Lighting

Lighting is an essential part in filmmaking and photography; the viewer gains a stronger appreciation of the work when they understand the terms and process that goes into each picture/frame. The character develops with feelings and various moods by different movements and angles of lighting. The photograph I chose had elements of color contrasts and lighting that truly made this work very intriguing. It is only an ad but it does something to the viewer, and the picture symbolizes their ad slogan "live to ride. "

With a background of complete black, there is sort of a three-dimensional feel to the photograph. Different sorts of back lighting and color variations stimulate this drastic visualization of the product. The jacket stands out and we see the attached shadows that are cast by the hard light. A hard light main purpose is to show crisp images and to enhance the detail of the jacket. In addition, a key light is placed along with a strategic fill light to make the picture look as mysterious/ polished as possible. For the most part it seems that most of the picture is shadowed to the point where it looks underexposed. The main purpose being that while everything else is shadowed; the coat is crisp and vibrant to catch the consumer's eye.

From the neck up is also very significant in the way that a top light illuminates the figures head. This instrument gives him somewhat of a sinister look while also illuminating the top of his hood. His face is slightly lighted by a low angle light that is placed to add mystery and to make the product seem extreme/stylish.

For the most part the ads focus is achieved it catches the eye of the reader and makes the coat stand out. Lighting was intentionally placed to make this photograph and without it, most of the look of the product would be lost. When we become aware of these sorts of tactics, the consumer can see how much companies put into their final ad products.

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