Unit 57 : Photography

Applications and Contexts

By Rosie Blake

Photographic Applications :Advertising

Photography
Advertising photography is helped to commercialise products for example, in adverts and product placement.
You will also find advertisement in photography in many brochures, magazines and leaflets. Photographers
mainly do this to help sell the product to their target audience and help the photographs to enhance the text.
These type of photographs tend to be the best quality for example if the advert was about a fridge, youd
expect to see the photo really enhancing the design and the sleekness of the fridge.

This advert for diet coke has a

white background with the main
image taking up the whole of the
page. The technique of the angle
shows depth of field and we can
see the words sugar free in red
bold, whereas the left of the
picture blurs out. This sharp crisp
touch on the writing is effective
as it promotes the product and
the unique selling point.

This Nike shoe is placed in front of

a white background. The product is
placed side on making the product
more striking as more detail of the
shoe is being shown. Also, the shoe
is shown on the side with the Nike
tick which is how many people
recognise the brand as it is their
logo.

Promotional Photography
Promotional photography is very similar to advertisement photography in that it used to promote product and business.
However, many celebrities use this platform to brand and promote themselves. Youll find a lot of celebrities for example,
Beyonc bans paparazzi from attending her concerts as she wants to be in control of her image and the way she looks rather
than the newspaper whos in control.
Also, many other big names take to social media to promote themselves, the infamous Kylie Jenner a member of the
Kardashians is famously known for her lip kit line. Kylie shares a lot of the behind the scenes idea process with all of her
snapchat followers whilst posting a selfie of herself wearing the lip kit on Instagram. This is effective as these pictures carry a
more editorial value, people may feel more tempted to purchase actually seeing a product on someone else.

This is example picture you would

expect to see featured in Kylie
Jenners Instagram. The selfie is
taken in a car with a dark
background and good lighting to
extenuate her lip colour. Normally,
her caption would be something
like wearing this [ ] colour today
with a link to her website so her
fans can easily access her
products.

On the right hand side, Miley

Cyrus uploaded this picture of
herself to Instagram wearing
one of her happy hippy
foundation tops which is an
organisation she launched. You
can clearly see a lot of the top
and people are mostly likely to
buy it after seeing it on her.

Fashion Photography

Fashion photography is a main function to help sell

magazines, clothes and accessories to promote
brands and designers. It can also be used in
advertisement for example to promote back to
school clothes in newspapers and magazines.
However, people mainly relate fashion
photography as high production values worn by
models youd expect to see walking down the
runway. These portrait photos can be taken and
produced in the studio as well as being taken on
location at a fashion show. Fashion photography is
the combination between art and fashion, it really
captures and embodies the whole fashion
atmosphere of the moment.

Vogue cover : June 1957

Fashion photography did not

become popular until the early
20th century. Fashion. However
fashion magazines like Vogue
and Harper's Bazar were both
founded in the late 1800s and
were illustrated by hand. In
1913, the first photographed
portrait was taken of models to
be then used in fashion
magazines.

Vogue cover : March 2016

As you can see the vogue
cover from 1957 shows the
model looking more
covered up in her clothing.
Her face is more
extenuated with bright
colourful and clashing
make up almost like a pin
up girl. Also, the lighting is
less ambient as the
photographer may have
used a more yellow tinge
for effect. Its effective
because it matches the
fashion shown and gives it
a timeless period look.

Photojournalism
Photojournalism is used to illustrate newspapers, magazines, on television and on news websites. The aim of
photojournalism is to tell a story. As compared to fashion photography, the quality isnt as good and the pictures
could be taken from footage that was filmed on the scene.
For celebrates, some of the photos can be rather unforgiving as they have been papped by the paparazzi. It is
pictures like these that bring light to text and set the headline.
It is quite a busy job as usually photojournalists have to work to pretty tight deadlines and in many cases the
subject that are taking a picture of may not want their picture taken.

This type of
photojournalism is
taken from
someone who
works for the
newspaper whos
aim was take the
picture that was
going to change
Britain forever.

Whereas, this type of

photojournalism is taken by
someone who works for
television. The picture looks as if
it was taken on the crime. The
picture looks very intense

Documentary Photography
Documentary photography is similar to photojournalism in that can be used to illustrate something. However, the difference
is that is shows a document of pictures taken over a much longer period of time. This way the pictures tell a much wider
story which does appeal to the audience as people enjoy comparing pictures over a long period of time. The pictures can be
of pretty much anything and is another way of conveying raw emotion without any words. Documentary photography
photographers have an aim to try and reveal information about the people they are working with, sometimes even living
with, to try and capture things like their living conditions and their quality of life.
James Ravilious, a famous documentary photographer,
spend 17 years photographing a community in North Devon
capturing a total of 40,000 images.

