The primary thing you discover about commercial advertising images is the product, and how incredible it looks. Profitable and effective commercial advertising photographers will be able to create an image which stands out for all the fitting reasons, grabs the eye of the target audience and communicates the fitting message nearly instantly.

However whilst it's easy to admire the look of the product and the skill of the photographer, in most cases commercial advertising photography is not about what you see, but about what you do not see. You would possibly think that whenever you look at an advertising image what you're seeing is what the photographer saw, however that's invariably not the case.

Of course, all of us know that there are tricks of the trade and many individuals will instantly assume that any image will have been doctored using a graphics software comparable to Adobe's Photoshop, and whilst this may be the case, there's far more occurring than meets the eye. One of many first things to understand in commercial advertising is that what you see is nearly definitely not quite what you would see for those who were looking on the product your self in a shop.

Lighting, the surroundings and many little known tricks of the trade all come into play, helping to create an illusion which does not just look real, it truly looks more real in some cases than it would in real life. For instance, if you were looking at a television in a shop then you definately'd probably either see a whole lot of distracting reflections in the screen, or the television would be on and you would be watching a picture. In a product image though you are either going to see a screen that does not have any distracting reflections in it, or it will look as if it's switched on and displaying a picture.

The trouble is that if you take a photograph of a television, either switched on or off, neither result will look very realistic. So how do product photographers make their images seem like so realistic, whilst still being totally totally different to how a normal photograph of a television would look?

With a purpose to take a photograph of a television switched off commercial advertising photographers will either have a studio which features a 360 degree backfabric to remove any doubtlessly distracting reflections, or they will edit the image afterwards, replacing the screen with a shaded black rectangle which looks realistic, but which would not even exist as part of the screen in real life. However how about taking a photograph of a television that's switched on?

In case you've ever tried this you'll know that the consequence will look horrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain cannot see - the fact that the image on the screen is only an illusion created by quickly flickering lights. So professional photographers will normally take a screen seize from a computer and then superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you expect it to, despite the fact that you know that that is not how it would really look in case you took a photograph of it.

Effective commercial advertising images allows us to be fooled, even when we know that what we're looking at can't be real, despite looking very real. The art of illusion and of fooling the eye is a subtle one, because consumers will not be interested by an image which has been obviously doctored, yet will be enticed by an image which they know can't be fully real. For those who're undecided methods to achieve the fitting balance then it's far safer to depart it within the arms of the experts.

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