Advertising photography will show an item that

can be bought, used or watched. It

can feature products, models or scenes and often
show how a product can influence/improve the
buyers way of life. To reach a wide audience, they
will be included in magazines, newspapers,
billboards and on the internet. A tagline or the
name of what is being advertised will usually be
seen alongside the photograph.
They are designed to show us why something is
so great and how it can benefit us to buy it.
As well as this, how a company presents itself
tells us how cutting edge it is, and if they are
better than the competition.

Take APPLE, for example

They use very sleek, professional, studio images that show their
brand as being of a high standard and quality-like the photographs
that have been taken. By advertising many of their products at one
time, we are shown how they can all link together and make our
lives easier; we can plug our iPhone/iPad/iPod into our Macs to
transfer music, images or other content. It demonstrates how
work and play can exist together, whilst making both practices
easier. Likewise, by seeing the adverts in variety of formats, we
cannot escape this idea.
The photographer will do everything possible to make the product
look appealing; the lighting, for example, accentuates the slim
nature of the item and how it looks thinner and larger than the
competitors. Additionally, they have targeted the light so that it
does not reflect off of the screen but instead show its clarity and
readability. In turn, this makes the colours even more vibrant on
the item, and on the screen. The lack of background means that
the product is our sole focus; we cannot get distracted by anything
behind. As well as his, we are given the space to examine its form
and remark on how big/small it is; we are also able to replace the
blank space with our own room so that we can imagine it in a
space of our own.

Promotional photography is used to provide publicity for

celebrities, TV shows and brands in a controlled way-we will
only see what the agencies want us to. They help us to see the
subject in a certain light and, like with advertising, make us
aware of it.
As well as this, it can build excitement and anticipation-we are
being shown what we have to look forward to, or what we
could find out about, if it is featured in a magazine, for
example.
It is also popular for famous people to promote themselves
through social media; they can take selfies and upload them
to Facebook or Twitter. This gives them the ability to present
themselves however they want to, with no restrictions from
mangers or editors. This means that the artist is showing their
individual appearance/personality, not one that has been
specifically designed for a shoot etc.

LUCHA UNDERGROUND heavily promotes

their events. By showing us the time, date
and even locations where we can attend,
we become excited and look forward to
viewing the show; the dramatic images
suggest that it will be action packed and
something of a spectacle.
By using photographs of high-octane
moments, we are shown that the wrestlers
are powerful and good at what they do.
Were they to be seen laying on the apron,
both out cold, we would think that the
sportsmen were not very good, and would
watch another companies event.

Fashion photography involves taking pictures of clothes and accessories on a model. This
is common within magazines such as VOGUE and the like. It showcases the newest trends
and allows the reader to see what is popular and stylish at this point in time, whilst
demonstrating what the clothes look like on. This can help us decide whether or not we
want to purchase the items.
Sometimes, fashion photography can be used as a way of recording catwalk events which
give us an idea of what styles are going to be popular in the coming weeks, and what kind
of items we should look for.
Alternatively, they can be on their own against a plain or patterned background, common
in catalogues or on online stores. This means that we can see bare bones of an item and
decide whether or not we like it based purely on its style, and not who is modelling it.
Often the backdrop will relate to the style of clothing, or its colours. For example, a
swimming costume may be against an image of a beach, or a someone wearing a warm
coat, jeans and boots in front of an autumnal wood.
When we see fashion photography, we expect the image to be of a high quality-the
picture should be well lit to show the different tones and intricacies of the product and to
get a good clear as to how to it will look if we were to purchase it. Furthermore, it should
be well composed as a means accurately conveying the proportions of the piece of
clothing; if this is done inaccurately, a fitted outfit may appear to be rather baggy and so.
Ultimately, it is about displaying the product as being desirable and attractive to wear. The
more expensive the item, the more refined the photography-it will be a big purchase so
they want to make as many people decide to buy it as possible.

LITTLEWOODS.COM uses a lot of photographs of the

clothes on their own so that we can see how they look
naturally, and can imagine ourselves wearing them,
instead of a model. They do this so that the decision of
buying is more immediate; if we like something that is
not being worn by someone that isnt us, it is easier for
us to see it suiting us and add it to our basket.
They do still use some models, like on headers to the
section. This shows us the variety of the clothes
available and how the people wearing them are happy
and in good company. It may also make us want to
browse the many pages in search of the modelled
clothes, exposing us to other products that we might
want to buy in the meantime.

