A little research showed that none of the actors (nor the cameraman) had died, mysteriously or otherwise. There was no “demon baby”… Even the “freaky German death music” ended-up being just a piece of pop music—sung in English! So much for urban legends.

Basically, when you change the aperture size one stop, you have to shift the shutter speed one stop in the opposite direction to maintain a consistent exposure… and this change in aperture alters the depth of field (DOF) accordingly.

However, to achieve an identical proper exposure, the shutter speed is probably closer to 1/1000th to compensate for the increased amount of light entering the lens at f/2.8.

You simply need to change the shutter speed (or change the light sensitivity – ISO) to compensate for the changes in the exposure from the adjustments to the f-number. Changes in distance and focal length also affect DOF, but these changes have trade-offs in terms of composition.

Other than lighting, composition and focus (which includes depth of field) are the main elements that you can exercise complete command over.Focus enables you to isolate a subject and specifically draw the viewer’s eye to exactly where you want it.The first thing to understand about focus is depth of field.1Depth of FieldThe depth of field (DOF) is the front-to-back zone of a photograph in which the image is razor sharp.As soon as an object (person, thing) falls out of this range, it begins to lose focus at an accelerating degree the farther out of the zone it falls; e.g., closer to the lens or deeper into the background. With any DOF zone, there is a Point of Optimum focus in which the object is most sharp.There are two ways to describe the qualities of depth of field – shallow DOF or deep DOF. Shallow is when the included focus range is very narrow, a few inches to several feet. Deep is when the included range is a couple of yards to infinity. In both cases DOF is measured in front of the focus point and behind the focus point.DOF is determined by three factors – aperture size, distance from the lens, and the focal length of the lens.Let’s look at how each one works.2ApertureThe aperture is the opening at the rear of the lens that determines how much light travels through the lens and falls on the image sensor.The size of the aperture’s opening is measured in f-stops – one of two sets of numbers on the lens barrel (the other being the focusing distance).The f-stops work as inverse values, such that a small f/number (say f/2.8) corresponds to a larger or wider aperture size, which results in a shallow depth of field; conversely a large f/number (say f/16) results in a smaller or narrower aperture size and therefore a deeper depth of field.3Small vs Large ApertureManipulating the aperture is the easiest and most often utilized means to adjust Depth of Field.To achieve a deep, rich and expansive DOF, you’ll want to set the f-stop to around f/11 or higher. You may have seen this principle demonstrated when you look at photos taken outside during the brightest time of the day. In such a case, the camera is typically set at f/16 or higher (that Sunny 16 Rule) and the Depth of Field is quite deep – perhaps several yards in front of and nearly to infinity beyond the exact focus point.Let’s take a look at these two photos as examples. The left side of the photo has an expansive DOF, most likely shot around noon (notice the short, but strong shadows), with an f/22 aperture. The right side of the photo has an extremely shallow DOF; probably an f/2.8 aperture setting.However, to achieve an identical proper exposure, the shutter speed is probably closer to 1/1000th to compensate for the increased amount of light entering the lens at f/2.8.4Aperture RangeThe aperture range identifies the widest to smallest range of lens openings, i.e., f/1.4 (on a super-fast lens) to f/32, with incremental “stops” in between (f/2, f/2.8, f/4, f/5.6, f/8, f/11, f/16, and f/22).Each f-number is represents one “stop” of light, a stop is a mathematical equation (which is the focal length of the lens divided by the diameter of the aperture opening) that determines how much light that enters the lens regardless of the length of the lens. Such that an f/4 on a 50mm has smaller opening than an f/4 on a 200mm, but an equivalent amount of light travels through both lenses to reach the image sensor thus providing the same exposure.Each movement up the range (say f/2 to f.2.8) reduces the amount of light by one-half, and each movement down the range (say f/11 to f/8) doubles the amount of light passing through the lens.It’s important to understand this concept and how it affects exposure because it works in tandem with the shutter speed (we’ll discuss this in another section) to establish a given exposure value.Basically, when you change the aperture size one stop, you have to shift the shutter speed one stop in the opposite direction to maintain a consistent exposure… and this change in aperture alters the depth of field (DOF) accordingly.5Distance from the LensThe last element affecting depth of field is the distance of the subject from the lens – you can adjust the DOF by changing that distance.For example, the closer an object is to the lens (and the focus is set on that object) the shallower the DOF. Conversely, the reverse is true – the farther away an object is and focused on, the deeper the DOF. Changing the distance to subject is the least practical way to manipulate the depth of field, and by changing the distance from a subject to the lens, you immediately change your image’s composition. To maintain the compositional integrity of the shot, but still have the change in DOF from a distance, you can change the focal length (either by changing lenses or zooming in).Why does changing the focal length negate the effects on DOF? This is because the visual properties of a given lens either provide either greater DOF (shorter lenses) or shallower DOF (longer lenses). The physical properties of a lens at a given focal length also affect the depth of field. A shorter focal length lens (say 27mm) focused at 5 meters, set at f/4 has a deeper DOF (perhaps from 3 meters in front and 20 meters behind) than a longer focal length (say 300mm), also set at f/4 focused at 5 meters. The 300mm lens has a remarkably shallow depth of field.Incidentally, to help you with this, every lens has a manual with a DOF chart for each f/stop and the major focusing distances. DOF is just a matter of physics, and it’s important to grasp this concept.CConclusionManipulation of depth of field is a good way to modify the characteristics of your photo, and manipulating the aperture is the ideal way to do this because it has little or no effect on composition.You simply need to change the shutter speed (or change the light sensitivity – ISO) to compensate for the changes in the exposure from the adjustments to the f-number. Changes in distance and focal length also affect DOF, but these changes have trade-offs in terms of composition.Therefore, changes to aperture are the best way to manipulate DOF without affecting a photo’s composition.

