1. Photography Applications
Henry Buckham
1

2. Advertising/Promotional Photography
Advertising photography describes photographs that are taken with the express
purpose of selling a specific product or service. Typically, images like this are very
heavily edited, using a variety of artificial light techniques, saturation, smoothing
and post processing techniques that make the product stand out to the viewer.
Advertising appears in many forms, being quite prominent in magazines and the
internet.
Advertising photographs are usually some of the most controlled images in the
industry. Attention is giving to lighting and effects as a good setup can really bring
out the product and it’s features. For example, advertising a car on a blank infinity
curve background with the right lighting can highlight every curve and edge of the
car’s shape, making it look much more stylish and eye-catching than it would in
real life.
Advertising photographs are not limited to an artificial setup. The bottom example
of an Aeroflot advertisement uses an ambient lighting style with elements of some
editing-light rays and the use of black and white which reflects the intended
advertisement, that Aeroflot is a luxurious and stylish airline. The positioning of
the aeroplane in the background is at such an angle that it looks focused and
dominating to the viewer.
A famous example of an advertising photographer is Italian Riccardo
Suriano, who is primarily known for his work with sports manufacturer Nike.
Suriano’s photographs are typically very bold in colour, saturation and glow, and
feature the models in the foreground, in very dominating or confident poses with
the advertised company logos clearly visible to the viewer.

3. Use this slide to annotate an archetype image
Image is extremely
saturated and
colourful with the
colours of the seats
and grass creating
a very bold
contrast.
Model is in a dominating and
confident pose with her head high
and her hands on her hips.
Nike logo is in the
center of the vest
and is black on a
white garmentextremely visible to
the viewer.
The image of the stadium is an observational
set but the model was likely shot in a studio
and then doctored in during production. This
is to add the edge to the image as the model
is in a location that would be difficult to shoot
in real life-hiring an empty stadium may be
very expensive.
Model has been edited to ‘glow’ slightly, giving the
interpretation that she is a heroic or powerful
figure.
There is a large amount of
airbrushing present, as
normal skin in real life
would have all sorts of
spots and
blemishes, whereas the
model has been edited to
have perfect skin.

4. Fashion Photography
Fashion photography is quite similar to advertising imagery in the techniques
used but is more suited to selling clothes and garments to consumers with heavy
usage of models. Typically, many photoshoots use idealized people who
represent what we want to be-tall and handsome for males and beautiful and sexy
for women. This style of photography uses similar cues to advertising, with lots of
artificial light, controlled posing, post processing and editing to make the models
and clothing stand out, and look spotless and unblemished. Fashion photography
is very common in lifestyle magazines, and usually found in catalogues supplied
by large clothing companies such as Next or M&S.
Fashion photography can use both outdoor and studio environments to make the
products stand out. Outdoor environments are usually praised because it allows
us to see the outfit in everyday life. Studio shoots allow us to look at the outfit in
great detail and without anything to steal our attention. Models who work in this
industry are most of the time if not always posed in a very specialised manner
that shows off the clothing in a certain way-males modelling suits seen to the right
are posed in a way that resembles them walking confidently towards the
camera, while women who are modelling clothes tend to be posed in sexy or
stylish poses.
A famous fashion photographer is Richard Avedon, whose works have been
noted for brining out the flair and personality of his models in their shoots, using
intricate editing and carefully altered lighting that highlights his models and the
dominating aspects of the images.
Fashion photography is very important for clothing retailers in selling their wares
as it allows their products to be shown in a light that can’t be achieved by other
products. Seeing the clothes on actual people can encourage potential buyers as
they can ‘see it in action’.

5. Dovima with Elephants – Richard Avedon
The model is placed in the
very center of the
image, allowing her pose to
grace the image and
capture the viewer’s
attention.
Photograph has not been
taken in a studio but what
appears to be the elephant’s
enclosure
‘rule of thirds’ shows the
left elephant in the first
third, the model in the
centre, and the right
elephant in the last.
Usage of the elephants
in this photograph
suggests a down-toearth, natural mood.

