Professional advertising photography

Abstract

Professional advertising photography is an immensely competitive field where only the most skilled, creative and imaginative photographers survive. It is a field that demands technical perfection, hard work and a successful image every time. Advertising has grown into one of the largest businesses in the world where people are bombarded with thousands of advertisements everyday, but only a few stand out. So how do you catch a person's attention, how do you stop a person from turning the page, taking another look and making the connection? Photographs are extremely powerful tools of communication enabling the photographer to take an idea and transform it into an image that can both attract attention and give information, while at the same time it can delve into your subconscious, intrigue your mind and touch your emotions. Advertising photography is an exciting business, and as one of the most challenging and demanding fields of photography, it takes hard work, determination and of course good photographs to succeed. The following chapters will cover the process of how an advertisement is made, concentrating on the role of the photographer, the equipment used in this field and also some examples of work from professionals. The second half of the script will be about the author's own work, his personal approach to advertising and why he chose this field.