A photograph becomes an image when placed in a false context, a pseudo-environment. In the pseudo-environments (marketing-manufactured) of the business sector, a photograph becomes an image when it ceases to speak to the individual and instead speaks for the brand.
Once a photograph enters the realm of public media, it becomes part of the marketing machine, a devolutive iteration of public media. An example is the repetition of an image to represent multiple “events.”
“Truth” is not factored into marketing, be it specific “truths” or the simple recognition of human experience and emotion. Those are secondary in comparison to the primary intention: consumer guidance.
Can any image be considered art? Perhaps only when removed from the marketing context.