Yep.

1. Photography Applications
Abygail Jones
1

2. Advertising and Promotional
The idea behind taking advertising photographs is to make a product look
appealing and encourage the audience to invest in it – this particular application is
widely used in many different forms and techniques.
Looking at this Nesquik cereal advertisement photograph, we can already tell that
there had been some editing: everything in the picture, except for the actual
cereal box itself (the main product) has been blurred in to the background, this is
to ensure that our focus is directly on the cereal box as soon as we look at the
photograph. It looks like the photographer has used a wide lens to get the rest of
the typical family kitchen in to the background, along with some healthy fruit to
appeal to parents and children which is the desired audience.
The idea behind taking promotional photographs is to solely promote an item or
a subject instead of making the audience want to buy it. It‟s used to raise the
awareness of a particular event, person or object. The photos taken are usually
heavily edited with artificial lighting often used over natural lighting, there can be a
range of different lenses used, depending on the desired effect.
Looking at this promotional photo of the indie rock band, My Chemical
Romance, we can see that artificial lighting has been used to highlight sharp
features and create the desired effect that the band or photographer intended –
for instance, the overall image is quite dark with light and the use of colours in
specific areas that draws an audience in and gives them a sense of what kind of
music the band makes. The photographer has used a normal lens as there isn‟t
much background and the photo is mainly focused on the band members‟
stomach upwards, it also seems as if the band members have had their
photograph taken individually and then put in to one final image.
The last image is a photograph by famous photographer, Chris Killip – he began his
career as a photographer‟s assistant but eventually left to ensue his own non-commercial
work and returned to the Isle of Man to photograph it. After bringing out his own book, he
was asked to take pictures of towns in Northern England and became known for taking
his „gritty black and white images‟ – some of his work was used in, „In Flagrante‟ and has
recently been recognised as „important visual records of 1980‟s England.

3. Promotional
Wide lens you can see
the background just as
much as the people in
the photo.
Ambient light – it’s natural,
it’s outside.
The photograph
is on an angle –
some may call
this an ‘artistic
angle’ this could
be to make the
photo have a
desired effect –
get better
lighting etc.
The
couple
look extremely
happy, this is
probably more
natural
than
controlled but
it could also be
manipulated
too.
Tilt shift lens?
Controlled/manipulated –
they haven’t just been
found in that
pose, they’ve been told
what to do
Has been edited only
slightly – if you look around
the edges it’s darker than
the centre of the photo
where the main focus is.
High street studio
application could also
work due to the fact it’s
a it’s a wedding/family
photo

4. Fashion
The purpose of taking these photographs is to advertise their clothes to the desired
audience, they take pictures of items such as: clothing, labels, merchandise and so on to
go in to magazines, newspapers, catalogues etc. they use the photographs to show off
the items of clothing they have to offer which creates a desired mood for example: during
Summer the clothing colours become very vivid and bright when during Winter, the
clothing colours become sort of cosy, colours like browns and greens.
As we can see in the first photograph, the photographer has used a close up as we can
hardly see any background and it‟s a close up of the model from the chest upwards.
There is definitely artificial lighting involved as it seems to block out any lines or
imperfections on her face though it seems as if the model‟s face has been heavily
airbrushed during post production, the photo is definitely controlled/manipulated to look
calm yet edgy thanks to the black and white, the photographer has told the model to pose
in that certain way. The photo has also been taken on a set, in a studio because there is
nothing in the background and the image is in HD.
The second photograph has been taken using a wide lens, it‟s taking in a lot of the
background rather than just the model, it‟s definitely been manipulated so that the model
is laying down in an array of different coloured material that almost seem to sparkle in
some areas – suggesting there has been post production after the image was taken.
There is a definite use of artificial light otherwise there would be a lot more shaded areas.
This looks like it could have been taken in a studio, on a set because of the nature of the
image, the way that the model is posing suggests the jewellery she is wearing is what the
company is trying to sell, they stand out and catch the audiences eye at first glance, even
with the bright colours – this also creates a calm, soothing mood, it could also suggest
the beauty of the dress in the way that the material around her has been placed and
looks.
The last picture is some fashion photography from the photographer, Nick Knight – he is
amongst the world‟s most influential photographers and is the director and founder of
http://showstudio.com/. His work has been exhibited in places such as: Victoria & Albert
Museum, Saatchi Gallery, the Photographers Gallery and Hayward Gallery – recently the
Tate Modern. His work is definitely unique and eye catching, using the telephoto lens a
lot and there is definitely a lot of manipulation during the post production process.

