2. Definition: Its sole purpose is to sell a PRODUCT, SERVICE, or even LIFE STYLE. Because it is for this reason, the photograph has to quickly grab the attention of the Target Market Group (TMG) as quickly and as obviously as possible. We are going to look at 3 different advertising areas: Fashion Photography Fashion Photography Food Photography Food Photography Still life Photography Still life Photography

3. Fashion Photography Fashion photography is a genre of photography devoted to displaying clothing and other fashion items. Fashion photography is most often conducted for advertisements or fashion magazines such as Vogue, Vanity Fair, or Allure. Over time, fashion photography has developed its own aesthetic in which the clothes and fashions are enhanced by the presence of exotic locations or accessories. This was the initial and central intentions of Fashion photography, however as it has developed, most notably from the start of Vogue and Harper’s Bazaar, it has developed into an art form of its own with the specialist photographers becoming artists in their own right. Some of the great Fashion photographers past and present, include: Edward SteichenCecil BeatonMartin MunkacsiPatrick DemarchelierMario TestinoNick Knight Edward Steichen, Horst P. Horst, Cecil Beaton, Irving Penn, Martin Munkacsi, Richard Avedon, Patrick Demarchelier, Steven Meisel, Mario Testino, Peter Lindbergh, Nick Knight and Annie Leibovitz.

4. Studio....

5. Location...

6. The Pose...

7. The Composition.....

8. The Lighting....

9. Food Photography Food photography is a still life specialization of commercial photography, aimed at producing attractive photographs of food for use in advertisements, packaging, menus or cookbooks. Professional food photography is a collaborative effort, usually involving an art director, a photographer, a food stylist, a prop stylist and their assistants Remember that food relies on all senses when being consumed...so to sell it you need to focus dramatically on the visual cues that trigger the want in the viewer. Under hot studio lights, with hours of positioning, shooting and re-shooting, it will come as no surprise that there are a few tricks to food photography. To name a few: Creating steam with cool air nebulizers or a combination of chemicals that give off smoke that gives the appearance of steam; Using mash potato as ice cream, only if ice cream is not the food that is being advertised Adding water to beverages so light will filter through better and add sparkle to the drink, White glue may be used instead of milk.

10. Lighting...... One of the best places to photograph food is by a window where there is plenty of natural light – perhaps supported with flash bounced off a ceiling or wall to give more balanced lighting that cuts out the shadows. This daylight helps to keep the food looking much more natural.

11. Props....... Pay attention not only to the arrangement of the food itself but to the context that you put it in including the plate or bowl and any table settings around it. Don’t clutter the photo with a full table setting but consider one or two extra elements such as a glass, fork, flower or napkin. These elements can often be placed in secondary positions in the foreground or background of your shot

12. Modern....

13. The tricks.....

14. Still life Photography Still life photography is the depiction of inanimate subject matter, most typically a small grouping of objects. Still life photography, more so than other types of photography, such as landscape or portraiture, gives the photographer more leeway in the arrangement of design elements within a composition. Still life photography is a demanding art, one in which the photographers are expected to be able to form their work with a refined sense of lighting, coupled with compositional skills. The still life photographer makes pictures rather than takes them. Knowing where to look for propping and surfaces also is a required skill

15. Lighting and composition....