photography presentation assignment
TRANSCRIPT
Photography & Photography practice
Maddy Thompson
Advertising Advertising photography consists of artisanal shots of a selected product to make the product in question look desirable. Photography can manipulate a product by using different camera angles, and having one original product for photographic purposes that looks better than the rest. An example of this would be the McDonald’s burgers - they look great in the pictures, but what you hold in your hand isn't necessarily the same.
Where we see advertising
We see these images on TV, Billboards, Magazines, Newspapers, Social Media and other public places where there will be a number of people to see it.
Magazine ad Advert on a bus
Photographers associated with advertisement
Jonathan Knowles is a well known London based photographer specialising in advertisement.
Morgan Lockyer is also a photographer in advertisement.
Other names in this industry:
Tim Tadder, Mike Harrington, Tim Platt, Adrian Weinbrecht, Tom Kelley
Past and present advertising photographers
Past photographers Present photographers
Bert Hardy 1913-1995 Quentin Shih
Cecil Beaton 1904-1980 Riccardo Suriano 1985
Angus McBean 1904-1990 Tim Tadder
Differences: A lot of the advertisement in the past used a lot of painting/drawings instead of real life props or models. A lot of the adverts would have been hand drawn and edited whereas today
we can manipulate the camera enough to save editing jobs.
Tom Kelley Past photographer
Kelley, born in 1914, was an American photographer who photographed Hollywood celebrities, for advertising and also magazine covers. He was mostly known for his iconic Marilyn Monroe nude photographs, and did a lot of portrait photography, however his business expanded to advertising later on in his life too. One of the reasons for his fame was due to the subjects of his photography – they were widely known which helped spread his work.
Jonathan Knowles Present photographer
Jonathan is a photographer specialising in still life, liquid and beauty advertising. His uniqueness has earned him award winning commissions world wide. He has worked for many recognised brands such as Coca Cola, Guinness, Smirnoff and O2, as well as artists for their album covers. He uses a number of techniques to manipulate the photo and get the best outcome, such a lighting and editing.
An example of how to take a good photograph for an ad
https://fstoppers.com/commercial/how-light-and-photograph-beer-bottle-advertisement-41443
How to light and photograph a beer bottle advertisement
1.Put light directly behind the beer to give it n appealing glow
2. Before you get the bottle wet, spray it with a clear gloss to keep it in perfect condition throughout the shoot
3. To create a realistic looking condensation, mix water with glycerine and spray the bottle to apply it to the product. The water will bead up and stay
put
This proves that the manipulation of lighting, highlighting products, positioning and timing is key to advertisement photography. The
use of Photoshop can also help to produce a magazine ready photo for whatever product, but the set up is the key to getting a good
photo.
The full video is here: https://www.youtube.com/watch?v=ORMatNiIXhc
Landscape
Landscape photography typically captures the presence of nature but can also focus on either man-made features or disturbances of landscapes. It shows spaces within the world. There are many methods to landscape photography, some of which consist of the camera type, lens, lighting and flash, shutter speed and filters.
It can also feature rural or urban settings or industrial areas.
Landscape photos show little human interference, typically featuring defined landforms and weather.
Where we see landscape photography
You are likely to see landscape photos in magazines which may have photography as the topic, nature books, guide books, on websites, TV and on social media.
Photographers associated with Landscape
Edward Weston, born in 1886 was a well known landscape photographer.Jim Brandenburg started out as a photojournalist before landing a career with National Geographic.
Other Landscape photographers include: Charlie Waite, Adam Burton, Helen Dixon, Eliot Porter, Peter Lik and Galen Rowell.
Past and present photographers in Landscape
Past Photographers
Luca CampigottoLewis BaltzJoe Deal
Present Photographers
Charlie WaiteAdam BurtonAdam Ansel
Joe Deal past photographer
Joe was born in 1947 and was an American photographer specialising in capturing how the landscape was transformed by people, which could be considered what makes him unique. A lot of his work was featured in magazines and galleries. He sadly passed away at age 62 due to bladder cancer, however a lot of his work is still shown today.
Charlie Waite Present Photographer
Waite was born 1949 and worked in the television and theatre industry. Throughout those ten years, he became fascinated by theatrical lighting and
design. His style of photography is a calm approach and all of his work shows spiritual sides too.
Waite launched UK Landscape Photographer of the Year in 2007, an annual photography competition which ties in with his passion and appreciation for
landscape photography. He also launched the American version, both of which are currently still running. Below are some examples of his work:
How to take a good landscape photograph
1. Time that the photograph is taken – Golden hour – photographers tend to take photos early in the morning of late afternoon as the sun is lower, less contrast and displays a subtle colour pallet. Hours after dawn and before dusk are known as magic hours.
