Traditional Culture Encyclopedia - Photography and portraiture - Recently, I am very interested in advertising photography. Can someone teach me some simple advertising photography skills?

Recently, I am very interested in advertising photography. Can someone teach me some simple advertising photography skills?

Advertising photography is a very innovative and challenging job. Photographers should not only pay attention to the image quality of their works, but also constantly use skills to make their works innovative. Nowadays, advertising photography is everywhere, and photography without skills is difficult to impress people. Of course, any means and forms serve the purpose, so does the application principle of towel skill in advertising photography. Proper use of skills will be icing on the cake, and blind abuse of skills will be self-defeating.

First, multiple exposures

Multiple exposure is also called multiple exposure, that is, multiple exposures are made on the same film. In the creation of advertising photography, multiple exposure is a very practical technology, which can arrange two or more images on the same screen to create an ever-changing strange scene. Through multiple exposures, we can expand our expression and complete some problems that were originally difficult to deal with.

Ordinary small and medium-sized cameras can make multiple exposures, but large cameras are most suitable for multiple exposures. The large camera can be adjusted accurately, and the focusing screen is large. You can draw different parts of the subject on the focusing screen or the transparent paper on the focusing screen with a fine pen.

Multiple exposures have certain requirements for the shooting environment, requiring the studio to have good shielding and the background to be a black background with low reflectivity and basically no light sensitivity.

Multiple exposures require precise preparation. Before starting the real shooting, the photographer should not only know which parts of the subject can overlap in order to arrange reasonable lighting, but also draw sketches of different areas in the photo and the final effect. Of course, it seems to take a lot of time to prepare in advance, but sufficient preparation in advance ensures the success of the later shooting and improves the efficiency of shooting and operation.

Exposure control in multiple exposures is an important issue. Multiple exposures are made on a single film through more than ten exposures. Therefore, the control of each exposure is much more complicated than that of a single exposure. At this time, it is very important to make a reasonable analysis and calculation based on experience, picture composition and light distribution.

If the images in multiple exposures overlap, the problem of color overlap will be encountered when using color photographic materials. In most cases, the overlapping of two subject images with different colors will produce new colors, which fully conforms to the principle of color and light mixing. For example, red and green will turn yellow when they overlap in multiple exposures, and various yellows will appear when red and green with different color saturation overlap; Red and blue overlap and become magenta; Green and blue overlap to produce cyan; If the three primary colors of red, green and blue overlap in three exposures, as long as the color saturation is relatively high and the exposure is appropriate, it will become white.

Second, the dynamic performance

Advertising photography can use two methods to perform dynamic performance: one is to freeze the moving moment of the object with a fast shutter, the other is to record the moving track of the object with a slow shutter, and to express the dynamic sense with blur.

1, quick shutter solidifies the moving moment of the object.

The shooting method of freezing the moving moment of an object with a fast shutter is not widely used in advertising photography, because large cameras can't focus automatically, expose automatically and shoot continuously like small and medium-sized cameras, which is inconvenient to use. In order to shoot successfully with a big camera, the key is to make full preparations before shooting, such as determining the best motion position of the subject, composition, lighting and metering, and everything should be prepared to the last details, so that the photographer can concentrate on the motion of the subject when shooting and press the shutter when the motion reaches its climax.

2. At present, however, the widely used shooting method is to record the motion trajectory of an object with a fast shutter. Because the image recorded by slow shutter is often blurred, compared with other real images, the picture is virtual and real, and the dynamic performance is better.

In slow exposure, incandescent lamps are generally used as light sources, and their luminous power is much less than that of flash lamps, so it is possible to expose objects for a long time. Attention should be paid to the brightness of the virtual image during exposure, which is generally lower than that of the clear image, which is beneficial to distinguish the primary and secondary images. Usually, the brightness of the light source when shooting a virtual shadow is lower than that when shooting a real image. At the same time, it should be considered that the brightness of the image is not only related to the brightness of the light source, but also related to the relative motion speed of the camera and the object being photographed. Therefore, it is necessary to reasonably adjust the brightness of the light source and the object when shooting.

If the incandescent lamp is still used to illuminate the real image, as long as the optical film is used, there will be no contradiction of unbalanced color temperature when shooting the virtual image and the real image. However, if you use flash lighting to shoot a real image, whether you use light film or eye film, you need to use a technical color temperature filter or adjust the color temperature of the light source when shooting a real image or a virtual image to balance it with the balanced color temperature of the film.

There are two ways to shoot the virtual shadow, either moving the subject or moving the camera, but when to move the subject and the camera depends on the characteristics of the subject. Generally speaking, the method of moving the camera is relatively simple. It must be clear that both the moving subject and the moving camera must be uniform and smooth, otherwise the brightness of the virtual shadow will be uneven. In addition, in order to emphasize the movement and make the real shadow clear and Ming Rui, the tail of the virtual shadow is generally controlled to be darker.

Third, non-projection light distribution

Non-projection lighting means that the subject has no projection in the film image, which is a common lighting method in advertising photography. Non-projection lighting, if used properly, will often produce a mysterious or strange atmosphere and give people a brand-new visual effect.

Non-projection light distribution is generally to put the subject on a glass table or a translucent table for light distribution. The method of light distribution with glass table is: put a large enough flat glass on the photographic table, put the subject in front of the glass and put background paper under the glass table. After determining the position and composition of the plane, we should not only consider the lighting effect of the subject, but also pay attention to whether the projection of the subject falls outside the range of view. Whether the projection of the subject falls outside the framing range mainly depends on whether the glass table is high enough from the ground. In addition, it is also important that the glass area is much larger than the main body, otherwise the background is difficult to be complete. This background light is usually directly considered by the main light and auxiliary light of the main body. If the glass table is too high from the ground, the illumination of the subject is ideal and the background brightness is not enough, it is necessary to supplement the background light, but care should be taken not to affect the light effect of the subject when supplementing the light.

The method of using semi-transparent desktop light distribution is: put the subject on a semi-transparent plexiglass or plastic board, give the main and auxiliary lights according to the shape characteristics of the subject, and the background light shines upward from below the desktop, so that the projection can be eliminated. Translucent countertops are generally milky white. If you put a color card in front of the light source of the background light, you can produce different colors of the background. When shooting in this way, we should pay attention to the appropriate proportion of light above and below the background. Too strong background light can easily glare the lens and affect the clarity of the image.

Fourth, objects are suspended and fixed.

The objects we usually see in advertising photography seem to float in the air, but they are actually obtained by hanging and fixing the subject. There are usually two ways to fix the subject in a suspended state. One method is to fix the subject on a wooden pole protruding from the background from behind or below. The key to making suspension is to adjust the angle of wooden poles according to the optical axis angle of the lens, so that these brackets are just covered by the subject itself in the photo. Another method is to fix the subject with thin and strong iron wire or nylon wire. Each subject should hang at least three lines to prevent shaking during shooting. Iron wire or nylon wire should be painted with the same color as the background, and attention should be paid to avoid the reflection of iron wire. The difficulty of fixing the subject with iron wire or nylon thread lies in how to stabilize the subject, because any slight vibration and breeze in the room will make the subject swing constantly.

I hope it helps you.