Presents a variety of techniques, from airbrush to pencil to computers as they are applied to advertising, with many examples from British campaigns, from the client's original ideas to the finished advertisement, including interviews with the artists
Advertising photography is a highly competitive field, employing some of the world's most skilled and creative photographers. This book follows photographers through 12 advertising campaigns for internationally known products, from the agency's first brief to the final picture. Each project has its own particular problems and requires its own most appropriate solution. A wide range of subjects is featured - the constant flow of new ideas needed for fashion, food and drink, car and cigarette advertising, the complications of photographing animals, babies and crowds and the endless possibilities of still lifes, studio sets, model making and special effects. The techniques covered include focus, flash and shutter effects, close-up work, back and front projection, hand colouring or tinting, colour filters and darkroom montage.