Product Advertising Photography

An Approach to Its Key Technical and Artistic Parameters

Authors

DOI:

https://doi.org/10.12795/IROCAMM.2026.v09.i01.02

Keywords:

Aadvertising photography, art direction, commercial photography, photography composition, pre-production, producto photography

Abstract

Product advertising photography is a specific type of photography that includes the main characteristics of advertising photography and product photography. This paper is intended to delve into the development of all these characteristics in a single type of image, analysing them based on the combination of both types with a narrative systematic method. Once this has been done, we study this new photographic typology, starting with the decisions made prior to capturing the image: we define the main parameters that the art director and photographer must take into account in order to create an image that brings together all these specific characteristics. These key parameters are based on different concepts and points of interest previously studied in other texts on advertising and product photography, most of which are written from the point of view of analysing the image already captured. In the end, in this text, we select, study, analyse and develop all this information seen from the beginning of the process and emphasising the stage of the process prior to taking the photograph: the pre-production of a product advertising photography.

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Author Biographies

Iris Arcas-Sánchez, University of Alicante

Advertising professional with a degree in Advertising and Public Relations from the University of Alicante, within the Department of Communication and Social Psychology of the Faculty of Economics. My academic research focuses on the field of product photography, where I analyze, together with other researchers, its format and the creation process of this type of images in the advertising and digital environment.

In 2023, I worked in a digital marketing agency, broadening my perspective on the use of this type of images, as well as refining my skills in social media management, strategy, and communication.

I also developed my Bachelor’s Thesis focused on the analysis of perfume product photography on Instagram. This research centered on the case study of the brand Loewe Perfumes and the rebranding process of its products through images published on this social network, building the value of its products within this digital environment.

This research allowed me to delve deeper into my interests in product photography research, connecting it to its social context. Thanks to this work, it was awarded the highest grade (matrícula de honor) and nominated for the Bachelor’s/Master’s Thesis Awards of the Faculty of Economics at the University of Alicante.

Claudia Ripoll-Martínez, University of Alicante

Professor of the subject Advertising Photography in the Advertising and Public Relations Degree at the University of Alicante, and lecturer in the subject Sectors of the Creative Industries within the Entrepreneurship track of the Master’s Program Comincrea: Communication and Creative Industries at the University of Alicante. She has worked as a professional advertising photographer for more than 10 years for brands such as Huawei, Vanidad, Happy Friday, Nivea, among others, and has been published in fashion magazines such as Avenue Magazine, Vein Magazine, The Dapifer, and Elegant Magazine. She was a finalist in the 18th Encuentros con el Arte of the Juan Gil Albert Institute of Alicante with her artistic photography project “Ponte los Anzuelos”, and participated in the 2019 PhotoAlicante festival with the project “Being a Goddess” in an artistic intervention at the Las Cigarreras Cultural Center in Alicante. In addition, Claudia also works on film shoots as a still photographer or as a director of photography.

In 2010, she completed the Intermediate Degree in Contemporary Dance at the José Espadero Dance Conservatory in Alicante and spent three years performing as a dancer in the Jove Companyia Gerard Collins in Valencia. She currently works on photographic reports of contemporary dance performances, where she connects the two artistic disciplines.

In 2012, she headed the communication and cultural programming department at Fnac Alicante, taking on responsibilities in cultural management and communication direction. She is a member of SiBe, the Spanish Society of Ethnomusicology.

Her current field of research within Communication and Social Sciences is based on the study of photography and its interaction with other arts. In her doctoral thesis, she investigates still photography in 21st-century Spanish cinema and the chameleonic profile of these types of photographers.

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IROCAMM V9N1 (2026)

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Published

01/31/2026

How to Cite

Arcas-Sánchez, I., & Ripoll-Martínez, C. (2026). Product Advertising Photography: An Approach to Its Key Technical and Artistic Parameters. IROCAMM - International Review Of Communication And Marketing Mix, 9(1), 45–69. https://doi.org/10.12795/IROCAMM.2026.v09.i01.02

Issue

Vol. 9 No. 1 (2026): Photography and advertising

Section

Monographics

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