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The first thing you discover about commercial advertising photography is the product, and how incredible 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 audience and communicates the correct message nearly instantly.

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

After all, 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 instrument reminiscent of Adobe’s Photoshop, and whilst this stands out as the case, there’s far more occurring than meets the eye. One of the first things to appreciate in commercial advertising is that what you see is nearly actually not quite what you’ll see when you have been looking at the product your self in a shop.

Lighting, the setting and lots of little known tricks of the trade all come into play, serving to 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 example, should you have been looking at a television in a shop then you definately’d probably either see a whole 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 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 if you 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 fully totally different to how a normal 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 doubtlessly 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?

In case you’ve ever tried this you’ll know that the outcome 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 and then superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you anticipate it to, regardless that you know that that’s not how it would really look when you took a photograph of it.

Efficient commercial advertising photography 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 focused on an image which has been obviously doctored, yet will be enticed by an image which they know cannot be utterly real. If you’re unsure methods to achieve the best balance then it’s far safer to depart it within the arms of the experts.

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