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Why does changing the focal length negate the effects on DOF? This is because the visual properties of a given lens either provide either greater DOF (shorter lenses) or shallower DOF (longer lenses). The physical properties of a lens at a given focal length also affect the depth of field. A shorter focal length lens (say 27mm) focused at 5 meters, set at f/4 has a deeper DOF (perhaps from 3 meters in front and 20 meters behind) than a longer focal length (say 300mm), also set at f/4 focused at 5 meters. The 300mm lens has a remarkably shallow depth of field.

Copywriters don’t need to tell customers every benefit about a company or a product. Mystery adds excitement and gets people talking. When Pepsi introduced Mountain Dew Code Red it just appeared in stores, boom, with no fanfare. No explanation. People were curious, they tried it, it was a hit. When people are curious, or even confused, by an ad they pay more attention and they talk.

Let’s take a look at these two photos as examples. The left side of the photo has an expansive DOF, most likely shot around noon (notice the short, but strong shadows), with an f/22 aperture. The right side of the photo has an extremely shallow DOF; probably an f/2.8 aperture setting.

The last element affecting depth of field is the distance of the subject from the lens – you can adjust the DOF by changing that distance.

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Whether they were intentionally trying to be mysterious or not, the urban legend that surrounded the Kleenex “Red Demon” commercial helped keep Kleenex on people’s minds. People talked and gossiped about it for decades. Around water coolers and over beers, you’d hear: “Hey, did you ever see that weird Japanese Kleenex commercial…” And then, decades later, when the Internet happened, they Googled it.

The aperture is the opening at the rear of the lens that determines how much light travels through the lens and falls on the image sensor.

“Now, what the heck was that all about?” you probably asked. If you mean the commercial, titled “Red Demon,” I can only suppose that they were trying to sell some Kleenex—but as to its weirdness, and as to why you may yet die because you watched it, well, that’s a long story…

Why is a 1986 Japanese Kleenex commercial still making rounds on the internet? The creepy urban legend behind the video shows that a bit of mystery can go a long way in marketing.

