Self-Help Books from Cengage Learning PTR

Advertising Photography: A Straightforward Guide to a Complex Industry

Advertising Photography: A Straightforward Guide to a Complex Industry

ISBN 13: 9781598634068

ISBN 10: 1598634062

Author: Lou Lesko; Bobbi Lane

Pages: 256

Published: 10/23/2007

Print Book Price: $39.99 Add to cart

eBook Price: $19.24 Add to cart

eBook Download Instructions

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
Note*: If you are buying the e-book version of this product, any CD/DVD supplement files referenced throughout the book can be accessed for free at our Companion Downloads page.
  • Step-by-step guide to diving into the business of commercial photography
  • Provides an insider's look at the advertising industry
  • Contains features on established famous photographers and the new breed of up-and-coming photographers?their background, technical how-to information, and examples of their photographs
  • Associated with Blinkbid, the best-selling business software
Author Bio
Lou Lesko
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
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.
cover image - Advertising Photography: A Straightforward Guide to a Complex Industry
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