Fast food advert photographers
Nuno Correia
I like the minimalist approach Correia has to their photography and the way they presents it in their advertisement. I think the minimalism is a good advertising tool as it makes the product being advertised the focus and stand out because its surroundings are plain. Also, this along with the bright colour blocking of the background like in the first photo helps to create sharp crisp lines which makes the photo very satisfying to look at. In the second example a technique of blurring the background is used to have the similar effect of making the products look very clear and detailed.
Clinton Hussey
A few features I like in the first advert are the brightness, colours and the focus on a group of people celebrating. Just capturing and involving these emotions in the photograph along with the products being advertised automatically gives the audience a positive view of the products, which I think is something to keep in mind for my own project as it’s very effective. In the second ad I like how even though it is advertising fries it shows the sauces McDonalds offer which is a good advertising technique because it make the audience want the sauces with out needing another advert devoted to it. Also, I like the composition of the advert because all of the space is filled without feeling forced or too busy.
Thomas Hannich
I like how in the first example the raw ingredient is featured in the photo with the product. Also, I like how the photo of the potato is lit to highlight the bumps and raised pieces with big shadows to create a dramatic depth illusion emphasising the imperfection of the potato in contrast to the fry being advertised. In the second example I find the use of negative space to portray the burger, instead of just a boring photograph of a burger, really inspiring. I think it is also an effective advertising technique as it causes the audience to look closer and think of how to interpret the image in front of them.
Summary
In summary I have found some inspiring features that I would like to utilise in my own adverts, these including; background colour blocking, celebratory events, bright lighting and using negative space to portray an image.
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Photograph analysis
Nuno Correia example 1
Catalogue information
Title: Summer time is Popsicle time
Photographer: Nuno Correia
Date produced: July 2015
Dimensions: 1354 x 2000
Print media: Photograph
Description
Subject matter: Still life
Themes: None
Placement: Centre
Style: None
Analysis
Process: Digital print (billboards)
Manipulation techniques: Digitally (using colour adjustments, filters and layers)
Equipment: Digital camera with studio lights
Focus: A clear sharp image
Depth of field: Very short
Lines: Sharp outlines and curved clean lines separating sauce and ice cream, as well as the line that gives the ice cream a shape
Texture: Implied smoothness of packaging and ice cream
Colour: Intense, a lot of bright colour blocking, only 3 main colours (red, pink and white)
Shapes: Rectangles in packaging and sauce/ ice cream layers
Space: Flat space, a lot of negative space surrounding product but is tied into to the product by matching its colour with that of the sauce
Tone: High contrast between brightness of the white and brightness of the red and pink
Vantage point: Straight on front shot
Dominance and subordination: The product is the focal point. The exposed ice cream is the most dominant part of the picture because its colour (white) differs the most from the warm colour pallet.
Balance: Balance is achieved via having the detailed product shot framed by negative space
Framing: The use of framing with negative space draws the attention to the centre
Interpretation
Function and intention: To advertise, to cause a reaction
Feelings attempted to be communicated: Happiness via bright colours
Attention drawn to elements like tone, colour, line and pattern: Attention through bright red to sauce as it is the unique ingredient which causes the consumer to buy the ice cream advertised over others
Evaluation
I like the photo, more specifically I like; the minimalism, bright colours, and the clear sharp lines of the image. There is a strong sense of composition because techniques are used like negative space to establish a clear focal point. Nuno is successful in subtly conveying the happiness they want the audience to feel when looking at the product due to the bright and warm colour scheme which has connotations of joy and relaxation. The meaning/intent is clear as the advert features the company logo, happy summertime slogan and warm colour scheme.
