Advertising photography

Abstract

Commercial photographs have the ability to describe, to convey atmosphere, to entertain, to make an artistic statement and to sell a product. Even though the reality of the image might be an idealised fantasy, it is a photograph, so it must be real! Advertising photography is about creating these images to sell products or services, through appealing to the target group that the advertising campaign is aimed at. It can also be used in creating positive attitudes towards new concepts, campaigns, and companies. Photographic advertisements are used as visual persuasion, in stead of written or spoken words. In a country like South Africa with as much as eleven official languages, a visual advertisement is therefor not limited to specific language groups. Clients depend on advertising photographers to create flawless, creative, innovative and effective images of their preconceived ideas - an image with all these qualities is bound to sell what the client is presenting.