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Photography plays an important part in advertising campaigns, with companies regularly investing thousands of dollars to get the perfect image of their products. There are a wide range of different photographic techniques used in advertising, from close-up macro photography through to landscape and location based photography. For a company selling S. Oliver sunglasses (s. Oliver Sonnenbrille) and other small products, macro photography may be very important, along with still advertising photography and possibly also fashion and glamour photography as well. When sunglasses are advertised they will either be sold using detailed close-up images or fashion photos that incorporate models, with both approaches used in many advertising campaigns.

When shooting close-up images of sunglasses and other products, specific equipment and photographic techniques are used to capture the best possible representation. Macro photography is the name given to close-up images of very small objects, although most macro photos feature smaller items than sunglasses. The classic definition of macro photos is that the items photographed are roughly the same size as the images projected on the film plane, although this definition has changed recently to incorporate larger items. In modern usage, a macro may be roughly 15 x 10 cm, with an image that is life size or larger. Sunglasses are often photographed in this way, to bring out the details of the manufacturing and styling, and make the products advertised appear larger than life.

Some of the equipment that is used when taking product close-ups include macro lenses, extension tubes between the lens and the film, adjustable bellows, telephoto extenders, macro couplers, and specialised lighting. Lighting plays a big role when shooting small objects, due to the extremely small depth of field when a camera focuses on such small objects. A regular normal focus macro lens can focus so closely on an object that the installation of lighting can be very difficult, which is one of the reasons photographers use telephoto macro lenses that allow people to stand back from the object they are shooting. Close up photography plays an extremely important part in advertising, and is used extensively in sunglasses campaigns and other small fashion products.