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The first thing you discover about commercial advertising pictures is the product, and the way implausible it looks. Profitable and effective commercial advertising photographers will be able to create an image which stands out for all the fitting reasons, grabs the attention of the target market and communicates the right message virtually instantly.

But whilst it’s easy to admire the look of the product and the skill of the photographer, in most cases commercial advertising pictures just isn’t about what you see, but about what you don’t see. You would possibly think that while you look at an advertising image what you are seeing is what the photographer noticed, however that’s invariably not the case.

In fact, all of us know that there are tricks of the trade and many people will instantly assume that any image will have been doctored using a graphics instrument comparable to Adobe’s Photoshop, and whilst this stands out as the case, there’s far more going on than meets the eye. One of many first things to understand in commercial advertising is that what you see is almost actually not quite what you would see in the event you have been looking on the product your self in a shop.

Lighting, the atmosphere and many little known tricks of the trade all come into play, helping to create an illusion which would not just look real, it truly looks more real in some cases than it would in real life. For example, should you have been looking at a television in a shop then you definitely’d probably either see an entire lot of distracting reflections in the screen, or the television could be on and you’d be watching a picture. In a product image though you’re 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 trouble is that when you 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 seem like so realistic, whilst still being completely different to how a normal photograph of a television would look?

As a way to take a photograph of a television switched off commercial advertising photographers will either have a studio which features a 360 degree backmaterial to remove any probably distracting reflections, or they will edit the image afterwards, replacing the screen with a shaded black rectangle which looks realistic, but which does not even exist as part of the screen in real life. However how about taking a photograph of a television that is switched on?

If you’ve ever tried this you will know that the outcome will look terrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain cannot see – the truth that the image on the screen is only an illusion created by quickly flickering lights. So professional photographers will usually take a screen seize from a pc and then superimpose that onto the photograph of the screen to improve the quality. The ultimate image will look just as you count on it to, even though you know that that’s not how it would really look for those who took a photograph of it.

Effective commercial advertising images allows us to be fooled, even after we know that what we are 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 fascinated about a picture which has been clearly doctored, but will be enticed by an image which they know cannot be fully real. If you happen to’re unsure easy methods to achieve the right balance then it’s far safer to leave it within the fingers of the experts.

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