Photo Journal

One man's adventure in photography, poetry, and thought.
© copyright Todd Alan Kraft 2011-2016 All rights reserved.
All characters appearing in this work are fictitious. Any resemblance to real persons, living or dead, is purely coincidental.
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The Product Shot

Posted on
visual arts
"Grampa's Plane" © 2013 Todd Alan Kraft
The "product shot" represents a pinnacle, if not the pinnicle of scientific idealism[1]. Reality transforms into science experiment, unmooring the subject from the tether of reality. I can accept idealism as art[2], yet I am disturbed by the fact that we find reality within. 

1. The object is optimally illuminated against an "infinity" background with no visible corners, and shadows are controlled and kept to a minimum. The camera is placed on a tripod, and the depth of field controlled so that the entire object in the image is in focus. The environment is white balanced to sterility, as the object is captured from a priviledged position. Optionally, on the computer, the background is removed and a uniform background is substituted. Some choose to add a faux drop shadow. Minimal artistic input is added to the shot, as proof of its authenticity is found in the camera's presumed accurate re-presentation of reality. With the proper equipment, most anyone could learn to produce a reasonably acceptable product shot within the course of a day.
2. I find the whole notion of scientific idealism as art interesting. The product shot attempts to avoid deception, and in so doing engages it. We, on the other hand, accept this idealism as synonymous with reality, although when was the last time you saw a product described in a product shot looking as it was described? We have an expectation of the idealized form, we expect that it is an accurate re-presentation of the product, yet I do not see that there is realism to be had. The mind is a marvelous thing, it processes abstraction more easily than it processes reality. The image pictured above is an abstraction. It is art.
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  • bob vela Monday, 23 September 2013

    what a treasure, beautifully photographed.

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