5. Wide lens – there
is a lot of excess
background image
and not just the
model
Fashion Photography
Heavily edited
Location? Set?
Could be
used for a
magazine, a
gallery, cata
logues?
There are many
different ways a
person could
read this image
•
•
•
The balloons
have carried her
in to the clouds
She has passed
away and is on
her way to limbo
She’s both good
and bad –
contrasting
colours etc.
Artificial light –
giving the desired
effect and
illuminating only
half of her face
The background makes it
look like she’s in the clouds
Definitely
manipulated/controlled
– the model has been
told to pose like that –
the balloons have been
arranged, her clothes
have been selected etc.
The overall effect
seems to be based on
‘black and white’ – the
clothing, the contrast
of the photo
Her face seems to be
almost faded in to
the background –
heavy editing.

6. Photojournalism
The idea of these images is to tell a story for things such as the news, stories
etc. – they are essentially a quick sum up in one photograph. A few examples of
the categories that photographs for photojournalism are: paparazzi, photo caption
and celebrity photography. The photographs are usually taken right there, in
amongst the action.
In this photograph, we can see that the picture has been taken using a wide lens
as not only can we see the celebrity but we can see some of the
background, which involves ore paparazzi trying to take a photo. This picture is
an observational photo, the photographer hasn‟t asked the celebrity to do that
pose for them, it‟s a spontaneous moment where the photographer has taken it
upon themselves to snap a shot of the celebrity, this can be for many reasons.
The light is artificial, it comes from the flash on the camera and the other
cameras, rather than from the scene where the celebrity is being pictured. There
seems to be no editing with this picture which is the norm for photojournalism
photographs.
As we can see in the second photograph, the photographer has used the
telephoto lens to capture this image of Paris Hilton exiting a car, again the pose
and the picture is spontaneous and observational, there is nobody telling her
where to stand, how to pose etc. The light in this photo is more natural than
artificial because they are outside and it‟s day and it is not edited.
Eddie Adams is well known for the photograph, „Saigon, 1968‟ which is the third
image on this page. Eddie Adams photographed 13 different wars, his best work
produced was during Vietnam. This is because he took various photographs of
Vietnamese refugees attempting escape – this changed the American‟s view on
the wars and persuaded Jimmy Carter to grant asylum to over 200,000 refugees.
He served in the U.S. Marine Corps during the Korean War and was trained as a
combat photographer, his mission was being sent to Demilitarized zone‟s to take
pictures one end to the other – he completed the task in over a month.

7. Photojournalism Photography
Wide lens as
there is a lot of
background
For the news?
Not edited
The lighting is
natural/ambie
nt as it’s
outside and
some areas
are quite dark
Can tell a story, pose questions:
Why is he jumping over a fire?
What’s going on?
English flag in the background, why?
What are they doing?
Could be used in
magazines/newspapers
Observational
it’s a snap of
time – nobody
told the people
in the
photograph
how to pose or
what to do, it’s
what they were
doing when the
photo was
taken.
In black and white – old
photo?

8. Portraiture
This is the most common type of photography, it focuses on facial features and
expressions and works on making features stand out. There are a few different
approaches to taking these kinds of photographs:
The constructionist approach: the photographer creates an idea around the portrait, for
example a happy family or a trustworthy employee. This can involve artificial lighting and
post-production.
Environmental: The environment in which the picture is taken, whether that is: work, a
social setting, a family household etc.
Candid: This is taking a spontaneous photo at a random point of random people, letting
the people who see it judge what is going on instead of knowing exactly what is going on.
Creative Approach: Image manipulation is used to create pictures of people, this means
heavy post production and editing.
As we can see in the first photograph, the image has been heavily manipulated – the
producer has used a sort of gritty effect and played around with the saturation levels to
make the final product look good and make the features stand out, the background of the
photo has also been heavily blurred so our attention is directed entirely to the mans face.
It‟s a close up of the mans face, the light doesn‟t look artificial, it looks natural. I‟d say the
approach for this portrait was a candid approach because we can‟t justify what the man
is doing or why he is doing it, we can see he‟s smoking but we can‟t explain why or even
how the photograph was taken and for what reason.
The second image is still manipulated but it‟s not as heavily edited as the first, you can
tell that the family has been airbrushed, the picture is taken in a studio as the background
is clear and has also been blurred so the attention is not taken away from the family
members. Wide lens has been used here as it‟s a close up of the entire family, the
lighting is definitely artificial and the producer has used the constructionist approach.
The last image is a photograph by portrait photographer, Angus McBean – he became
the official photographer for: the Old Vic, Sadlers Wells, Stratford-on-Avon and
Glyndebourne theatres. For a long time he didn‟t take photographs professionally but in
1985, one of his earliest portraits of Vivien Leigh was turned in to a postage stamp thus
giving his career an almighty boost, he died at the age of 86 in 1990.