Puffstissuegirl

As soon as an object (person, thing) falls out of this range, it begins to lose focus at an accelerating degree the farther out of the zone it falls; e.g., closer to the lens or deeper into the background. With any DOF zone, there is a Point of Optimum focus in which the object is most sharp.

Each f-number is represents one “stop” of light, a stop is a mathematical equation (which is the focal length of the lens divided by the diameter of the aperture opening) that determines how much light that enters the lens regardless of the length of the lens. Such that an f/4 on a 50mm has smaller opening than an f/4 on a 200mm, but an equivalent amount of light travels through both lenses to reach the image sensor thus providing the same exposure.

Kleenextissue commercial

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The aperture range identifies the widest to smallest range of lens openings, i.e., f/1.4 (on a super-fast lens) to f/32, with incremental “stops” in between (f/2, f/2.8, f/4, f/5.6, f/8, f/11, f/16, and f/22).

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They say that the baby actor, the one seemingly dressed like an oompa-loompa, later died in a horrible car crash and was decapitated! Even the music in the ad was haunted. It was supposedly an old German folk song containing the lyrics: “Die, die, everyone is cursed and will be killed.” Catchy. To top it all off, they said that anyone who dared watch this commercial was going die or go insane (that’s you!). Man, that is one seriously messed-up commercial.

There are two ways to describe the qualities of depth of field – shallow DOF or deep DOF. Shallow is when the included focus range is very narrow, a few inches to several feet. Deep is when the included range is a couple of yards to infinity. In both cases DOF is measured in front of the focus point and behind the focus point.

Jim recalls a priceless piece of advice that an English teacher once gave him. Throwing a dictionary onto his desk he said, “All of the words are in there, Yoakum, just put them in the right order.” Putting the right words in the right order has been Jim’s goal ever since, and he has honed his skills over the years to include award-winning copywriting, the scripting of three produced movies, the authoring of numerous novels and non-fiction books—and even a stint as writing partners with the late Graham Chapman of Monty Python fame. He is also US Curator of Chapman’s archives. To make himself even more insufferable, Jim has also produced comedy CDs and DVDs. While Jim does not lament his misspent youth, playing drums in a rock ‘n’ roll band, he does however wish he had back all of those brain cells that he ruthlessly killed.

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So, if copywriters and marketers want people to talk about a product or service, give them something to talk about. Add a little mystery—it’s good marketing.

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Incidentally, to help you with this, every lens has a manual with a DOF chart for each f/stop and the major focusing distances. DOF is just a matter of physics, and it’s important to grasp this concept.