Photojournalism is the often dangerous practice of working in

difficult locations to get images to illustrate newspapers, web
articles and magazines; it uses images to tell a news story,
such as a war or a severe famine.
Lots of the time, the people featured will not want their
picture to be taken, or may be highly distressed. This means
that the photographer must take precautions, be careful and
be good at talking to others.
Before recorded footage was readily available, civilians had to
rely on photographs to tell them what was happening in the
world. To this day, some of the most powerful and haunting
images are those of this medium, and not on sections of film.

ROBERT CAPA is one of the most famous photojournalists

of all time. He documented many events, including five
wars. He insisted that good photos had to be taken in the
trenches, by the soldiers.
By following this philosophy, he made sure that his
audience understood that at the heart of everythinggood, or bad-were people.
Whilst he showed us the maintenance innocence
prevailing in the face of adversity (the children playing in
the snow during the second Sino-Japanese war) he also
conveyed how quickly this could be lost (e.g. his images
depicting the horrors of the front line).
In many of his images, we are left thinking about the
subjects, and the humanity, or lack of, in various
situations.
Ultimately, he was able to expose current events as being
more than politics gone wrong, or the like, but as acts
that forced people to change their way of life, or lose it.

Portraiture involves taking photographs of people in

an effort to reveal something about them, to show
who they are or as a way of recording their
involvement in an event, i.e. a school portrait at the
beginning of a new term.
It will often show the personality, mood and
expression of the subject, or the lack of. This can
help us gain an impression of the person and
understand a bit more about them.
As we often only see their face, and there is not
always a background, we are left to wonder about
their history and who they are. This makes the style
very intriguing and though provoking.

DAVID BAILEY is one of the most well known, and respected

portraiture photographers.
He has taken pictures of some of the most famous, and
notorious, people in the world.
He often frames the image in such a way that the top of the
subjects head is not seen. This causes us to focus on the detail
in the persons face. Also, it means that their expressions and
emotions are at the forefront of our minds, leaving us
interested in why they are feeling the way they are, and what
has led to this point. He was able to capture the person as they
were, and not a role they were assuming.
Additionally, he commonly uses black and white colourings,
and harsh lighting. This accentuates the contours and features
of his subjects face. By doing this, we see that everyone is
different and no two people have the same appearance, or
personality; some are conveyed as being tough, and others less
so, for example.
He attracted controversy when he photographed the gangsters
the Kray Twins. People thought he was glamorising them by
taking pictures of them like they were his celebrity clients.

Very similar to photojournalism, documentary photography

investigates a topic in more detail, over a longer period of time-James
Ravilious spent 17 years photographing in Devon, gaining 40,000
images. It can explore how an issue effects people, animals or the
landscape. Topics can range from poverty, to native tribes, to tattooing.
The goal is to reveal information about communities and issues and
educate the viewer on different ways of life, and the impact of issues in
the wider world. It is a good way of showing how people and
conditions vary across the globe.
Like with photojournalism, it can be dangerous and may mean living in
poor environments, but the images are often effective and serve as a
good way of showing differences in how we live, treat others and are
treated.

Michael Rockefeller was not only the son of the New York
governor Nelson Rockefeller but a photographer.
In one of his most famous studies, he captured a candid
picture on the way of life in Papua New Guinea.
He utilised the natural resources, such as light, as a means
of conveying the areas he was in. In the top image, for
example, he shows that out of the darkness and uncertainty
can come hope and light, in the form of the innocent child.
Additionally, he was able to show how even the most
fundamental of activities, such as cooking, were completed
in a different manner, which would seem unusual to us.
Furthermore, he photographed how these practices shaped
the landscapes and showed how this foreign land was a far
cry from the major cities of the world; the early 60s were
the first time the world was open to exploration and these
images were often the first look that the public had of these
new lands.
Rockefeller, however, discovered just how dangerous this
job could be and vanished on his excursion to Papua New
Guinea in 1961.

High street photographers generally work for

families and individuals by taking wedding
photos and family portraits. They do not tend
use artistic techniques but instead just capture
the moment, i.e. at a couple saying their
vows/getting engaged, or the movement in a
fun, staged family picture with props etc.
When working at a wedding, for instance, the
location will be of the clients choice but in a
family portrait, a studio setting will typically be
used but this is not always the case.
Occasionally, they will work for small
businesses to take promotional/advertising
photographs, such as for a local caf or
independent store.

High street photography is usually less

creative than the other styles, instead
focusing on what the customer wants as
a final product.
It is conventionally set against a white
background, with happy families posing,
sometimes with props.
There is no hidden meaning; it is instead
used as a means of providing a snapshot
of a happy time in their life, something
that they can look back on and
remember the fun involved.

