How Are Advertising Photos Created? Can We Trust Them?
Project "Innovations in VET education" is co-funded by the European Union
Introduction to WQ
Advertising surrounds us everywhere – we see it on social media platforms and apps, in search engines, on e-commerce websites, and also on television and in print. In an image-driven culture, creating a good visual advertisement can make a product or brand stand out in the market. It is no wonder that in recent decades, advertising photography has become one of the most important fields of this art.
The simplest definition of advertising photography is: photographs taken to promote a product, brand, or its activities. In practice, advertising photography is divided into different types of photos depending on the photographed objects or models and the way the photo is created.
As you can easily notice, advertising photography is a larger operation within the scope of marketing activities. It involves presenting a product through photography. Such photography is used anywhere that text can also be used. Websites, banners, catalogs, flyers, advertising spaces in newspapers, or television – every distribution medium is a potential space for placing photography. Visualization in marketing is extremely important, so all activities aimed at promoting products, people, services, or companies should be supported by visualization methods. Photography plays a key role in this aspect. It’s important to be aware of this. Photos sell, and that’s it!
Product photos – photographs used to present objects and items:
• Packshot – simple photos of the product, usually taken with proper shadow lighting on a uniform background, with reflections or highlights.
• Shadowless – simple photos of the product on a completely white background, with no shadows, no light effects, properly lit with easy and quick cutting from the background.
• Creative – photos presenting the product in a creative way, in an appropriate thematic setting, often artificially creating compositions that place the products.
• Catalog – photos intended for catalogs or sometimes magazines. Usually clothes, models, etc.
• 360-degree photography – photo/video animation allowing the product to be viewed from all sides. Rotational animations of 360 degrees or 180 degrees are possible.
Food photography – photos of dishes, food, and drinks.
Interior and architectural photography
Image photography
One of the most important things in product photography are the so-called tricks. You see a beautifully dewy bottle, and you think it’s because it was just taken from the freezer? You see a perfect apple and think it was just picked from the tree? Exactly, you think. To make products look this appetizing, a range of tricks and techniques are used, such as glue, glycerin, sealants, or hairspray.
During shoots, threads are used to suspend various elements, and the entire set is often glued together with tape. Being a product photographer goes hand in hand with being a builder. Often, we have to suspend, hang, attach, join, or construct. Knowledge of engineering and a fondness for DIY may come in handy in this field of photography.
Practice makes perfect. Simple, but true. Learning the theory is not enough. Without practice, nothing will come on its own.
• ADVERTISING PHOTOS ARE ALWAYS SPECIALIZED
• FOOD PRODUCTS CAN OFTEN NOT BE EATEN FROM PHOTOS
• THE PRODUCT IN THE AD SHOULD ENCOURAGE PURCHASE, NOT REFLECT REALITY
Remember, to make a photo look good on social media, it must have the right proportions.
Remember, advertising photos should evoke emotions and make people react – I want that too!
Information for the Teacher
This WebQuest is designed for students in vocational schools and technical colleges with an IT focus. Its purpose is to introduce students to techniques used in advertising photography.
Students will work in two stages. In the first stage, they will prepare presentations on advertising photography, and in the second, they will take their own advertising photos of selected products.
Through this process, students will:
• Learn how to take photos for their own products
• Learn the tricks used to influence consumers, which will make them more resistant to these techniques
• Have the opportunity to test their skills by preparing an advertising photo
Students will work both independently and in groups, allowing them to practice both group work and individual tasks. The work will be done under time pressure.
Suggested time for completing the WebQuest:
Students will work on the project for 13 class hours
Evaluation Criteria:
The evaluation will focus on how thoroughly the topic is covered. The goal is to prepare and guide the students to the right knowledge that will ensure the maximum grade (5). Exceeding this level will result in grade 6.
Evaluation:
The teacher will help students analyze the content together until they fully understand it. The teacher will provide help, advice, and explanations, rather than offering ready-made solutions. This method will be a good way to foster independent action and creative thinking.
