In the age of social media and ecommerce, it’s hard to believe that taking a basic photograph was ever more complicated than pushing a button on a touchscreen phone. In fact, photography—especially commercial photography—has become so commonplace that many people don’t realize how far it has truly come.
Commercial photography began as a fine art, and although anyone with a smart phone can call themselves a photographer today, it ultimately remains a refined craft that takes skill, experience, and a talented eye to master. Let’s take a look back at the interesting origins of this cultivated industry.
The first form of photography: the daguerreotype.
The first successful photographic process was developed in 1837 by its namesake, Louis-Jacques-Mandé Daguerre. Daguerreotype photography produces a unique image on a silver copper plate, a process that was confined to the studio.
Photography studios did begin popping up in big cities after the invention of the daguerreotype, but the technology was only accessible to professional photographers and the wealthy, as the process was expensive and burdensome.
In 1851, the more affordable ambrotype replaced daguerreotype photography.
Ambrotype photographs were produced on a glass plate, coated with a special substance, and developed to create a negative image. The negative was then covered in dark varnish or set against a dark background to make it look like a positive.
The ambrotype process was cheaper and more efficient than its daguerreotype predecessor. As a result, photography became more accessible to the middle and working classes and thus poised for wider use in commercial industries.
As demand rose and the commercial value of photography became more apparent, cameras began to be made portable.
When photography became functional outside of the studio, cameras were made increasingly available to the average individual. Then, when the Eastman Kodak Company created film, the technology became even easier to use, leading to the rise of fashion photography.
Edward Steichen took the first serious fashion photographs in 1911, just around the same time Conde Nast purchased a small magazine called Vogue. When Vogue reemerged as a high fashion magazine showcasing professional photographs of models, the commercial photography industry was born.
Digital technology completely transformed the photography industry in 1985.
Digital photography became even more widely available than film, and could be created more quickly and for less money. Plus, digital photos were more easily edited, reproduced, and shared, making commercial photography the most effective way to advertise a business or product.
Because photographic technology was no longer limited to the studio, post-war photographs often depicted real life and ongoing social movements. This shift was reflected in commercial photography by an increasing focus on photo advertising that could connect with the middle class.
Modern technology and marketing techniques have led to the development of many different types of commercial photography.
Contemporary businesses heavily rely on digital advertising, which makes commercial photography invaluable to their success. Carefully staged and manipulated photos are designed to promote a specific brand, product, service, or lifestyle to targeted consumers.
Some of the most prominent subcategories of commercial photography you’ll find today include product photography, food and drink photography, architectural photography, professional headshots, fashion photography, and corporate lifestyle photography.
With over two decades of experience in the field, Neil Boyd Photography is the most qualified studio to meet your commercial photography needs throughout Raleigh, North Carolina and beyond.
Our top-quality equipment, unparalleled attention to detail, and strong passion for photography that speaks to a specific audience, will take your advertising to the next level.
To book our commercial photography services for your business or project, give us a call at 919-374-0141 to schedule your session and discuss your needs!