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The first thing you notice about commercial advertising images is the product, and the way implausible it looks. Successful and effective commercial advertising photographers will be able to create an image which stands out for all the proper reasons, grabs the eye of the target audience and communicates the proper message nearly instantly.

However whilst it’s simple to admire the look of the product and the skill of the photographer, in most cases commercial advertising images will not be about what you see, however about what you don’t see. You might think that if 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 individuals will instantly assume that any image will have been doctored using a graphics software equivalent to Adobe’s Photoshop, and whilst this could be the case, there’s far more happening than meets the eye. One of many first things to appreciate in commercial advertising is that what you see is almost definitely not quite what you would see when you were looking on the product your self in a shop.

Lighting, the setting and lots of little known tricks of the trade all come into play, helping to create an illusion which doesn’t just look real, it actually looks more real in some cases than it would in real life. For example, if you had been looking at a television in a shop then you definately’d probably either see an entire lot of distracting reflections in the screen, or the television could be on and you would be watching a picture. In a product image though you are either going to see a screen that doesn’t have any distracting reflections in it, or it will look as though 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 outcome will look very realistic. So how do product photographers make their images look like so realistic, whilst still being solely different to how a traditional photograph of a television would look?

In an effort to take a photograph of a television switched off commercial advertising photographers will either have a studio which includes 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, yet which would not even exist as part of the screen in real life. But how about taking a photograph of a television that is switched on?

For those who’ve ever tried this you will know that the end result will look terrible- 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 quickly flickering lights. So professional photographers will normally take a screen grab from a pc after which superimpose that onto the photograph of the screen to improve the quality. The ultimate image will look just as you expect it to, though you know that that’s not how it would really look in case you took a photograph of it.

Efficient commercial advertising pictures allows us to be fooled, even once we know that what we are looking at cannot be real, despite looking very real. The art of illusion and of fooling the eye is a subtle one, because consumers will not be enthusiastic about an image which has been obviously doctored, but will be enticed by an image which they know cannot be completely real. When you’re unsure how you can achieve the proper balance then it’s far safer to leave it in the hands of the experts.

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