Advertising Photography

In the modern era, we are surrounded by imagery like never before. Whether billboards, tv adverts or on our phones, much of the imagery we are exposed to is there to sell. Realistically, a lot of it doesn’t even apply to us. Our intention may not have been to go out and purchase that product, but because we see that advertising, we think about it. At least a little bit.

Advertising photography is a central element in marketing overall, and specifically advertising itself, as people respond strongly to visual stimuli. A great photograph can tell a story that words find difficult to match.

So, in this article, we’ll walk you through:

• What advertising photography is
• The importance of photographic skill
• The importance of emotional connection
• How to shoot advertising photography

What is Advertising Photography?

Advertising photography persuades you to purchase something that you don’t really need. It works by putting products, goods, or services in front of an audience, and then convincing them to be interested.

To achieve this, the successful advertising photographer uses a mixture of photographic skill and an understanding of psychology and emotional connections.

Photographic Skill

Photographic skill lays the foundation for any great advertising photograph. Lighting, composition, and focus are all essential for creating an image that is visually striking and immediately captures attention. A well-lit product with the right balance of shadows and highlights can make it appear more appealing, while poor lighting can make even the best product look flat and uninteresting.

Composition also plays a crucial role. By guiding the viewer’s eye to the most important part of the photograph, you can ensure that the product or message is clear. Techniques such as the rule of thirds, leading lines, or framing help create balance and focus within the shot.

Emotional Connection

The most powerful connection between customers and products is an emotional one. If you can create a photograph that conjures up a mental image such as a happier life, a better home, or a fond memory, rather than just showcasing the product, the customer will form an emotional link and be far more likely to make a purchase. By tapping into their aspirations, customers are persuaded that they need the product to achieve their goals.

Back in the 1940’s Kodak already knew this. They sold cameras, but their advertising photography didn’t feature cameras; it highlighted what you could do with a camera. They created emotional connections via pictures of happy GIs looking at photographs of their loved ones at home, and of children taking pictures to send to their fathers. Cameras were sold as an essential part of a lifestyle choice. And now? We have cameras everywhere.

What is Commercial Photography?

Commercial photography is a broad category that covers any type of photography created for business purposes. Its main aim is to promote or sell a product, service, or brand. Unlike personal or artistic photography, which is often about self-expression, commercial photography is always tied to a business goal.

This can include product photography for online stores, corporate headshots, architectural photos for real estate, or lifestyle images used in catalogs and brochures. The photographs are designed to present the subject in the best possible light, highlight key features, and support the overall marketing strategy.

Advertising photography is a subset of commercial photography. While all advertising photography is commercial, not all commercial photography is advertising.

How to Shoot Advertising Photography

Firstly, you need to think carefully about what the goals are for the client, company or project in question. How does the client want the product to be perceived? Is it a luxury, good for the planet, a status symbol, or something “on trend” everyone must have?

This single factor shapes much of your creative process; your photograph must convey this concept without relying on the product to do it alone.

Secondly, decide on a concept and identify a positive, real-life situation that strikes a chord with the audience. You can be creative with it, but there must be a solid base to which the audience can relate. If the audience doesn’t feel an emotional link to the photograph, they won’t bond with it, and won’t buy anything.

This is a situation where less is often more. Leave room for the audience to create their own story. Guide them along a path to the conclusion you want, but don’t slap them in the face with it.

Lastly, remember your photography skills:

• Match models to the audience demographic.
• Choose backgrounds and themes that reflect audience aspirations.
• Emphasise aspects of the image using depth of field to make key elements stand out.
• Have models make eye contact with the audience to form a direct bond between them.
• Play to emotional themes such as memories and aspirations.
• Use a story that the audience will relate to.

Become a professional Graphic Designer at the Institute of Creative Design

Whether it is a product, a touching moment or a creative portrait, photographs have the power to tell a story and to evoke memories or emotional responses. When shooting for advertising, you should always think carefully about the goals of the ad, how your audience will perceive the picture or how they will be affected by that. The photograph must convey the creative concept without relying on the product to do it alone.

If you are interested in becoming a professional Graphic Designer, have a look at our industry-accredited courses.

FAQ

What is the Meaning of Advertising Photography?

Advertising photography is the creation of images designed to promote or sell a product, service, or brand. Its purpose is to attract attention, build an emotional connection, and persuade the audience to make a purchase or take action.

What do Advertising Photographers do?

Advertising photographers plan, shoot, and edit images that promote products, services, or brands. They combine technical skill with creativity to capture photos that not only look professional but also spark interest and persuade the audience to take action.

Explain the Difference between Commercial Photography and Advertising

The difference is commercial photography relates to any photography created for business purposes, such as product images, corporate portraits, or real estate photos. On the other hand, advertising photography is a type of commercial photography focused on persuasion. While commercial photography can showcase a subject, advertising photography tells a story that connects emotionally and convinces people to buy.