The so-called commercial photography is the photography with the market as the core. Entering the field of commercial photography is a challenge to a person's photography level, aesthetic taste and concept. It is a hard road full of sweat, and it is easier to get a sense of accomplishment and rich returns.
Commercial photography is divided into:
Food photography: cakes, dishes, drinks, fruits and vegetables.
* Indoor photography: scene display, exhibition layout, factory workshop.
Architectural photography: modern architecture, classical architecture and community environment.
* Clothing photography: shoes and hats, fashion, swimming.
Large-scale mechanical photography: cars, planes and ships.
Commercial landscape photography: various landforms, seasons and climates.
Photography for business people: all genders, ages and occupations.
* Commercial still life photography: glassware, metal products, etc.
Moreover, what commercial photography needs to shoot:
1. convey the necessary information and explain the theme of the advertisement.
Photography in advertisements can attract people's attention.
3. Choosing the right target readers when shooting advertising pictures can improve the advertising effect.
4. Images impress readers with wrong information.
With the development and progress of today's society, works should still pay attention to the sense of the times.
First of all, fashion
Fashion can be regarded as one of the cores of market economy and the first choice principle of consumer behavior. Therefore, manufacturers of various commodities, especially manufacturers and suppliers of clothing and cultural products, consciously use fashion principles to guide consumers and cultivate the market. Commercial photography without fashion, if anti-fashion is not made into a fashion force, it will be difficult to find living space.
In fact, a large part of commercial photography is fashion photography, and the most typical ones are photo photography in fashion magazines and portrait photography in studios. The readers of fashion magazines are fashion groups represented by urban white-collar workers, and the pictures of magazines are bound to pursue the most popular aesthetic taste at present to meet the tastes of readers. For a fashion photographer, perhaps the most important thing is not the simple superb skills, but the sensitivity to fashion, and the close combination of his aesthetic preferences, shooting concepts and popular elements.
Whether it is a wedding dress or an artistic photo, the style of portrait photography in the studio is perhaps the most dramatic change in all photography categories. Because of catching up with popular styles and considerable market and interest space in the studio industry, it has attracted more industry media, training institutions and industry associations to participate, providing photographers with rich training and cooperation opportunities, and also improving the public taste of studio photography to a certain extent. Wedding studio photography used to be considered as a profitable industry, but it turns out that in this field, whoever can stand at the forefront of fashion and guide fashion with patterns that customers are willing to accept is likely to get the highest profit. If you follow others step by step, you may only be able to barely maintain it.
Due to the participation of mass media, portrait photography industry provides a good example for commercial photography: making the photographer himself a popular element. With its wide readership, mass media cooperates with authoritative organizations to select photographers. After being recognized by consumers, the excellent photographer they introduced became the foundation of fashion-he photographed fashion and advanced, realized the benign interaction between photographers and fashion, and greatly improved the gold content of commercial photography.
Even in photo photography, which can best reflect the photographer's personality, fashion still shows great power. The positioning of popular magazines is relatively based on readers' preferences, and with the change of social life style, the improvement of life quality, the participation of a new generation, and the external influence mainly from Europe and America, readers' aesthetic level and interest will also change. Popular fashion magazines in China have developed from early clothing to include film and television animation, tourism geography, business finance and so on. The demand for pictures is expanding rapidly. According to the tastes of different magazines and their readers, pictures are required to have a distinctive creative style on the basis of fashion.
Advertising photography doesn't seem to directly serve fashion. Its purpose is to publicize an idea and sell a product, so it must have the power to impress people in order to play its expected role. One of the means to impress people is to use popular elements to make these things familiar and accepted by the audience and become a bridge between consumers and products or services.
Second, creativity.
Commercial photography undoubtedly belongs to the category of creative industries. Different people may have different understandings of creativity, but for commercial photography, the driving force lies in injecting creativity into the photography industry, and the process lies in comprehensive innovation from content to form. Commercial photography requires that photos can attract the attention of the audience at the first time, have the power to impress people, and achieve the effect of being deeply rooted in the hearts of the people. The unique creative effect has become the basic means of winning by surprise.
In the initial stage of product advertising photography, the requirement for photographers may be to shoot the products clearly, but in the mature and increasingly competitive advertising market, advertising photographers must have one or two "unique skills" to gain room for survival and development. The advertising photography industry attaches importance to creativity because many advertising photographers put forward the concept of "design photography", which combines advertising photography with advertising creativity, graphic design and film and television creative design. From the perspective of "design photography", the basic "photography" action of pressing the shutter is no longer important. It is important to make a mature creative plan, carefully manipulate the photographic picture and properly use the photographic language such as color, line, texture and brightness before pressing the shutter, according to the idea of the merchant, his own understanding of the product, the understanding of the product communication mode, and the grasp of the consumer's psychology, acceptance level and aesthetic taste.
Generally speaking, due to different customers, photographers can fully display their personalities in their photography creation, and their works are more creative than product advertising photographers. At present, there are a considerable number of professional or semi-professional photographers in China, covering almost all shooting subjects. However, for photographers, the same subject matter may be handled in a completely different way. For example, scenery, some people pursue postcard-style brightness and splendor, some people pursue injecting human sadness or joy into the scenery, and some people pursue very extreme aesthetic effects. Besides the illustrations of fashion books and magazines, the most important thing in photography is the creation of humanities and photo photography. Because digital photography has greatly lowered the threshold of photography, more non-professional photographers have entered the field of photo photography, fully demonstrating their personality and ideas through photography and pursuing a higher sense of accomplishment; Digital photography has also brought more creative means to photo photography, especially for artistic and aesthetic pictures. Digital post-processing is almost more important than shooting.
