Advertising photography

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  • 1. Unit 57: Photography andPhotographic PracticeResearch of other photographerswork (P1, M1, D1)Photographer: Patrick DemarchelierLouis Vuitton 2010L'Oreal 2008

2. Dior 2011Cartier 2009 3. Harry Winston 2010Louis Vuitton 2010Theme or focus of imagesPatrick Demarchelier is a French fashion photographer who has shot a number of 4. advertising campaigns throughout his career. The purpose of photography foradvertising is to promote and sell a particular product, which I feel PatrickDemarchelier does effectively.Image One - Louis Vuitton 2010This image is a long shot with the main focus being the model and the products beingpromoted such as the bags and models shoes, this is emphasized due to the fact thatthe model and her luggage is sharp and clear, in contrast to the rest of the imagewhich is slightly blurred. All elements within this image including the location in whichthis photograph was taken, the models sophisticated clothes, her pose and her largeamount of luggage emphasize the wealthy target audience for this particularadvertisement who will live busy lifestyles, as well as anchor the fact that the productbeing promoted is an expensive luxury brand. The blue sky suggests that thisphotograph was taken during the day in summer, also the shadows in the imagesuggest that natural lighting was used.Image Two - L'Oreal 2008This image is advertising L'Oreal hair dye, the foreground consists predominately ofthe model and like the previous photo the main focus of this image is the model,specifically her hair. However the model is looking away from the camera so that weget a clear view of the models hair due to the fact that it is advertising hair dye. Alsolike the previous image, the model is in focus whereas the background is blurred, alsothe models hair is sharp and in detail, again emphasizing the fact that it is promotinghair dye. Against the white background the model automatically catches theaudiences eye, the use of white also has the connotation of goodness and purity andis often considered to be the colour of perfection, therefore creating the ideologythat this product and brand is perfect. The fact that the model is looking out thewindow suggests that this image was taken outside and therefore implies thatprofessional lighting equipment would have been used.Image Three - Dior 2011This image is advertising Dior Perfume, and features two images layered on top ofeach other during the editing process. The first image features a model, this image istaken indoors and Patrick chose to use direct mode of address by having the modellooking directly into the camera, therefore automatically creating a personal feel forthe audience. The models seductive facial expression, gold elegant clothing and thechosen location to shoot this particular image are all typical conventions of aperfume advertisement which promote perfumes by emphasize glamorous lifestyles.The large amount of gold present within the image has connotations of wealththerefore again anchoring the glamorous lifestyle, along with the bright lightingpresent behind the model which creates a sense of importance and fame, all ofwhich encourages the viewer to buy the product by creating the idea that they toocould live this lifestyle. The second image layered on top is of the perfume bottle itselfwhich is sharp and clear.Image Four - Cartier 2009This image is advertising Cartier Jewellery, the image features jewellery layered overred boxes and a baby leopard against a red background. The clear image of thebaby leopard automatically catches the audiences eye and evokes an emotion due 5. to the fact we think it is cute, the use of the leopard also symbolises wealth, thereforeanchoring the expensive jewellery being promoted. The red within the image createsa warm feeling and connotates passion, creating the idea that we will love thejewellery being promotedImage Five - Harry Winston 2010This image is promoting Harry Winston Jewellery, the foreground consists of a mid shotof a model. Binary opposition has been used by having a model in a black dressagainst a white background, this automatically makes the model stand out. Directmode of address has been used by having the model look directly into the cameratherefore creating a personal feeling for the audience. Patrick has specifically chosento have the model holding her arms up to her face so that the main focus is themodels jewellery, and to have her facial expression happy to create the idea that ifyou own this jewellery you to can be this happy.Image Six - Louis Vuitton 2010This image is advertising Louis Vuitton. The most noticeable thing about this image isthe clear vibrant colours, the choice of having the model wear a vibrant yellowagainst the vibrant blues within the background not only automatically attracts ourattention to the model who is holding the products being promoted in thephotograph but also this choice of colours evokes a happy and up beat feeling. Theimage is taken outside and the fact that the model is stood in front of a pool againsta stunning background anchors the expensive and luxury brand being promoted.CompositionIn terms of composition the photographer, due to the fact that all of these imagesfeature a model, Patrick had the benefit of moving and manipulating the subjects,which I feel he has done effectively and as a result produced a number of imageswhich look pleasing to the eye.In "Image One - Louis Vuitton 2010"and "Image Six - Louis Vuitton" Patrick chose totake the photo from a low angle, this effectively gives the model within thephotograph a sense of power and therefore encourages the viewers to buy theproduct due to the fact it creates the idea that if you buy products from the brand"Louis Vuitton" you too can be powerful.In the "Image Two - L'Oreal - 2008" image Patrick has chosen to crop the photo sothat it only shows the top half of the model, this is due to the fact that his intentionswas to focus on and promote the models hair.Techniques usedA number of Patricks images such as "Image One - Louis Vuitton", "Image Three - Dior2011" and "Image Two - L'Oreal 2008" features a shallow depth of field where themodel and the product is sharp and in focus in contrast to the background which isblurred, this is because the product needs to be in focus in order to be promoted,unlike the background which isn't important, therefore Patrick would have used a fast 6. shutter speed along with a small aperture setting.Strengths & WeaknessesI really like Patricks work in the sense that he moves and manipulates his subjects inorder to anchor the product being promoted and also due to the fact that hechooses his colours wisely depending on the products that are being sold. I also likethe fact that all of his images create a sense of an expensive and luxury lifestyle. 7. shutter speed along with a small aperture setting.Strengths & WeaknessesI really like Patricks work in the sense that he moves and manipulates his subjects inorder to anchor the product being promoted and also due to the fact that hechooses his colours wisely depending on the products that are being sold. I also likethe fact that all of his images create a sense of an expensive and luxury lifestyle.