Photography Applications

Edward Gill
1
Advertising/Promotional
Advertising and promotional photography is devised to publicise and advertise a
product, cause or institution. Photos are used in a wide variety of advertising
contexts. Advertising can take many forms, and use many techniques, Depending
on the product it is advertising. Creating an image which best sells the given
product is what advertising photography is about. Promotional photography is
related although it may be custom-made to help raise the profile of a product but
not for direct advertising purposes. Images for promotional photography are
normally quite controlled and then largely edited to get the best out of them this
could include artificial lighting and a range of lenses.


A present photographer that works within this field is Jonathan Knowles is a
London based photographer specializing in graphic still life, liquid and people
photography. His unique photographic style has earned him award winning,
national and international advertising commissions working with agencies
worldwide. In the past eight years he has consistently featured in the 200 Best
Advertising Photographers in the World books.
This image is advertising the
Audi a3 and it is a
Controlled/manipulated
image. Meaning that the
scene and objects are posed
a have been positioned in a
certain place to create the
right image.
The type of light used within this
image is an artificial light. This is
because this image was probably
created and edited on a
computer. The artificial light is
incorporated to create the best
effect for the image.
There are a wide variety of lenses that are
commonly used within advertising and
promotional photography. Some of these
lenses are; telephoto, macro, tilt and shift
and wide angle lenses. Within this photo I
believe there has either been a standard
lens or a telephoto lens used as there is a
lot of movement in the image which a
standard or telephoto lens would be good
at capturing this.
Within this image and
generally most advertisement
photography there is a large
amount of post production.
You can see in this image that
the background has been
completely created from a
image editing programme like
Photoshop. It is likely that
they captured an image of
the car and then placed it on
the edited background.
Fashion
Fashion photography is devoted to displaying clothing and other fashion items.
It is mainly conducted for advertisements, magazines, newspapers, internet and for fashion magazines such
as; vogue or vanity. It is important in fashion photography that you show off the clothing as well as creating a
mood or a moment in the story. Fashion photography can take the form of editorial work which contains
several pages of image from a shoot in a fashion magazine. Quite a lot of fashion photography will be taken
within a studio or on constructed sets, this allows the photographer to be able to manipulate lighting by
adding artificial lighting. Images taken from shoots are normally very staged and then edited.

Past fashion photographers

Richard Avedon was born 15
th
may, 1923 and died 1
st
October, 2004. He was an American fashion and
portrait photographer. Quoted from The New York Times, his fashion and portrait photographs helped define
Americas image of style, beauty and culture for the last half century.

Herbert Herb Ritts was born 13
th
August, 1952 and died 26
th
December, 2002. he was also n American
fashion photographer who concentrated on black and white photography and portraits, often in the style of
classical Greek sculpture.

Helmut Newton was born 31
st
October, 1920 and died 23
rd
January, 2004. He was a German-Australian
photographer also a prolific, widely imitated fashion photographer whose provocative, erotically charged
black and white photos were a mainstay of vogue and other publications.

Current fashion photographers

Victor Demarchelier was born and raised in New York. Having grown up in the fashion industry, he had an
appreciation very early on for photography and fashion. Victor studied economics and fine art at Vassar
College with a particular focus on printmaking. Shortly after graduating from college he began working with
Patrick Demarchelier. Victors work has appeared in Vogue, Vogue Paris, Vogue China, Vogue Japan,
Vogue Spain, Vogue Germany, Vogue Russia, Teen Vogue, Bazaar, Bazaar Australia, Interview, V, 25Mag,
and Wonderland.

Sebastian Kim was born in Vietnam and raised in Iran, Paris and Southern California, he has assited
Richard Avedon and Steven Meisel. Clients include Alexander Wang, Calvin Klein, Nina Ricci, Piazza
Sempione. His editorial clients include interview, Numero, V, Vman, I-D, GQ style and the New York times
magazine.

Horst Diekgerdes shoots for Ellie, Numero, Harpers bazaar, Nnother man, Sonia rykiel, H&M and Uniqlo.
Within his images he creates mysterious fairy-tale like scenes that seem to have a dark side. Quite a lot of
his photography uses soft light and interesting outdoor and indoor locations.

