history of photography unit 9 study guides

What's This Unit About?

• Explores the role of photography in the fashion and commercial industries
• Examines how photography is used to promote and sell products, services, and lifestyles
• Investigates the artistic, technical, and business aspects of fashion and commercial photography
• Covers the historical development and evolution of these genres from the early 20th century to the present day
• Discusses the impact of fashion and commercial photography on popular culture, consumer behavior, and societal norms
• Highlights the work of influential photographers who have shaped these fields
• Considers the ethical implications and controversies surrounding the use of photography in advertising and marketing

Key Concepts in Fashion & Commercial Photography

• Advertising photography: Images created to promote and sell products or services
• Editorial photography: Images that accompany articles in magazines, newspapers, or online publications
• Lookbooks: Photographic collections showcasing a designer's latest fashion collection
• Catalog photography: Images used in print or online catalogs to display products for sale
• Lifestyle photography: Images that depict a particular way of life or aspirational lifestyle associated with a brand or product
• Product photography: Images that focus on showcasing the features, benefits, and details of a specific product
• Brand identity: The visual elements (including photography) that create a consistent and recognizable image for a brand

Historical Context and Evolution

• Early 20th century: Fashion photography emerges as a distinct genre, with photographers like Edward Steichen and Cecil Beaton pioneering new styles and techniques
• 1920s-1930s: The rise of fashion magazines like Vogue and Harper's Bazaar creates a demand for sophisticated fashion photography
• Post-World War II: The economic boom and the growth of consumerism lead to a surge in advertising and commercial photography
• 1960s-1970s: The "youthquake" movement and the influence of counterculture bring a new energy and experimentation to fashion photography
• 1980s-1990s: The supermodel era and the globalization of the fashion industry result in increasingly glamorous and aspirational imagery
• Digital age: The advent of digital photography and post-production techniques transforms the industry, enabling greater creative possibilities and faster turnaround times

Influential Photographers and Their Work

• Richard Avedon: Known for his minimalist, high-contrast portraits of celebrities and models (Dovima with Elephants, 1955)
• Irving Penn: Celebrated for his elegant, carefully composed images that blended fashion and fine art (Girl in Black and White, 1950)
• Helmut Newton: Controversial for his provocative, sexually charged photographs that pushed the boundaries of fashion photography (Sie Kommen, 1981)
• Annie Leibovitz: Renowned for her intimate, narrative-driven portraits of celebrities and public figures (Whoopi Goldberg in Milk Bath, 1984)
• Mario Testino: Influential for his vibrant, sensual images that captured the energy and glamour of the fashion world (Princess Diana, Vanity Fair cover, 1997)
• Steven Meisel: Prolific and versatile, known for his cinematic, often provocative editorials and advertising campaigns (Sex, Madonna's book, 1992)

Technical Aspects and Equipment

• Cameras: Medium and large format cameras were traditionally used for their high resolution and detail, but digital cameras have become the norm in recent years
• Lenses: Wide-angle lenses for environmental portraits, telephoto lenses for compression and bokeh, and macro lenses for close-up product shots
• Lighting: Studio lighting setups, including softboxes, umbrellas, and beauty dishes, are essential for creating the desired mood and aesthetic
  • Continuous lighting: Used for video and live-action shoots
  • Strobe lighting: Used for still photography, offering greater control and power
• Post-production: Digital editing software (Adobe Photoshop, Capture One) is used extensively for retouching, color grading, and compositing

Artistic Styles and Techniques

• Glamour photography: Emphasizes beauty, luxury, and aspirational lifestyles, often featuring models in elegant poses and settings
• Street style photography: Captures fashion as worn by real people in everyday settings, showcasing individual style and trends
• Conceptual photography: Uses symbolic or metaphorical imagery to convey ideas or narratives related to fashion or branding
• Minimalism: Strips away extraneous elements to focus on the essential qualities of the subject, often using clean lines, neutral colors, and negative space
• Surrealism: Incorporates dreamlike, irrational, or unexpected elements to create a sense of mystery, fantasy, or subversion
• Narrative photography: Tells a story or evokes a specific mood through the use of props, settings, and model poses

Industry Impact and Business Practices

• Advertising revenue: Fashion and commercial photography are critical drivers of revenue for magazines, brands, and advertising agencies
• Collaboration: Photographers often work closely with art directors, stylists, and other creative professionals to bring a vision to life
• Licensing and usage rights: Photographers typically retain copyright over their images and grant specific usage rights to clients for a fee
• Stock photography: Pre-existing images that can be licensed for use in various contexts, providing a cost-effective alternative to custom shoots
• Social media: Platforms like Instagram have become essential for photographers to showcase their work, build their brand, and attract clients
• Influencer marketing: Brands increasingly partner with social media influencers to create authentic, relatable content that resonates with target audiences

Ethical Considerations and Controversies

• Body image: The use of extremely thin or digitally manipulated models has been criticized for promoting unrealistic beauty standards and contributing to eating disorders
• Diversity and representation: The fashion industry has faced scrutiny for its lack of diversity in terms of race, age, size, and gender identity
• Cultural appropriation: The use of cultural symbols, clothing, or accessories in fashion photography without proper context or respect has been called out as insensitive and exploitative
• Sexualization and objectification: Some fashion photography has been accused of objectifying women and reinforcing harmful gender stereotypes
• Environmental impact: The fashion industry's reliance on fast fashion and disposable trends has come under fire for its negative impact on the environment and labor practices
• Copyright and intellectual property: The ease of digital reproduction and sharing has made it harder for photographers to protect their work from unauthorized use or infringement