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Photography Applications (Hannah Mizen) 1

Photography task 1 photography applications

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Photography Applications

(Hannah Mizen)

1

Advertising and Promotion

This is one of the main uses of photography, by advertising a product, advertising the product in the light the company wants the consumer to see it, so the product must look its best and at its most appealing and desirable. These images are photographed in a very controlled so the producer can control what the consumer sees and how they view the product. Text to give the advertisement some direction and to describe what the company is trying to sell you.

Promotional photography is very similar, but rather than advertising, they are trying to raise profile, to make their product more well known. A the producer may create a campaign that is ‘shocking’ and ‘different’, even if the attention on the product is not all positive it doesn’t matter because awareness is still being raised. In many cases promotional advertising will be raising awareness about the effects of products that are bad, like in the picture on the right, it is promoting the fact that smoking is harmful to others around you not just yourself. These campaigns use clever and shocking tactics to stick in peoples minds so that they remember it.

Advertising can also involve models and this is usually used in fashion advertising. Even though there is no text and no direction, it is still clear that this product is selling clothes. Fashion and clothing does rely on post-production editing, but also relies mainly on models and make-up and lighting being manipulated to create the effect they want to get across to the viewers.

This is a promotional photo, this campaign is to tell people that smoke to stop because it doesn’t just harm them, but others around them.

The main image is shocking and could be deemed distressing, to see a young child in distress. This is what will capture the viewers attention and make them remember this.

There is also a short sentence at the bottom of the photo using quite shocking, sharp language. ‘Smoking isn’t just suicide. It’s murder.’

The editing in this is mainly to do with the smoke cloud acting like a bag, showing it is suffocating the child

There is also lighting that has been manipulated, you can there is one flash or spotlight that contrasts and fades into the black background.

The model has also been placed their for the purposes of the campaign, it is taken in a studio and posed, so it is not natural

Photojournalism

Photojournalism photos have one main goal and that is to portray an image and illustrate a story that a newspaper or magazine is trying to sell. These photos that accompany stories to make the audience see the story in a particular light, for example a newspaper may use a photo or a criminal to make them look scary rather than a picture of a school portrait, and visa-versa for a person that has just died, the news story will want to paint them in a good light and use a friendly, smiling photo of them, rather than a mug shot.

So photojournalism can be very biased and will put a photo in their paper to confirm their beliefs. This happens a lot with politicians, when a news paper heavily supports a party, they will make all the other parties look bad by printing unflattering photos of them, with a petty headline. This technique is used more for a comedy effect and to belittle the person who’s picture it is.

Photojournalism is usually used along side text, the images supporting this text and giving it more impact and meaning, making the audience more likely to believe this story. This can be quite harmful and controversial in some more serious cases, like murder, crime and abuse. Some newspapers and news sites manipulate images to suit their view and story better. For example, after the murder of Mike Brown by a police officer, the media tried to portray Mike as a thug by using particular images, and deliberately not choosing the picture of him smiling with his younger sibling. This is controversial because of how people were accusing the news media sites of being racist, making seem as if his death was justified because of his skin colour.

Another example of journalism being manipulating the audience’s opinions in an unfair way is the latest newspaper front cover of the Sun, it shows a picture of the right wing Labour party leader Ed Milibandeating a bacon sandwich, the picture is unflattering on purpose belittle him and making him look unprofessional and like he is a joke. The photojournalists have also edited a picture of Nicola sturgeon on to Ed’s shoulder, subtly implying there will be a Labour/SNP coalition, and telling the audience that this is a terrible thing.

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This is a photo of a man in the Vietnam War being shot in the head.

The photo is an observational, it is not controlled, this situation was taken in a split second.

The lighting in this is ambient it wasn’t controlled, just natural lighting from the sun.

The subject matter of this photo is very shocking but real and it documents and tells people how brutal and evil the war was, to help people understand.

This photo hasn’t had any editing done to it because it is taken on black and white film, so the only production process would be the development in a dark room.

The lens the photographer would use would be a wide lens, and a big exposure to make sure everything is in focus and nothing is missed.

Fashion Photography

Fashion photography’s purpose is to sell and advertise clothes. Photographers take pictures of attractive, slim models in clothing, these models look good in the outfits so when the buyer sees this they will project what they see on the model on to their own self, e.g. ‘if the model looks that good in those clothes then so will I’. The set up for the models is very controlled and not observational as everything has been put in a certain place, the lighting is artificial and is put in the way it is on purpose to create the right effect while still showing the clothes in the best way they can. The lens the photographer will use will be wide and not long, because they want to get a whole scene in, not a close up, because they need to capture the outfit that they are advertising.