6. Photojournalism
Photojournalism is an application of photography that produces images that are
used to tell a story in the news. These types of images are very commonly
observant, and lack an abundance of post-production, making them quite raw and
unmolested in terms of source which usually contributes to the intended
message, as many examples of photojournalism depict war or conflict. As
photojournalism’s intended purpose is relaying news stories in a visual
format, they are most commonly found in newspapers and other news
outlets, such as blogs or websites.
The aim of photojournalism is to tell a story using the image itself, with the story
only providing more info. Viewers should be able to look at a photo like this and
get the message immediately. Photojournalism pictures can vary greatly in their
subject and application, such as sports and lifestyle, but most commonly they are
seen for major new stories around the globe.
These images are very commonly designed to capture the heat of a news
story, or the big events. If a war was being documented via photojournalism, the
photographer would most likely take their photos focusing on the actual
fighting, or the consequences of the war itself, seen in the landscape or civilians.
They are more than often designed to evoke feelings by showing distressing or
graphic scenes. However, this means that sometimes journalists can control the
intended outlook on these events by hiding or censoring certain scenes.
A very famous photojournalist was Eddie Adams, who was the photographer of
the famous Saigon 1968 image seen on the right. The effect of this image was not
just seen in Adams, who said that it haunted him for most of his life, but also in
the American public, who saw that just a single image could change their entire
view on the current Vietnam War. The black & white colours coupled with the raw
unedited nature of the photograph ensured that American citizens saw the true
face of the conflict.

7. Saigon, 1968 – Eddie Adams
Parts of the image are
quite grainy and blurry
which adds a level of
obscurity.
Both figures are in the
center and thus dominant
in attention
The man’s
expression is very
clearly
shown, highlighting
the horror and
anguish.
To add to the very
horrific feel of the
image, the
shooting has been
photographed in a
normal city street.
Both men are against what looks
like a very bleak backdrop, adding
to the melancholic feel of the
image.
The ‘rule of thirds’
rule very much
applies here, with one
third being the man
being shot, the
middle being the gun
and the shooter’s
arm, and the leftmost
being the shooter.

8. Portraiture
Portraiture is the application of photographing people’s faces for a number of
different uses, be it for news stories, documentaries, personal mementos, or for
record keeping. The most common forms of portraiture have always been for an
artistic purpose, and can either be self-portraits or taken by an external
photographer. Other practical uses of portraiture may be photographing a person
for use on official documents or in police records.
The typical setup for portraits can vary but many follow a similar set of rules. Most
if not all portraits are candid as the shots are close up, so the person being
photographed has likely posed or prepared themselves beforehand. The shots
are not limited to the face, and can include the entire body in a variety of poses.
The setting can vary from being a studio to being shot outside, in the person’s
environment or familiar location such as their home. Altered or artificial lighting is
also very commonly used, allowing photographers to highlight the desired
features of the person’s face. This can also prevent shadowing which obscures
certain features.
The typical people that appear in portraits are part of a very wide range. Family
portraits are becoming popular with families as many studios can offer high
quality prints. In past years however, portraits were mostly reserved for famous
figures or high-class nobility who could afford the costs of a photographer.
One of the world’s most famous photographers was Armenian Yousuf Karsh, who
photographed a huge number of celebrities and famous figures over his
lifetime, including the famous portrait of Winston Churchill. Karsh’s photographs
showed a great deal of style and clarity, as well as defining an entire era of
portraiture with his usage of lighting and poses.

9. Use this slide to annotate an archetype image
Focus is on the subject
as the background is
very slightly blurred.
Subject is in the centre
of the picture and facing
towards the camera.
Closeup show’s that
Churchill’s left elbow
was left out in order to
include his full upper
body.

10. High Street
High Street photography is a relatively new application of photography that
describes studios that offer photography services for the public – for a fee people
can have themselves professionally photographed with friends and family.
The main usage of high street photography is getting high quality photographs to
cherish or keep, and they are quite common of gifts. This kind of photography
could also be seen in the studio’s catalogue or website as advertising.
High street photography is very similar to both studio work and portraiture in that
all focus is placed upon the person being photographed, although it is not limited
to their face as many services take photographs of the entire person. The
environment in which these photographs are taken is usually very controlled and
in studio conditions, which means that the models will directed and posed
according to their specifications and the lighting will be heavily controlled to
ensure the best look. These services usually alter their light to bring out the best
of people’s features and sometimes edit them slightly afterwards to clean up their
skin or remove imperfections.
A famous High Street Photographing company is Venture, who now have several
studios around the UK. Venture offers several different packages relegating to
each customer’s tastes. Among the most popular is the packages that poses each
person in a way that reflects their personality-showing that these are photographs
that are cherished by people and meant to represent their family or friends.

