The primary thing you discover about commercial advertising pictures is the product, and the way fantastic it looks. Profitable and efficient commercial advertising photographers will be able to create an image which stands out for all the proper reasons, grabs the attention of the target market and communicates the fitting message almost instantly.

However whilst it's straightforward to admire the look of the product and the skill of the photographer, in most cases commercial advertising pictures is just not about what you see, but about what you do not see. You may think that once you look at an advertising image what you are seeing is what the photographer noticed, but that's invariably not the case.

In fact, all of us know that there are tricks of the trade and many individuals will immediately assume that any image will have been doctored using a graphics device equivalent to Adobe's Photoshop, and whilst this may be the case, there's far more happening than meets the eye. One of the first things to understand in commercial advertising is that what you see is almost certainly not quite what you'd see should you have been looking on the product your self in a shop.

Lighting, the setting and plenty of little known tricks of the trade all come into play, helping to create an illusion which doesn't just look real, it really looks more real in some cases than it would in real life. For instance, if you happen to had been looking at a television in a shop then you'd probably either see a complete lot of distracting reflections within the screen, or the television would be on and you'd be watching a picture. In a product image though you are either going to see a screen that doesn't have any distracting reflections in it, or it will look as if it's switched on and displaying a picture.

The difficulty is that in case 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 appear to be so realistic, whilst still being fully totally different to how a standard photograph of a television would look?

To be able to take a photograph of a television switched off commercial advertising photographers will either have a studio which includes a 360 degree backmaterial to remove any doubtlessly distracting reflections, or they will edit the image afterwards, changing the screen with a shaded black rectangle which looks realistic, yet 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 the event you've ever tried this you will know that the consequence will look horrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain can't see - the truth that the image on the screen is only an illusion created by quickly flickering lights. So professional photographers will usually take a screen grab from a computer and then superimpose that onto the photograph of the screen to improve the quality. The ultimate image will look just as you count on it to, although you know that that's not how it would really look if you happen to took a photograph of it.

Efficient commercial advertising photography allows us to be fooled, even when we know that what we're looking at can't be real, despite looking very real. The artwork of illusion and of fooling the eye is a subtle one, because consumers will not be focused on a picture which has been clearly doctored, but will be enticed by an image which they know can't be utterly real. Should you're not sure the best way to achieve the precise balance then it's far safer to leave it in the arms of the experts.

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