Advertising and marketing goes back to ancient Egypt and their papyrus sales messages or in Asia where they used rock art paintings to advertise products. For centuries, humans have been finding creative ways to show off their products or their services to spread and expend their business since 1834, when William Talbot Fox had successfully taken the first images in the world and photography had been introduced as a new form art and advertising. As soon as the people had heard of this new innovative way of capturing images, it started a new trend among wealthy families, for the first time they were able to capture a memory or a family portrait with a camera. As more people were exposed to this art, it became a bonging race between families to showcase their status with a portrait which also led to the now so called “photographers” to develop new was of producing and showcasing their work EARLY START In the early stages of image production it was not a hit in advertising straight away because of the expenses that would have gone into printing those images and caring for them, it was just not an efficient way. Only after the 1880’s and inventing the halftone process and the offset printing process had made photography compatible with press printing and advertising by using images in trade albums, posters and pattern books. As soon as the first photos had been successfully and efficiently produced and later on published as a poster or in the bulletins, more and more people started to use this technic to advertise their goods compared to a sketch or illustrations used before, photography has became “the go to” way. One of the first examples of product photography was shown by William Talbot Fox, in his sketchbook titled “The Pencil of Nature” where he presented different photographs. This was a great opportunity for him to show the details and documentation of certain objects without the worry of carrying them around. It became quiet useful for traveling salesmen to show off their products without carrying those heavy products with themselves. Product marketers started to realised the psychology behind photography and that the costumer is more likely to trust a true resemblance of the product rather than the illustration. Quoting The Photographers Association of America that said “believe what the camera tells them because they know that nothing tells the truth so well” The camera had initially became an all seeing eye allowing costumer to have a closer look into the products and help customer to have a better understanding of the product. The Pencil of Nature, William Talbot Fox Adverts wanted to be as relatable to the buyer as they could, presenting an everyday scenario to sell products , for example showcasing a product within a family environment. Naturalism was a key to this making their products more relatable.The birth of photography allowed people to became more creative with their ads and the way of presenting their products, showing off more details and manipulating the images to appeal to bigger audience. It has also became a way of breaking away from the old stereotypes and creating new advertising images. The Akadama port wine commercial using a topless model for the first time in Japan in 1922 and on the other side The Kodak Girl, showing off woman interested in fashion and presenting their products as “easy to use, even by women” (subliminal messaging) was published in 1912. The Kodak Girl Emiko Matsuchima, in Akadama Port Commercial INTRODUCING SOCIAL MEDIA ADS Since the discovery and development of camera device, we have come a long way, digital cameras and digital printing have been a big step up for the world. Now we are able to carry around good quality camera in our pockets in the form of today’s phones or small portable cameras. Gopro’s have been developed, allowing us to film and take picture while doing some of the craziest activities from climbing mountains to sky diving. With the development of phone camera’s and a wide spread of self obsession, we have discovered a new way of portraying our selfs via something called “selfie” which according to Oxford Dictionaries means ” a photograph that one has taken of oneself, typically taken with a smartphone or webcam and shared via social media. With the phenomena of selfies’s we have also created a lot of new social media platforms to present out “work” to others and to build social image.Cameras have became so widely available and easy to use that it became very easy for anyone to be able to take some great looking pictures .One of the largest social media platforms is Facebook with 1.59 billion users per month. Instagram, a place where you can share your pictures with the world. Because of that high demand of having a social media accounts more people are staring to becoming socially active online. Big brands have found a way to advertise their products through other people accounts. Probably one of the most known brands that had been showing their products on Instagram has been the Express Smile Atlanta and their tooth whitening kits(I have decided to choose this brands since is the one I have been seeing the most on Instagram myself.) People with biggest the amour of social media followers are being offer a brand deal. Where they are asked to take a simple picture with their products and “tag” their brand somewhere in the post and say a few things about it. This is allowing people to actually earn money