Photographic Applications

Lucy Caswell

Advertising photography
Advertising photography is to show off a product, make better
sales and promote the brand. A picture can speak a thousand
words, and by doing this at a good standard it will push the
viewers to buy the product. Every image is carefully planned
out, to try and catch peoples attention. Advertising
photographers are normally hired from big business with a big
amount of money to spend on to sell their products. An
example of this would be Heinz ketchup. Having the bottle
containing tomatoes and writing what you see is what you get
shows the audience exactly what they're buying, and is more
powerful then having just a normal bottle of Heinz, as it shows
more creativity and depth to the image, making it less boring,
and becoming a decent photograph.

Promotional Photography
Promotional photography is similar to advertising but it carries out a
different structure. It is for the use of showing off celebrities,
television shows, or new films. The main users that require
promotional photography are newspapers and magazine companies.
They deliver a certain message to the public and make them feel a
certain way. Celebrities and organisations will supply pictures to the
mainstream media organisation free of charge. They get more free of
charge images so that the business is more in control. In 1918, Otoo F.
Leopold decided to advertise his range of ladies cosmetics, so he
asked famous Hollywood actress Mary Pickford and a talented aritist
Gene Pressler to create the posters, magazines articles and
newspaper to promote his business. An example of this would be
Lauren Zolezzi shoot by Chris Sabbatini. This is to promote the Sabra
Design, and the promote the fashion label by using Lauren as their
image not looking how she normally does.

Fashion Photography
Fashion photography is used to promote clothing, accessories or a
brand, often having features of full page photography within
magazines, newspapers, or billboards. This type of photography is
extremely creative, and can express a range of emotions which grabs
the attention of the audience. In 1856, Adolphe Braun took images
of Virginia Oldoini, making her the first fashion model. In the first
decade of the 20th century, advances in printing allowed fashion
photographs to be featured in magazines. In the recent years fashion
photography has gained an even greater popularity due to the
internet. These type of photos are taken on location, within a studio
or on the catwalk. An example of this would be Cecil Beaton, born in
January 14, 1904, he was hired to be a staff photographer for Vogue,
earning a name for himself for his exclusive style and unusual
backgrounds. This is a famous photograph done by Cecil called
Audrey Hepburn. Audrey was the most promising theatrical talent
to appear since the war, being the most interesting feminine ideal.
This is why Cecil would of used flowers to show off her femininity
and loving features. It's not a normal use of accessories but that is
why the image is so striking and interesting for the viewers.

Photojournalism
Photojournalism is used within magazines, websites, newspapers and
television. It is described as using photographic presentations within a
journalistic form, they tell a story with photographs, with short captions
to make the viewer understand the situation. Sometimes,
photojournalists have to put themselves in risky situations to gather the
information they want, they need to be able to use digital as well as print
photography tools, and software's. Photojournalists were documenting
news as early as the 1850's while engravings were used to print photos, it
all started with a wet-plate camera camera used to capture images of
British soldiers in the fields. An example of a famous photojournalist is
Eve Arnold, born in Philadelphia, her interest in photography began in
1946 whilst working in a New York City photo plant. She photographed
the memorable figures of the 20th century, but showing the side of life for
the poor. This is an image of a 79 year old retired women in China. This is
really affective because the background, and her outfit is completely
black, and all is shown is her face, looking old and tired. This would speak
to the audience because they are able to image different cultures, and
how people live differently. You would feel more connected with the
women, and concentrate on her facial expression.

Portraiture Photography
Portraiture is a type of photography that focus on images of people. It is to capture
features from the subject, whether it's a group of people, or one person. Focusing on
their face, and the facial expressions which creates a story, but this doesn't mean the
person's body, or the background isn't still in view. Unlike other photography techniques
portraiture is usually non professionals, being normal people known or random to the
photographer. Portraiture has been around since the beginning of time, to show off
physical features, power and status. Portraits could even go back as early as Ancient
Egyptian wall paintings of the gods. It is believed that the creativity and excellence
brought to an image from using the style of portraitures is one of the best to show
emotions and have a hidden story behind it. an example of this would be Annie
Leibowitz. Born in 1949, was a well known artist who left a big mark in the history of
portraiture. She is able to capture the life of her models, having work that always speaks
out to the audience. This photo of Meryl Streep is a very detailed image, with a hidden
story behind which each viewer could come up with. The white texture on her faces
makes her lips and eyes really stand out, and possibly show how tired she is as an actress.
Her white shirt does not distract you from the main purpose, to show how Meryl is as an
actress, constantly changing herself. It is powerful to have this image as a close up, as the
lighting really shows off her features, and by her looking directly at the camera makes the
audience feel more connected with her.