Focus enables you to isolate a subject and specifically draw the viewer’s eye to exactly where you want it.The first thing to understand about focus is depth of field.1Depth of FieldThe depth of field (DOF) is the front-to-back zone of a photograph in which the image is razor sharp.As soon as an object (person, thing) falls out of this range, it begins to lose focus at an accelerating degree the farther out of the zone it falls; e.g., closer to the lens or deeper into the background. With any DOF zone, there is a Point of Optimum focus in which the object is most sharp.There are two ways to describe the qualities of depth of field – shallow DOF or deep DOF. Shallow is when the included focus range is very narrow, a few inches to several feet. Deep is when the included range is a couple of yards to infinity. In both cases DOF is measured in front of the focus point and behind the focus point.DOF is determined by three factors – aperture size, distance from the lens, and the focal length of the lens.Let’s look at how each one works.2ApertureThe aperture is the opening at the rear of the lens that determines how much light travels through the lens and falls on the image sensor.The size of the aperture’s opening is measured in f-stops – one of two sets of numbers on the lens barrel (the other being the focusing distance).The f-stops work as inverse values, such that a small f/number (say f/2.8) corresponds to a larger or wider aperture size, which results in a shallow depth of field; conversely a large f/number (say f/16) results in a smaller or narrower aperture size and therefore a deeper depth of field.3Small vs Large ApertureManipulating the aperture is the easiest and most often utilized means to adjust Depth of Field.To achieve a deep, rich and expansive DOF, you’ll want to set the f-stop to around f/11 or higher. You may have seen this principle demonstrated when you look at photos taken outside during the brightest time of the day. In such a case, the camera is typically set at f/16 or higher (that Sunny 16 Rule) and the Depth of Field is quite deep – perhaps several yards in front of and nearly to infinity beyond the exact focus point.Let’s take a look at these two photos as examples. The left side of the photo has an expansive DOF, most likely shot around noon (notice the short, but strong shadows), with an f/22 aperture. The right side of the photo has an extremely shallow DOF; probably an f/2.8 aperture setting.However, to achieve an identical proper exposure, the shutter speed is probably closer to 1/1000th to compensate for the increased amount of light entering the lens at f/2.8.4Aperture RangeThe aperture range identifies the widest to smallest range of lens openings, i.e., f/1.4 (on a super-fast lens) to f/32, with incremental “stops” in between (f/2, f/2.8, f/4, f/5.6, f/8, f/11, f/16, and f/22).Each f-number is represents one “stop” of light, a stop is a mathematical equation (which is the focal length of the lens divided by the diameter of the aperture opening) that determines how much light that enters the lens regardless of the length of the lens. Such that an f/4 on a 50mm has smaller opening than an f/4 on a 200mm, but an equivalent amount of light travels through both lenses to reach the image sensor thus providing the same exposure.Each movement up the range (say f/2 to f.2.8) reduces the amount of light by one-half, and each movement down the range (say f/11 to f/8) doubles the amount of light passing through the lens.It’s important to understand this concept and how it affects exposure because it works in tandem with the shutter speed (we’ll discuss this in another section) to establish a given exposure value.Basically, when you change the aperture size one stop, you have to shift the shutter speed one stop in the opposite direction to maintain a consistent exposure… and this change in aperture alters the depth of field (DOF) accordingly.5Distance from the LensThe last element affecting depth of field is the distance of the subject from the lens – you can adjust the DOF by changing that distance.For example, the closer an object is to the lens (and the focus is set on that object) the shallower the DOF. Conversely, the reverse is true – the farther away an object is and focused on, the deeper the DOF. Changing the distance to subject is the least practical way to manipulate the depth of field, and by changing the distance from a subject to the lens, you immediately change your image’s composition. To maintain the compositional integrity of the shot, but still have the change in DOF from a distance, you can change the focal length (either by changing lenses or zooming in).Why does changing the focal length negate the effects on DOF? This is because the visual properties of a given lens either provide either greater DOF (shorter lenses) or shallower DOF (longer lenses). The physical properties of a lens at a given focal length also affect the depth of field. A shorter focal length lens (say 27mm) focused at 5 meters, set at f/4 has a deeper DOF (perhaps from 3 meters in front and 20 meters behind) than a longer focal length (say 300mm), also set at f/4 focused at 5 meters. The 300mm lens has a remarkably shallow depth of field.Incidentally, to help you with this, every lens has a manual with a DOF chart for each f/stop and the major focusing distances. DOF is just a matter of physics, and it’s important to grasp this concept.CConclusionManipulation of depth of field is a good way to modify the characteristics of your photo, and manipulating the aperture is the ideal way to do this because it has little or no effect on composition.You simply need to change the shutter speed (or change the light sensitivity – ISO) to compensate for the changes in the exposure from the adjustments to the f-number. Changes in distance and focal length also affect DOF, but these changes have trade-offs in terms of composition.Therefore, changes to aperture are the best way to manipulate DOF without affecting a photo’s composition.

