Abstract:
Commercial photography today is a huge part of business today. Page through a magazine and
you will see photographic advertisements of food, beverages and nowadays images that are
generated digitally.
Advertising photography can be divided into two sections: location and studio advertising .. When
doing location advertising it is important to choose the correct environment that will suit the
client's product and brings out the product's qualities and advantages. Shooting and
advertisement in the studio is totally different because the photographer are able to control the
,
environment as well as the set-up.
The author wants to achieve a good image by making use of simple lighting techniques. The
author likes to experiment with light. It might seem difficult, but in practice is not difficult at all.
Small but important aspects of a set-up that are difficult to enhance can be brought out by making
use of the painting with light technique.
The script consist of the purpose of advertising photography, different roles of advertising
photography, the advantage of using scamps and the basic studio set-up. Appendix A will consist
of all the illustrations of the author's work and appendix B will be a short historical background on
advertising photography. Diagrams will show how certain lighting set-ups were done.
All the images will be shot with the Sinar 4 X 5 " large format camera. The author prefers to
make use of the large format camera because of the good quality that can be achieved. The
images will be shot on transparency because the author enjoys the rich colour of the film especially
when under exposed by a quarter of a stop. The author hopes that the script can be used by up and coming advertising photographers as future
reference to advertising photography_
