In the formal education setting, the human brain is trained to pick apart the words they are reading in order to analyze texts. This process, though, does not hold true for their perception of photos and images. Through societal standards, we have grown used to accepting photos as truth without applying the analytical process used to comprehend texts. The human awareness of truth in photos has played a major part in the modern day trend of photo manipulations. In this progressively digital era, photos can be manipulated to portray an illusion of whatever the manipulator wants the photo to be. This can be especially predominant in print marketing, where the chief objective is to sway the yearnings or needs of a consumer using photos (Barry 1997, p. 23; Walden 2006, p. 18).
In the technology savvy environment where most of our communication is done using imagery, it is challenging to comprehend of a medium more powerful than photos. With the establishment of photography within modern culture, the medium sits together with other forms of imagery, from which it has been created and which it has helped to create, standing as a purely denotative form (Stafford & Faber 2005, p. 57).
Photography shares a comparable cultural space with advertising imagery, with the later often relying on the former to deliver its message, while at the same time determining the purpose of photo depiction. Photography and advertising share a mutual and co-dependent past and as such can legitimately be regarded as correlated constructs and forms.