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In this section we’re going to discuss several crucial elements for exercising greater creative control over your final photographic image.Other than lighting, composition and focus (which includes depth of field) are the main elements that you can exercise complete command over.Focus enables you to isolate a subject and specifically draw the viewer’s eye to exactly where you want it.The first thing to understand about focus is depth of field.1Depth of FieldThe depth of field (DOF) is the front-to-back zone of a photograph in which the image is razor sharp.As soon as an object (person, thing) falls out of this range, it begins to lose focus at an accelerating degree the farther out of the zone it falls; e.g., closer to the lens or deeper into the background. With any DOF zone, there is a Point of Optimum focus in which the object is most sharp.There are two ways to describe the qualities of depth of field – shallow DOF or deep DOF. Shallow is when the included focus range is very narrow, a few inches to several feet. Deep is when the included range is a couple of yards to infinity. In both cases DOF is measured in front of the focus point and behind the focus point.DOF is determined by three factors – aperture size, distance from the lens, and the focal length of the lens.Let’s look at how each one works.2ApertureThe aperture is the opening at the rear of the lens that determines how much light travels through the lens and falls on the image sensor.The size of the aperture’s opening is measured in f-stops – one of two sets of numbers on the lens barrel (the other being the focusing distance).The f-stops work as inverse values, such that a small f/number (say f/2.8) corresponds to a larger or wider aperture size, which results in a shallow depth of field; conversely a large f/number (say f/16) results in a smaller or narrower aperture size and therefore a deeper depth of field.3Small vs Large ApertureManipulating the aperture is the easiest and most often utilized means to adjust Depth of Field.To achieve a deep, rich and expansive DOF, you’ll want to set the f-stop to around f/11 or higher. You may have seen this principle demonstrated when you look at photos taken outside during the brightest time of the day. In such a case, the camera is typically set at f/16 or higher (that Sunny 16 Rule) and the Depth of Field is quite deep – perhaps several yards in front of and nearly to infinity beyond the exact focus point.Let’s take a look at these two photos as examples. The left side of the photo has an expansive DOF, most likely shot around noon (notice the short, but strong shadows), with an f/22 aperture. The right side of the photo has an extremely shallow DOF; probably an f/2.8 aperture setting.However, to achieve an identical proper exposure, the shutter speed is probably closer to 1/1000th to compensate for the increased amount of light entering the lens at f/2.8.4Aperture RangeThe aperture range identifies the widest to smallest range of lens openings, i.e., f/1.4 (on a super-fast lens) to f/32, with incremental “stops” in between (f/2, f/2.8, f/4, f/5.6, f/8, f/11, f/16, and f/22).Each f-number is represents one “stop” of light, a stop is a mathematical equation (which is the focal length of the lens divided by the diameter of the aperture opening) that determines how much light that enters the lens regardless of the length of the lens. Such that an f/4 on a 50mm has smaller opening than an f/4 on a 200mm, but an equivalent amount of light travels through both lenses to reach the image sensor thus providing the same exposure.Each movement up the range (say f/2 to f.2.8) reduces the amount of light by one-half, and each movement down the range (say f/11 to f/8) doubles the amount of light passing through the lens.It’s important to understand this concept and how it affects exposure because it works in tandem with the shutter speed (we’ll discuss this in another section) to establish a given exposure value.Basically, when you change the aperture size one stop, you have to shift the shutter speed one stop in the opposite direction to maintain a consistent exposure… and this change in aperture alters the depth of field (DOF) accordingly.5Distance from the LensThe last element affecting depth of field is the distance of the subject from the lens – you can adjust the DOF by changing that distance.For example, the closer an object is to the lens (and the focus is set on that object) the shallower the DOF. Conversely, the reverse is true – the farther away an object is and focused on, the deeper the DOF. Changing the distance to subject is the least practical way to manipulate the depth of field, and by changing the distance from a subject to the lens, you immediately change your image’s composition. To maintain the compositional integrity of the shot, but still have the change in DOF from a distance, you can change the focal length (either by changing lenses or zooming in).Why does changing the focal length negate the effects on DOF? This is because the visual properties of a given lens either provide either greater DOF (shorter lenses) or shallower DOF (longer lenses). The physical properties of a lens at a given focal length also affect the depth of field. A shorter focal length lens (say 27mm) focused at 5 meters, set at f/4 has a deeper DOF (perhaps from 3 meters in front and 20 meters behind) than a longer focal length (say 300mm), also set at f/4 focused at 5 meters. The 300mm lens has a remarkably shallow depth of field.Incidentally, to help you with this, every lens has a manual with a DOF chart for each f/stop and the major focusing distances. DOF is just a matter of physics, and it’s important to grasp this concept.CConclusionManipulation of depth of field is a good way to modify the characteristics of your photo, and manipulating the aperture is the ideal way to do this because it has little or no effect on composition.You simply need to change the shutter speed (or change the light sensitivity – ISO) to compensate for the changes in the exposure from the adjustments to the f-number. Changes in distance and focal length also affect DOF, but these changes have trade-offs in terms of composition.Therefore, changes to aperture are the best way to manipulate DOF without affecting a photo’s composition.

