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.
