s

1. Photography Applications
Jonah Adshead
1

2. Advertising/Promotional
Photography is a very effective way of promoting products or
companies and is used to advertise these to potential buyers. It is seen on bill-
boards, posters, inside papers and magazines and on the internet. The main
focus in advertising and promotional photographs is always the product in
question, for example a car, lighter or alcoholic drink.
Wide lenses are often used to get the whole product in the frame,
this can also allow a background to be seen, putting the product in its natural
setting or in other interesting situations that may make the product stand out to
the audience. For focusing on small details of a product or shooting smaller things
such as the Zippo lighter a long lens can be used, this allows a much closer
zoomed in image to be taken with greater detail.
Advertising and promotional photography is heavily controlled, often
with all aspects of the photograph being set up and planned. This allows the
perfect image of the product that the company has in mind to be portrayed in
print.
Lots of artificial light is usually used in advertising and promotional
photography to allow the photographer to light the product up exactly as they
want. Correctly placed lights can illuminate the product in a way that makes it look
perfect, aesthetic and very attractive to an audience.
One photographer who specialises on advertising and promotional
photography is Jonathan Knowles. He is a London based photographer who has
won countless awards and has featured in the “200 best advertising
photographers” for the past 8 years in a row. His unique graphic style is widely
recognised in the advertising world and Knowles’ photographs have been
featured in the last four volumes of “100 best in photography”.
Joost vanderbug

3. Text reads; “served
in…questionable joints since
1866”. This gives the drink a cool
edgy feel and links to the image
where you can see two people
skinny dipping.
Backdrop looks as though it could
be a Texas creek or something
similar, this has positive
connotations and works well as
the drink was first made in Texas.
The bottle is the only thing in perfect focus and
the image blurs the further back it goes. This
means it has been taken with a high aperture
setting something that is common in
advertisements as it makes the bottle the centre
of attention.
It looks as though the contrast
may have been increased in
post production or a slight
sepia effect may have been
used. This deepens the
colours slightly and brings the
browns out more giving the
image a rustic, vintage
appearance. This choice would
makes sense as they are using
the fact that the drink being
served “since 1866” as a
selling point and so making
the image look older would
stress this point.
The blurred background ensures that the bottle is the
main focus of the image. There is minimal text and this
all ensures that the viewer sees the bottle first and it will
be the thing they remember most.

4. Fashion
Fashion photography is often used in much the same way as
advertising and promotional, but to promote a specific clothing lone or label. They
often use very stylised and interesting photography to make their clothing and
brand look very desirable and of the moment.
Clearly, the clothing is always the main focus of the image, but
sometimes this is less obvious. Many photographers take on a style where they
photograph constructed and staged photographs designed to look very
interesting. Their aim is to set a certain mood or tell a story while also showing off
the clothing subtly. This method may use wide lenses to allow multiple models to
be in shot and the surroundings to also be included, creating visually exciting
images.
More arty, minimalistic shots are sometimes also used with a close
up of small details of a product. These often include a detail on the piece of
clothing including the label logo and can also include another interesting aspect
such as a heavily tattooed hand holding a cigarette. A long angle lens can be
used to capture this detailed, up close shots.
Shoots are often highly controlled and take place in a studio with
lots of artificial light. This allows the subject to very easily be manipulated, models
often continuously having make-up re-done and costumes adjusted throughout
shoots. Lighting is controlled to give the desired look and illuminate the subject in
a certain way to make the photographs come out perfectly.
One London based fashion photographer is Tyrone Lebon, who was
born 1982. He got his first commission age 19 shooting for i-D magazine and has
since shot for Stussy, Dr. Martins, Nike and Casely Hayford.