11. Use this slide to annotate an archetype image
Family appears on a white
background-indicating usage of post
effects or a white screen in a studio.
Post effects have been added to
remove skin blemishes.
Picture focuses on models
close up, barely any
background visible

12. Studio Work
Studio work is an application defining photographs that are taken in a studio
environment. Usually photographs in this category are taken against a backdrop
(white screen which removes all depth and makes the subject appear in an infinite
environment) Studio work can be found in brochures, magazines and
advertisements, as well as for individual clients.
Studio work is very popular with clients to produce stylish images for a whole
range of uses. This can include things like weddings, school photos, group
photos, and official photography. In these uses you can find a whole range of
techniques that fit the client’s needs, like wide range shots, blur, vignettes and
infinity curves.
The examples show here show each subject on a plain white backdrop to make
sure it stands out. This means that all the studio’s lighting is heavily controlled to
make sure that we can easily see all of the curves and lines of each subject, and
that shadows are no obscuring the view. The full bright effect makes each image
look like it has been taken in a vast void without a background to distract us.
An example of a studio that produces such photographs is Clifton Photographic
operating in York, that produces professional photographs of people and their
families or friends. Customers can choose a wide range of services and
techniques used in their pictures.

13. Use this slide to annotate an archetype image
Model is in
full
shot, nothi
ng is
slightly out
of shot.
Full bright
lighting is
used, as
there are
no
shadows
on the
model
Arms show
lack of
blemish so
they have
been
edited out
in
Photoshop
afterwards.

14. Architectural
Architectural photography is the application of photographing buildings and
structures for both aesthetic and practical purposes. Photographs in this category
will usually be observant and use ambient lighting, however there are some cases
where models of buildings are used, and the lighting and positioning can be
controlled. Architectural photography is most likely to be found is specialised
works, such as magazines, websites or manuals.
Many architectural photos are taken purely for the aesthetic element but some
are taken to show design teams the completed structure, use as examples when
planning another construction, and as inspiration for future projects.
Common rules for architectural photography dictate that photos should be clear
and free from any kind of distortion or warping as these types of photos are used
for professional work, such as reviewing the structural integrity of said building.
Distortion can make certain aspects look much bigger or smaller than they
actually are, and this is of no use to professional bodies.
For example, the building in the top left uses a 3rd quarter view that would allow
viewers to observe both the front and right side of the building, giving a good
overall view, whereas the middle picture gives the viewer just a view of the
building’s façade albeit in a simple and defined style, with all the curves and
features clearly visible.
An example of a architectural photographer is Albert Levy, who was a pioneering
French photographer and worked in both Europe and North America producing
photographs of buildings. In his lifetime he published around 36 famous albums
that contained his works, of various buildings in the US and Europe.

15. Use this slide to annotate an archetype image
No distortion so photo displays the correct
dimensions and structure.
Ambient lighting
used-no set up light.
Photo’s angle shows the entire front of the building, not
slanted or warped.

16. Medical
Medical photography is a diverse application that covers all photographs taken in
a hospital environment, either for the purpose of training fellow medical staff, for
records, or for identifying conditions and injuries. Medical photography can most
commonly be seen in training material as it allows trainee staff to observe what
occurs in the theatre and how to spot conditions.
Medical photography also extends to photographs taken by such as an X-ray
machine or a CAT scanner. These machines produce images that offer a cross
section of the patient, allowing staff to identify injuries such as fractures or breaks
as these will clearly show up in the photograph.
The environments in which these photographs are taken can vary greatly, with the
light being controlled under most circumstances to either highlight the operation
or procedure taking place, or with the special feature of highlighting bones in
black on an X-ray. Most models will be posed in this situation to mimic an actual
operation, or if is a real operation, the models will not be posed and will be doing
their duties.
A third use of medical photography is the application of crime scene photography.
Investigators use photographs of the scenes to crosslink evidence and help solve
cases, as well as for the purpose of recording the incident. An overview
photograph includes a shot of the entire scene, yet a close up image is a detailed
view of something in particular, like the weapon or a blood stain.
A famous medical photographer is Alphonse Bertillon, who pioneered the ‘mug
shot’ photograph. He believed that a shot of a person’s face could hold the key to
their genetics and that they would be able to be traced through a photograph of
their features.

