1. http://video.vogue.com/watch/vogue-diaries- behind-the-scenes-adele-s-cover-shoot-for- the-march-power- issue?utm_expid=73394534- 13.SDP3vEjUSyS39mmz_ECP3Q.0&utm_referr er=https%3A%2F%2Fwww.google.co.uk%2F http://video.vogue.com/watch/vogue-diaries- behind-the-scenes-adele-s-cover-shoot-for- the-march-power- issue?utm_expid=73394534- 13.SDP3vEjUSyS39mmz_ECP3Q.0&utm_referr er=https%3A%2F%2Fwww.google.co.uk%2F

2. Aims and Objectives Creative Lighting Assignment Launch and look at Keys plus photographers Define Fashion, Editorial Etc Choose area to work within Research chosen area and annotate Aims: Understand sub-genres of fashion/editorial Objectives: Choose an area and publication to work within : research this area

3. Fashion and Editorial Photography Overview of the Genres

4. What is Fashion? Fashion is about selling a lifestyle This can be through clothes or accessories Fashion is often aspirational Images by Bruno Dayan

5. Images by Eric Frideen

6. Images by Kevin Mackintosh

7. Image by Phil Poynter

8. Images by Bruno Dayan

9. Images by Kevin Mackintosh

10. Image by Phil Poynter

11. Images by Bruno Dayan

12. Image by Phil Poynter

13. Image by Kevin Mackintosh

14. Images by Bruno Dayan

15. Images by Kevin Mackintosh

16. Images by Eric Frideen

17. Image by Kevin Mackintosh

18. Image by Phil Poynter

19. What is Editorial? Editorial is concerned with a theme It can be supported by text to tell the story But it has to have a strong narrative structure, regardless of whether or not text is relevant Sometimes Reportage (stories of public interest) are presented in an editorial format Editorial formats include: printed magazine an e-zine or online blog format

20. Reportage story appearing in editorial feature about Japans Fukushima Tsunami

21. Another example of reportage in an editorial format: Kulture Magazine

22. Kulture Magazine: editorial feature about bulldozing of illegal immigrants camp in Spain, reportage public interest story in magazine format

23. What about Commercial? Commercial is all about selling the product Convincing the viewer that they cant live without that particular item Persuading the audience to go out and purchase that must have product

24. Images by Rory Lewis

26. Genre cross - over Fashion Editorials are evident in magazines But the images have to link to tell a story The narrative has to flow and be clear Some commercial products are disguised to appear in editorial pieces as a way of sub consciously persuading the viewer to purchase an item, usually supported by text, this is what the industry label an advertorial

27. Ford SMAX advertorial

30. Images to accompany text Typically found in Lifestyle and Sunday Supplement Magazines Feature Editorials

34. Jana Cruders work successfully mixes commercial with fashion and fashion with editorial, producing stylized and sometimes quirky visual narratives

53. Task 1.Choose an area to work within for the project (fashion/commercial etc) 2.Choose a publication within that area as a key media (which your research, test shoots, development, finals etc will all be based on) 3.Begin researching this area/publication via screen grabs of relevant web sites and page rips of magazines