Advertising and marketing photography is a specialised commercial genre of photography where images convey commercial products or services in a recognisable way through a visual promotional message. An advertising photographer will usually work through elements provided in a brief provided by the commercial photography client.
An example of a brief could be as simple as a single paragraph such as: “Please provide the company with a single image of our new cold beverage that conveys a feeling of tranquillity in an afternoon tropical setting.” To much more complex instructions requiring the photographer to consider dozens of specifics within the brief such as an objective, an audience, colour, shoot angles, focus, mood, location and image size/dimensions or ratio. A budget should also be a defined and be included as an agreed specific in every advertising photography project that you undertake.
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The advertising and marketing photography creative vision
The commercial client will attempt to convey their creative vision through the brief, so it is important for you the photographer to communicate effectively with the client and to understand their vision in order for the project to be completed successfully.
Elements of advertising photography
Advertising and marketing photography will almost always include elements within a final delivered set of images that have been completed using graphic software such as Adobe Photoshop. It also may include elements such as overlays, additional photos, graphic elements, and text. Persuasion is the intent with advertising photography. You want to persuade a customer to purchase a clients’ product or service, so coming up with a catchy and unique style to convey your client’s product or service would be more than valuable to you and to your client.
The advertising photography brief
Advertising photographers provide professional photographic solutions for marketing purposes. In addition to being contacted directly by small and medium business, marketing departments of larger corporations and independent marketing firms may contract an advertising photographer to complete the brief of a project.
Persuasion is the intent with advertising photography. You want to persuade a customer to purchase a clients’ product or service.
Commercial clients
Commercial clients (and yourself as an advertising photographer) should require a signed contract that outlines the brief and expectations of delivery. Final advertising images will almost always be required to be delivered in high resolution, for online web use, offline print media and/or television productions.
Portfolios
Maintain a web presence of your advertising and marketing work through a website portfolio and on your social media accounts on TikTok, Facebook and Instagram.
Adverting and marketing photography is a commercial genre!
Adverting and marketing photography is an important part of the economy.