This image is largely
controlled/manipulated, like most
fashion photography. It is clear that
this photograph is controlled as
fashion photography is about showing
off the clothing whilst creating a
mood. And this photograph represents
that very well as the model promoting
fashion labels has clearly been asked
to pose under water to create the right
image.
As this image was most likely taken
within a studio or on a constructed
set, the light seen in the image will be
mostly artificial lighting. It is common
that light will be manipulated to help
capture the right photograph.
In this image I believe the lens used
would have been a short telephoto
lens, Possibly one of the following;
Canon EF 85mm f/1.8 USM

Canon EF 50mm f/1.4 USM

Tamron AF 28-75mm f/2.8
These types of lenses offer a fast
aperture and close focusing distance.
Suitable for fashion photography.

In this image I believe there will
have been a small amount of post
production but nothing
compared to the post production
done with advertisement
photography. The most post
production I can see done on this
image is the black and white filter
put on it. I also believe this was
done to enhance the model,
promoting fashion labels.
Photojournalism
Photojournalism is about capturing images that will contribute to the news media,
helping tell a story. Some different styles of photography within photojournalism
are war, sport and paparazzi photography. Even in photojournalism, post
production takes place. There is currently a large issue about it, some people
believe that minor adjustments can be made, others are strongly against the idea
of post production. As most of the images will be taken on the go/in the moment
photographers are limited with the amount of additional light they can add and are
normally restricted to only been able to use a flash gun. Images are normally
observational rather than staged.

A range of different lenses are used within photojournalism, if the photographer is
close to the action then a wider lens will be required but if the photographer is far
away then they will use a longer lens (telephoto lens). There are two basic lenses
that a photojournalist should own they are a 28-70mm f/2.8 and a 70-200mm f/2.8
This duo gives you a wide range of focal lengths that will cover many situations.

There is normally very little post production within photojournalism, levels,
saturation and cropping are some adjustments that take place in the post
production .

A past photojournalism photographer would be Eddie Adams (June 12, 1933
September 18, 2004) he was an American photographer and photojournalist
noted for portraits of celebrities and politicians and for coverage of 13 wars. He
also won a Pulitzer Prize in 1969.

A present photographer within this field is Jim Fenwick (born 11 October 1934) he
is a former Australian photojournalist most well known for receiving a Walkley
Award and for being former chief photographer for The Courier Mail.
This image is observational, it
doesn't influence the elements
within it. It is the complete
opposite of controlled, by not
including scenes, objects and
models that are posed. This
image was defiantly capturing
people as they are.
Artificial light in this photo is
non existent, in general
artificial light within
photojournalism is normally
limited to a flash gun. When
this image was taken the
natural light available was
good enough for the
photograph.
In this photograph I
believe there is very little
post production,
including the black and
white effect. This is
because the
photographer wants to
keep the image as
original as possibly,
keeping photographic
manipulation very low.
This is important as
these images can
contribute to the news,
media and can help tell a
story.
In this photograph I
believe that a wide angle
lens will have been used
because this allows the
photographer to get
close to the action
without missing parts of
the image out.
Portraiture
Portrait photography or portraiture is photography of a person or group of people that displays the expression, facial
features, personality, and mood of the subject. The focus of the photograph is usually the persons face, although the
entire body and the background or context may be included. There is essentially four approaches that can be taken in
photographic portraiture; the constructionist, environmentalist, candid and creative approaches. Each one of these
approaches have been used over time for many different reasons eg. Artistic, cultural or technical.

The constructionist approach is when the photographer constructs an idea around a portrait. For example; romantic
couple, happy family, trustworthy executive ect. This approach on portraiture photography is the approach used when
working in studios or on social photography. It is also used extensively in advertising and marketing when an idea has to
be put across.

The environmental approach portrays the subject in their environment be that a work, leisure, social or family one. They
are often shown as doing something, a teacher in a classroom, an artist in a studio, a child in a playground. With the
environmental approach more is revealed about the subject. Environmental pictures can have good historical and social
significance as primary sources of information.

The candid approach is where people are photographed without their knowledge going about their daily business. Whilst
this approach taken by the paparazzi is criticized and frowned upon for obvious reasons, less invasive and exploitative
candid photography has given the world superb and important images of people in various situations and places over the
last century. As with environmental photography, candid photography is important as a historical source of information
about people.

