“鸡汤”故事不一定是真的,揭秘又一伪造的知名照片

“鸡汤”故事不一定是真的,揭秘又一伪造的知名照片

如果你现在打开百度或者 Google 搜索一下“冰山”,下面这张由 Ralph Clevenger 所拍摄的这张照片肯定会出现在你眼前。

Ralph Clevenger (1)

这张照片中威风凌凌的冰山,在这过去20多年的时间里高频率的出现在我们的生活中,而纵观摄影师 Ralph Clevenger 的职业摄影生涯,这张照片绝对是他的代表作。然而其实这张著名的照片其实并没有他看起来那么风光。

在过去的20多年里,这张极富隐喻意味的冰山照片给 Ralph Clevenger 带来了约90万美元的收入,直到近日,Ralph Clevenger 才公开承认,这张著名照片是由四张独立照片合成而成的。

摄影师 Ralph Clevenger
摄影师 Ralph Clevenger

照片里的水和蓝天拍摄于圣巴巴拉,冰山顶部则是 Ralph Clevenger 在完成杂志约稿拍摄时顺手所拍,冰山底部则是由阿拉斯加的一个冰山倒置而成。为了制作出一张能够瞒天过海的照片,Ralph Clevenger 和他的团队仔细研究了冰山在水中的形态,最终完成了这张照片。

Ralph Clevenger (4)

有了照片只是第一步,想要赚钱就得依赖于 Ralph Clevenger 所工作的图片机构老板 Craig Aurness 了,他把这幅作品利用各种渠道发送出去,克莱斯勒是第一个将之作为大幅广告印刷在杂志上的企业,其后还有成千上万的客户使用了这张照片,这总共为 Ralph Clevenger 所在公司带来了近一百万美元的收入。

虽然 Ralph Clevenger 的作品可以说是一件彻头彻尾的“假货”,但确是一个非常成功的图片营销案例,成功的图片是可以让不同的客户在许多不同方面使用的,这是一种有效的概念。同时 Ralph Clevenger 这张作品诞生的年代刚好是Photoshop诞生的年代,它可以说是最早用 Photoshop 创造的,也是最成功的作品之一。

有趣的是,人们围绕着 Ralph Clevenger 这张作品产生了很多励志的故事,曾有个故事说这张照片是北海油井平台的一位员工拍摄,他可能看见了冰山,然后跳入水中拍了这张照片,然后四处传播,最终成了“十大最棒摄影故事”之一。当然,这完全是假的。

事实上你即使跳进水里也不会拍出这样的照片,因为水跟空气的透光性完全不可同日而语。当然,即使这是一个具有价值的营销案例,因为这张照片直接或者间接鼓励了很多人,还是有很多人愿意相信这个照片是真的,毕竟有些梦想还是要继续的。

使用 Ralph Clevenger 图片的宣传案例
使用 Ralph Clevenger 图片的宣传案例

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