Studio photography is carried out in a controlled environment

that puts the photographer in the ultimate position of power;
they are able to change the level of lighting, any angles and any
other variables.
Like with the other styles, there is a high level of cross over in
how many of them are set in a studio, i.e. portraiture, high
street, fashion etc.
Lighting is an essential aspect; this helps define features, create
an atmosphere or demonstrate a certain emotion. When the
person is the key focus, the lighting dictates how much of them
and their feelings we see.
Sometimes props are introduced as a means of better
conveying a concept, or too make the scene more interesting.

As can be seen, the blank background

ensures that our sole focus is that of the
featured person and any props that are
used. This means that we are not distracted
by a backdrop, but drawn in by what is in
the foreground.
The use of lighting shows the subject as
being three dimensional and brings our
them out of the frame and picture, and into
our reality.
The more harsh/strong the lighting is the
more defined the features and the shadows
are. Likewise, the colours are bolder, for
example, the blacks are really dark and
obvious, not subtle; it becomes a prominent
and stand out feature.

Architectural photography involves taking photos of the

inside, and outside of buildings and structures. It is often
very precise in terms of the lighting used; shadows and
accents can make the piece by adding drama and
highlighting certain areas.
It can show the building from a unique perspective or in a
way that we would not ordinarily view it. This can give us a
new found appreciation for what we are seeing, whilst
beginning to understand why it looks the way it does.
Sometimes the special equipment is used, such as tilt shift
lenses, or cameras with rising fronts. This helps the
photographer safely achieve unusual angles without
straining themselves.
Clients can include magazines and newspapers; this could
be to show off a unique building, or to give others
inspiration. Construction companies and architects may
also request the services of an architectural photographer.

Architectural photography can be effective at

accentuating the shape of a building, showing that it
is so much more than four walls and a roof; with
modern day designs, they be incredibly abstract, or
even resemble certain items. It can present us with a
new perspective on a structure; we may already see it
as being impressive, but even more so when we see it
from these curious angles.
Furthermore, it can make the building appear to be
more than what it seems-it no longer looks like an
engineered item, but a beautiful installation or work
of art. This helps us see the things in our world as
items that not only serve their function, but as
inspiring and attractive pieces.
The lighting is integral to the mood; the more contrast
between colours, the more extreme the emotions
created, i.e. the dark blacks and greys make the piece
seem more dramatic and severe.

Medical photography documents medical conditions so that those in the profession can
share their work and educate each other, and patients, on the appearance of certain issues,
i.e. burns, gashes, moles etc. Without this, it would be difficult for Doctors to share
information, and understand/accept, how to identify a problem, what a concerning feature
looks like and how to resolve it.
Sometimes, medical photography is used in the diagnosis period, and as a means of
recording progress in terms of the treatment of a case. It can also be good at raising
awareness of what symptoms may look like.
Their work must be accurate, with good lighting so that the ailment is accurately
represented; shadows must not be present, or anything else which could distort the picture,
or make it look like something it is not.
Unlike with many of the other types, this is not intended to be seen as art; it is meant as an
informative and educational tool that can help others and, potentially, save lives.

For example, the above images of the mole show the varying appearances it
can assume, and can let doctors know whether a patients may be dangerous.
This is good as it serves as a point of comparison; we, and the professionals,
understand what to look for, and are able to make a confident decision as to the
course of any treatment.
The lighting is bright enough to show the ailment as it truly is, without this
being disrupted by shadows or the like.
Additionally the white balance has not been thrown out of proportion-this
would make the colours seem untrue to what they truly are, giving us an
inaccurate representation.
The level of zoom is just enough so that we can get a detailed view of the mark,
but without being in so close we cannot see the surrounding skin. On the other
hand, the lens is not so far away so that we are unable to see the ailment-this
would make identification very hard.

Illustration photography is used on websites and in books and

magazines as a method of showing how items fit together or work.
This could be useful in a science book or engineering book, for
example, where it is important that the reader understands how
different parts relate to each other, and how they make the larger
object work correctly.
In addition to this, they can be used in instruction manuals to
demonstrate how to carry out a task. This can clarify a point and
make the step more obvious; whilst the wording may seem
complex, by having visual guidance, we can better interpret how to
undertake an activity correctly.
In both instances, the work must be precise and accurate so that the
step is adequately and clearly demonstrate what is happening so
that the viewer can replicate it.