The Creative Approach is where digital manipulation (and formerly darkroom manipulation) is brought to tolerate to
produce wonderful pictures of people. It is becoming a major form of portraiture as these techniques become more widely
understood and used.

There are many different techniques for portrait photography, commonly it is desirable to capture the subjects eyes and
face in sharp focus while allowing other less important elements to be rendered in a soft focus. Other techniques include
portraits of individual features that focus of a composition such as hands, eyes or part of the subjects torso. When portrait
photographs are composed and taken in a studio, the photographer has control over the lighting of the composition of the
subject and can adjust direction and intensity of light. There is multiply ways of lighting a subjects face up however there
are several, common lighting plans; three point lighting, key light, fill light, accent light, kicker, butterfly lighting, accessory
lights and background lights.

Lenses used in portrait photography are typically fast, medium telephoto lenses although any lens can be used. The first
dedicated portrait lens was the petzval lens which was developed in 1840 by Joseph Petzval.

A present photographer within this field is Joey L., a Canadian portraiture photographer based in Brooklyn, New York. A
sensitive observer of endangered cultures and traditions, Joey travels the globe creating dramatic portraits while giving
the viewer a powerful insight into his subjects lives. His photo series range from Brooklyn, New York to Siberut,
Indonesia; proof of an artist equally comfortable with the familiar and the exotic.

A past portraiture photographer would be Eve Arnold (1912-2012)
Eve Arnold is one of the most famous portrait photographers to date. She is known for her celebrity photographs and
perhaps best known for her photos of Marilyn Monroe & Jackie Kennedy.
This image I believe to be
controlled, I think this because of
the way the girl is looking directly
into the lens and also how her pose
seems quite staged.
The light used to capture this
image would have been
natural/ambient light. This is
because the image was taken at
Nasir Bagh refugee camp and not
in a studio.
The amount of post production on
this image will be the bare minimum
if any. This is because the
photographer wants to capture the
natural light within the photograph,
that helps define the girls facial
expressions.
The lens that was used for this
image was a Nikkor 105mm F2.5
lens. The camera used was a
Nikon FM2 camera that used a
kodachrome colour slide film.
High Street Studio
There is a few different types of photography involved in
high street studio photographs such as portraiture
(family, pets and children) and wedding photography.

Within studios there is artificial lights with can create a
variety of moods. Not all images go through post
production within high street studios, only images that
need to be edited to get the right look got through this
process. This could involve a large or small amount of
editing. As most studios are restricted with space, wide
lenses are commonly used to be able to get the whole
shot in. It is becoming harder and harder for independent
high street photographers to continue with their careers.
With high rents on buildings, this means home studios
are starting to seem more of a realistic approach for
independent photographers. Styles can differ widely for
example venture have four unique photography styles; I
am signature, I am monochrome, I am digital and I am
statement.
This image is very
controlled/manipulated, this is
clear because there have been
objects and models positioned and
posed to create the right image.
This image uses artificial light,
this is because the photograph
was taken with a studio. You can
tell that artificial light has been
used because of how bright the
image is. Artificial light has also
been used to help create a
happy mood in this photograph
The lens used for this
photograph will have been
a wide angle lens, this is
allows the photographer to
be able to get the lens close
to the objects without
losing some of the shot and
maintains detail within the
image. A wide angled lens
was also probably used
because of the limited
space within a studio.
There is quite a large amount
of post production gone into
this image. This is to help get
the overall look right and to
suit peoples needs. This image
also went through post
production and editing
programmes like Photoshop to
get rid of noticeable scars,
wrinkles and out of place hairs.
Architectural
Architectural photography involves photographing buildings and similar structures
this is mainly for architects, consulting engineers, surveyors, property developers,
construction companies, hoteliers and other building related disciplines for a
range of applications such as brochures, adverts, web sites and editorial features.
Commonly, Architectural photographers are skilled in the use of specialised
techniques and equipment such as tilt shift lenses. There isnt usually a lot of
editing done on the images but depending on the end use of the images, depends
on if the image is edited or not and also how much it will be edited.

