Advertising and Advertising Photography
Successful advertising and advertising photography, photographers must be highly skilled and passionate creative problem solvers, producing images that sell themselves, their clients, and their product. Photographers interested in the Advertising Photography program should have a broad base of interests (including art and design), a strong work ethic, and an overwhelming desire to communicate with images. You need an awareness of popular culture, business, history and the arts, as they strive to create images that command the viewer's attention.
The Major Purpose of Advertising is to arouse the consumers desire to own any given product. Advertising photography is used to stimulate these desires to an act and purchase. The advertising photographer must illustrate, explain, excite, and help create this desire for any given advertised product. The consumer and/or reader will be exposed to these images in a varied media formats: magazines, newspapers, television, billboards and now even the Internet. Today’s advertising photographer must go beyond being just a camera technician. There is not a single professional photographer in this field who has not spent long hours and hard work in perfecting his or her technique, both in handling the camera and in the quality of the finished product, the photograph. To command the respect of his clients, and to have his or her work consistently in demand, the advertising photographer must have, in addition to this technical ability, creative vision, imagination, and an ability to capture unique descriptive images on film.
Advertising photography is only one of the many disciplines of professional photography. In major markets, New York, Chicago, Los Angles, San Francisco etc., the advertising photographer is truly a specialist. In small markets this type of photography is done by what is called ‘commercial’ photographers who do other types of assignments as well. Most of the photographers who are receiving those profitable advertising assignments have developed a reputation as a creative photographer over long years of training and experience. Advertising photography is not a discipline for the novice.
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