There are different styles of fashion photography, high fashion and catalogue. High fashion is photographs are selling designer clothes, that are are advertised in magazines such as vogue, these shoots usually feature talented young models or famous older ones. They will have more extravagant backgrounds or classic and simple. The catalogue is a lot less ‘professional’ and doesn’t have the edge that high fashion has.

There are a lot of problem with the fashion photography. The models that the photographer chooses are usually very thin, setting unattainable standards for young girls that look up to these models and want to achieve the desirable look because the models are ‘beautiful’.

These kind of photos will be seen in fashion magazines and books.

Fashion PhotographyIn the world of fashion photography around 99% of the images are

manipulated in some form or way, this could anything from editing the colours to changing the shape of the model’s body. In some cases editing can make a fashion picture look better, by enhancing eye colour and smoothing out the skin of the models, but it has become a controversial subject where editing a models body to look thin and ‘perfect’ is the norm. This is controversial because it sets a standard which is particularly placed upon women to adhere to, these standards that are unachievable because they are not actually real, and this has created a lot of health problems, like girls as young as 8 being conscience of their body and how they look, which can develop into more serious issues, like low self esteem and eating disorders.

But the editing of photos in the fashion industry can be used in a positive way and can make photos look more interesting and show the clothes off to their best ability. Changing the lighting to show the clothes off more so that shadows don’t get in the way or enhancing the saturation of the clothes to make them look more appealing to the audience. Editing means you can also do interesting things in pictures that don’t look real, for example the picture next to this text, the photographer has edited the girl in the photo to make it look like she is floating. This not only looks more interesting is also shows the dress off really well, having it stretched out in the middle of the page, with the light bouncing off the glittery parts of it.

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This is a fashion photo, used for a high fashion magazine, advertising designer clothes, would probably be in a magazine like vogue.

The main subject is the woman, she is posing to show the clothes in the best light, to make them desirable.

The man and the horse have been put there in a certain place in a certain pose for a reason, so this photo is controlled.

Even though this shoot appears to be outside, the lighting is still controlled and manipulated, using lamps and white screens

In this type of photography there is a fair amount of post production work such as digitally editing the photo, making the photo look ‘flawless’

The models are desirable people and are typical of fashion magazine, the strong facial features and slim bodies. These are the kind of people readers look up to and want to look like.

Portraiture

Portraiture is one of the most common types of photography whether it is posed

or candid. This is all to do with capturing not just the face, but the subjects within

the face like the emotions the colours the details. Portraits can be done in black

and white or colour. Usually looking more classic in black and white.

The photographer will usually instruct the model in different poses, so their faces

are either facing front on or on a side profile. They will also tell them what emotion

they want them to express. In these posed portraits they also may include props.

The background setting for portraits is almost always plain, to keep the focus on

the face. The background uses an infinity curve to keep the background smooth,

again so there is no distraction from the face. The lighting will also be artificial and

set up to give a certain effect and control the mood exactly.

Candid portraits are a bit different, they are more natural and observational as the

photographer takes photos without the people knowing, so all the emotions are

real and nothing is fake. With this it is not taken in a studio, so lighting cannot be

controlled and the photographer will have to work with ambient light. Composition

is also very important for these photos because the background won’t be plain.

After the photos are taken they will be edited. They will be edited digitally in

photoshop or something similar. The photographer will edit the photo to make the

image looks as striking as possible, to make it look interesting and catch the

viewers attention.

This photos subject matter is a portrait shot of Andy Warhol.

This photo because of when it was taken was probably taken on film that was black and white, so it originally was black and white, no editing has occurred.

The photographer has instructed the model into a specific pose, with the paintbrush, this is to frame his face and to also make the photo different to a normal portrait.

The paintbrush in this photo gives it more identity and context, because the model is an artist.

Because the photo was taken on film it isn't digital so no editing can occur, but the film has to be developed in a dark room.

The lighting in this photo is artificial and is set up to light the face in a certain way.

High street studio

High street studio photography is where families hire a photographer to take

pictures of them, in a studio or outside so they can buy photos for their home. It

also includes wedding photography. These photos will usually be posed portraits

of groups of families.

These photographs are usually taken in a studio with a plain background with an

infinity curve. The lighting is always artificial in a studio with no natural lighting, so

the photographer can control exactly what lighting and mood they want to portray.

The photographer will instruct the family into different poses, to convince a sense

of happiness and normality. The photographer may also include props to add

some fun and interesting subject matters. The photos can also be taken outside,

so the families can interact with the set and surroundings. Wedding photos will

usually be taken on site, the lighting then will not be controlled as much, but the

photographer will use a flash to enhance brightness.

High street studios will use a lot of post-production on their photos, editing the

pictures to make the contrast and brightness higher so the photos look clearer,

getting rid of blemishes so the outcome will be desirable by the family so they will

want to buy the photos.

Where you would usually see these is in a families home, hanging on a wall.