9. Portraiture Photography
It’s a close up – I think
they’ve just used a
normal lens
It’s been
manipulated, she’s
been airbrushed
It looks like ambient
lighting rather than
artificial
Constructionist approach
used – not sure why she’s
making this face or why –
kind of looks
aggressive/angry – desired
effect?
This looks controlled
because it looks as if this
photograph could have
been taken in a studio and
she’s a model, being
ordered how to pose
Could be used in a
magazine, catalogue or
on a web page
Maybe used tilt shift
lens?

10. High Street Studio
This type of photography in particular involves a range of different types of
applications such as: portraiture and wedding photography. This type is used to
take family photos to use as wall art, the end product has usually been through
post production, artificial lighting is generally used along with a wide lens – this
type of photography is difficult due to high rent making it hard for photographers
to afford studio‟s and ending up having to use home studios.
As we can see in the first photograph, it‟s a form of portraiture as it‟s a wide lens
and it‟s mainly focusing on the face of the current „model‟. It seems as if the
image has been heavily manipulated due to the pose but it could be
spontaneously as it‟s a baby and they‟re effectively unpredictable, but that could
just be the effect of the artificial lighting although certain things like the bright pink
headband seem to be more vivid than the rest of the photo, even if it is the only
thing vividly coloured item in the photo, it still seems Photoshopped.
The second photograph is an image taken from someone's graduation day, the
lighting is artificial but it‟s not nearly as strong as the artificial lighting in the first
image. The photographer has used a wide lens and although the person being
photographed has been told how to pose, the photo doesn‟t seem to be heavily
manipulated and it seems as though there has been little or no post production at
all, the photographer has used a wide lens to capture the background and the
main focus.
Venture is a High Street Studio photography service that offers customers
pleasing, high class end products for use of wall art or to display to others. They
„capture your precious moments in time and beautifully present them I our
stunning hand-crafted product‟.
http://www.venturephotography.com/
The images produced by this company use artificial lighting, some post
production techniques, artistic camera angles, wide lens and a professional studio
to capture the right image with that high class look.

11. High Street Studio
Could be used as:
Wall art
In magazines/newspapers/catalogues
Portraiture
Use of wide
lens – close up
Controlled –
most likely
told to pose
like that or
chose the
pose himself
Manipulated –
the
background
seems to have
been edited
Artificial light –
shining in areas
that accent his
features
Also – his
tattoo’s have a
certain effect
that has been
put on to
them making
them stand
out most in
the image
Post production?
Seems to have
been airbrushed

12. Architectural
This is photographs of structures, buildings or statues etc. these photographers are
usually skilled in using certain equipment and special techniques such as: they
control perspective, emphasise vertical and parallel lines by positioning the camera in
such a way – view cameras are usually used because they are easy to
manoeuvre, normal HD cameras can still be used along with tilt shift lenses to ensure
a perfect end result. The images are then processed and used by
architects, surveyors and different companies, the end photo may or may not be
edited depending on the use.
Looking at the first photograph, it seems that the fish eye lens has been used due to
the curved shape that isn‟t the original image – it could have been taken with a
normal wide lens and then later edited during the post production period – but it looks
more like a fisheye lens has been equipped. It looks like the photographer has
depended on ambient light rather than artificial. This photo looks like it would more
likely be for a web page rather than for a company, it has a certain beauty about it
that would appeal to online viewers but it doesn‟t look professional enough to be
used in magazine/newspapers etc.
In the second picture we can see first off that this picture was taken using a telephoto
lens as it‟s far away and still has a substantial amount of background in it – the light
that the photographer has depended on is ambient, natural. The picture seems
candid and spontaneous but it may have also gone through some of the post
processes – the lighting may have been tweaked to make the photograph look more
professional and eye catching, it looks as if it‟s ready to be put in to a brochure or a
magazine.
Randy Scott Slavin from New York is widely known for his unique photography of city
skylines, instead of the traditional view of a cities landscape following the horizon
line, Randy distorts familiar American cityscapes by joining hundreds of photographs
together to create this desired effect which: “Reminds us that photography does not
always depict things as they actually are.”
http://www.complex.com/art-design/2013/02/the-25-greatest-architecturalphotographers-right-now/randy-scott-slavin
The photographs seem to depend on ambient light using a telephoto lens to get the
whole picture in, the end products have definitely been edited and manipulated to fit
the desired effect.