Lots of people are not sure how to change or patch

the tires on their bikes.
By simply reading through an article, the reader
might not be so sure as to what part of the vehicle is
being referenced; by having a picture which shows
us, we can ensure that we are working on the correct
part of the bike.
Additionally, we can check if our technique is correctit is possible for us to compare how we are deflating
the tire, and how the person in the image is doing it.
Importantly, our view is not obstructed, or are we
distracted by anything in the background-our
complete focus is on the image so that we can clearly
see what we need to be doing. Consequently, the
level of zoom is just right.
The proportions and colouring are accurate and
unembellished; as this is not a piece of art but an
instructional example designed to inform us of how
to complete something.

Unlike with something such as photojournalism, fine art is based around

the perspective of the photographer; the work concerns itself with
developing ideas and concepts of the artist.
They typically have their own practice and will sell their work to galleries
and individuals-some of these pieces can be very expensive to buy and
not many are made.
Sometimes what is being conveyed can seem to be strange or obscure,
but often has a deeper meaning. It is often used as a means of exploring
new techniques and photographic methods, for example the focus might
be altered or reflections could be used. Likewise, Photoshop can be used
to insert new elements to the scene, or even get rid of parts as a way of
improving the shot.
Fine art is an effective way of sharing the vision of the photographer,
whilst providing us with an intriguing, inventive and appealing image.
These can create any number emotions for the viewer, such as fear,
anger, joy and sadness.
It is rather popular to stage the scene so that lighting can be used in
creative ways, as well as enabling the photographer to have complete
control over the shoot-they will be able to manipulate most of the
equipment and any subjects to their liking. This cannot always be done
on location.

Hiroshi Sugimoto is a famed fine-art photographer.

The photographs opposite combine architectural
photography and fine art.
Instead of simply taking pictures of the buildings, he
has instead adjusted the focus so that the finer
details are not so clear.
This is a way of demonstrating that we are all able to
view these structures, but very few of us see them
and their finer points in depth.
We look at these impressive structures, but dont
truly understand them; this series is showing us that
we only see things on a surface level.
These images make us think of what we are missing
when we only superficially glance at them; we begin
imagining the small areas we may have missed.

Photography for newspapers and their websites is produced to short deadlines; as

these are published daily, the photographer will often email it to the editor as soon
as it has been checked and refined, i.e. after a rugby match.
Images must be of a high quality because they have to clearly show exactly what is
happening in a situation and not allude to something else; it would not make sense if
a picture of two footballers fighting was taken to look as though they were having a
laugh with each other.
Sometimes, lower quality photographs will be used if they add a new dimension to
the story; for example, CCTV and mobile phone pictures could be used to show the
front line of a riot. This would give us a perspective that an ordinary photojournalist
may not be able to attain.
Many styles will have to be adopted to cater for the different stories in a single issue;
a story discussing a stretch of railway track going through the countryside might have
an accompanying photograph of the landscape, and some protestors stood angrily
across the lens. On the other hand, a story detailing the bad decisions of a celebrity
might include less flattering portraiture of them, showing them in a poor light
(mostly in the case of tabloids).
The quality and content of the images can often say a lot about the type of
newspaper. A paper such as The Times would could contain more artful images
perhaps from an expedition abroad, whereas The Sun might have more of a singer
having a party, say.
Regardless, they should invoke a reaction from the reader; it should further what the
story is saying, whilst showing us how bad/good/silly things are in a particular
situation, i.e. in a warzone.

Magazines have longer deadlines than newspapers as these are often published
weekly or monthly.
As they often have a theme such as fashion, music or sport, the photography is
mostly specific to the topic-you would not have a picture of dirt-bike racing in
Vogue or someone modelling the new Gucci collection in Angling Times.
In specialist magazines, or high-end ones, high quality photography is mostly
used. As people are paying more to enjoy reading about an interest, they expect
a product which shows the subject in the best possible, and most informative,
way. Likewise, if a band is being interviewed for a music magazine, they will be
shown as being attractive and interesting-sometimes, the shoot will reference
films or the like by recreating a scene in a studio.
The type, and quality, of the photography, often gives us an indication to the
reputation the magazine-Vogue is renowned for its glamorous fashion and
portraiture shots, whereas National Geographic contains world-famous
photographs of people and animals from many countries and tribes-we expect
nothing short of exceptional in this type of product.
In OK!, on the other hand, we can expect less refined and less creative imagery
with a lower level of technical skill. This is due to the readers being casually
interested in the activities of celebrities, as opposed to dedicated to the subject.
Furthermore, as these excel in sharing gossip, they want to show the person
being discussed as they are being described in the article; if an actress has been
dumped by her boyfriend and OK! says she is sad, they will want photos that
support this.

Books can include a wide range of photographs, for various reasons.