5. Here the face has been covered with a white block of colour in
post production. This is a technique that is often seen in
fashion photography although it may be done in a variety of
ways. The idea is that if the face has been blocked out then the
viewer concentrated on the clothes the model is wearing
rather than them, almost like using a mannequin.
The clothes that the model is
wearing will have been chosen
carefully as they are the thing that
a viewer will make a decision on
the brand from. They look cool and
the pose the model is doing
holding up a peace sign is also. This
representation of the model as a
“cool” person will often make a
reader believe that if they wear
these clothes they will become
better increasing their chances of
buying them.
The way the shadow reflects the
image is nice and makes a visually
striking pose. It is important that
this image sticks in the viewers
mind so that they remember and
want to buy clothes from this shop.
The Stussy logo and a tagline are included quite
small in the bottom corner. This has been done
intentionally to ensure that the most attention is
placed on the clothing,
The model is in the background of the image but still in perfect
focus. This means that it has been taken with quite a low aperture
setting to ensure everything is focussed. This technique is often
used to allow the model to be further away from the camera and
completing a movement like walking or running to give the images
a more fluid, candid appearance.
The model is holding a dollar sign. This sign is often
used to stand for the brand Stussy and this dropping in
of hints and things that remind the viewer of the brand
is something seen frequently in fashion and in fact all
promotional photography.

6. Photojournalism
Photojournalism is a form of journalism that uses visual images to
tell a particular story. It is widely used to accompany articles in newspapers,
magazines, blogs and other web pages. The main aim of these images is to tell a
story and put across a point, they can anchor the text they accompany and really
change the perceived meaning of a text or the view of a reader on a certain issue.
Because of this photojournalism is a very important and powerful media form
Photojournalism is almost exclusively concerned with observational
shots. A photojournalist will go somewhere of interest that they feel needs
reporting such as a warzone or award ceremony and observe, taking photos of
events as they happen. This is good as it gives a true representation of what is
happening and people can see the true scene.
Because photojournalism is observational, often only natural light
can be used. This means that photojournalists must make the most of what light
is on offer Sometimes a flash gun is used but there are some photojournalists
such as war photographers who would rather not make an impact on the
environment and just observe, a flash may make them too noticeable and so is
not used very often. The paparazzi use them very often, this is to ensure they get
enough light on the celebrities they are trying to photograph.
A range of different lenses are used in photojournalism, if a
photojournalist is quite close to the action, they will use a wide lens that will allow
them to include the whole scene. Some shots that are required to be taken from a
distance when the photojournalist cannot get close, for example sports games, a
long lens will be used. This allows a zoomed close up shot top be taken so that
important details can be seen from a distance.
Eddie Adams (1933-1969) was an American photographer who took
some famous portraits of celebrities and politicians and took photos covering 13
wars. His work won him the Pulitzer Prize in 1969 and his photos are still well
renowned today with some of his most famous from the Vietnam war.

7. This candid photograph captures the very intimate and
touching moment where a sailor returns from war. The
photographer will not have had time to set up for this so will
have had to think fast and take a photograph quickly.
Capturing real life, real time events is what photojournalism
is about but it takes skill to be able to do this. The
photographer will have had to act quickly to capture the
moment and frame the couple perfectly.
The way the uninhibited sailor has
swept the girl backwards and is holding
her in the embrace allows the viewer to
be able to see it is real. This kind of
thing is very hard to fake and I believe
this is one of the reasons this
photograph is so famous along with the
historical significance of it.

8. Portraiture
Portraiture is a form of photography widely used and it caters for a
number of different needs. Families sometimes pay for them to be done for
display in the home, they are often used for promotion or advertising by
celebrities and politicians and are even required by the royal family for their
official family portrait. You see portraiture in peoples homes, in high street
photographers, magazines, papers and on the internet so it is a hugely popular
form of photography.
Portraiture is largely controlled with shoots usually taking place in a
studio. This allows the photographer to control many aspects one of them being
the lighting. Artificial light can be used so the subjects can have the perfect
amount of light and the photographs have the desired look.
Sometimes environmental photography is used and this involves the
subject being photographed in a less staged, more natural environment. This
method is often shot with only natural lighting. Photojournalists also often only use
natural light if they decide to take a portrait of an individual or group they meet
while they are reporting, this type of shoot will also likely be done in a natural
setting such as the persons house.
Wide lenses are used often for portrait photography. This is because
portraits are usually taken at quite a close distance to the subject and this suits a
wide lens. It also allows the whole scene to be captured in good detail.
Terry Richardson is an American portrait photographer who was
born August 14th 1965. He has shot for many high profile companies such as
Marc Jacobs, Supreme and Yves Saint Laurent and for magazines including Vice,
Vogue and Vanity Fair as well as portraits for some very famous people including
America’s current President Barack Obama.

