Commercial Photography vs. Advertising Photography

While many think commercial photography and advertising photography are interchangeable, there are some notable differences. Both involve selling a product or service, but their approaches differ. So, how do you explain the difference between commercial photography and advertising? To get a better understanding of how these two genres differ, let’s take a closer look at the role each one plays.

What Is Commercial Photography?

Commercial photography involves shooting images to sell a product and attract potential customers. On a commercial shoot, the product takes center stage, and professional photographers will ensure they highlight the product in the best way they can: with proper lighting and excellent technical skills. Think of commercial photos as freezing a moment in time to sell something, like a watch or a handbag. The photographer’s primary goal on a commercial photo shoot is to capture the product in its purest form. That’s why commercial photography is considered both technical and functional.

What Style Defines Commercial Photography?

Commercial photography can be characterized by the following:

Neutral, plain backgrounds (preferably white or black background)
The product is always the main focus of the shot
Product is well-lit
Any photo retouching is used to enhance the product

Some Examples of Commercial Photography

Commercial photography doesn’t just involve shooting products; it can also involve shooting architecture or people. Here are some types of commercial photography:

Real Estate Photography: Real estate photos are used to show an architectural design or to show off a space.
Food Photography: Food photos highlight dishes in an appetizing way.
Headshot Photography: Headshot photos are close-up portraits that capture a person’s face. They are typically used for business websites or creative pursuits, such as acting.
Event Photography: Event photos capture business or social events for a brand or company.

What Are Commercial Images Used For?

Commercial images are primarily used in e-catalogs, e-commerce platforms, websites, and product listings. Alternatively, a commercial photograph can be used in brochures as part of a company’s marketing materials.

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What Is Advertising Photography?

Advertising photography also sells a product or service, but it does so with a more creative approach. Advertising photographers get to use creative and moody lighting to tell a story. The goal with advertising photography is to capture attention or evoke an emotion from viewers. In other words, advertising photography can be more complex and layered than just lighting a product well and taking a photo of it.

An advertising photo will often involve complex setups with models or eye-catching backdrops. The primary goal isn’t just to sell the product, it’s to sell the lifestyle that goes with it. Advertising photos can also incorporate abstract or surreal elements to enhance their message. The idea is to sell a concept, capture a feeling, or highlight a mood.

What Style Defines Advertising Photography?

Compelling images are one of the key elements of advertising photography. Here are some defining characteristics of the genre:

Narrative: Some of the more successful advertising photography campaigns are those that tell a short story, compelling viewers to want more.
Stylized: Advertising photos evoke moods with dynamic lighting or creative lighting setups.
Emotional Appeal: Advertising photography usually aims to elicit an emotion from viewers, such as desire, happiness, trust, or comfort.
The Big Picture: Advertising photos focus on a concept, reflect a brand’s identity, and tell a narrative the brand would like to share.

Some Examples of Advertising Photography

While there is definitely an overlap between advertising and commercial photography, the examples below are more commonly associated with advertising photography.

Fashion Photography: Fashion photos highlight clothes and items worn by professional models. For example, effective advertising photography may capture models in motion or models against a dramatic city skyline to evoke the lifestyle associated with a high-end perfume.
Lifestyle Photography: Lifestyle photos aim to sell a product by tapping into emotions like happiness, pleasure, and comfort. A kayak company may use lifestyle photography – a couple kayaking at sunset – to highlight the freedom and joy their products offer, for instance.
Automobile Photography: While commercial photography may be used to capture cars against simple backgrounds, advertising photography places them in action: a race car speeding around a track or an off-road vehicle on rocky terrain.

What Are Advertising Photos Used For?

Advertising photos are typically used in magazine spreads for high-end magazines. Some advertising campaigns target specific demographics in order to appeal to a particular segment of society, like surfers or rock climbers.

How Commercial and Advertising Photos Differ

Now that we’ve looked at each type of photography individually, let’s compare them directly.

Style

Commercial photography is functional and clean. The products are well-lit, and there are minimal – if any – distractions. Whether it’s a high-resolution close-up shot, a low-angle shot, or a wide shot, the product in its pure form is always the main focus. On the other hand, advertising photography involves creative lighting and stylistic choices to tell a story or evoke an emotion.

Goal

The primary goal of commercial photography is to sell a product with clean images against neutral backgrounds. The primary goal of advertising images is to create an emotional connection with an audience.

Technique

Commercial photographs emphasize precision and clarity. The shot must be in focus, with the product taking center stage. Advertising photographs have a lot more leeway. Shots can be blurry and moody, low-lit, and dominated by shadows. A creative advertising photographer can be experimental and creative when shooting a larger marketing campaign for a brand, for instance, prioritizing an artistic approach rather than a functional one. Post-production is important with advertising photography, too. Photographers have more freedom to implement color grading and color correction tools.

Legal and Ethical Considerations

Truth in advertising applies to both commercial and advertising photography. However, an accurate depiction of a product or architectural space is crucial when working as a commercial photographer, as the impact of image manipulation can result in lawsuits for false advertising.

Are the Differences Important?

Yes! If you’re interested in using photos for your brand, knowing how these two types of photography differ can help you zero in on what you want and how to market your product or services. Like the idea of a clean shot of your jewelry? Hire a commercial photographer. Prefer a creative approach to advertising your line of clothes? Work with an advertising photographer to tell your brand’s unique story.

When it’s time to take your company to the next level, hire Miami photographer, Daria Koso, to promote your brand.