A novel, for example, may just include a photograph of the author so that
we know who wrote the book. If its an autobiography or a biography,
pictures from throughout their lives may be used. This gives us an insight
like no other and helps better tell their story as we can see images from
that time.
Lots of the time, non-fiction books include photographs to show real life
examples of what is being written about. For example, history books
about often include images from that period in time, i.e. during the
World Wars. This puts the facts in context so that we can see exactly
what happened, what things looked like, and how they effected the
people involved-it also shows us how different the past is!
Whilst the photographs can be professional, sometimes they can be
taken by amateurs, if the situation calls for it, i.e. if a family was
immediately involved in a disaster and they took photographs of how it
effected them.
Text books can feature illustration photographs to demonstrate a process
and to show locations and people. This can make a point clearer and
make certain what is being discussed. It also provides the reader with
real world examples of a topic to show how it can relate to them and the
greater population.

Advertising hoardings need to have high quality photographs

as they are enlarged by a great degree and are seen by
hundreds, if not thousands, of people each day.
Because of this, the product being advertised needs to be
shown in the best possible light and made to look as good as it
can.
As hoardings are often roadside, they need to stand out and
make the passers-by remember what was on them, and why
they need to buy/use the product on them-it is no good it
someone drives past every day but never pays any attention to
what it says. Like any form of advertising, it needs to show why
it is better than the competition.
The photographs used need to be simple and easy to
understand for people moving past; they need to see what the
product is in a relatively simple form and why they need it.
The key is to catch the interest of those passing by and leave a
strong and memorable impression-this will cause them to
consider looking into the product.

It has been proven that people spend more time

on websites with images as they tend to look at
the pictures as well as reading. Additionally, they
break up the text and make an article look more
appealing. In turn, this will increase the traffic to
the webpage and move the site more likely to
appear at the top when a related topic is
searched.
Like with most pieces of writing, the images can
make the text seem more relevant as we are
provided with a visual, real world, context to place
the subject in.
The resolution can be changed to 72 or 96 dots
per inch so that they load faster on computer
browsers as they do not take up as much spacethis is good for older computers or people with
slower internet as they will not have to wait so
long for the article to load and their device is less
likely to crash.

Less common now than several years ago, CD Roms were once
one of the most popular ways of sharing stock photographs.
Because they are read-only, it means the images cannot be
pulled into editing software and altered without the original
copy. This helps prevent plagiarism and unauthorised replicas.
They are convenient as they take up little space and, when
inserted into the optical drive, allow the user to scroll through
images at their leisure on their computer.
Despite this, they have a very small memory capacity-a single
CD Rom can only hold about 700 MB. This makes USB sticks and
external hard drives preferable to this.
Like on webpages, the resolution can be changed to save space
and allow the user to put more on one disk.
Ultimately, it was one of the earliest-and most efficient and
user friendly-ways of storing and sharing photographs.

There is a great deal of scope when working with individual

clients as there are many forms it can take. They may just
require a simple identification photo for their passport or
drivers license-this will be their face (with no glasses or
anything else to obstruct their features) against a plain white
background.
On the other hand, they may want the photographer to
document their wedding and put it into an album, or a
family portrait. As such, this means that the photographer
does not have as much creative license and has the style
dictated by the clients-they may have complete control, or
choose a package where the type of shots and
props/backgrounds used are pre-decided.
When a business requires images for its website or other
advertising material, the photographer will consult with the
client to see the direction that is to be taken before
establishing the size and style of the prints. It is important
the quality is good, and that it shows the product as being
superior to the competition.

Galleries and museums are where the best photographers have their
work shown. This could be in their own show, like a retrospective-or
David Baileys Stardust exhibition-or as part of a larger collection of
images relating to one topic, i.e. war.
Whilst an incredibly diverse range of photographers is shown, the
prints featured are of the highest quality, and made with the upmost
of care and skill-traditional techniques are sometimes used, like that
of silver gelatine.
They are a great way for people to be introduced to new
photographers and the medium in general, or merely enjoy a favourite
artist. Additionally, it permits us to explore the work of someone we
admire and discuss it with others who also appreciate it.
The exhibitions are usually laid out to the artists specification; they
choose what one set of images leads on to, i.e. portraiture may be
followed by fashion and so on. There can be deeper meanings to why
it is set out the way it is, for example it may be taking the viewer on
the mental journey similar to the one that the photographer went on
whilst completing the study.
This helps the work tell its story whilst appearing to be more personalthe artist is taking the time to share his/her own story and experiences
with us which makes us feel as though we are being let in on the inner
thoughts and memories of the photographer.