Commercial imagery has the aim of producing high quality images that display and sell products to customers. Therefore the photos should display the relevant product clearly and in a way that shows it off to the customers as best as possible. For example, smartphone images, whilst often computer generated, will display the device and its hardware, as well as it in use in a range of situations to promote its usability. Similarly, clothing images will often be taken of a model wearing the relevant product within an appropriate environment. For example, workout clothing will be shows on a runner on the track, or a person at the gym.
However, it is also common for a brand to completely ignore the appropriate and conventional method of promotional imagery, and will instead take a different approach entirely which often reflects a unique and personalised touch.
Above are 2 brands that I selected for the purpose of the research; PHUG (1) and H&M (2). There are clear differences between the two brands and the way they promote their products, but they also share some similarities that are seen across the board within commercial imagery.
Starting with the PHUG brand, which is an independent brand created by young creators in London. They specialise in bright, colourful and artistic streetwear, ranging from trousers to t-shirts, hoodies to baseball caps. Since they are fairly new, they don't have as much coverage nor a sizeable catalogue, but that isn't necessarily a bad thing. The aspect which stands out for me is the aesthetic they have created, with the film-style photography and playful imagery that creates a welcoming and fun image for the brand.
Focusing more on the product images themselves, they meet the conventional methods of the industry; models wearing the clothes with the key features put in centre stage. This is all down to the fact that they are a smaller brand, and therefore don't have the same restraints that a larger cooperation, such as H&M, would have on their projects. This provides room for experimentation and exploration in whichever way they please, as to them this is more fun than a business venture.
Looking at the H&M images and its clear that there is a difference between this and the PHUG brand. H&M has a more sophisticated approach to their promotional imagery, providing a premium aesthetic that appeals to a far broader customer range.
Being a well known brand, particularly here in the UK, they have a standard to meet so as to sell products as best as possible. This, however, unfortunately means that there tends to be less experimentation within the brand due to the risks that it poses to business. This is something that David Hesmondhalgh, a media theorist, describes, where business and producers or content aim to minimise risk to maximise a greater audience (3).
The brand explores a range of areas for its photography, including technical and environmental aspects.
Technical aspects include the camera angles and lighting which, whilst it varies, isn't as experimental as PHUG. In terms of the physical aspects, the images show models wearing the clothing in a way that promotes the product, but also places the model in an environment that compliments the product and its aesthetic. This includes colour filters, such as the black & white or slight sepia effect, as well as the urban locations used in the photos.
Once I have allocated the items of clothing that I intend to use within my project, as well as the appropriate locations for the products, I will look into what commercial approach will work best, as well as whether I am able to combine methods to create a unique aesthetic for my content.
(1) PHUG (2021) At: https://www.phug.co.uk (Accessed 25/03/21)
(2) H&M (2021) Magazine, A World Of Inspiration At: https://www2.hm.com/en_gb/life.html (Accessed 25/03/2021)
(3) Cultural Industries, David Hesmondhalgh Collins M. (2018) A-Level Media Studies: Theorists and Theories At: http://lr-media.blogspot.com/2018/09/theorists-and-theories.html (Accessed 26/03/21)
留言