APPLICATIONS AND CONTEXT

APPLICATIONS - ADVERTISING

Advertising photography is put in place to help sell products and inforce

brank identity.
Images that are shot to look casual and not professional actually take a
while to set up, they will be well planned and constructed.
Advertising photographers will work for big organisations with much
bigger amounts of money to work with whereas smaller companies will
also need to work with advertising photographers.
An example of this is Jack Daniels, the lighting in this photo is very well
lit so it highlights the product, the ground it is on is darker so it makes
the focus onto the product, the product also has a very golden style to it
so it stand outs amongst the background.

PROMOTIONAL

Promotional photography is very alike to advertising, it has similar

production values but it is used to provide publicity for celebrities ,
brands and television shows.
The images are mainly used in newspapers and magazines.
They are more effective in getting a message across because they
carry editorial value.
In this photo it has a very famous person, Kylie Jenner who models for a
lot of clothing, has been used to promote an oil pulling product, the
impact that the company will have because of her promoting it will be
massive as she has a huge amount of Instagram followers so the
popularity the product will get will be huge.

FASHION

Fashion photography is used to sell magazines, clothing and accessories also to promote
brands and reinforce them.
It can be used for advertising but it can also be used for magazines, newspapers and blogs.
Fashion photography are regularly used on billboards .
The photographs are mainly produced in a studio but they can also be taken on location and
the catwalk.
In the photo staring Jennifer Lawrence, it looks very professional in a well lit studio, she is
wearing dark colours with a bright blue bag, the dark colours make sure that the focus on the
bag which is the product they want to promote.
The other photo is from a 1960s fashion advertisement it has the same person advertising
each part of clothing, it has poor quality and has text to explain the products underneath.
In comparision the Dior advert has way better quality and better lighting to highlight the
product whereas the 1960s advert looks poor but would have been good for its time period.

PHOTO- JOURNALISM

Photojournalism is used in newspapers, magazines, television and websites.

It includes many topics, sports, news and features.
Photojournalists often have to work in dangerous situations.
The people they are taking photos of often do not want to have their photo
taken often.
They work for newspapers and magazines, they also work for agencies such
as Magnum, Getty and Action Images.
This photo was taken by photojournalist, Dan McCullin during the Vietnam
war, the photo shows an army member shooting what looks to be a civilian
but during the war because of Vietcong tactics people didnt know who was an
enemy or not.

PORTRAITURE

Portraiture is a type of photography that takes pictures of

people,
The aim to show something about the subject in the photo.
They are often taking in studios but can also be shot on
location.
They change from casual to formal.
Famous photographers include, Annie Liebovitz & Jane Brown.
This portrait of Angelina Jolie is done by Annie Liebovitz, they
have used a
dark background and lighting to put the focus
onto the subject, her face is very bright compared to the
background and the clothing she is wearing.

DOCUMENTARY

Documentary photography is very similar to photojournalism but it is in

more depth and taken over a long period of time.
James Ravilious spent 17 years taking photos of a community in North
Devon and ended up taking 40,000 photos.
Documentary photographers try to give some information in their photos
about the people or the community or their living conditions.
Famous documentary photographers include, Henri Cartier Bresson, Jacob
Riis & Lewis Hine.
These photos are taken by James Ravilious as mentioned earlier, he wants
to capture life in specific communities and tell stories about them by using
photography.

HIGH STREET

High street photographers usually work for families or

individuals, the majority of their work is weddings, family
portraits or engagement pictures, but they sometimes do
commercial work for businesses like estate agents and
restaurants.

STUDIO

Studio photography takes place in a controlled environment.

The lightening and the background is all controlled the
photographer to get the pictures that they exactly want.
The photographs they end up with are usually high quality.
Lighting can be used to create a certain mood and emotions.
Famous examples include David Bailey, Richard Avedon &
Yousef Karsh.
These photos are done by David Bailey, the photos are taken in
a studio
are well lit to put emphasis on the subjects.

ARCHITECTURAL

Architectural photography focuses on the ins and outs of buildings

structures.
It is composed and precisely lit.
Photographers sometimes use specialist equipment such as tilt shift lenses
or cameras with rising fronts to get the photos they want.
Clients are magazines and newspapers as well as construction companies
and architect's.
Famous photographers include Berenice Abbot & Julius Shulman.
This photo was taken by Berenice Abbot, the photo focuses on the building in
shot by using the sky and the colour of the building to make sure it is
highlighted in the shot.

MEDICAL

Medical photographers help doctors and clinicians share their

work to help diagnose certain condition.
The work has to be very accurate and precise.
Medical photographs use a ring flash to eliminate shadows.
Colour control is very important because they need to see the
thing as clearly as possible.

ILLUSTRATION

Photographs can be used to illustrate books, magazines and

websites to show how things work or fit together.
They are also useful in instruction manuals.
These photos have to clear and precise so that they are easy to
understand and know what to look for or do.
In this example it is very clear to see what to do, by using a
white
background with black text to show what to do.

FINE ART

Fine art photographers have their own independent studio.

They sell their work to galleries or clients who want them.
Their work is self motivated full of concepts and ideas.
They sell for huge amounts of money and sometimes in limited
numbers.
Famous photographers include Alfred Steiglitz, Cindy Sherman,
Same Taylor-Wood, Hiroshi Sugimoto and Duane Michals.

CONTEXTS - MAGAZINES

Magazines use very high quality images for their photos, they will be
professionally done either on location or in a studio with lighting to
enhance the image.
Magazines have photos in them because they want to show off what
they are advertising so that people who buy it will see the photos
and want to buy them.
Magazines work to deadlines and are only printed once a month so
the photographers have longer to work with the images.
In this photo the photographer has used a well lit room to help show
off the model, the photographer highlights her skin and her eyes.

NEWSPAPERS & WEBSITES

Photographers for newspapers and websites have very tight

deadlines.
They use a laptop to send the photos directly to the newspaper
as soon as possible which is important for football games.
Newspapers have much higher quality images but they are
also prepared to use low quality photos if it is really important,
for example CCTV photos of a crime.
On the website the image they have used stands out from the
rest of the website and its colour scheme, the slightly grey and
dark image is obvious from the orange layout.
The photo used on the times is good because it is very big and
stands out, it also matches the caption with the most
important image of the day.

BOOKS

Photographs used in books will be very high quality.

In a novel it may just need a picture of the author.
Text books may use photos to explain how to do something.
In this image the book shows the person who it is talking about,
Mourinho looks very serious in his autobiography to connote that
he is number one.

ADVERTISING HOARDINGS

The images that are used on advertising hoardings need to be

very high quality because the need to be enlarged to massive
sizes.
Photographers need to produce work that will fit a range of
sizes or aspect ratios.
In this image here it shows how people feel about football and
it tells the viewers that they feel the same about football, its a
good advert because it shows that the people in charge care as
much as the fans.

GALLERIES

Galleries show the work of artists and photographers.

The print are made to high standards.
They are also called exhibition prints and need very high skills
to produce them.
In these photos you can see what a photographer exhibition
looks
like, they are in a well lit and classy room to
show off the photos.

CD ROMS

CD ROMS were used to store and share photos before

broadband was invented.
The images that are on the ROM cannot be re-edited once the
disk has been burnt.

INDIVIDUAL CLIENTS

Work done for an individual client will vary, a client may want a
simple design such as a new passport photo or a driving
license photo.
Family portraits or an album of a wedding or a different
occasion.
Businesses may need images for their website or other
promotional work to help them get out there.