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The first thing you discover about commercial advertising images is the product, and the way incredible it looks. Profitable and efficient 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 suitable message almost instantly.

But whilst it’s straightforward to admire the look of the product and the skill of the photographer, in most cases commercial advertising pictures is not about what you see, but about what you do not see. You may think that whenever you look at an advertising image what you are seeing is what the photographer saw, but that is invariably not the case.

Of course, we all know that there are tricks of the trade and many individuals will instantly assume that any image will have been doctored using a graphics tool such as Adobe’s Photoshop, and whilst this would be the case, there’s far more going on than meets the eye. One of the first things to understand in commercial advertising is that what you see is almost actually not quite what you’d see in the event you were looking at the product yourself in a shop.

Lighting, the environment and many little known tricks of the trade all come into play, helping to create an illusion which would not just look real, it really looks more real in some cases than it would in real life. For instance, in the event you were looking at a television in a shop you then’d probably either see an entire lot of distracting reflections within the screen, or the television would 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 should you take a photograph of a television, either switched on or off, neither consequence will look very realistic. So how do product photographers make their images seem like so realistic, whilst still being completely totally different to how a standard photograph of a television would look?

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

Should you’ve ever tried this you may know that the end result 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 normally take a screen seize from a computer and then superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you count on 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 allows us to be fooled, even when we know that what we are looking at can’t be real, despite looking very real. The artwork of illusion and of fooling the eye is a subtle one, because consumers will not be fascinated with a picture which has been obviously doctored, but will be enticed by an image which they know cannot be fully real. If you’re unsure tips on how to achieve the best balance then it’s far safer to depart it within the arms of the experts.

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