The Major Purpose of Advertising is to arouse the consumers desire to own any given product. Advertising photography is used to stimulate these desires to an act and purchase. The advertising photographer must illustrate, explain, excite, and help create this desire for any given advertised product. The consumer and/or reader will be exposed to these images in a varied media formats: magazines, newspapers, television, billboards and now even the Internet.
Today’s advertising photographer must go beyond being just a camera technician. There is not a single professional photographer in this field who has not spent long hours and hard work in perfecting his or her technique, both in handling the camera and in the quality of the finished product, the photograph. To command the respect of his clients, and to have his or her work consistently in demand, the advertising photographer must have, in addition to this technical ability, creative vision, imagination, and an ability to capture unique descriptive images.