This is one of his most famous images of a farmer herding

his sheep. You cant really tell much of the subject but what
you can tell is that he looks quite dedicated going out and
helping them in extreme weather conditions.

As you can see todays documentary photography includes a more creative edit.
Cameras are able to capture more of the real raw emotion on the peoples faces
which is interesting from a viewers perspective to see. The photo on the left shows a
homeless man in the streets of New York looking quite hungry. The photo on the right
shows a lady sitting at up a restaurant bar stool looking rather expressionless which
conveys to people she's quite bored.

Portraiture
Portraiture photography is a genre that is mostly associated with taking pictures of people. The beauty of portraiture is that the picture can
reveal something to you about the subject and make someone feel a certain emotion. Some portraits can even be rather haunting almost as
the photographer captures the subject at their most venerable state. We mostly familiarise portraiture photography being taken inside a
studio where the subject can look glamourous, however many portraits can be taken much more low-key on location. The two different ways
of presenting the picture can make the subject look formal as well as casual.
This portrait was taken by Anne
Lelbovitz. She captured the very
talented Meryl Streep looking
more serious in a shot showing
her pulling what is seen to be a
mask off. This is a good example of
the photographer capturing
something with a meaning behind
it.
As you can see the quality of the
photo of Meryl is very high quality.
The camera used is very professional
so it is able to capture everything
accurately.

Portraits have been around for as long as man

could remember. It didnt just start out
describing someone's physical features, but
more of power and status. This fascination
started from the Ancient Greeks who used to
paint pictures representing important figures
like Gods and Pharaoh's, however this declined
in the middle-ages. This then rejuvenated in
the renaissance as portraiture was used again
to represent royals, noble's and religious
figures. This became popular with artists all
over the world and through time the power of
technology transitioned and we were able to
take digital photographs. We now take
portraiture photography all of the time for
Late 19th century French
many different reasons.
Photographer.

High street photography

High street photographer's usually work for individuals and families. A lot of these family photos are shown in professional
family portraits taken with a white back drop. Also, many photographer's work for weddings and big family affairs such as
birthday parties and other celebrations. The demand for this has decreased quite significantly due to the power of the digital
camera and mobile phones. The quality of the camera is so much better, the phones are able to snap a picture and upload to
social media within seconds rather than hire a photographer who cant give you the photos straight away.
High street photographers can also work commercially for small businesses like estate agents and property developers taking
high-quality pictures of houses interior making the house look as big as possible. Photographers also work for restaurants for
their websites to help promotions.

People would pay for these

services to mainly create
memories. Also, back when
disposable cameras were more
popular people would rather pay
someone too take photos
professionally. Therefor, it would
be more instant then have to
wait to get the photos developed.
Also the pictures taken by high
street photographers are more
reliably good as its their job and
they know what they are doing.

Studio Photography
Studio photography is taken in a much more professional controlled working environment. This is so everything
from the lighting to the background can be controlled by the photographer to get the exact results they want.
The pictures taken are very high-quality so they cost more to produce. Its pictures like this that you would
usually see on magazines like Vogue and Harpers Bizarre.
The lighting used can create a mood to the picture and convey an emotion, this also helped with the use of props
which elaborate the picture further. These kind of pictures show many words but without saying anything, all for
the viewer to interpret.

Today, photography
studios are designed to
meet the demand for the
ever growing media
industry. However, they
started out a little less
polished and stylised.
This photograph was
taken in Stafhell and
Kleingrothe studio in
1898.

These photographs were taken by the famous David Bailey.

His photos tend feature in black and white with what
looks like controlled lighting. Jack Nicholson (left) and Will
Smith (right) are pulling funny faces which is a running
theme in Baileys work.

Architectural Photography
Architectural Photography is shown through taking pictures of the insides and outsides of buildings and their structures. It
can be associated with advertising so the pictures tend to be extremely formally composed and extremely high quality with
good lighting. Photographers use a range of techniques to enhance the buildings. The affect Berenice Abbot (see below) uses
is taking the pictures from a low angle which makes the building appear bigger and more impressive.

