Final Review Flashcards
Module 6: Photography and Advertising
Name the photographer
Horst P. Horst
Module 6: Photography and Advertising
Name the photographer
Edward Steichen
Module 6: Photography and Advertising
Name the photographer
David LaChapelle
Module 6: Photography and Advertising
Process of the image
Halftone Process
Despite the fact that photography existed in 1839, there’s no actual way to mass disseminated in newspapers or magazines into the later 18th century, and this changes in 1870s and 1880s with what’s known as the halftone process.
In this process, a negative is exposed through a screen and interpreted rather than a tonal image as a series of dots.
These dots can be printed by traditional newspaper techniques. So photographic images now can be printed in everyday newspapers. We don’t usually notice the fact that a photograph is actually dots instead of tones. The reason why is our brain interprets the dots and then blends them together to create a tonal range rather than seeing them individually. Colors are used in the same process but had not been used till recently because of the high cost.
How did advertising evolve throughout the 20th century?
Initially, photography-based advertising relied on a very direct approach, clearly depicting and explaining the product and its benefits with one color or even illustrations.
Product marketers began to understand the psychology behind consumption and make products stand out among the newly competitive consumer market .
The new approach focused on the atmosphere, rather than the object, through pictorialist photography – soft focus, dramatic lighting, heavy retouching, stage sets
How did technology in photography effect its use in advertising? Be specific.
Halftone process (which is a series of dots in black-and-white/colors) made mass disseminated in newspapers or magazines available.
Carbon prints made stable color prints possible in commercial photography and used for advertisement.
These images were combined with carbon to create a very stable image. The issue with this process is that it’s very time consuming.
Instant gratification became available after the introduction of polaroid back which eventually was replaced by digital camera.
By tethering, photographers can see the images on a screen immediately to get an idea of what the image looks like and make an adjustment. It gives the a better idea than looking at a tiny screen.
Image focus has shifted more on a concept, rather than focusing on the product by itself
Compare and contrast photographer’s styles.
Adolphe De Meyer
De Meyer was Pictorialist. By the 1930s, he was seen as work of a older age and no longer popular for advertising in fashion photography or commercial photography in general.
Compare and contrast photographer’s styles.
Edward Steichen
Steichen eventually stopped using pictorialist style in his own work. More moderness in style = more sharply focused, highly contrasted images. Because of his willingness to adapt, Steichen continued to work in major publications.
There is no boundary between fine art and photography.
Compare and contrast photographer’s styles.
Herbert Bayer
strong influence of surrealism in his work
Impossible images to actually see in real life. Multiple exposures and clear connection to surrealist style.
*note: Surrealism is a cultural movement that developed in Europe in the aftermath of World War I in which artists depicted unnerving, illogical scenes and developed techniques to allow the unconscious mind to express itself.
Compare and contrast photographer’s styles.
Horst P. Horst
Despite the year gap (nearly 50 years), you can see the strong connection to the same style in the same photographer. The fashion itself might have changed, the use of lighting, the use of tonality, but those images are very similar.
Module 6: Photography and Advertising
Irving Penn
Use of color, more obstructed tones, much closer cropped image. Penn’s style changes considerably throughout his long career.
Module 6: Photography and Advertising
Richard Avendon
In his fashion photography, he strove to have a sense of naturalism in his work. He preferred to not pose the models as much as it has often been done in earlier fashion photography.
Module 6: Photography and Advertising
David LaChapelle
Using the extravagant sets, posed models, bright saturated colors
There is a lot of playfulness in LaChapelle’s imagery. It goes along well with the bright colors, bright use of lighting & crazy sets
Module 6: Photography and Advertising
Annie Leibovitz
Levibovitz started her career as a photographer for Rolling Stone magazine.
As her work evolved, it became more complicated with more extravagant sets, lighting techniques that pushed up the costs of her photo shoots.
There’s a lot of use with sets and lighting. Also, there’s a lot of use of photoshop in digital photography.
