Lighting 

• Lighting often links into genre.
• When using Cameras, in AF, they will adjust depending on the light - sometimes causing grainy footage.
• Think about the time of date you shoot - Golden Hours (Just before/Just after Sunrise/Sundown)
• Big changes in natural lighting can impact continuity
• Lack of consideration of lighting can impact an advertisement

Lighting high or low quality - usually shows how much care is taken in the ad

Sets the mood - adverts want to appear 'realistic', lighting tends to reflect it. 

3-Point fill lighting  - 3 lights create a 'normal-looking' scene with soft shadows and average colours. 

Chiaroscuro - harsh lighting that creates an extreme contrast between different areas of the shot, such as a character's face. Common in horrors and Drama where atmosphere is needed. 

High-Key Lighting - High key lighting uses harsh, bright lights to reduce contrast in a scene, giving a scene a white-wash clean look. 

Low-Key lighting - Low key lighting creates contrasts between colours. It is used to create atmosphere. 

Backlighting - This is when the scene is lit directly from behind, creating a silhouette 

Natural Lighting - Can either be, as the name suggests, natural light coming from the sun, but it can also refer to a light source.

Artificial lighting - Artificial lighting is a light that comes from Man-made light sources. Artificial lights creating unnatural colours/harsh colours.