Photography mini assignment

Evaluation. 

The picture on the right was taken using a Mamiya RB67 SD Pro camera, I'd never used a camera like this before but i really liked it, it was fairly easy to use and i'm happy with the final product. To develop the pictures we had to go in to the dark room. When developing the image of me up against the wall, i first developed it but it looked to simple, so i added done some contrasting, so that the image brings my body forward so it looks more realistic and not so flat. After putting my image through the developer, wash and fixer, then after drying the image, i then took it to a computer to scan on to it.

To create the actual layout i used Photoshop. I made the page A3 then rotated in 90. After my page was ready, i made sure to do a line down the middle so that my images would be symmetrical. After adding the photos on to the page and adjusting them to the right sizes, I edited the contrast and brightness on the image on the right as it felt it was too dark and didn't contrast well with the other image. In this image i'm staring of to the side not really concentrating on anything, so i decided to have the writing ''in a world o my own'' as i think that I look like i'm daydreaming in the picture so the text works well with it.  I had a little bit of head space so i placed the text up there instead of on my actual body. For the other image, i didn't adjust the brightness or contrast as i felt the brightness was fine and i had adjusted the contrast during the developing stages. I did crop the image then drag it to make it bigger as i looked to distant and far away from the camera. I really like that there is a beam of sun shining in to the image, this wasn't planned, but i'm happy with the way it came out. I decided t use that text because it is one f my favorite quotes, also because in the image i look like i'm backed up against the wall just looking out and thinking which is just like what the quote says to do.

If i were to do this whole process again i would try to change the images up a bit. If i were to take the image of me up against the wall again, then i'd want the camera closer and more to the side of me so it's a side profile shot. If i were to take the main portrait photo again, i'd possibly have me looking down at the floor and not smiling so that it really does look like i'm in a world of my own and not focused on anything.

Photography mini assignment

Research in the photographers work.


Lee Friedlander

Lee Friedlander began photographing the American social landscape in 1948.


Friedlander studied photography at the Art Center College of Design located in Pasadena, California. In 1956, he moved to New York City where he photographed jazz musicians for record covers.


Some of his most famous photographs appeared in the September 1985 Playboy, black and white nude photographs of Madonna from the late 1970s. 


While suffering from arthritis and housebound, he focused on photographing his surroundings.

Angela Adams.

Photography has been a part of her life since the age of eight when her father bought her a Brownie box camera.

Her other passion is writing, so over the decades she's combined both in her career, providing non-fiction copy and associated photographs for local and national publications, county magazines, books and websites.

For her each photograph she shoot tells a story, recording an emotive slice of life that captures the very essence of the people and places pictured. 

Her preferred medium of expression is innovative portraiture, photojournalism and black and white processing.

She believe each photograph should stand alone and possess integrity – so over the years she's developed a style which has won a selection of awards.

She's based in South Norfolk and work mainly throughout East Anglia.

Photography mini assignment

Equipment used in a photography studio.


The Lights
Decide what kinda of camera you'll be using. Bigger cameras need smaller apertures to get adequate depth of field and need more light. Decide how big your subjects are going to be. Head-and-shoulders portraits require much less lights.


Hot Lights
Advantages;

• you can always see what you're going to get, even if you mix with ambient light. In the film days, you wouldn't need Polaroid tests, fancy meters, and a good imagination. In the digital age, you can spend more time looking at the subject and less time at the back of the camera.
• you can use hot lights with movie, video, and scanning digital cameras

Disadvantages;

• heat. Thousands of watts of heat that make the photographer sweat, the models sweat, and the props melt.
• tungsten color balance. Kodak makes some nice tungsten color slide film but if you don't like it, you'll have to filter your lights and lens like crazy to use your favorite color films.
• limited accessories. It is much easier to control a light source that isn't hot enough to light paper on fire. You can experiment with electronic flash without burning your house down. With hot lights, you must make sure that your diffusers, soft boxes, umbrellas, etc. can handle the heat. 

Warm Lights.

It is called the fluorescent light bulb. For most of the 20th Century, fluorescent lights had a spectrum that was too peaky to give natural-looking color with film cameras. 

Fill light.
makes a shadow


Main Key light.


The Background
The basic professional background is seamless paper. This comes in rolls 53", 107", and 140" wide. 


Equipment used in a dark room. 

Enlarger is a piece of equipment that projects an enlarged lighted image from a negative onto an easel. It works with a timer and an f-stop to control the amount of light. There is no negative shown in this image, but it would be on the metal strip under the lamp.

The Negative holder holds the negatives firmly and allows the correct negative to be positioned properly for the enlarger.

The Easel holds the photographic paper under the enlarger. 

Image magnifier is a piece of equipment used to see if an image is in focus as it is projected from the enlarger. It sits on top of the easel, before paper is inserted into it, and diverts the projected light up to the eye piece where it can be viewed.

Enlarger Timer is used to set the amount of time that the enlarger lamp is projecting an image onto the photographic paper. 