17. Use this slide to annotate an archetype image
Clear shot of
the
operation
taking place
so this could
be used for
training.
Bloom has been used on the
overhead light, making it
appear brighter

18. Illustration
Illustration is the usage of photography to compliment text in books, guides and
manuals with a visual aid, usually in the form of a step by step guide or to give the
reader an idea about the topic. This is quite a wide application and involves many
different subjects as this application can appear in many different genres.
Common rules are that most if not all illustration photographs will be candid and
set up to show the step by step process in clear detail for the purpose of
educating or informing. Usually the light will be controlled as well, directed to
show the process taking place and that it is well illuminated to the viewer.
The first image is from a guide on how to change a tyre. Light has been controlled
here to illuminate the tutor’s hand so that we can see what he is doing, which is
crucial as that is the entire purpose of the guide. Glare has been reduced from
the shiny alloy as to prevent obscuring the image
The second picture follows more or less the same formula. Here, the photos
focus directly on the process with no shots of the tutors or the background. The
lighting is very controlled here, being in a well-lit room with likely an angled lamp
nearby that assures that focus is on the process.
Finally, the third picture follows a similar convention to the previous picture, but
this time seems to adopt a more stylized aspect of lighting, with reflections on the
counter clearly visible. The focus is still on the process with the lighting being
beamed in all directions, meaning that there are no shadows on the work taking
place.
Examples of illustrative photography is the Wikihow website, which hosts
thousands of how-to guides written by users on a variety of topics. Often these
guides are complimented with images that show ach step taking place to add a
visual guide.

19. Use this slide to annotate an archetype image
Images
have
been
brighte
ned
and
touche
d up
for
clarity.
Images are
show in a
procedural
sequence
and in
order.
Shots show process taking place as the main focus, the tutor
is not in the shot and does not need to be.

20. Fine Art
Fine art is the application of using photography for an abstract or artistic purpose
by using a wide variety of techniques, styles and equipment to build the artistic
vision. Usually, fine art is about seeing the world in a different perspective, and
this means that sepia/black and white tones are quite common, as well as
blurring, distortion and other cinematic effects. Fine art is very often seen in
magazines and books, but is also popular in public places, exhibitions and
showings.
For example, the second picture uses several different techniques to make a
simple picture stand out by a lot. Firstly, it is in black and white, which is a feature
some cameras support but can also be the result of post production via
Photoshop. Secondly it features a vignette, an effect that adds a subtle black
border around the photo to make it appear glowing or give the effect of a
spotlight.
Finally, the flower is the only aspect coloured in this photo which adds a layer of
detail and makes it stand out to the viewer, called selective colour. This can be
achieved using infrared photography or in Photoshop.
The third picture uses a very small vignette but this time incorporates a sepia
filter. Sepia is popular in fine art as it can give photos a ‘retro’ tint, which is quite
popular among artists in the 21st century. This photo doesn’t focus on the girl’s
head but rather on the rear of the car, which means that it is ambiguous what she
might be looking out onto and increases the artistic value as it makes us think.
An example of a fine art photographer is Henrik Knudson, whose photographs
represent daily life with people in observant poses and unaltered lighting, also
include usage of techniques such as blur and HDR.

21. Use this slide to annotate an archetype image
Photo uses a
sepia tone
giving it a retro
styling coupled
with the classic
car.
Level of ambiguity with the
image – we don’t know where or
what the model is staring at.
Depth of field is
used as the
background is
slightly blurry yet
the car is clear.

22. Documentary
Documentary photography is an application to tell a story in a series of pictures.
This is quite similar to photojournalism, but the benefit of documentary style
portfolios is that the story can be told over a number of different images, giving it
a natural sense of progression rather than just having one image to represent the
story. Photojournalism is intended for one-shot stories, but documentaries are
continuing stories. They are most commonly seen in newspapers or
magazines, as well as blogs on the internet.
Documentary photography is very often candid and centres around people more
than locations or objects. Thanks to this, many examples are pictures of the
particular subject being photographed in their daily live, often without the
knowledge that they have been photographed. This means that the models will
not be posed in any way, nor will any controlled lighting be used. Most
documentary photos are in black and white, as the lack of colour can strongly
emphasise the emotion being portrayed in the images.
In all three of these images, the subjects appear to be aware that they are being
photographed but have not set up extravagant poses, being captured in their daily
life or routine.
A famous documentary photographer is Ed Thompson, who produced several
series that documented the Syrian refugees from the civil war in their home
country. Thompson used a combination of vignettes and HDR to compliment his
work and bring out the colours in the scenes he captures.

23. Use this slide to annotate an archetype image
Nobody in this picture
seems to be aware
they are being
photographed, makin
g it observational.
Photographer doesn’t focus on a huge scene but a
snippet of this crowd only.