Love them or hate them, a colourful gallery of advertisements decorates our streets and punctuates the editorial pages of magazines and newspapers. The advertising industry engages some of our top creative minds and technical talents to help promote products and services that need to be noticed. With the involvement of a prestigious list of internationally renowned photographers and leading art directors, Professional Advertising Photography offers a detailed analysis of the processes at work within more than 40 major advertising campaigns over the past decade.
Author Dave Saunders, a top photographic journalist, shows where the best advertising ideas come from and how the concepts are developed through the combined expertise of art director, copywriter and photographer. He delves into the world's most surreal campaign, and illustrates how photography contributes to the power of advertising.
Photographers give personal accounts of how they successfully established their reputation. Many trade secrets are revealed as they outline how more complex photographic problems are solved. Computer technology, retouching and photo-composition are discussed in the context of today's dynamic market. Professional Adverting Photography confronts questions associated with sensitive advetising, whether for the environmental group Greenpeace, anti-heroin campaign or personal hygiene products. Finally, three photographers detail the logic, or otherwise, of moving from stills photography to television commercials' direction.
Drawing on the vast and varied experiences of many of the leading figures in the advertising world, this is the first book of its kind to give a detailed and absorbing insight into the work of top commercial photographers.
Written by Dave Saunders. 160 pages long.