These photos may also be used to advertise the photography business, so in

small ads in local magazines.

A list of popular high street studio photography business are: Venture,

Blacksheep, Boggio studios and Clifton studios.

This photo is of a family in a studio.

The photographer has posed this family, so it is not observational, it is controlled.

The setting is in studio, the background is plain to keep the attention on the family and not to distract the eye away.

The lighting is completely artificial, there are high power lamps and flashes that make the family look clear and happy.

Post-production, the photos will be edited to make them at their most desirable, increasing contrast, getting rid of blemishes, increasing vibrancy.

The type of pose the photographer has put the family in is a generic ‘happy family’ pose, to portray this.

Architecture

This is the photographing of buildings and there are different styles architecture

can be photographed. There are arty styles and property styles, which have

different outcomes. For example a photo that an artist takes will look a lot different

to what a construction developer will take.

Photographers that specialise in architecture photography use special lenses,

techniques and equipment like tilt-shift lens and the rule of thirds.

Post production in these kind of photos will vary a large amount depending on

what the photo is going to be used for. If it is an artistic photo the photographer

will edit it to make the building look interesting and stand out and this may not be

a true portrayal of the building. If the photo of the building is being used for

property development then minimal or no editing will be used, because the picture

of the building has to be a true portrayal of what the building looks like in real life,

or as close to it as it can.

Lighting buildings can be difficult because of their size and a lot of photographers

rely on the natural ambient light. But in the dark spot lights can light up parts of

the building, but this is only very limited and only gives off a certain atmosphere

and feel, so natural lighting usually works better.

This is a photo of a piece of architecture or building

The photographer has taken a very different perspective of this, instead of it looking like a building it is almost unrecognisable, so this would not be suited to a property developer.

In this photo it has had a heavy amount of post-production, it has been heavily edited into black and white, with very heavy contrast. The building in the photo looks very shiny almost like a mirror, so this would have been edited.

The lighting in this photo is ambient, natural lighting and editing to decrease the brightness all over and just concentrating on the contrast.

Illustration

These kind of photos go alongside information, usually shown in specific

books that are specialised to that subject, e.g. mammals. These help the

reader picture and make sense of what they are reading, if they are reading

about animals they have never heard of before then they need a picture to

help them understand. Step by step photos of instructions is also another

example how the pictures help readers to understand information.

The style of photography varies from what the subject matter is. For a guide

on mammals the photographer would use a zoom lens to get a good detailed

picture without getting to close and putting their self in danger. The

photographs will not be controlled, they will be observational if it is wild

animals, then they can’t be controlled so the photographer needs to get the

shots they can get. Lighting with this is also going to be ambient and not

controlled, especially if a zoom lens is being used, then the light won’t be able

to reach. If the animal is close-up and in the dark then a flash could be used

to.

Post-production may include some minor editing, to make the pictures look

more stunning and vibrant. Also in some cases, some information books will

want the animals cut out and put onto a white background, so this will need to

be done in post production.

This is a photo for a photographic guide of owls

The lens used for these pictures would be a a zoom lens because of how owls are hard to get near in the wild.

The lighting in these photos is all ambient, no artificial lighting has been used because an artificial light would scare the birds and the lights wouldn’t reach like the lens does.

In post production these photos would have been edited digitally, to enhance the colours and contrast to make the photos more clear. But not so much that the animals look different to what they originally look like,

Medical

Medical photography is used to record diseases, operations and recovery

in a truthful and honest way. The photographs can be taken with rulers to

show measurements, so this can be used in medical journals and papers.

Digital cameras with a large apertures and a ring flash are what is usually

used, this is to get the most clear and accurate, this technique is used

during surgery and to record visible medical problems. There are also

more specialised techniques to fit in more complex situations, like time

lapse thermal imaging, endoscopy and micro and macorgraphy, using

these when a normal camera cant capture the full accuracy and detail like

internal organs.

The conditions that the photographs are taken in are controlled and have

to be manipulated in a way that follows medical standards. Lighting for

photographs depend on the situation. If it is posed in studio then lighting

will be artificial lamps, if its in surgery the photographer will have to use

the ambient light with the ring flash to get the right lighting.

The people who do this job are medical photographers that are specially

trained.

Editing and post production is not allowed in these photos as they will taint

the outcome of what the ‘disease’ looks like 100% truthfully.

In this photo, it is a picture

to show the symptoms of

the disease. Used for

referral or medical text

books.

The set up of this photo has

been taken in a studio, the

background is plain and black so

the contrast of the skin stands

out and it is easier to see the

symptoms, so they are clear.

The lens for this

photo is a wide

lens so

everything can fit

into the photo. It

also has a large

exposure so all

the detail is

included in the

photo.

The post production of this

photo will be nothing more

than putting the photo into

books and posters, the

photo can’t be tainted in

any way or the image won’t

be a true representation of

the disease.