Nuno Correia example 2
Catalogue information
Title: Chicago classic
Photographer: Nuno Correia
Date produced: October 2014
Dimensions: 625 x 360
Print media: Photograph
Description
Subject matter: Still life
Themes: None
Placement: Foreground
Style: None
Analysis
Process: Digital print (billboards)
Manipulation techniques: Digitally (using colour adjustments, filters and layers)
Equipment: Digital camera with studio lights
Focus: A clear sharp image
Depth of field: A large depth of field with a distinct background (blurred) and foreground (clear)
Lines: None
Texture: None
Colour: Vibrant colours of ingredients in burger and fries + packaging assisted by light and after effects
Shapes: None
Space: Deep space. Negative space around products allows room for text and gives something to blur and make the products stand out.
Tone: High contrast between the browns of the drink and meat, and the bright colours of the lettuce, cheese and fries. Makes the vibrant foods look fresh and desirable.
Vantage point: Straight on front shot
Dominance and subordination: The burger is the most dominant part of the photo as it is slightly in front of the rest of the product because its the main selling point
Balance: It is balanced because the audience can explore the photo carefully after being drawn to the focal point e.g. the burger
Framing: The products are surrounded by negative space ensuring they are central
Interpretation
Function and intention: To advertise, to cause a reaction
Feelings attempted to be communicated: None
Attention drawn to elements like tone, colour, line and pattern: Colour for freshness and desirability to audience
Symbols: None
Evaluation
I like the photo, more specifically I like; the bright colours and the clear sharp lines of the products in contrast to the background. There is a strong sense of composition because the photograph seems full whilst having a lot of negative space and not being overpoweringly busy. Nuno is successful in subtly conveying the desirability they want the audience to feel when looking at the product due to the vibrant colours of the foods which has connotations of freshness. The meaning/intent is clear as the advert features the price and trade marked name of the meal in the negative space.
Clinton Hussey Example 1
Catalogue information
Title: Summer drink days
Photographer: Clinton Hussey
Date produced: Unknown
Dimensions: Unknown
Print media: Photograph
Description
Subject matter: Food, still life
Themes: Events (celebration), emotional states (celebrating, joy)
Placement: Centre, foreground
Style: Straight Photography
Analysis
Process: Digital print (billboards)
Manipulation techniques: Digitally (using colour adjustments, filters and layers)
Equipment: Digital camera with studio lights
Focus: A clear sharp image of product with soft focus blurred background
Depth of field: Large depth of field
Lines: The drinks are in a line that passes through the middle of the photograph.
Texture: None
Colour: Bright colours to project a happy emotion onto the viewer. Intense colouring to grab attention of passers by. Warm tone colours to add to theme of an ice cold refreshing drink in summer.
Shapes: Rectangles (arms and cups)
Space: Shallow space. Negative space is left around product to have room for text and to show the clear sunny sky implying summer and warmth.
Tone: High contrast between bright colours layered and paired e.g. electric blue sky and hot pink letters
Vantage point: A low angle
Dominance and subordination: The drinks are the focal point, and the dominant parts of the photo are the slogan and the yellow drink because they are the brightest coloured objects in the photo.
Balance: The image is well balanced because the background is relatively blank so the strong colours of the slogan and drinks don’t become too loud and overpowering.
Framing: The negative space around the product ‘frames’ the product and makes it the main focus.
Interpretation
Function and intention: To advertise, to cause a reaction
Feelings attempted to be communicated: Happiness
Attention drawn to elements like tone, colour, line and pattern: Colour is the dominant attention grabbing element in this advert
Symbols: None
Evaluation
I like the photos bright colours and composition. There is a strong sense of composition because; the products are central and surrounded by negative space making them the main focus of the advert and the drinks are all in a line setting up a path for the audience’s eyes to follow. Clinton is successful in overtly conveying the celebratory joy and refreshing nature of the drinks he wants the audience to feel when consuming the product due to the bright clear sky, the condensation on the cup and the bright colours throughout the advert (which have connotations of happiness). The meaning/intent is clear as the advert features the McDonalds logo.