Some early architectural photographers include:
Roger Fenton, Francis Frith - Middle East and Britain
Samuel Bourne - India
Albert Levy - United States and Europe

Other notable past and current architectural photographers would be:

Berenice Abbott
Eugne Atget
Iwan Baan
Bernd and Hilla Becher
Lucien Herv
Candida Hfer
Bedford Lemere
Eric de Mar described as one of the best architectural photographers
Julius Shulman
Wolfgang Sievers
G. E. Kidder Smith
Ezra Stoller
Hlne Binet born in 1959, she is a Swiss-French architectural photographer
based in London, who is also one of the leading architectural photographers in
the world.

This image of the Eiffel tower is
observational, meaning that the image
doesn't influence the elements within it
and prefers to capture them as they are.

In this photo of the Eiffel tower the light
present in the photograph is natural light,
the photographer has most likely edited
the image within a photo editing program
on a computer for example Photoshop.
The adjustments made are minimal and
are only incorporated to help make the
structure stand out and to make its
structural design clear. The image has
also had a black and white filter put on it
to help create simplicity within the
background to make the building become
the most important part of the
photograph.
Some types of lenses that are
commonly used within
architectural photography are:
Tilt shift lens
fixed focal length lens
wide angle lens
Within this photograph I believe
that a long lens was used but
possibly a tilt shift lens has been
used because tilt lenses give you
the ability to control what is and
what is not in focus during your
photo shoot. Using the lens, you
can easily focus in only on the
subject, whereas everything else
will remain out of focus.

Usually within architectural
photography there is little post
production on the images but in
some cases there can be a larger
amount of post production done.
It depends on the end use of the
images.
The context of architectural
photography might appear in
magazines, newspapers, books, web
pages, individual clients and
galleries.
Medical photography
Medical photography is a specialized area of photography that concerns itself with
producing accurate and objective images that truthfully record injuries and
diseases. It also involves recording the progress of operations and medical
procedures, this can be useful and used for analysis and measurement, medical
or scientific reports, articles or research papers.

Medical photography requires a high level of skill to be able to capture and
present their photographs without it giving out the wrong information that may
cause misinterpretation. The images caught are used in clinical documentation,
research publication in scientific journals and teaching.

When photographing patients i.e in hospital wards, operating theatre during
surgery as well as bodies in the post mortem room, photographers will usually
use digital cameras and sometimes a flash.

Medical photographers mostly work in small medical illustration departments
within hospitals or medical schools.

Medical photographers frequently use a variety of specialist photo imaging
techniques and equipment for more complex situations. These can include micro
and macro photography, thermal imaging, time lapse cinematography and
endoscopy which is a technique used to photograph internal organs.

Dr. Reed. B. Bontecou, a physician and soldier from New York, took a camera to
the American Civil War (18611865) and photographed wounded soldiers as well
as documenting treatments, surgeries and working conditions of the physician
here were attempts to photograph inside the body as early as 1883. Emil Behnke
used a carbon arc lamp, lenses and reflectors to photograph human vocal cords
at exposures of second. Walter Woodbury had published a photogastroscope
in 1890 that showed pictures of the interior of the stomach and in 1894, Max Nitze
published photographs of the bladder using a cystoscope.

This is an observational image
of a medical procedure, the
reason why it is observational
is because the photographer
captures these moments as
they are happening. There is
no objects or models that are
posed or adjusted to create
the right image.
Artificial light is used in this
image. I think the
photographer will have
primarily used the light from
the operating lamps to
capture this image. It is
common for medical
photographers to use a flash
gun when photographing
patients on wards and in the
operating theatre, but the use
of a flash gun isnt present in
this image.
The lens used in this image will have been a wide angled
lens, this is to make sure that the whole scene is in the
photograph. Also the use of a wide angled lens means a
large amount of the image is in detail, making the picture as
high quality as possible which is important seeing that this
type of photographer is used for research, medical/scientific
reports and development.
Medical photography will go through very little post
production. This is because the images need to give a reliable
accurate indication of how these medical procedures follow
out. The images need to be non manipulated in any way. You
can tell this image hasnt had much post production because
of how original, simple and clear the image is.
Fine art photography
Fine art photography, typically shown in art galleries, business interiors or purchased for
private collections, is images captured by a camera that express an artists aesthetic ideology
of the world around them through composition, focus, lighting and editing. The primary
difference between a snapshot and fine art photography is whether or not that photograph
is expressing something about the character or personality of the photographer. Fine art
photography is more about revealing interests of the photographer. It provides insight into
who the artist is and what types of concepts they are most interested in.

