. It is also sometimes used to display the condition and appearance of wards and surgery rooms for example, to give patients an idea of what they should expect. You see medical photography in medical books, medical websites such as the NHS website and in leaflets, posters and information booklets for patients. Some artists use medical style photography featuring body parts or skulls etc.. for their exhibition, this adopts the style of medical photography but is not technically medical photography. Lots of specialist photo imaging techniques and equipment are used in medical photography such as thermal imaging, endoscopy and x-ray imaging. This means that this type of photography is often very expensive, the most common form of equipment used in this application is just a digital camera. Photographers will use a digital camera sometimes with a flash to take photographs of patients around the hospital and during surgery, as well as photographing bodies in the post mortem room if this is required.
Illustration Illustration photography is often used alongside newspaper articles or other texts to give the reader more information. Images can be cleverly used to shape the readers opinion on a subject, a technique often used in newspapers. The images vary hugely from photojournalistic images you may see in a newspaper or magazine to detailed step-by-step images to give instruction in a book or manual. Equipment and techniques vary hugely depending on the nature of the text the illustration photograph is to accompany. Some photos may feature a war scene like the one on the front cover of “The Second World War In The West”, this photojournalistic image will probably of been captured with a wide lens camera and without the use of a flash. Other images in other styles will use the equipment of their application. Photographers will be commissioned to photograph by a newspaper, magazine of book publishers to take photographs on a certain subject be it birds of prey for a book on them, or documenting a riot for an article the following day.
Fine Art Fine art photography can cover a large number of different styles of photography and many techniques, because of this a solid definition is hard to find. This form of photography can feature anything and images can be colour or black and white. Fine art is often seen in art and photography books, websites or magazines and art galleries. Fine art is made for no other reason than to be appreciated as an art form and be aesthetically pleasing to a viewer. Because this type of photography covers such a large range of styles the equipment and techniques depend largely on the type of image being captured. The photographer will use equipment suitable for the type of image they wish to take.
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