9. You can see that this photograph
has been taken in a studio as
there is a white backdrop, the
models are posing and the
lighting is perfect. This allows the
photographer to make the models
look exactly as he/she wishes and
to capture the images desired.
The people being photographed here
are visually striking. They are
identical twins and this is something
that people always find interesting.
Portraiture photographers often
shoot strange looking people as this
allows them to get more interesting
images.
As with the fashion photography the
outfits the models are wearing would
have been carefully chosen. The
twins are wearing matching Hawaiian
shirts that are incredibly bright and
eye catching. They often both have
sets of gold grillz and this just adds to
the strange look of the image.
As I mentioned before every non-twin
finds twins quite fascinating, especially
identical ones. Every mother loves to
dress their twins up in the same outfit
but this is usually grown out of. Having
these two models in the same outfit
adds to the surreal appearance of the
photograph and creates more
questions in the viewers mind.
Professional photography
equipment would have been
used to take this photograph
such as light rigging, a high
quality camera and light meters.
The whole image is in focus
meaning a high aperture will
have been used. This
photograph is quite close up so
a wide lens will have been used
to get all of the subject in shot.

10. High Street
High street photography is when a person employs a large franchise
such as Venture to take photographs for you. They can involve a few different
types of photography such as wedding and portrait photography. In recent years
with the rise of digital technology that is available to the public and high rent
prices for shops, the high street studio industry has struggled and the number of
studios is on the decline.
Photographs taken by these photographing companies are usually
seen in the houses of the customers featured in the photographs or their friends
and family. The photos are more of personal and sentimental value than for
promotional or advertising gain.
The studios are set up with lots of artificial lights often using
different colour lights to set a certain mood or to fit with the colour scheme of the
clients house. Photography taking place outside the studio can either make use of
the ambient light or of things such as flash guns to get the desired look.
Because of size restrictions in the studio wide lenses are usually
used, this allows the whole scene to be captured close up with a good degree of
detail. Long lenses may be used on occasion for example if a photographer is
employed to shoot a wedding but is quite far away from the alter and can’t get
close up.
Venture is an example of a high street photography studio. They
pioneer a high quality look and take slick, professional looking images for display
in the family home.

11. This photograph has been taken in a studio. It is close
up so a wide angle lens will have been used to ensure
all of the subject is in frame.
A high aperture will have been used to ensure that the subject
is in very clear focus. The lighting is artificial in the photograph
as it has been taken in the studio and this is illuminating the
girls face well so that she can be seen perfectly.
This photograph is set up in a studio and the girl is
posing with her finger on her chin. These poses will
probably be prompted by the photographer who
will be trying to get the best poses out of the
subjects so that the images are more likely to be
bought. This pose adds character to the
photograph and makes the girl look even cuter.
The monochrome effect that will have probably
been added in post production works well in this
photograph. Because of the artificial light there is
a lot of contrast between her light skin and dark
eyes and hair making the black and white filter
very effective.

12. Studio Work
Studio work is any photography that takes place within a controlled
studio environment. This covers a huge range of photography styles from
advertising and promotional, to fashion and portraiture. Because of this you can
see studio work photography everywhere.
Depending on the style of photography that is taking place in the
studio photographers will use a number of different techniques and specific
equipment that fits that application.