You'll find a commonly used technique to enhance architectural photography is the use of equipment to help the
photographer get the correct shape they want. Such as, tilt shift cameras to give that Dutch angle effect of something
appearing bigger than it really is. Photographers also use equipped lenses to achieve good depth of field and rising fronts.
The effect of a rising front is achieved by moving the lens up and down in parallel movements, the point of view of the lens is
going to enhance and encompass the scene.
Their clients are quite often magazines and newspapers as a way of promotional advertising and as well as construction
companies and architects.
Berenice Abbot was an American
architectural photographer best
known for her black and white
pictures of the mid booming city of
New York in the 1930s. She worked
on her New York project for six
years naming it her Changing New
York project. She proceded to take
305 pictures of the city which then
got deposited to the Museum of
New York.

Medical Photography
Medical photographers help doctors and clinicians to share their work and to diagnose conditions. Their work has to be
extremely accurate and precise so the doctors have the correct information to go on when working with their patients. The
job of these photographs are to inform people and to help people make decisions, I would also say that that these photos
are useful as they show change over time which is crucial if you are comparing something.
Medical photographs often use ring flash to help eliminate shadows so the picture turns out 100% accurate. It is highly
important to think about colour control as the photographer is taking a picture of something that can deter diagnosis's.

This a model
of a standard
ring flash
camera
designed for
precise
accurate
photography.
These two images show some sort of infection. These photographs help the clinician in helping make
decisions and diagnose people with the correct information. They also help the clinicians dictate how
the infection changes over time in a very accurate from of way.

IlIustrating Photographs
A common use for photographs are to illustrate things. These photos range from being found in books,
magazines and websites as way to show how things work and fit together. Much like how photographic
diagrams are used in construction manuals to help people with how to put something together.
These photos have to look clean cut and precise in order for reader to understand what they have to do in
order to work something out.
Also, these photo's tend to be lit very well in order to make the product look the best it can be which gives
the impression of how the model is meant to look.
As you can see the photos
look a very good quality
which is easy for the
reader to understand. The
instruction manual (left)
even shows a step by step
instruction which is
something you would
expect to see as it is clear
way of illustrating
something to you.

Fine Art Photography

Fine Art photography simply means the idea of mixing art and photography into one.
Fine art photographers tend to hold their own independent practise. Their method of work is to sell to art galleries and to
individual clients. Many fine art photographers work are self-motivated and taken from inspiration concerned with ideas,
concepts and self expression. Fine art photographs sell for thousands and thousands of pounds sometimes as it is a genre of
photography that is rather admired by the rich and famous.
These photos cost a lot of money to print and produce and there are many ways these photographs can be sold. A few ways
they are sold are in to limited edition books, auction rooms and of course galleries.

Alfred Steiglitz considered himself an artist with a camera. His

work showed off the late 1800s in America and places in Europe.
I have two of his best images on the screen Winter Fith Avenue
1893 (left) and The terminal 1893 (right) which he sold to art
galleries. His technique draw on from paintings which is why they
look the w2ay they do but it isnt common anymore

David Carol black and white landscape photography shows a

more modern take on Fine Art. As you can see the power of
technology has made it easier to develop and print pictures.
The technological element in cameras has improved
therefor many modern fine art photographers can freeze
their pictures.

Context : Photographs for newspapers and

websites
If you are a photographer working for a newspaper than you have to meet deadlines on time. Newspapers change everyday
however if you were working for a news website than the work would be pretty much constant, so this requires a huge team
of photographers.
Photographers will usually use a laptop to send the pictures off to newspaper as soon as the picture has been produced so
the newspaper can claim the photo as theirs's and use it in their news article. Examples of this could be from a sporting event
like the Olympics or a football game where victory's are shown through a winning photograph which all newspapers want
show.
Newspapers prefer high quality pictures as it looks better and more professional but if it a low-quality image fits with work
with a sufficient news value, then that will do. Either way, the photographs taken are usually done to attract the reader
straight away and many photographs fit the page entirely. For example, CCTV images from a crime-scene are going to take up
a lot of space but dont necessarily have the best quality, but are hard hitting so people are going to want to read on from
seeing the pictures.

Photographers are expected to produce a range of images to fit all sorts of spaces on the page. This is so the so can be
illustrated from various viewpoints which is a good effect to keep the reader interested.
The Metro has an eye-catching front cover as the
headline is telling the reader some national news.
The image of Michael Jackson is the biggest on the
page with a black background so the centre Is
around him. The heading reads King Of Pop and
then in the picture you can see him on the throne,
photographed for a shoot. The important words are
in yellow stating figures about the birth and death
and telling which pages have the story to read on.