Some internationally renowned photographers attach importance to creativity, which is also reflected in their requirements for cooperation with stylists and creative planning. They believe that innovative and passionate creative planning copy, exquisite lighting and landscape modeling design are the basis for obtaining excellent works. In the field of wedding portrait photography, the pursuit of perfect creativity has always been one of the core factors to promote fashion and form fashion. Of course, there are countless photo studios of different levels, large and small, and it is impossible to require every photographer and makeup stylist to have a high level of creativity. Generally, the existing high-level creative achievements are adopted by purchasing model photos. From another perspective, a studio with a high level of creativity can "walk in front of the trend", lead the fashion and be invincible in the competition.
Third, artistic sense.
Photography creation has very distinct artistic creation characteristics, the most prominent performance, in addition to emphasizing image thinking, is to attach great importance to innovation and individuality. For a photographer, he may find that innovation and individuality are two sides of the same thing. He respects individuality in his photographic creation, so he shoots innovative works. Commercial photography is different for different people. Maybe it's a job in a photo studio to make a living, maybe it's an advertising shoot that must absolutely obey customers' opinions, or it's possible to shoot what you like at will on the road of life, because the passionate photos taken by photography and love for life are taken by photography companies or newspapers and magazines ... So, learning commercial photography doesn't need any worries, nor does it need any preset preconditions or conditions. This is a magical world, and it is also a world that anyone can enter.
Of course, in addition to the above conditions, there are also strict requirements for photographic equipment. Although many photographers are really proud of having the most advanced photographic equipment and mastering various photographic techniques, technology is definitely not the purpose of commercial photography. Commercial photography, especially its main component, advertising photography, may have the highest requirements for equipment and technology.
Of course, this is because advertisers, the entrusting party of product advertising photography, put forward strict requirements for image quality. The higher the image quality, the clearer the details of the product, the more profound, rigorous and even "high-tech" impression on the audience, and the better the advertising effect. Therefore, for a commercial photographer, if he lacks basic skills, such as fashion and creativity, he may become a tree without roots. In the digital age, the demand for equipment for product advertising photography is as follows: large advertising photography companies will buy expensive digital backs for ordinary photographers, and ordinary photography studios will try their best to equip them with 120 digital cameras or top-class 135 digital cameras. The emphasis on technology, in addition to full creative preparation, rigorous composition, accurate exposure and color temperature control, is also reflected in the high attention to post-processing. Generally speaking, photographers with medium business will equip themselves with one or more post-digital professionals. Mature commercial photographers, as long as conditions permit, will learn computer image processing technologies such as PHOTOSHOP and give full play to their creative level.
Let's analyze the common cameras on the market:
* DSLR digital camera refers to a single-lens reflex digital camera, that is, digital, single lens, lens lens and reflex. Excellent imaging quality is the first reason why many consumers favor DSLR. The lens of DSLR can be changed according to the shooting theme. The lens of consumer cameras cannot be replaced, and the lens quality is much worse than that of DSLR.
* There is no clear concept of card cameras in the industry. Only those small shapes, relatively light bodies and ultra-thin and fashionable designs are the main standards to measure this kind of digital cameras. Among them, Sony T series, Olympus AZ 1 and Casio Z series should all belong to this field.
Card digital camera can be carried around, not bulky; Put them in the pocket of a suit on formal occasions, which will not deform the coat; Ladies' handbags are no longer difficult to find space to squeeze; On other occasions, it is acceptable to put the camera in the pocket of jeans or simply hang it around your neck. Although their functions are not powerful, the most basic exposure compensation function is the standard configuration of ultra-thin digital cameras. Coupled with the area or spot metering mode, these little things can sometimes complete some photography creation.
Ps: Card machine is an indispensable opportunity to travel abroad.
* There is no clear concept of wide-angle camera, and even I am not sure whether there is such a camera. I think you mean cameras with wide-angle lenses. A wide-angle lens refers to a lens with a wider field of view.
For an exaggerated example, you may understand that the fisheye lens is a special wide-angle lens, an extreme wide-angle lens, that is, a wide-angle lens in a wide-angle lens, and "fisheye lens" is its common name. A lens with a very short focal length and a viewing angle close to or equal to180.
This creates conditions for shooting a wide range of scenes at close range: the fisheye lens can produce a very strong perspective effect when shooting the subject at close range, emphasizing the contrast between distance and small, making the shot picture shocking and infectious; The fisheye lens has a large depth of field, which is beneficial to show the long depth of field effect of photos.
Because the fisheye lens belongs to a wide-angle lens, the wide-angle lens has all the characteristics of the fisheye lens I just mentioned, but the characteristics of the fisheye lens are more exaggerated. As for the wide-angle camera, it should refer to the camera with these lenses-_-||
* A telephoto camera is a camera with a telephoto lens. The full name of telephoto lens is telephoto lens, which refers to a photographic lens with a longer focal length than a standard lens. Telefocal lenses are divided into ordinary telephoto lenses and ultra-telephoto lenses. The focal length of ordinary telephoto lens is close to that of standard lens, while the focal length of ultra telephoto lens is much larger than that of standard lens. Take 135 camera as an example, the photographic lens with a focal length of 85 mm-300 mm is a normal telephoto lens, and the lens with a focal length of more than 300 mm is a super telephoto lens.
In short, in layman's terms, lenses about the same size as what you see with your eyes are standard lenses. A lens that you see more than your eyes but is very small is a wide-angle lens. A lens that sees less than your eyes but is bigger is a telephoto lens.