2. Composition – rule of thirds – divide the frame into imaginary thirds on horizontal and
vertical axis and places points of interest along the lines.3. Raw – shoot raw files – to edit your original images non-destructively and maximise quality.
Source: http://www.digitalcameraworld.com/2015/05/11/10-quick-landscape-photography-tips-2/#null
Fashion PhotographyFashion photography displays
clothing and other fashion items. It is mostly conducted for advertisements
or fashion magazines like Vogue or Elle. It could be labelled as two art
forms - fashion and photography. The clothes and fashions used in the
photos are enhanced sometimes by the locations/settings or
accessorised; they're emphasised. A lot of the time however, especially
magazines, a white background tends to be more popular to allow the focus
point to be on what is being photographed.
Where we see Fashion photography
Fashion photography links in a lot with advertisement - to advertise a piece of clothing or
accessories, fashion photography is commonly used. Not only that, but we also see it in places we don’t expect - for example, an advert for a car may feature a model wearing something fashionable.
Although the reason makes sense, to entice viewers in and give them the impression that they can be like this person by buying the car, it is still
unexpected. Other than this, fashion photography is seen in adverts, in magazines, books, on TV, Billboards,
Online and art.
Past fashion photographers
Richard Avedon
Irving Penn
Annie Leibovitz
Present fashion photographers
Mario Testino
Steven Klein
Steven Meisel
Photograph by Mario Testino
Richard Avedon Past photographer
His uniqueness comes from his models being photographed full of life, showing emotions, laughing and smiling, instead of being photographed emotionless and still. His subjects tend to be seen full of emotions and he created this by bringing them outside in action, which was revolutionary at the time.
The sheer white background and eliminating the use of props and soft lights, the images produced enabled him to focus on the inner worlds of his subjects.
Richard Avedon was an American fashion and portrait photographer born in 1923. Avedon began working as an advertising photographer in a department shop, but soon began providing images for magazines such as Vogue and Life after his work was endorsed.
Mario Testino Present photographer
Mario Testino, born in 1954, is one of the most popular fashion
photographers working for big magazine names, brands and
celebrities such as Vogue, Gucci and Princess Dianna. With his 35 years of
being a photographer, he has also worked as a creative director, guest
director, museum founder, art collector and entrepreneur. His work with the royal family is some of the most recognisable and is probably
what gives him the big name.
Taking a good Fashion photograph
• Engage the model – use eye contact – it connects the model with the viewer of the image; it’s powerful.
-OR - • Looking away – focused on something off camera – this
created a sense of mystery for the viewer, and intrigues so they can contemplate what the model could be looking at.
• Experiment with light – it creates drama – manipulating light can make or break a photo.
• Techniques – preparation and lighting – get the settings, the lens, shutter speed and lighting right.
Macrophotography
Macro photography produces photographs of small items larger than life size. It is extreme close up photography.
There are different ways to do macrophotography: using a specialised macro lens, macro position, extension tubes, close up lens in front of the lens (acting like a magnifying glass), or using a telephoto extender which changes the focal length of the lens and
give a bigger image.
Where we see macro photography
Magazines, TV, Books, Social Media, Adverts. It could be used in multiple different places.
Past and present Macro photographers
Past photographers
Edward Weston
Ernst Haas
David Levinthal
Present photographers
Heather Angel
Alessandro Zocchi
Graham Owen
Edward Weston Past photographer
Weston was born in 1886 and was an American photographer. He has been called ‘one of the most innovative and influential American photographers’. Over the course of his 40-year journey, Weston photographed a wide variety of subjects including landscapes, portraits and macro. He took a very American approach to photography and he was widely known for this. Unfortunately, in 1947 he was diagnosed with Parkinson’s disease and stopped photographing. He did however spend the remaining ten years printing many of his famous photographs.
Heather Angel Present photographer
Angel, born in 1941, is a British photographer author and TV presenter. She has a passion for photographing mammals, plants and macro subjects, which she gave her career up as a marine biologist to be able to take this up as a profession. A lot of her work takes a certain interest in China, which has resulted in three books and exhibitions being held all over the world. Her images have appeared in magazines and books and is recognised by many, gaining her awards in Britain and overseas.
Taking a macro photographChoosing the lens – focal length of macro lenses range from 50mm to 200mm. True macro begins with 1:1.
Flash – adding the flash can really liven up an image.
Use a third hand – use a device to help you position or support subjects where you want them. It can give you many possibilities for backgrounds too.
Backgrounds – try out different backgrounds and see which one gives the best affect.