Photographs for magazines

Photographers for magazines work for much longer deadlines as many there several issues throughout the year. Magazines
like Vogue have monthly issues for example this month would be the September issue. Many magazines are weekly the
Heat and OK magazine. Or you have seasonal magazines which gives the photographers longer to plan their work so they
can get it to a standard the client is happy with.

Photography associated with magazines have an aim to try and promote and advertise something. The front page of the
magazine is used to get people to buy the product. This is usually achieved by making certain things stand out which is the
viewer wants to see and will make them more likely to buy the product. The photography in magazines are extremely high
quality and printed on to thin shiny paper. A glamour magazine like Vogue, has very think glossy front cover which makes the
magazine have timeless classy feel making it look more expensive than it actually is.
There are also a large number of nicheinterest magazines for example, Angling
Times that are prepared to except a wider
range of work.

As you can see from the sub

heading the magazine
including exclusive pictures.
This is very much a picture
magazine

Photographs for books

Many different photographs are used in books. A fictional book may have a portrait photograph of the author. Some books
will often use a photography as the front cover.
A photographers monograph may include a large number of images printed on very high-quality paper.
Many books have a display of photographs in the middle of the book, say it was a biography, the pictures would be
representing the person through personal photographs of their life.
Text books also use high quality images when illustrating something and explaining a process. The pages are shiny and have
an expensive feel which shows the product or subject in a way people are more likely to look at, and then want to buy.
These geography text
books are a great
example as geography
is full of diagrams and
explanations. As you
can see the pictures
are high quality as
what is shown has to
be accurate so
students can learn
correctly.

This photographers
monograph by Vivian
Maier shows and
explores a whole range
of her work. It features
exclusive images never
seen before and again,
they are all very high
quality, much like the
textbooks.

Photography for hoardings

A hoarding is a public board used to display advertisements. They tend to be high-quality as they have to be enlarged to
enormous sizes to fit a public display. Many forms come in landscape so if the photograph was anything less then HD it
wouldnt look professional and people may complain.
In order for the photograph to fit and be the right size for the big blown out hoarding, the photographer has to consider the
correct ratio to use. The aspect ratio of an image describes the proportional relationship between its width and its height.
This determines how you are going to take the photo in order for it to fit the ratio of the hoarding..
As you can see to the left are some two hoardings. You can see, in relation to the car,
how big the picture is. That is why the photo needs to be in extreme high quality so
it can fit on to things like that.
My examples advertise things that a regular
person can go to or buy things from. The
advertisement on the motorway is bright
packed with information about a
promotional deal. This is so it can easily
attract passer-by's.
The hoarding on the right is huge and is
advertising a new store coming to that
street. The bigger the hoarding is, more
people are going to stare, meaning more
excitement and sales for the new company.

Photographs for CD ROMS

CD ROMS used to be used to store photos which people could share before the access to high speed broadband. Computers
were able to read ROMS but they weren't capable of writing on them ( I,E editing the pictures).
When photographers wanted to share a shoot of pictures with a client, then this would have been the most common way .
They aren't common now but back in the day a lot of people would purchase these CDs to view their pictures.
The images on CD ROMS cant be re-edited after the disk has been burned.

Photography for individual clients

The work done for individual clients is dependant on the subject. Meaning a client may need something like an identification
photo being done like a drivers license or a passport. This is more simpler work though.
In other cases, a family may want a portrait taken of them or an album put together a wedding or other family, birthday and
other occasions.

Businesses may need images for their websites or other promotional material such as leaflet handouts.
This photo to my left is
showing someones
hand book of
photographs. The
photographer has kept
the photos bright and
floral which I can see is
a running theme. It
looks pretty not too
over dramatic which is
nice for the reader to
see.

Photography for galleries

Galleries show the work of a wide range of different photographers. Its often a good way of expanding ones popularity and
fame within photography. The prints are often made to a really high standards using traditional techniques such as silver
gelatine. They are known as exhibition prints and use the original printing paper which costs a fortune to produce.
Galleries offer a unique way of appreciating someone's work. I think because of the large space around you, the other people
and the order the photographs are laid out, it depends on how a person views them.
Galleries change the way people view the picture which benefits the photographer and their work. The rooms are fairly lit with
a dark floor wooden floor however the photographs are always shown down on by a spotlight to attract the viewer.
Museums hold exhibitions to
promote a photographers
work. The photographs are
often sectioned out in genres
or moods so people can view
the pictures in a particular
way and appreciate them
more.
Richard Moose exhibition Spring 2014