Advertising Photography: A Straightforward Guide to a Complex Industry [Paperback]

Lou Lesko (Author), Bobbi Lane (Author)

Book Description

ISBN-10: 1598634062 | ISBN-13: 978-1598634068 | Publication Date: October 23, 2007 | Edition: 1

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

• Paperback: 241 pages
• Publisher: Course Technology PTR; 1 edition (October 23, 2007)
• Language: English
• ISBN-10: 1598634062
• ISBN-13: 978-1598634068
• Product Dimensions: 9 x 7.3 x 0.8 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (27 customer reviews)
• Amazon Best Sellers Rank: #231,012 in Books (See Top 100 in Books)
  • #61 in Books > Arts & Photography > Photography > Professional

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Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

5.0 out of 5 stars Never seen a book like it. Hit the spot!, February 17, 2009

By 

matt haines (SoCal, USA) - See all my reviews
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This review is from: Advertising Photography: A Straightforward Guide to a Complex Industry (Paperback)

I'm a professional portrait photographer, and I specialize in children and family photography. But I've been wanting to delve into the fashion and commercial side of things. As this is my second career and with a family to support, I don't have the 'luxury' of going to photography school or assisting for ten years. How then to understand, even a little, the mysterious world of ad agencies and commercial image production?

Thankfully, I just stumbled upon Lou's book. It really was laser-sited right where I needed it to be. No fluffy art talk, no photographic technique (which is better covered somewhere else anyway). It's all about the business of commercial photography. Sure it has some really great images, including descriptions of how some of them came about. But it's not a book about how to make those images. It's a book about how to sell them, how to be in the position to sell them, and how to get hired to make images in the first place.

My only complaint is that the book ended too soon. It's not a small book. It simply was such a good read, I didn't want it to end!

OK, that's not a real complaint. I did find that the one area the book didn't really cover was how to get started small. How to target agencies and/or projects that were appropriate for my particular skill set (or lack thereof). Not that it's likely to happen, but I wouldn't want to have my portfolio book called in, get the job, and then find out it's a three-day shoot involving 20 models, circus animals and a portable ice rink. How does one get started with the small (but paying) gigs?

But that aside, it's an incredibly valuable book. When I finished, I actually toyed with the idea of starting it over. I only have one other photography business book that's ever made me feel that strongly about it.

Oh and Lou is darned funny too! And no I don't know him, have never met him, and have no connection to him or his publisher.

- Matt Haines Photography

5 of 5 people found the following review helpful:

5.0 out of 5 stars Educational and full of humor., November 25, 2008

By 

K. Holte - See all my reviews
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This review is from: Advertising Photography: A Straightforward Guide to a Complex Industry (Paperback)

Louis Lesko draws you into the life of a commercial photographer- navigating the reader through the damaging gossip, the scheming clients, and the overbearing art directors. Lesko's writing style is accessible and easy going. His stories about the advertising industry make this a good read for anyone, not just photographers. You wouldn't expect a photographer to be so forthcoming about his mistakes, but to his benefit it makes this book the most entertaining "how to" text I've ever read.

While Lesko is entertaining he's also informative and brutally honest- he leaves no nasty surprises to the green photographer entering the commercial field. Lesko continually writes, "if you don't think you can handle [blah blah] then you may want to pick another field". There's lots of advice on getting into the profession, avoiding traps, dealing with clients, finding a good work routine, and staying afloat when you're not getting jobs. There's also rare technical advice on developing usage contracts and working a bid estimate.

Each chapter centers on a specific task with an interview at the end with another photographer- providing a fresh view of the topic and getting into the business. Lesko says there's no one way to maneuver through the commercial world, each person has their own way of doing things, and it's good he gives the reader a chance to explore other viable options. One piece of advice I found invaluable is to never degrade yourself by being embarrassed by making ends meet or having a side job. Never say, I waitress, but I'm really a photographer. Just say I'm a photographer.

After I finished reading Advertising Photography, I quickly began planning my own commercial career. I was too excited to wait!

4 of 4 people found the following review helpful:

5.0 out of 5 stars Photography exposed!!, November 8, 2007

By 

Kimberley Lovato (Brussels, Belgium) - See all my reviews
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This review is from: Advertising Photography: A Straightforward Guide to a Complex Industry (Paperback)

It is really refreshing to have someone tell it like it is, and in doing so, really teach you something. No bull, no boring prose, just real life experience. There is no better teacher than that. If you can't join the photographer on the shoot, then this book is the next best thing to being there. Plus..it's funny, and the photos are specTACular.