Fine art

Fin e art photography can include a lot of different things and the subject matter

of this kind of photography varies a lot. There are different types like landscapes,

portraits, figures, macro, plants and animals and obscure photography etc. They

are usually shown in black and white and rarely colour.

Fine art is produced to be sold in books and prints, and shown in exhibitions and

is made for no other purpose other than to express an artists perceptions and

emotions.

Conditions that these photos are taken in can vary because of the wide range of

subject matters, things like landscapes cannot be controlled and these kind of

photos are taken in the moment. But other kinds of photos like portraits can be

controlled using lighting, the conditions can be controlled like wind and shadowing

and the subject matter, because it can be posed. Lenses usually used can also

vary, some lenses could be wide or long, depending on subject matter.

Landscapes and figure photography will use a wide lens to include everything,

where as macro shots will be closer up and include more detail.

Post production can also vary, but it is usually used, even a little bit on all photos

to enhance the natural features of the photography. Also heavy editing can occur

where the photographer makes the whole photo surreal and not possible in real

life.

Use this slide to annotate an archetype image

The subject

matter of this

photo is of a tree

with the leaves

made from a

cloud.

This is a type of

photography that

is surreal fine art,

so this wouldn’t

be possible in

real life.

The set up for this looks like the photo has been

pieced together, so the background and the cloud

could have been taken outside with no control, but

the tree could have been a bonsai tree which

would be controlled by lighting in a studio.

Post production

on this photo

would be a very

large amount, as

different images

have been cut

out and put on to

others to create

this surreal final

image. It has

also been editied

into black ad

white, and

contrast and

brightness will

have been

changed.

Documentary This type of photography is more of a longer running project that the

photographer is taking on, documenting an event collecting a series and range of

pictures, instead of the latest popular news, the photographers will take it upon

their self to find a not well know about crisis and document it.

The photographers main aim is to collect photos and tell a story about the life of

others and maybe their daily struggle to exist. There will be no tight newspaper

deadlines, so the photographer is very much in control in that sense. So the

photographers can chose what they want to display and what mood they want to

portray in their images.

The pictures very much rely on observational photography, the conditions can not

be controlled, so the pictures are in the moment. Lighting is ambient, maybe a

flash could be used in the right conditions. But the majority of the time photos are

always taken as they are seen in the moment.

Post production is a key element to making photos look right when the conditions

can’t be controlled. The photos can be changed by the contrast and brightness,

the colours and saturation, put into black and white. Whatever mood the

photographer is trying to portray, it can be enhanced by post production and

editing.

The photos will end up in usually books and magazines, being used to illustrate

the wars etc, or the photos maybe just end up in a magazine because they are

analysing it.

The subject matter

of this photo is a

young boy who lives

in a corrupt country

and is a solider

fighting in a war.

This photo is

observational and

in the moment

which means its

real life and its

actually

happening which

makes the photo

more powerful, the

lighting is ambient

and the

Post production of this photo

would have been making it

into black and white,

changing the contrast,

making the photo brighter

and enhancing the detail in

the photo.

This photo will be a part of a string

of photos telling a story, and

together they will be even more

powerful.

I believe that post production like photo-manipulation, editing can be used for fine art to any extent, photos that don’t need to show the ‘truth’, photos that are open to the viewers interpretation, and to create impossible situations. Editing can also be used to create things in pictures that are too expensive to make in real life, e.g. an architect may create a building that doesn’t exist in real life on photoshop to see what their building idea looks like. Post-production can also be used in a subtle manner, to increase brightness, contrast, saturation and sharpness.

But there are also times I think post-production shouldn’t be used, the main time is in medical photography, where any detail or aspect of the photo is altered this makes the photo inaccurate and unreliable as this photo if edited is not a true representation of what it claims to be, and in cases of diagnosis, this could lead to doctors giving people the wrong diagnosis and treatment, which could make a person ill or their real illness is left untreated, so they could die.

Post-production that is used in fashion is very controversial and there has been a lot of exposure in the media to the secrets of how the models look so ‘perfect’. Effects that this photo manipulation has had is the unrealistic expectations and pressure put on women to look like the women in magazines, which has lead to self-hatred and people that are not body confident, in most serious cases it has triggered mental health illnesses like eating disorders such as anorexia and bulimia. So like the medical photos, with the potential of people dying because photos have been manipulated, people have actually been effected negatively and have died caused by photos being edited to a exaggerated degree.

So over-all I think there should be clear lines where post-production can be used and can’t be used and to what extent the post-production can be used and what kind of editing can be used, in some cases some photos saturation and contrast could be edited but the actual photo could not be changed and manipulated, e.g. a clone tool being used. As soon as the post-production starts to effect people negatively in regards to their mental or physical health, then it should not be used.

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