13. You can see that this image is studio work because of the white backdrop
and artificial lighting. Light rigging and other such studio equipment will
have been used in order for the photographer to create the perfect
environment for the image they wish to take. This will allow for crisp,
professional looking images that can then be used for advertisements,
high profile fashion events etc.
The model is stood clearly posing for the image looking
straight down the lens. She will have probably been
instructed to strike this pose by the photographer.
This image is visually striking with Cara Delevingne, a
model we are used to seeing on the red carpet in
designer dresses just wearing a hooded top. The
image may be kept in this simplistic state with the
white backdrop, or it could be taken into post
production and edited. The advantage of the bare
white background is that it makes it very easy to cut
the model out and put them onto any backdrop you
wish.

14. Architectural
Architectural photography is the shooting of architectural structures.
It can be done artistically for aesthetic pleasure or for practical needs such as
surveying. You may see architectural photographs in estate agents, their
magazines or websites as well as other photographers books, websites or
galleries if they have done some architectural photography.
Photographers use a wide range of different equipment and are
often skilled in specialised techniques and other equipment such as tilt shift
lenses. They can use both wide and long lenses depending on the look they are
aiming for or how close they are to the structure or detail they want to
photograph. Photos concerned with the exterior of a structure usually use ambient
light, but some photographs concentrating on architectural details within the
structure may have lost of artificial light to deliver the desired look on a
photograph.
Timothy McGurr AKA 13thWitness born in New York is a
photographer who specialises in inner city street photography often focusing on
the architectural structures he comes across. He has run projects with Nike and
Nitro, a Hip-Hop group from Japan who are legends in the underground scene.

15. This image has been taken for
aesthetic reasons and is not for
surveying or something of that
nature.
It shows the symmetry of the
city with the buildings and lamp
post almost lining up perfectly.
The way the photographer
has shot the photograph
looking directly skywards
shows the cityscape in a
way that many people will
not have seen it before. This
is a difficult thing to capture
with buildings that many
people probably see every
day on their way to work
and I believe it is incredibly
effective.
The buildings are in relatively
sharp focus all the way up so
the photograph has been
taken on a low aperture
setting. I think that he image
has also been cropped down
to get the square canvas. This
adds to the symmetrical
appearance and works very
well for this photograph.

16. Medical
Medical photography is mainly used to document the things that
take place in the medical world. It is also sometimes used to display the
condition and appearance of wards and surgery rooms for example, to give
patients an idea of what they should expect. You see medical photography in
medical books, medical websites such as the NHS website and in leaflets,
posters and information booklets for patients. Some artists use medical style
photography featuring body parts or skulls etc.. for their exhibition, this
adopts the style of medical photography but is not technically medical
photography.
Lots of specialist photo imaging techniques and equipment are
used in medical photography such as thermal imaging, endoscopy and x-ray
imaging. This means that this type of photography is often very expensive,
the most common form of equipment used in this application is just a digital
camera. Photographers will use a digital camera sometimes with a flash to
take photographs of patients around the hospital and during surgery, as well
as photographing bodies in the post mortem room if this is required.

17. On the right side of the
image you can see a plastic
instrument that the
photographer has used to
hold the subject’s lip back in
order to photograph their
teeth.
The photograph is very
close and a macro lens
or setting may have
been used in order to
get the detail and crisp
focus in the image.
The image clearly shows all of the teeth and I guess that
it is for some dental record or something. The main
focus of the image is the teeth and that is all, the
photograph has been taken to document the teeth and
it has done just that.
I think a flash has been used to ensure the image is properly
illuminated and all the teeth can be seen clearly inside the
mouth.