TV advert production.

Task 4.


As my advert is targeted at young students, I feel that they'd be more inclined to like an advert if it wasn't too serious. So i intend to make my advert not so serious and fairly funny. The slogan for my drink is ''Inferno, the solution.'' so i wanted to base my advert around a scenarios that a teenage would be in, then once they drink the drink it will help them and be the solution. I thought of many different scenarios  that a young male might go through and i thought the most popular would probably be something to do with girls. So I came up with the idea of a male playing the character of a not so popular student who is jealous of other guys getting all the attention from the girls, but once he pulls out a can of inferno, all the girls notice and are interested and start to flock over to him and the popular guys are left with no attention from the girls. I thought this idea was light hearted and humorous and could be relatable to some of the target audience.

I wanted to make sure the advert would be shot somewhere where the target audience could relate to it, at first i thought about the college, but then i felt that was a bit to obvious, so i decided i'd like it to be shot at a bus stop. Bus stops are used my the target audience a lot and when you sit at a bus stop, most the time you are thinking or watching other people, which is what this character will do. I want to have the main character lent on the end of the bus shelter, with his hands in his pockets looking sad, then another 2 guys appear with a group of 4 girls, they sit down in the bus shelter bus the other end. I want them to all be laughing and joking around. The main character will look at them and roll his eyes before going in to his bag and pulling out his can of inferno. After his open the can, i want the camera to cut to a shot of the girls all looking up suddenly at him and wondering whats in his hands. To make the advert more humorous, i wont the girls to not walk to him quickly, but walk slowly so it's like they are being attracted to him like a magnet. Once they reach him, they all look at the can and wonder what it is, before looping there arms in his and acting all flirty with the main character, then we'll cut to a shot of the other popular guys looking all annoyed and storming off, then finally end on a shot of the main guy looking all smug and holding his can of inferno up to the camera.

To make sure my advert appeals to my target audience, I made sure that the location was relatable to the audience and not. Also, as my drink is being targeted at males, i wanted to make sure the main characters are males so that the audience could almost imagine themselves in the characters position. The clothes that the actors will be wearing, will be everyday wear that a student would wear, not all dressed up formally like they are going to an office job. I don't want any music playing throughout the advert, but once the character holds up the drink to the camera at the end, I'd like a voice over of a deep male voice saying the name of the drink and the solution, so that it sounds bold and stands out. The editing will be fairly quick, i don't want many long shots as i don't want the audience to get bored. I definatley want lots of close ups of the drink and facial expressions as they are the most important things, other than that, most shots will be medium or long shots. I would like to use a medium long shot for when the girls are walking across to the main character.

TV advert production.

Task 2.

The two adverts I decided to research in to more and analyse are the very iconic ''the holidays are coming'' coca cola advert and the also very iconic postman roof collapse tango advert. I decided to pick these two as they are both very different and they both target the audience I would like to target in my advert. 


Firstly, I'll start with the Coca cola advert. This advert has been extremely popular for years, and is most definitely one of coca cola's most memorable TV adverts. The whole advert represents Christmas and that the holidays are coming. The journey that the lorry take represents the excitement and build up to the holidays coming, i think this could also represent the drink, coca cola, because it's saying that the drink will be worth the wait once you've drunk it, most people love Christmas and the build up to it, so this advert could be representing the journey in which you buy the drink and drink it. I think this advert represents family very well, Christmas is associated with family and you also see the father and son in the car, as well as a house all lit up. By representing family, it's showing that this drink can be for everyone. Christmas is a time to celebrate for most people, so it's also representing that the drink can be drunk when there is a time to celebrate and that it's a quality drink. 


The target audience for most of coca cola's adverts are the younger generation 13 - 24 year old but I feel this advert could be suited to an even younger audience, as younger kids love Christmas and Santa Claus, so i feel this advert is fun and exciting for them to watch. Also, you see the young boy with his father looking happy and in amazement at the lorry. I think this advert targets their audience extremely well, the music they use sounds young and current, but it also has a Christmas feel to it, which is very popular. By using the whole Christmas theme it instantly attracts the target audience as that age range appreciate and look forward to Christmas more than others. Also, like i said further up, Christmas is associated with family time, parties, celebrating, just fun good times, which is what the target audience enjoy to do. 


Coca cola are a very well represented brand and up hold a strong positive image and I feel this advert definitely reaches those standards. This adverts gives the brand a good image as it's very family friendly, which doesn't suggest that it's bad for you in anyway and by using different ages and genders in the video, it gives the image that the drink is versatile and anyone can drink it. Coca cola is a soft drink, people associate soft fizzy drinks with the hot weather and hot drinks with cold weather, but as this advert is based around Christmas,  people start to associate the brand with Christmas and it gives the audience the impression that you can drink this drink in cold weather and it tastes just as good. 


