Photography Applications(Hannah Mizen)1Advertising and PromotionThis 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 doesnt 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.
Adverts appear anywhere possible from newspapers to billboards. But the kind of product the advert is advertising depending on what genre of media it is. For example a beer brand like Carling may advertise in a mans magazine like Men's Journal or a supermarket like Tesco may advertise In a newspaper like the Sun.
This is a promotional photo, this campaign is to tell people that smoke to stop because it doesnt 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 isnt just suicide. Its 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 PhotojournalismPhotojournalism 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 whos 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 audiences 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 Miliband eating 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 Eds shoulder, subtly implying there will be a Labour/SNP coalition, and telling the audience that this is a terrible thing.
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 wasnt 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 hasnt 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 photographys 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 doesnt 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. There are lots of different kind of fashion magazines, different genres of fashion from mainstream/catalogue to high end and designer fashion. These different magazines cater to different audience. For example a lower end magazine like Glamour focus on fashion and trends which are affordable and assessable where as a fashion magazine like Vogue, this shows more high end, quality photos that advertise more expensive brands. Other places you might see fashion photography is on billboards in a city or advertisement screens.
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 models 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 dont 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 dont 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. 7
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 screensIn this type of photography there is a fair amount of post production work such as digita