Manipulation of depth of field is a good way to modify the characteristics of your photo, and manipulating the aperture is the ideal way to do this because it has little or no effect on composition.

Part of the reason that this creepy urban legend swirled around for so long is the fact that nobody had seen it for years. It had aired only a few times before it was pulled, and had been out of circulation for decades. It only recently popped up on YouTube and, wouldn’t you know it, not one of these rumors proved to be true.

To achieve a deep, rich and expansive DOF, you’ll want to set the f-stop to around f/11 or higher. You may have seen this principle demonstrated when you look at photos taken outside during the brightest time of the day. In such a case, the camera is typically set at f/16 or higher (that Sunny 16 Rule) and the Depth of Field is quite deep – perhaps several yards in front of and nearly to infinity beyond the exact focus point.

If you’re like me, you love a good urban legend—the scarier, and the freakier, the better—and the one that sprang up around this spot is a doozy. According to popular opinion at the time, everyone involved in this commercial died or became ill in a strange way. They (you know, “they”) said that the cameraman later burned to death in a freak sauna fire (ooooh!!), and the actress became impregnated with a demon child (bwa-ha-ha!). She was then either admitted to an insane asylum or driven to hang herself “under mysterious circumstances,” or so the legend goes.

The f-stops work as inverse values, such that a small f/number (say f/2.8) corresponds to a larger or wider aperture size, which results in a shallow depth of field; conversely a large f/number (say f/16) results in a smaller or narrower aperture size and therefore a deeper depth of field.

As it turns out, the commercial was just an attempt to cash-in on a wildly popular Japanese anime of the day, called Urusei Yatsura! The oompa-loompa-esque was based on a character named Ten.

Each movement up the range (say f/2 to f.2.8) reduces the amount of light by one-half, and each movement down the range (say f/11 to f/8) doubles the amount of light passing through the lens.

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That said, a good take-away is the importance, and the power, of mystery. It’s like the old expression, “Spilling your guts is about as attractive as it sounds.”

For example, the closer an object is to the lens (and the focus is set on that object) the shallower the DOF. Conversely, the reverse is true – the farther away an object is and focused on, the deeper the DOF. Changing the distance to subject is the least practical way to manipulate the depth of field, and by changing the distance from a subject to the lens, you immediately change your image’s composition. To maintain the compositional integrity of the shot, but still have the change in DOF from a distance, you can change the focal length (either by changing lenses or zooming in).

Puffstissue commercial

It’s important to understand this concept and how it affects exposure because it works in tandem with the shutter speed (we’ll discuss this in another section) to establish a given exposure value.

Tissue commercialactress

In this installment of MarketSmiths’ Badvertising, we look at the strange rumor that surrounded this odd Japanese Kleenex commercial that aired briefly, some 30 years ago. As usual, do not try this at home!

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Back in 1986, Kleenex released this commercial in Japan. But beware! If you dare watch it, you’ll surely be cursed and/or die!

The size of the aperture’s opening is measured in f-stops – one of two sets of numbers on the lens barrel (the other being the focusing distance).