Integrating Text & Photography

For the rest of the project, we will integrate text with our photos to create a cohesive advertisement or PSA. In many cases, you may need to use the pen tool and composite your subject onto a different background, or apply a filter to your photo.

Here are some ads that successfully integrate text and photography:

Now let’s examine different ways to add text to photos taken by your classmates:

Case Study: Alyssa

Cropping to Reflect the Rule of Thirds, Adding Text that Follows the Subject’s Gaze and Movement

Here is the original photo. There are many successful elements, but the focal point does not currently follow the rule of thirds, which makes the subject feel too centered:
alyssazion1

Notice how the photo better follows the rule of thirds after we crop it:
alyssazion2

Zion’s hand creates movement. Having his hand point to the text draws our eye to the text:
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This second example works because Mabel’s eyes and the text both follow the rule of thirds, and she is looking in the direction of the text:
alyssamabel2

Case Study: Brian

Using the Pen Tool to Remove a Subject from the Original Background, Moving the Subject on the Canvas to Follow the Rule of Thirds

This is a fantastic photo of Marina, but the background is distracting:
brian0

We can use the pen tool to path out Marina, select her, copy and paste her onto a new layer. We can then create a new layer between the original image and the layer with just Marina, and use the paint bucket Screen Shot 2016-05-30 at 3.50.49 PM.png from the toolbar on the left side of the screen to paint this layer solid white:
brian1

This is a great start, but the image can be even more dynamic if we move Marina so the composition better follows the rule of thirds:
brian2

We can also use the rule of thirds to determine where to place the text. Notice how this composition also uses the direction of the banana to draw the viewer’s eye toward the text:
brian3

Case Study: Giacomo

Making the Text Pop with Filters and Transparent Bars

This photo has potential, but it lacks an obvious area with negative space in which to place the text:
giacomo0

One solution is to use the rectangle tool rectangle tool in the toolbar on the left side of the screen to draw a space for the text to go.
You can then allow some of the image to show through by decreasing the opacity in the layers palette on the lower right side of the screen:
opacity

We can add some text, and our image now looks like this:
giacomotextoverlay.png

The dark rectangle helps, but the photo and the text still compete for attention. We can make the image recede into the background by adjusting photo filters. I always duplicate the background layer before trying any photo filters to maintain a copy of the original.

Here is the layout with a sepia filter and with the contrast reduced.
I have also changed the color of the dominant text to coordinate with the photo:
giacomofilters.png

Which case studies apply to your project?

Today we will:

  • Add text onto our photos. This will help us determine:
    • the best photos to use
    • which edits we may need to make
    • whether or not we need to shoot any additional photos, and if so determine specific parameters for those photos
  • Create a new blog post with images of today’s work (even if it was a major fail) and a brief reflection on what you will need to do next class.

White Space in Advertising Photography

beachcropToday’s essential question: How can I properly use white space in my photos?

White space, or negative space, is the space between or surrounding objects in a composition; it is space that does not compete with the subject for your attention. It gives the eye a chance to rest and helps frame the subject.

In advertising, white space also provides room for text and/or logos.

Tips for using white space in advertising photography:

  1. Watch the direction the subject is facing. Your subject should be looking into the white space your composition has created.
    hatprofile960
  2. White space can be many “colors.” White space can be made up of different elements, as long at it is quiet and gives the eye a rest.
    swings960final
  3. Follow the rule of thirds. Divide your image into three sections horizontally and vertically. Place  your focal point at one of the points where these lines intersect.
    examples-thirds-elizacrop

Here are some photos taken by SOTA students that effectively use white space.
Notice how this enables them to be easily turned into effective advertisements:

alyssa046edited1.jpg

Photo Credit: Alyssa, 11th Grade

jason_0955.jpg

Photo Credit: Jason, 10th Grade

jason_0971.jpg

Photo Credit: Jason, 10th Grade

Today we will:

  • Finish our planning blog post (if you have not already done so). To receive full credit, you must have BOTH an analysis of 3 different ads or public service announcements AND a write up of your plan for your project. More detailed instructions can be found here.
  • Begin taking photos to use in our ads or public service announcements. Post your best photos and a brief reflection to your blog.

New Project: Advertisement or PSA

For our last project this school year, we will create a set of advertisements or public service announcements. You will submit two designs on the same theme. Here is an example of two designs that are part of the same PSA campaign:

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YouDontSay076

Project requirements:

  • Original high quality photography
  • Integration of text/slogan in professional typography
  • Appropriate subject matter
  • Two final images coordinate as part of a unified series
  • Follows the principles of design (balance, contrast, repetition, etc)
  • Clear focal point
  • Each image should be 8×10 inches and 300 DPI

The planning blog post you will complete today is worth 20% of your final project grade, so don’t slack!

Public service announcements are advertisements that serve the public interest.  The objective of a public service announcement is to educate and create awareness of significant social issues in an effort to change the public’s attitudes and behaviors and stimulate positive social change.

Common Subjects for PSAs include:

  • Drinking and driving
  • Bullying
  • The environment
  • Racism and discrimination
  • Disease and/or medical conditions
  • Foreign aid (e.g. Hunger)
  • Drugs and alcohol
  • Abuse and violence
  • Education
  • Public safety (e.g. seat belts)
  • World ________ Day
  • Respect and tolerance

Here are some examples of PSAs:

Commercial advertisements, on the other hand, aim to sell a product or service.

