The Advertising Photographer

Advertising Photographer

For photographers who enjoy travel, meeting creative people and solving visual challenges, a career in Advertising is highly attractive. Advertising photographs are used to help describe and sell a product or idea or service, and are usually accompanied by a short phrase or strap line.

The work is varied and very exciting and very challenging, both visually and keeping the client happy in presenting the product in the way he sees it. If you can develop an ability to interpret ideas and stories through original and emotive photographic images then you maybe able to enjoy a good career.

The job involves creating seductive images that are used to support a marketing idea in answer to a photographic brief given by the client, a designer or an advertisement agency. The images are usually used in local and national advertising promotions. Subject matter is important but is often categorised into still life, portraiture or landscape. The job involves also “pack” or “pack shots”, and these are generally produced by salaried studio employees. There are many parameters within these field, and definitions can be blurred. A lot of the work for these categories is done in the studio, with suitable lighting, but some is done on location. All images must be well lit, either naturally or artificially, or both, and are used on packaging, point of sale and in catalogues.

With this kind of photography, you generally have to have a high profile, work out of a studio, and be based in large cities, and secure work on past campaigns, so you need to be very creative and imaginative with your photography, within the confines of the client brief. You either are commissioned, or work through an agency. Generally the photographer is a specialist in his field, for items such as food, cars, furniture, financial services. Assistants will be also be employed due to the magnitude of the work, as it is not possible for one person to carry out this work. There are many elements to this type of work, not least constructing studio details, sets etc where necessary.

Advertising photographers are commissioned to take photographs that are original and set the product apart from the competition. Occasionally the photographer has license to produce the images. But the photographer must have extensive knowledge of the history of advertising and the many techniques of image manipulation to achieve the final outcome that suits the client and the product. He also has to have expert knowledge of lighting, set construction and innovative use of the new digital techniques.

The use of agencies will entail a percentage commission, but often an assistant, or 2 etc, will be employed who are often well paid, on a day-to-day basis plus expenses. This will all have to build into the costs for the client at the end of the day.

There are no set qualifications for this type of work but the general introduction to this field is by working with a photographer as an assistant and learning on the job, until you gain enough experience to either go freelance or work on your own reputation.

Membership of various organisations can be beneficial, such as BIPP and AOP.

Health and Safety is also an issue and is subject to a separate issue with regard to this blog. not only is the consideration for studio and location, but also for the photographer who may have to carry a heavy load.