13. Architectural
Ambient
light because
it’s the only
light
available?
Wide lens – the whole room is
in one picture
Observational
– it doesn’t
seem to be
manipulated
in any way.
Catching the
scene as it is
Artificial light
because it’s
the theatre’s
lights?
Doesn’t
seem to be
edited
Really simple
Could be used
in:
A brochure
Newspaper
Magazine
Online review?

14. Illustration
Photographs are often aided by text – this is to give the reader the story and the
visual representation at the same time, this can be used to influence the reader in
different ways – the use of captions can also come in handy here. The readers
overall view can be changed with the use of illustration.
The first image is a newspaper clipping with a snapshot of the event – of a local
skater who is performing a trick for the cameras. The photograph is taken with a
wide lens as it gets most of the background in along with the overall focus – the
photo seems to be candid and observational and not in anyway controlled or
manipulated because there are no effects and for images in news stories, the
photographs are rarely edited anyway, the light seems to be ambient and with the
use of the image amongst the text, it gives the reader an idea of what occurred
during the event and also something to look back at whilst they read the story.
The second image is actually an image of my own – the text that accompanies
the image tells the reader the prices and the sizes of the clothing in the
catalogue/magazine of EMP. The images are clear yet are most likely edited –
creases may have been edited out of the clothing and the models have probably
had their photo-shoot in a studio and possibly the end products have been
through a post production phase. There is definite use of artificial lighting and it
seems like a wide lens may have been used, although it could be a telephoto lens
considering the image has almost a full person in it.
The last image is another example of illustrious photography, the image is of the
damage done by the Earthquake but the story is relatively un-related – it‟s about a
woman who was cut off from the outside world when communication went down
during a storm – the image is of the destruction but it still shows just how bad the
storm was. The photograph is clear, un-edited and observational.

15. Illustration
Text accompanying the
picture
Old photo?
The colour
Relying on ambient light – it’s outside
Could be used in a magazine, on a web
page, newspapers, even a gallery
Controlled –
the family has
been told
how to stand
and where to
stand
No sign of
manipulation,
just a scenic
view
Wide lens – there is a lot of
the background in this image

16. Medical Photography
Medical Photography does not involve any post production techniques, the
images are usually of medical procedures, injuries and diseases, patients, doctors
and bodies in post mortem rooms also medical areas like: hospital wards. The
photography uses a range of complex equipment and techniques, photographers
use microphotography (close ups) to truly capture every detail, thermal imaging is
used if needed (picks up heat spots etc.), time lapse is used, possibly to show the
healing process of a particular injury – to show the process of a particular
procedure and so on.
The first image is of a nurse checking the heartbeat of this baby in the maternity
ward, the photographer has used a wide lens to capture this, it is a
candid/observational photo as the nurse has not been instructed to pose in any
way, they are going about their duties as usual. The lighting is ambient, maybe
apart from a flash on the camera – but there doesn‟t seem to be any use of flash
here and I doubt there would be any flash due to some patients medical
conditions. As mentioned before, there is absolutely no post production
techniques used in this photograph as the images are supposed to be 100%
trustworthy and essentially un-touched.
The second photograph is taken during a medical procedure, the photographer
has used a telephoto lens to get a detailed end product from a short distance
away, the photo is again candid/observational as the surgeons have not been
instructed to pose like this, this is their job and they are just going about their daily
duties as usual – the light is ambient and there would be no flash photography
used in theatre as it would distract the surgeons and maybe even obscure the
image, again there are no post production techniques as it would deem the end
product un-trustworthy.
Lennart Nilsson started out as a photojournalist in the middle 1940‟s, publishing a
few photo-essays in Swedish and foreign magazines, he arrived in New York in
1953, publishing the first images of the human embryo, encouraging him to take
more – he has devoted his attention to photographing the creation of a human
being (pregnancy).