18. Illustration
Illustration photography is often used alongside newspaper articles
or other texts to give the reader more information. Images can be cleverly used to
shape the readers opinion on a subject, a technique often used in newspapers.
The images vary hugely from photojournalistic images you may see in a
newspaper or magazine to detailed step-by-step images to give instruction in a
book or manual.
Equipment and techniques vary hugely depending on the nature of
the text the illustration photograph is to accompany. Some photos may feature a
war scene like the one on the front cover of “The Second World War In The
West”, this photojournalistic image will probably of been captured with a wide lens
camera and without the use of a flash. Other images in other styles will use the
equipment of their application.
Photographers will be commissioned to photograph by a
newspaper, magazine of book publishers to take photographs on a certain subject
be it birds of prey for a book on them, or documenting a riot for an article the
following day.

19. Here the twins have been cut out
and stuck onto the book meaning
that all focus is on them rather than
anything that may have been in the
background of the original.
A the top of the image is the book
author, title and all relevant
information allowing the viewer
to see what it is.
The image shows the twins
together, one behind the other. It
was a well known fact that the
Kray’s always had each others
back and the two of them
together posed a very
intimidating threat. This image
depicts this perfectly and will
have been carefully chosen for
the books cover for this reason.

20. Fine Art
Fine art photography can cover a large number of different styles of
photography and many techniques, because of this a solid definition is hard to
find. It is used a lot but is a quite vague term but has the general idea that the
artist has tried to convey something more than just a realistic image of the
subject. This form of photography can feature anything and images can be colour
or black and white. Fine art is often seen in art and photography books, websites
or magazines and art galleries. Fine art is often made for no other reason than to
be appreciated as an art form and be aesthetically pleasing to a viewer so in this
way stands in contrast to other photography types such as documentary or
commercial. Fine art photography can be likened to paintings as it is done to
express the artist’s perceptions and emotions and share them with the viewer.
Because this type of photography covers such a large range of
styles the equipment and techniques depend largely on the type of image being
captured. The photographer will use equipment suitable for the type of image they
wish to take. They may use props and different lenses to make the image look the
way they wish and they may edit heavily in post production, it all depends on what
they are hoping to achieve.

21. This man covered in what appear to
be Russian prison tattoos is a stark
contrast to the cello he is posing
with. This contrast makes the viewer
wonder about the background of
the man and what is going on.
The man is staring blankly into the
distance. This raises more questions
within the viewers mind at what this
man has been through and what he
is thinking about.
This man who is covered in tattoos would make an interesting image
on his own, especially with the stigma and connotations surrounding
the Russian prison tattoos he has. The way he has been dressed, the
pose he is in and the props around him make the image much more
strange and interesting.
I believe that the image is set up
and the man has been instructed to
sit in this way. It is however subtle
and the way he is staring at nothing
gives the viewer the impression he
may have been found like this.
This image will have been taken with
a wide aperture as the foreground to
the background is all in focus. I also
believe the image will have been
taken with a wide angle lens to get all
of the subject in the image.

22. Documentary
Documentary photography refers to a form of photography that is
used to record significant and historical events as well as every day life. Usually it
is covered by professional photojournalists or other such reporters who will
attempt to create a truthful image that records accurately what has really
happened. These photographs are usually candid and most often pictures of
people or wildlife, because of the candid nature of documentary photographs
amateurs can often capture brilliant documentary photographs because they were
in the right place at the right time.
Documentary photographs can be taken of anything as long it is
non-fiction and of some significance. There is no right or wrong equipment to
capture it and as the photos are often of events as they happen they are captured
on anything from the highest quality professional cameras all the way down to
camera phones.

23. This image shows the talent that some
photojournalists have enabling them to take incredible
images of events quickly before they are over.
This candid photograph of a man riding his
elephant over a body of water is incredibly
interesting and alien to a western viewer. One of
the reasons documentary photography is so
popular is because it shows things that people
have never seen before.
This image will have
had to have been
taken with a
waterproof camera
in order for it to be
partially submerged
capturing both the
elephant under
water and its rider
above it.
The image is lit using only natural light as it is
outside, but it is very bright and so all the colours
are vibrant and the details defined.