The way to advert is edited definitely adds to the suspense of the commercial. Whilst the song is building up, the cuts are fairly slow and track the movement of the lorry, but as the music gets faster and goes in to the ''holidays are coming'' part, the cuts are quicker, the advert is fairly simple and could get boring easy, but by cutting in speed to the music, it's definitely keeping pace and not getting boring. The advert is shot in the mountains, which is definitely not a place you expect to see several large lit up trucks driving through, so by using this location, it makes the trucks stand out even more, despite the lights, as that isn't a usual place to see them. Throughout the advert the locations change. The lorries are still on a road and it still shows the journey they are taking, but as the advert comes to an end, you see in the distance lots of lights, which looks like a busy town, this could represent the drink in saying that it's come from nowhere but it's heading to big places and is going to be popular and surrounded by more people. The advert uses a range of different shots such as, close ups, long shots, establishing shots and high shots. When the lorry is passing the camera, they usually use close ups and make it look like the lorry is passing the camera, this way it feels it's from the viewers point of view and that the lorry really did just pass them. During the advert, the lorry's go over hills and over a bridge, during these scenes, they use a lot of long shots from the front of the lorries and behind them. I feel they use these so that you can see the journey more and take in the surrounding areas. They also cut to a lot of close ups of the people on the side of the road watching the lorries, so that we can see their expressions clearly. As the music speeds up the camera cuts to a few close up shots of the side of the lorry and also a high shot of the top of the lorry, i think they do this to build suspense and keep us waiting to see where it's heading. Like I've said previously, the music starts of slowly, then gradually builds up in to a faster speed. The music sounds fairly young and current which suits the target audience well. 


I feel that the main advertising techniques that coca cola use in this advert is emotional selling point and weasel words. They use emotional selling point in a good way, by showing all the different emotions and happiness on all the peoples faces in the advert, it makes you feel happy, also the whole Christmas concept and the excitement in the song, makes the audience relate to it. They use weasel words in the advert as they don't have any speech at any time, yet you still get a positive feel from to advert as it's all happy and the face expressions are enough. 

There isn't really a narrative in this advert, it's just showing the journey. Although, the faces on the peoples faces almost tell a story as you see how happy they're at that they'll be looking forward to Christmas and you see how confused they are and wondering what coca cola is. 


Overall, i feel this advert is very successful in appealing to it's target audience and is definitely one of my favourites. 

The tango advert is the complete opposite to the coca cola advert in many ways. Firstly, this advert represents a modern average day, not in the sense that everyone lays waiting for the roof to collapse, but where it's shot and how to characters are represented shows that it's an average home.  I think that the concept of this advert is that the man is represented to be waiting for a thrill. The whole adverts is made to seem like a competition or a sports game of some sort, to make us feel like it is a sporting game, they had a man doing a voice over which sounded like he was commentating a sporting game. Stereo typically men are associated with sport and supposedly like to compete against each other, so i feel this is why they only used men in this advert, as it very clearly represents sport. 


This particular advert i feel is targeted at young males, between the age of 18 - 30, middle class. I feel it reached it's target audience extremely well. Like i said previously, Men are associated with sport and being competitive, so by using the whole sporting game concept, it worked really well and made it clear who the drink is targeted at. I think they targeted the middle class range very well. The way the main character is dressed is fairly average and everyday, and the fact they use a postman, which is a middle class job now days, also targets them well. This advert definatley reaches its target audience and makes it seem like the drink is good enough and will satisfy everyday people.


I think this advert gives the brand a very good image and a very memorable image. It makes the brand seem light hearted and funny. It also gives the brand a masculine image, as you don't see any females or hear any females in this advert at all. So it's almost like the Yorkie slogan ''it's only for me''. The advert is very slow paced, there aren't any fast shots, it's all in a slow speed to build suspense and tension for when the roof collapses. Usually, when the big climax happens the shots speed up, but in this advert the speed stays slow throughout, although the shots do change. In the beginning of the advert they use a lot of long shots and establishing shots, so that we understand what is going on in the advert, but as the tension builds we see a lot more close ups, for example they use a close up on the tango dripping, the blender itself, when the postman posts the apple and when the man licks the drip of his cheek, this shows that they use close ups when something significant happens and they want us to pick up on it more.


There is no music at all in this advert, unlike the coca cola advert. Like i said previously, there is a man doing a voice over which sounds like a commentator. This is all we hear throughout as he is building tension for when the crash happens, which is representing, for example, a goal in football. The voice over mans voice sounds fairly boring up until the roof gives in when he gets extremely excited like a real commentator would when it's time to celebrate.   There is only 3 locations in this advert, the basement where most the action takes place, the hallway and the front of the house, which we only see once, all these places are every day places and create a sense of normality in the advert. Also, as they're all casual places, you don't expect such shocking things, like a roof collapsing, to take place there. 


The message in this advert is that you'll get a thrill if you drink tango or that it will make  you do something shocking to stand out. The genre of this advert i would say is comedy as it isn't serious and once the roof collapses it's funny seeing the man covered in the drink. Overall i feel this advert is very good. It's definatley memorable and appeals to the target audience brilliantly.