Documentary Photography
This is similar to photojournalism but involves more detail and depth to
the image, and is taken over a longer period of time, rather than having
a short deadline to be completed by. It is to paragraph chronicle events
or environments both significant and relevant to history and situations
to take place within everyday life. Images have the power to highlight
horrible stories happening around the world, and capture the ignored
realities. It changes the perspective of the public, and make them open
their eyes more to things. An example of this would be Christian Holst,
in the Quiet Land. This is of a novice monk, men like this will study for
10 to 13 years to pass required tests and be classed as a monk. It is not
known how many monks were killed during the September 2007
protests. Many other monks have gone underground or have dled the
country, unlikely to return until there is a change in govement. This
opens up the eyes of the audience and see how people live their lives
so differently, and how hard it can be for a young man training to be a
monk.

High Street Photography

They usually work for individuals and families, they
usually consist of weddings and engagements pictures
and family portraits. They work within public places, and
mirror images of society. They also sometimes work for
small business like restaurants and estate agents, people
use high street photographers because they are easy
access, and could be cheaper than hiring someone else.
An example of this would be Mark Ainsworth, he does
images for weddings, portraiture and family
photography in a unique and unobtrusive way. This is a
good production of work because it is showing the
family lifestyle, with precious moments disappearing
from your memory, it is his job to capture to happy
moments, and make the clients satisfied with the images
to have as a memory of family life. This image is showing
creativity, and not the average portrait that is seen.

Studio Photography
This is done within a organised environment, Everything is
controlled in the lighting, background, and angles to get
the exact result. This is done to show emotions, and show
detail that is on the models face or body. Celebrities use
this a lot to make themselves look better and more seen
by the public with a high quality image. This is a good use
of photography as it creates a mood for the audience. An
example of this would be Sachin Khona. This are images
of Jadan Lee as he wanted a specific inside studio shoot to
achieve, this is done with a white background which uses
different lighting techniques to edit to make as realistic as
possible. It looks clean and professional, which could be
used for his portfolio and strongly show his
characteristics.

Medical Photography
This is a specialized area that documents the clinical state of patients,
medical and surgical actions, and medical devices. This technique has to
be accurate and objective to record the injuries and diseases, normally
the photographer have a strong interest within science and medicine, and
enjoy seeing the develop over time of the hospital use. An example of this
would be Bart Harris, Who became a dedicated Healthcare Photographer,
He enjoyed the concept of helping to inform people about medical
advances. His main photographs consist of surgeries and working in the
operating room, this is done to show the doctors the process of what
theyre doing, and be able to teach younger doctors how to do the
surgery. It also means that the doctors are able to see the progression of
the infection, and how to improve themselves to help the patient.
Medical photography began in 1840, when Alfred Donne shows sections
of bones, teeth, and red blood cells, Then during the Civil American War
(1861) countless photographs were made of wounds, which is shown of
the national library of medicine which teaches young students.

Architectural Photography
This is the photography of buildings, and similar structures that
are pleasing to define the subject. These type of photographers
are skilled in the use of specialized techniques and equipment.
This type of work means the photographer has to be very
thoughtful to the direction of light as this can increase contrast,
shadows, textures and reflections. If this is done wrong, it can
describe the subject incorrectly. This image to the left was taken
in 1932 of the night view in New York City, done by Berenice
Abbott, was to document the transformation of the city, this is
one of the most famous images for early days architect, showing
the change of buildings and how we are the audience perceive
what is around us. In history, it used to be that the buildings
were the backdrops, but over years have developed to making
them to main subject of imagery. He is also trying to make New
York come across as a big city full of lights and life, making the
audience want to visit, and see what the city has to offer.

Illustration photography
Illustration can be based of the objective of selling a product,
to attract the readers attention and provide a clue concerning
the contents for the publication. A photograph made for the
purpose of communicating how things work and make sense of
a topic to the audience. Photographers become more involved
with the planning of the layouts, to work alongside the art
director, to show a variation of their own ideas, and are given
the freedom to achieve an assignment as they see fit. This
could be used within fashion, travel, lifestyle, architectural,
editorial or industrial photography to grab to attention of the
audience. This is an example by Mike Bumbeck as it is showing
the stages of changing the oil and filter on a regular basis to
keep an engine running. This is an example as it is a step by
step show of how to do something and display exactly how to
do it.

Fine Art Photography

This type of photography has the idea of becoming more personal
rather than just capturing a realistic version of a subject. Taking fine
art photographs is within the intention of being visually appealing
rather than on a specific topic, making the audience think/ feel a
certain way. Fine art also is a way of self-expression, this is done
because the photographer has an individual outlook on a particular
topic and to be able to present this in an artistic form. This came
around within the 19th century, and the advancing photography
during the era of Victorian art, which was almost done as
experiments, which then developed by preserve visual memories,
and become a well defined style of photography, which developed
from paintings rather than just coming out of no where. An
example of this would be Cindy Sherman as the audience would
wonder what she is looking at and what the background story is to
it, Cindys photography likes the challenge how women are seen by
the public eye, and go against femininity, which is shown in this
image as the girl is coming across vulnerable to the viewers.

