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The first thing you notice about commercial advertising pictures is the product, and how fantastic it looks. Profitable and effective commercial advertising photographers will be able to create an image which stands out for all the precise reasons, grabs the eye of the target audience and communicates the proper message virtually instantly.

However whilst it’s simple to admire the look of the product and the skill of the photographer, in most cases commercial advertising photography just isn’t about what you see, however about what you do not see. You may think that while you look at an advertising image what you’re seeing is what the photographer noticed, but that’s invariably not the case.

Of course, we all know that there are tricks of the trade and many individuals will immediately assume that any image will have been doctored utilizing a graphics instrument similar to Adobe’s Photoshop, and whilst this stands out as the case, there’s far more happening than meets the eye. One of the first things to appreciate in commercial advertising is that what you see is almost certainly not quite what you’ll see when you were looking at the product your self in a shop.

Lighting, the atmosphere and plenty of little known tricks of the trade all come into play, helping to create an illusion which does not just look real, it actually looks more real in some cases than it would in real life. For example, in case you had been looking at a television in a shop then you’d probably either see an entire lot of distracting reflections within the screen, or the television could be on and you would be watching a picture. In a product image although you are either going to see a screen that does not have any distracting reflections in it, or it will look as if it’s switched on and displaying a picture.

The difficulty is that if you happen to take a photograph of a television, either switched on or off, neither result will look very realistic. So how do product photographers make their images look like so realistic, whilst still being fully totally different to how a standard photograph of a television would look?

So as to take a photograph of a television switched off commercial advertising photographers will either have a studio which features a 360 degree backcloth to remove any potentially distracting reflections, or they will edit the image afterwards, changing the screen with a shaded black rectangle which looks realistic, but which doesn’t even exist as part of the screen in real life. However how about taking a photograph of a television that’s switched on?

In the event you’ve ever tried this you’ll know that the consequence will look horrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain can’t see – the truth that the image on the screen is only an illusion created by rapidly flickering lights. So professional photographers will often take a screen seize from a computer after which superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you expect it to, despite the fact that you know that that is not how it would really look when you took a photograph of it.

Effective commercial advertising pictures permits us to be fooled, even when we know that what we’re looking at can’t be real, despite looking very real. The art of illusion and of fooling the eye is a subtle one, because consumers will not be inquisitive about a picture which has been obviously doctored, yet will be enticed by an image which they know can’t be utterly real. If you happen to’re unsure the best way to achieve the proper balance then it’s far safer to go away it in the palms of the experts.

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