of the social media and to start up their own brand image as well, it is quiet phenomenal thing considering that just Reality TVShow Star, Kim Kardashian presenting the product by suing her Instagram platform Model and Actress, Amber Rose showing herself in a simple “selfie” and presenting the product. few years ago when Instagram had launched, nobody was probably even thinking that it would became a world wide sensation for young adults and teenagers. In the twentieth century, everyone can become a social media influencer, which according to Influencer Marketing Hub website means “people who have built up a reputation in terms of their expertise and knowledge”Now, You make regular posts about that topic on your preferred social media channels and generate a large followings of enthusiastic and engaged people who pay close attention to your views. Social media advertising is gaining speed fast, these are everyday people , teenagers , students, kids, bloggers. It is much easier to relate to them cambering to a high profile celebrity. It is much easier to except a product when it comes form someone similar to us. We follow a lot of people on many social media accounts , we check these accounts regularly and companies have noticed that. In todays digital world a product endorsed by a youtube personality is more effectively advertised than big bill board advert. THE ROLE OF 3D MODELLING AND COMPUTER GENERATED IMAGERY IN ADVERTISING PHOTOGRAPHY Andy Serkis in special motion capture outfit that later on will be computer generated As photography has progressed though the recent years, so have other branches of designing and modelling. We are now able to create things from nothing, just by having a designated software and a computer, you can make movies and advertisements with the most unbelievable creatures and effects in them. Actually, cgi despite being a expensive and time consuming practise, it is becoming widely popular in today Hollywood’s hits. As an example, from a recent movie Rogue One, who is well known for its amazing special effect and cgi. The team used reference footage from previous films and had to model a 3d face of the character in order to bring General Tarkin back. This move was a prequel to the original story line of Star Wars New Hope. This had been a huge surprise for all the star wars fans to see a long gone characters be back in the 2016 prequel. In the movie Dawn of the planet of Apes we can see lots of real life like apes who are able to think On the right side, the original character from the Star Wars New Hope movie and on the left we have a computer generated image of the same actor One of the pages from the Ikea catalogue, 2010 and speak like humans it would be impossible to teach real apes to speak and act like humans. The team behind the movie was able to create this vision using a team of visual effect artist and soon this process will also be embedded into advertising photography. Since this revolutionary way of producing images, we are now able to create ads just by using a computer. One of the biggest furniture retailers, Ikea, has reviled that their catalogues are 75 procreant made out of computer generate imagery, they have claimed that the shipping process and cost associated with taking photographs of their furnitures has been too expensive, so they settled for cgi. They started using cgi in their ads since 2010, it all started in 2006 with their “Bertil” pinewood chair. Bertil pinewood chair, Of course, for now you cannot get the same effect as a real photograph and the cost can be different as well. As computer generated imagery is still developing, people in different business would rather settle for low cost photoshoot. CGI is still not good enough for fashion photoshoot or other clothing related brands. In the twenty first century we are coming up with more ways to create, now you can make all kinds of 3D movies and animations just by using a computer. We have come a long way. In the advertising world and the only thing that matters is the message that comes with the ad and the profit coming from that message. With a great demand for great quality ads and quick production times, really future of adverting photography is rather unknown. Both of these technics are different and will have different out comes, both of them have cons and pros in terms of production and costs. What is interesting is the fact that with the cgi and progressive development of technology, maybe in next 100 years we will be able to generate models for our ads, we already create characters or bring actors who have passed away in movies. It wont be long until you will have a fully CG rendered advertisement. As our world is getting more and more technologically advanced, our old way of taking pictures and processing has changed completely to what they used to be. It is something to think about when it comes to the role of photography at this point, some people will say that nothing is not replaceable and that technology will take over most of our productions and it This is the case across many industries, not only advertising and others may say that the work that is put into the photos and the whole effect of them will not be able to be done on a computer Who could have known that in in 2018 you can have your whole life documented and presented online and also make money from it and become famous . The Future is question mark that non of us are able to answer.