17. Medical Photography
Candid/Observati
onal – they are
going about their
duties – haven’t
been told to pose
in any way
Natural/Ambie
nt light – the
only lighting is
from the lights
in the
operating
room
Background is
slightly
blurred?
No post
production – no
photo
manipulation
Could be used in:
Magazine
Newspaper
Web Page
Books
Telephoto lens – from a
short distance away – still
captures the main part of
the image

18. Fine Art Photography
This type of photography involves using a wide range of photographic techniques to
get a desired effect/message from the image. As much as fine art photography can
be any variety of things, it‟s usually more popular with: nudes, architecture and
wildlife, final images can have a lot of post production techniques added on to them
or none at all, again depending on the desired effect – the end product is usually sold
in contexts such as being printed and put in to books. The images are usually made
just for viewing pleasure rather than for putting it in to contexts.
The first image is a landscape photograph of an exotic stone-filled beach, the
photographer has used a wide lens to capture this, at first glance this looked candid
and observational however, it seems to have been manipulated during the post
production process – the light would have been ambient but it seems as if it has been
made artificial through post production, possibly in Photoshop. I think both the light
and the colour may have been messed around with to create this desired, exotic look
– for all the viewer knows, the original image could have had a grey and overcast
sky.
The second image is, first of all, in black and white – the overall image seems to
have been captured using the wide lens as it‟s got a lot of landscape captured in the
background. The picture seems controlled/manipulated – I don‟t think this is the type
of situation someone just stumbles upon, it‟s too perfect, too controlled. What poses
a question is, is there any post production techniques here? Has the tree and the
person swinging on the tree been photoshopped in to the original landscape image of
the sea? Or has just the person swinging been photoshopped on to the tree in a
flooded field? Has anything been photoshopped at all? It does seem as if the
saturation levels have been played around with to make some areas darker than
others, the light looks originally natural and ambient but I think because the levels
have been played around with, some light may be artificial.
Florian Ritter is originally a German photographer who captures rough landscapes
and
„people
far
from
known
civilisation‟.
He
also
offers
babies, toddlers, products, furniture and interior photography, he recently moved to
Shanghai with his family. The image that I have chosen to show you by Ritter is
called: Barn America. His images are usually edited with different contrasts – they
are usually in colour, only a few are in black and white.

19. Fine Art
Wide lens?
There is a lot of
landscape
Could be
controlled?
The colours
could be
altered, some
of the tree’s
could be cut
back to see
more of the
structure
Ambient light –
could be
artificial, don’t
think there has
been any
Photoshop or
change
Seems
candid/observational
– seems to capture
the image as it is
Could be used for :
A web page
Galleries
Books
Telephoto lens? There is
a fair bit of background
– not very close to the
main focus of the image

20. Documentary Photography
Documentary photography is usually capturing images for long term products and
multi-strand narratives, maybe for a news story, an article, a newspaper story, a
blog, subjects like this. The images captured are usually observational rather than
manipulated, a range of lenses can be used during this. Using this, it gives the
photographer the chance to show aspects of life and everyday situations for
certain places, people or items – essentially telling a story through images.
The first image is from the photographer, Jason Florio, he has used a wide lens
to capture this image of children in a foreign country playing English football. The
photograph is observational, the children in this photograph have not been asked
to pose like this, this is a spontaneous moment during a random football
game, the light is ambient – the image is in black and white which could suggest
either age or because the image may be used in a newspaper. It doesn‟t seem as
if there has been much, if any post production at all, maybe just a change in the
contrast or maybe even the colour.
The second photograph is by Claire Martin, she usually captures images of
everyday situations from the streets of Vancouver. All of her images are
alike, they‟re very real and each has a story – however, each is edited in some
form, whether it‟s blurring the background making the main focus stand out or
whether it‟s changing the contrast/colour. Her photographs are usually taken with
a wide lens, letting the viewer see a lot of the background, some of her images
look a little staged and manipulated but the majority are observational, the lighting
is usually ambient although depending on how edited the photograph is, it could
be artificial.
The third photograph is by Steve McCurry, he explored the country of India taking
photographs to document the people of India‟s everyday life – his work is usually
captured with a wide lens, the images he produces are usually observational –
taking pictures of everyday life, the images look like there have been a change in
the filter but other than that it‟s natural and relatively un-touched.

21. Use this slide to annotate an archetype image
Captured with a
wide lens
Could be used
in:
Magazines
Newspapers
Web pages
Natural/ambient light
Manipulated?
The colour?
Could have
been taken in
black and
white?
Contrast?
Contrast could
have been
changed so if
it’s put in to a
magazine, the
image isn’t
affected by it
Observational –
capturing the
image in the
moment