Clinton Hussey example 2
Catalogue information
Title: Have a great summer
Photographer: Clinton Hussey
Date produced: Unknown
Dimensions: Unknown
Print media: Photograph
Description
Subject matter: Food, still life
Themes: Events (celebration), emotional states (celebrating, joy)
Placement: Centre and bottom right
Style: Straight photography
Analysis
Process: Digital print (billboards)
Manipulation techniques: Digitally (using colour adjustments, filters and layers)
Equipment: Digital camera with studio lights
Focus: A clear and sharp image
Depth of field: Short/ none
Lines: Line from slogan to sauce packet guides audiences eyes from reading the slogan to the secondary product advertised
Texture: Implied smoothness of sauce
Colour: Strong bright reds against white background for high contrast
Shapes: Rectangle (sauce packet, fry packaging)
Space: A lot of surrounding negative space
Tone: High contrast between red and white
Vantage point: Birds eye view
Dominance and subordination: Slogan is focal point and most dominant part of the photo which isn’t good because the advert is to sell fries not sauce.
Balance: Photo is centre/ right side heavy
Framing: The negative space ‘frame’ is disrupted by the fries in the bottom right corner drawing attention to the sauce and then the fries.
Interpretation
Function and intention: To advertise, to cause a reaction
Feelings attempted to be communicated: None
Attention drawn to elements like tone, colour, line and pattern: Line
Symbols: None
Evaluation
I like the photo’s 3 colour scheme. There is a strong sense of composition because the main product (fries) are in the bottom right corner and interrupting the negative space ‘frame’. The meaning/intent is clear as it features the McDonalds logo.
Thomas Hannich example 1
Catalogue information
Title: Plastic surgery
Photographer: Thomas Hannich
Date produced: March 2006
Dimensions: Unknown
Print media: Photograph
Description
Subject matter: Food, still life
Themes: Beauty
Placement: Centre
Style: Straight photography
Analysis
Process: Digital print (billboards)
Manipulation techniques: Digitally (using colour adjustments, filters and layers)
Equipment: Digital camera with studio lights
Focus: A clear sharp image
Depth of field: Little to none
Lines: None
Texture: Implied bumpiness of potato
Colour: Red, yellow, white, brown
Shapes: Oval and rectangle
Space: Flat
Tone: Varied
Vantage point: Birds eye shot
Dominance and subordination: Potato is dominant because it takes up the most space
Balance: Right side heavy
Framing: Negative space framing
Interpretation
Function and intention: To advertise, to cause a reaction
Feelings attempted to be communicated: Desirability/ beauty of fries
Attention drawn to elements like tone, colour, line and pattern: Colour
Symbols: None
Evaluation
I like the photo’s composition. There is a strong sense of composition because the subject is central and surrounded by a negative space ‘frame’ and text. The meaning/intent is clear as it features the McDonalds logo and the plastic surgery double entendre implies that the fry being sold is ‘beautiful’ and desirable.
Thomas Hannich example 2
Catalogue information
Title: Thanks, nurse
Photographer: Thomas Hannich
Date produced: March 2006
Dimensions: Unknown
Print media: Photograph
Description
Subject matter: Food, still life
Themes: None
Placement: Centre
Style: Straight photography
Analysis
Process: Digital print (billboards)
Manipulation techniques: Digitally (using colour adjustments, filters and layers)
Equipment: Digital camera with studio lights
Focus: A clear sharp image
Depth of field: Little to none
Lines: None
Texture: None
Colour: Red and white
Shapes: Oval
Space: Negative space in shape of burger
Tone: High contrast between red and white
Vantage point: POV shot
Dominance and subordination: Space between hands in shape of burger is dominant
Balance: Right and left well balanced
Framing: Hands ‘frame’ the implied burger
Interpretation
Function and intention: To advertise, to cause a reaction
Feelings attempted to be communicated: Appreciation for being given a McDonalds burger
Attention drawn to elements like tone, colour, line and pattern: Negative space in centre
Symbols: None
Evaluation
I like the use of negative space to imply the burger that is being advertised is there, this is an example of good composition. The meaning/intent is clear as it features the McDonalds logo and the plastic surgery double entendre implies that the burger being sold is ‘beautiful’ and desirable.
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