Advertising Photography: A Straightforward Guide to a Complex Industry / Edition 1

by Lou Lesko, Bobbi Lane

Overview

If you are an aspiring or professional photographer looking to break into advertising, "Advertising Photography: A Straightforward Guide to a Complex Industry" will provide you with an honest and uncensored look at this highly competitive and lucrative business. While working in the advertising photography industry can be glamorous and financially rewarding, it can also be intimidating and difficult to break into, requiring networking savvy, financial know-how, and marketing and business skills on top of photographic talent. Advertising Photography strips away the glitz and presents a candid and complete picture with solid advice to newcomers. You'll learn how to get your business started, including writing a business strategy, successfully negotiating a bid, what to expect during the shoot, post production and delivery tips, and how to properly invoice your clients. The book explores several business management styles supported by the real-world experiences of veteran advertising photographers, illustrated with stunning full-color images of the work that got them where they are today. By examining the methods and strategies used by those who have already made it in the industry, you'll learn smart business practices to apply to your own work, giving you time to focus on the creative aspects of your craft, which is what will ultimately lead you to a successful advertising photography career. Learn from the experiences—good and bad—of those who have been there! -Practical how-to tips, information, and examples from each of the top genres -Learn how to get your business started, including writing a business strategy, licensing and copyright information, creating branding for websites and portfolios, insurance and legal issues, and more -Essential industry resources for estimating and invoicing software, professional organizations, marketing services, and creative consultants

Product Details

ISBN-13:	9781598634068
Publisher:	Cengage Learning
Publication date:	10/23/2007
Edition description:	New Edition
Pages:	304
Product dimensions:	7.30(w) x 9.10(h) x 0.80(d)

About the Author

Lou Lesko started shooting fashion photography in San Francisco in 1984 when he was 19 years old, and he has also worked as a successful photojournalist and commercial director. He is currently the managing editor at the National Geographic Assignment Blog. Lou is one of the founders of PhotoCine News and the founder and chief chaos master at Blinkbid Software, business software for creative professionals.


Bobbi Lane is a commercial photographer specializing in creative portraits in studio and on location. Bobbi's multi-faceted approach to photography incorporates over 30 years of technical experience with innovative artistic interpretation. She shoots primarily people on location for editorial, corporate, and advertising accounts as well as photographing "real people" and travel for stock. Her stock photography has sold worldwide for ads, posters, and billboards. Bobbi's clients include: Warner Bros., PricewaterhouseCoopers, Samsung, Bose Corp., Neutrogena, Ricon, Mattel, Maui Music Festival, McDonnell/Douglas, Sears' Tower Skydeck, and the Morro Bay Natural History Museum. She is a regular contributing photographer to both Ridgefield and Bedford Magazines. As a dedicated photo educator, she brings insight and enthusiasm to her hundreds of students every year. Bobbi's excellent rapport and communication with her students inspires and motivates, while her straight-forward teaching style reaches students of many different skill levels. Bobbi teaches at the Santa Fe Workshops, the Maine Workshops, the Julia Dean Workshops, and the International Center for Photography in New York City. She is the Chair of the Education Committee for Advertising Photographers of America, and the creator of their Successful Emerging Photographer's program. Bobbi is a Contributing Editor to Photo Techniques magazine, and author of the book, Creative Techniques for Color Photography, published by Amherst Media. Her new instructional DVD, Portrait Lighting Techniques with Bobbi Lane is available through Calumet.

Table of Contents

Chapter 1: Getting Noticed Chapter 2: The Players Chapter 3: The Bid Chapter 4: The Re-Bid Chapter 5: When the job awards Chapter 6: On the Set Chapter 7: Post Production And Delivery Chapter 8: Fashion Photographer Chapter 9: Celebrity Photographer Chapter 10: Beauty Photographer Chapter 11: Lifestyle Photographer Chapter 12: Food Photographer Chapter 13: Product Photographer Chapter 14: Car Photographer Chapter 15: Location, Travel and Resort Photographer Chapter 16: Digital Effect Photographer Chapter 17: Stock Photographer Chapter 18: Fabulous Stories Chapter 19: The Creative Process Chapter 20: Resources

Editorial Reviews

Since 1992, Lesko has done fashion and commercial work for Honda, Quest Communications, AT&T, and Microsoft, and his irreverent writing style is regularly featured in Digital Photo Pro magazine. Here he writes for the aspiring or professional photographer looking to break into advertising, taking an honest, practical view of a highly competitive business without promising glamour and wealth. Lesko offers advice on getting the right education and the best practical experience and launching one's own business. He then covers issues from writing a business strategy to handling the billing. Each section ends with a business profile of a successful advertising photographer. Recommended, along with another recent volume from the same publisher, James Carney's Mastering Digital Wedding Photography.
—Daniel Lombardo

Library Journal