Shooting Glass to Get Green in the Frame

By Mitchell, Alan | Marketing, December 13, 1990 | Go to article overview

Shooting Glass to Get Green in the Frame


Mitchell, Alan, Marketing


Shooting glass to get

Using photography for advertising is not the easiest thing in the world. Getting perfect lighting, clarity, composition and colour is difficult enough for any photographer. While interpreting the client's brief creatively so the final image ends up doing the job intended is something else again.

The Challenge of Glass photographic competition, sponsored by United Glass in conjunction with Marketing, proved the point yet again this year. There was a record number of entries from students of photography and the standard was probably higher than ever before.

The decisive factor came down, therefore, to who had studied the brief and tried to work out what the client was really after.

There were two competitions. The advertising/promotional category, where photographs should be "of a product packaged in glass and communicate the message of added value in such a way which could be used by an advertising or other promotional agency to help sell the product", and the environmental category with "a whole glass packaging communicating the environmentally-friendly nature of glass packaging". Not just pretty pics, in other words.

This time around the judges were particularly demanding. They felt a "winning" formula had started to emerge from previous years - in other words, it was becoming slightly too predictable. If you want to show off the qualities of glass, stick it next to some tins (preferably rusting and crumpled) shine a light through it, and hey presto, the "qualities of glass" are revealed.

This year's winner (600[pounds] prize) is very different. Nigel Girling's teddy bear/honey theme added a new dimension to the photo. It told a story. It was witty, and made its point. This was selling the product - honey. And the picture of the glass was used to portray the qualities of the product in use. The message was clear and powerful.

But the choice was not unanimous. The professional photographer among us, David Stuart, was appalled. There were many other photos of a higher technical standard than this, he said.

And if art students really think that that sort of photograph wins awards, they will just give up.

And so, the endless tension between "artistic creativity" and a commercial eye surfaces once again. The second prize, however, did not have the same problems. Sandra Lambell's entry was technically excellent, successfully bringing out the quality of the glass as a packaging medium. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Shooting Glass to Get Green in the Frame
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.