Fine art photography can involve photographing nudes, architecture and wildlife.

Although I believe that fine art can never truly be defined, because by its very nature it goes
through constant change and re-definition, I found a definition which I believe can give you a
rough definition of what fine art photography incorporates. "Fine art photography, "The
production of images to fulfill the creative vision of a photographer.

Fine art photography incorporates so many different styles of photography and uses a large
amount of techniques. The images dont have to be in colour they can be in black and white
and normally there is either a large amount or small amount of post production done. Fine
art photography can be portraits, landscape or seascapes etc.

A present fine art photographer I found is Tony A. Blue, an American artist which had a
growing hunger to expand his horizons. Blues creative yearning took over within the 80s
and he moved back to his home state of Florida to allow his creative juices to flow full on. A
quote from him My art is my voice.

A past fine art photographer I found on the internet was Lillian Bassman, died in Manhattan
in February at age 94. she first gained success as a fashion photographer in the 1940s and
50s, and then in the 1990s became renowned for her fine art photography and was well
know for her innovative work in the darkroom, Ms. Bassman experimented by printing
through unique materials, burning in on certain areas, or bleaching sections of the
photograph to create images that appeared to be a cross between a watercolor and a
photograph. Her photographs have been featured internationally in gallery and museum
exhibitions in New York, Milan, Paris, and London and as the focus of magazine articles,
lectures, and books highlighting her incredible life and body of work.


This image is observational, meaning that the
photographer captured this image with the
jetty, water and sky as they were. There were
no objects posed or adjusted to capture this
shot.
The light used in this image is
natural/ambient light.
Meaning that this image was
taken with the available light
only.
A wide angled lens will have been
used to capture this photograph.
The reason will be that with a
wide angled lens, it creates a wide
view resulting in the
photographer been able to take in
a lot of the scene.
Fine art images either go through a lot of
editing or very little. This image looks like its
had a small amount of post production
carried out on it as the sky and sea look
slightly edited. Another post production
process this image has gone through is the
colour transformation from colour to a black
and white image.
Documentary photography
Documentary photography is used mainly to record significant and historical events.
People who cover this type of photography are professional photojournalists, real life
reporters, amateurs, artistic or academic pursuits. these people will attempt to
photograph truthful, objective and usually candid photography of a particular subject.
Which is most commonly, pictures of people.

Documentary photography is never normally staged and uses observational photography.
It is possibly that some images may be subject to a little post production but no where
near as much as fashion and advertising photography uses. Depending on the situation, a
vast amount of lenses can be used to help capture the perfect photograph.

Documentary photography generally relates to longer term projects with a more
complex story line, while photojournalism concerns more breaking news stories.

A past documentary photographer is Berenice Abbott, born in Springfield in 1898 and
died in 1991. She began a series of documentary photographs of the city as part of a
Federal Works Project Administration initiative carried out from 1935 to 1939. At the end
of the project, she published her photographs as a book entitled Changing New York.
Abbott favored a straightforward, yet dynamic, style that featured strong contrasts and
dramatic angles.

Photography can never grow up if it imitates some other medium, Abbott said, it has
to walk alone; it has to be itself.

A present documentary photographer is Kitra Cahana, Kitra embeds herself in
communities, often for months at a time, in order to learn the language of her subjects.
She has chronicled the daily lives of teens at Texas high school, told the story of a
Venezuelan cult, followed a group of nomadic youth across the United States.


This is a very observational image,
the photographer has captured these
objects how they were at the time of
the photograph been taking. This
mage was merely captured without
the objects being adjusted.
The lens used for this photograph
will have been a wide lens. This
was probably used to capture the
whole scene, maintaining a good
amount of detail within the image.
Natural light has been
used to capture this
image.
This image has not been through a lot of post production as
there is no parts of the image that have been noticeably
edited. The image has had a black and white effect applied
which is common in documentary photography.