Here are a few photo centric ads:

Characteristics of an effective advertisement or public service announcement:

  • Relevant to the target audience
  • Interesting or entertaining
  • Clear, concise message
  • Elicit an action or response from the target audience

Part 1: Research and analysis

  • Post 3 ads or PSAs that you like to your blog
  • Analyze each ad or PSA on the following criteria:
    • What is the subject?
    • Who is sponsoring the PSA or ad?
    • What is the main message presented?
    • What advertising techniques are utilized (ie. humor, celebrity promotion, shock treatment)?
    • How effective is this PSA or advertisement? Justify your response.
    • Would this PSA or advertisement affect you personally? Why or why not?

Part 2: Project proposal

Plan your PSA or advertisement by posting the answers to the following questions to your blog:

  • What is the subject of your PSA or advertisement?
  • Who is your target audience?
  • What imagery will you include? How will you shoot these photos?
  • What text will you include?
  • What techniques will you utilize to make your advertisement or PSA appeal to your target audience?
  • What style or branding techniques will you utilize to unify your two advertisements or PSAs?

Today we will:

  • Introduce the PSA/Advertising project
  • Create a new bog post with the following:
    • 3 ads or PSAs that you like and an analysis of each ad or PSA that answers the questions below for each image:
      • What is the subject?
      • Who is sponsoring the PSA or ad?
      • What is the main message presented?
      • What advertising techniques are utilized (ie. humor, celebrity promotion, shock treatment)?
      • How effective is this PSA or advertisement? Justify your response.
      • Would this PSA or advertisement affect you personally? Why or why not?
    • A proposal for your Advertisement or PSA mini series that answers the questions below. Remember, you will submit two coordinating designs, so you should plan out each design.
      • What is the subject of your PSA or advertisement?
      • Who is your target audience?
      • What imagery will you include? How will you shoot these photos?
      • What text will you include?
      • What techniques will you utilize to make your advertisement or PSA appeal to your target audience?
      • What style or branding techniques will you utilize to unify your two advertisements or PSAs?

Mimicking a Master Photographer: Final 10 Edited Photos and Artist Statement

Today we will assemble several weeks’ worth of work. We will finish editing our best photos, and put them in a new blog post along with an artist statement about the project.

Here’s proof of the lengths some of you have gone to get these shots:

Today we will:

  • Make a new blog post with the following items:
    • Our 10 best edited photos
    • An artist statement that is a minimum of 150 words. Not sure what to write? Start by answering these questions:
    • What inspired you to choose your photographer?
    • How would you describe the theme and style of your photos?
    • What elements do your photos have in common with your photographer’s photos?
    • What are some challenges you faced during this project?
    • How did you work through these challenges?
    • What do you want people to feel or see when they look at your photos?

Mimicking a Master Photographer: Last Shooting Day

dog_photographer_of_the_yearToday we will finish taking photos for our Mimicking the Masters Photography Project. You should have a list of potential shots to take from last class’s brainstorming session.

Next class, we will edit our best 10 photos and write an artist statement of the series.

Today we will:

  • finish taking photos in the style of our photographer
  • post the best photos from today to our blogs

Checkpoint: Comparing our Photos with Our Master Photographer

This is a good time to compare the photos you have taken with photos taken by the photographer you are trying to emulate. What elements do the photos have in common? How would you describe the theme and style of your photos? Perhaps you notice that your photos actually tie into another photographers style better than your original photographer. If this is the case, you may wish to switch your chosen photographer.

I have grouped some student photos with the photographers whose style they match below.

William Eggleston (student photos by Giacomo and Alyssa):

 

David Bailey (student photos by Mabel):

 

Yusuf orginally planned to mimic David Bailey, but Yusuf’s sophisticated sense of color better ties in with Steve McCurry’s photos.

Steve McCurry (student photos by Yusuf and Barry):

Today we will:

  • create a new blog post with the following:
    • the best photos taken from this unit so far
    • similar photos by the master photographer you are emulating
    • the answers to the following questions
      • How would you describe the theme and style of your photos?
      • What elements do the photos have in common?
      • What elements do the photos have in common?
      • Is there another photographer whose style matches yours? If so, why?
      • What changes should you make on our last shooting day to round out a solid series? (If you would like to change your photographer, briefly describe your new photographer’s style and include 3 to 5 photos to illustrate how it better matches the photos you have taken.)
      • Name a few shots you would like to get on our last shooting day.

Mimicking a Master Photographer: Day 5

Here are my favorite photos from last class:

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Photo Credit: Thomas

thomasdsc_2217

Photo Credit: Thomas

mabelimg_2995

Photo Credit: Mabel

bayleigh093

Photo Credit: Bayleigh

bayleigh089cropped

Photo Credit: Bayleigh

bayleigh010

Photo Credit: Bayleigh

alyssa0871

Photo Credit: Alyssa

alyssa0831

Photo Credit: Alyssa

alyssa0751

Photo Credit: Alyssa

alyssa0411

Photo Credit: Alyssa

Today we will:

  • take photos in the style of our chosen photographer
  • post the best photos from today to our blogs