Contexts

Newspapers And Websites News photographers are usually capturing snapshots of live events with the
use of high-tech cameras. Many news or entertainment businesses hire news
photographers or accept individual work ideas. It involves using a wide variety
of techniques, by capturing photos from exciting angles to show the audience
that exact moment. Working at very harsh deadlines, and travelling possible
far distances to catch the moment. Websites lay on the same guidelines,
having high quality images to show off an event, being expected to produce a
sort of pictures to fit all kinds of spaces within the page. Showing different
viewpoints and making the audience feel involved. This is an image of the
federation square protest, from Melbourne Street photography. This is
showing the rally against Australian Broadcasting Corporation, for the
demonstration brought over a bias and invalidated video documentary,
showing the audience the event that took place and show the emotions
within the people. This helps the audience actually imagine the story, rather
than just going along from words, truly being able to feel as though they are
there in the action, and make them understand the story better.

Magazines
Magazines go along a longer deadline, unlike newspaper that publish
every week, magazines come out over a longer period of time. This
means that the quality of the images have to be strong and very
creative to catch the eye of the readers. Small business' usually take on
a wider range of work, and become more open to offers in new
photographers work, whereas magazines such as Vogue have their
selective favourites which are at a high standards to make
advertisement pop to the audience and make the viewers enjoy what
they're looking at. Magazines would be very dull if there was no
imagery or something to view, and this is the main reason why it is
used. This is an example because having Cara Delavigne, is showing the
spring fashion special, this is affective as having a celebrity model on
the front cover draws the attention of the public to see what is inside
the magazine. It means it sells well, and shows the professional level of
work that is produced within the industry.

Books
Photograph's are also used within books, this is to
illustrate monographs, that could include a number of
photos to make it more interesting and show the high
quality of the production. Or a novel could also simply
include a photograph of the author. An example of this
would be Robert Frank The Americans this is a book
based on his trip to American and to show how
Americans had to adapt there life styles after the war,
and show distanced view of both high and low strata of
American society. He done this using photography instead
of wording to make more of an impact on the audience,
and for further generations to be able to clearly see the
damage done.

Advertising Hoardings
Advertising hoardings use photography because the images
need to be at a very high standard for the image to look right
when blown up to enormous sizes, these photos have to be
showing detail, and getting the message across that the
business' is trying to sell to the audience. Being catchy and
interesting, to grab the attention over other hoarders. This is
an example because it is a large image showing off the car,
making it look presentable and catches the eyes of the people
passing by. It shows strong detail of the image, and what the
company is selling. The photographer has to adapt their
images to be suitable for different shapes, meaning they
cannot just fixate on one style.

Galleries

Galleries are a great way to publicize photography. This requires a lot

of skill and to be able to express the emotions within the
photographer, to make it different from each other and make each
picture unique. It brings people together to enjoy the art and for the
photographer to see where it can be improved. This is a different
form of experience to looking online or in a book because the detail is
more advanced, it is printed on different paper, and making sure all
the detail is crystal clear. You are able to see exactly what they
photographer wanted the audience to visualize.

CDROMS
The internet has expanded so well over the years that photography
can be held on CDROMS. This is to store and share images for highspeed broadband, to share photos with the public and show the
progress of their achievements. But once it on the ROM it is unable to
get changed, or edited. The photos that are posted on the cd have to
be finished with all the editing needed, to make it look at its highest
quality possible. An example of this would be Apples powerCD which
could hold up to 200 images.

Individual Clients
Individual clients is a specific area of work. It can range from all
different styles within photography. By getting phoned and asking
for a certain thing means that it is not fixed work. It could be a
driving licence or passport photo, a wedding photographer or a
family portrait. This is to document the family events and to keep
the memories. Sometimes business' hire out individual
photographers to promote their websites or brands, but don't
have much money to spend. These photographers as easy to get
hold off, but still getting the high quality and high standard of
work. An example of this would be Gabrielle McMillan. She is an
individual wedding photographer from Henley. Offering a
standard photography package in Henley-on-Thames, which
includes an engagement shoot. This is a different type of
photography which means she would have to adapt to what the
couple would wish for their photographs to look like. Having to be
at a very high standard, for the fees, and for the photographs to
hold special memories.

Web pages
This is the photography to entice the audience to click on their
website, its such a visual medium where beautiful images have an
incredible impact. The goal is to entice the visitor, not overwhelm
them. The web owners would get money by how many clicks on the
image they get, if the story line has an impacting image it is more
likely that the viewers would want to have a look at what is going on.
An example of this would be The Times. They use images underneath
the headline to make the viewers read on that particular story. Above
you see an image of Ryder and by reading the headline and seeing the
image you can see the reaction of the abuse and would be enticed by
what happened at the event.