Professional Studies Module Introduction

Module Introduction

Over the course of this module I will be looking into an aspect of the photographic industry that interests me and I would like to continue looking into possibly for the future prospects after I leave Uni. I will also be looking into the competitions that are running over the year and what benefits I can get from entering them and getting the exposure though them.

I think it is a good stage for me to be entering the competitions because it will help improve my confidence and give me networking opportunities through the exposure I will be getting if I can get high up in the competition.

Also at this stage I will be creating a skills based CV based on my photographic skills, this is also good for me because I was not taught anything about these in school or college and the internet is not a very good source at all.

The brief we have been given also states that we need to create a digital archive of our work, for this I think I am going to create a new page for my blog and showcase my works off in separate posts as then I can keep my blogs updated and together in one place. I may also look into creating a website that I can keep updated (I had started one in college yet I never finished uploading and editing) plus I also keep a Facebook page running with more of my works on their (CBurns Photography).


Cornelia Parker

In this introduction lesson we also watched What Do Artists Do All Day? featuring Cornelia Parker a installation sculpture artist.

She has a very positive working attitude and she plans ahead for the future so her time is planned and not being wasted.

Advertising Photography: A Straightforward guide to a complex industry

Advertising Photography : A straightforward guide to a complex history

Lou Lesko with Bobbi Lane

(2008)
Thompson Course Technology PTR
USA

Getting Started

" There are three absolutes to always remember as you break into this industry:

• Where you are now is no different than the place every other successful photographer was when he or she started out.
• There is more advice about becoming successful than there is water in the ocean. It's okay to disregard most of it, especially if it conflicts with your instincts.
• Noone will hire you unless they know you exsist. " (page one)

Where to work until you're really working

Working as a Photographer

model testing
event photography
wedding photographer
head shots

Working in a Rental House

This helps you learn about what gear is out there and gives you access to possibly use them for a shoot and to build up your portfolio. Furthermore you will be connected in future for any rentals you may need later.

Working in a Lab

Knowing the post production process work is a marketable skill to have as many photographers send off for their work to be produced for them.

Assisting

" The more complicated a shoot your assisting with, the more you're going to learn about running your own business. " (page 6)

Getting Noticed

"I learned that if you're a good person who works hard and has some talent, you're going to get booked; if your a jerk and exceptionally talented, you'll probably still get booked, but people will talk about you; and if your nice and exceptionally talented, you'll get invited to the agency Christmas parties. "

I'm No Picasso, But Do You Like It?

Art buyers and art directors receive many promos a day, many images don't make the cut and are thrown aside yet the one that make it go to a file waiting for when they are needed.

"So what makes a really great promo? The universal response is: great work." (page 9)

There is no specific design that is the best and the key to getting work, but try to create some familiarity in the promos that you send.

Promos can use a single image or a set, multiple images are a great way of showing that you can work in a full advert shoot and that you can be consistent.

I Am a Very Fabulous Photographer

Avoid using magazine covers on your promos, sometimes the director will not like the layout of the magazine this creates negative connotations surrounding your photograph.

In the industry no one will be impressed that you have done advertising before, they expect that so keep the promo about yourself.

That Sure Is a Nice Sized ...

Be careful when sizing the work because if your image is good enough then it is going to end up in a file folder.

Don't make the work too big as people can't store it or show it to anybody very easily, but don't make the work too small as prints tend to get lost or misplaced.

Emailing promos is ok however many directors have a busy schedule and prefer to look through prints than sitting on a computer opening emails, however emailing and sending prints can be a good thing because if your print is noticed then the director may want to look through your website. Many prefer prints as well because emails often gets deleted when the inbox is full and if the director leaves the company the online work will be left behind but the prints will be taken.

Remember Me?

" Art directors love to meet up-and-coming talent. If a low-budget, low-maintenance assignment comes across their desk, theres a strong possibility you'll get the job. " (page 10)

however when you are assisting mind your manners and send promos later on in your own time with a note reminding the director where you met.

Start Me Up

Having a website or some form of online portfolio is just as important as a printed portfolio.

Keep the design simple and easy to navigate. Many directors and buyers are looking through 100's of websites and do not have time to wait for the page to load and will often close the site without looking.

Apple iWeb
Realmac Software's RapidWeaver

Get somebody to test your website and see if they can navigate it easily.

" Don't forget the primary purpose of your Web presence is to get your work infront of the eyes of those who can pay you money. The site should be a major showplace for your work and only a minor extension of your personality. " (p.p. 11-12)

LiveBooks

Chapter Three

The Structure of a Bid

Usage Licenses

" It is absolutely critical to associate each image that you release to anyone for whatever reason with a usage license. This is a paragraph that defines, exactly, the allowed use of the image or images. Controlling the rights of your work is at the heart of maintaining the longevity of your business. " (page 48)

The book continues on to describe many forms and documents such as location permits, insurance, bidding and estimates, terms and conditions and model release forms.

It also explains different professions that photographers will network with and the process of being hired.

Areas of Photography

So we looked at some photography websites such as The AOP and Photography Now which are great websites for finding photographers and assistants and ones I may use for inspirational research in my photography.

I looked into different genres of photography that I enjoy and could possibly write my report on.

• Forensic Photography
• Advertising Photography
• Studio/Family Portraits

REPORT

Title Page

What is advertising photography?

Cara Burns
Introductory Professional Studies
Level Four Photography


Acknowledgements

With thanks to the photographers who took the time to reply to my emails, the library staff who have helped me find books relating to my subject and my tutor.


Contents



Summary



Introduction




Method




Results



Discussion



Conclusion



References



Appendices

Impact - Photography for Advertising

William A. Reedy
Eastman Kodak Company
(1973)

In this book there is advice for taking photographs and how they would be used to advertise, it also explains about lighting and colour techniques.

This book covers many helpful topics for advertising photographers however for my report I am covering topics that relate to the business side of the profession rather than photographing.

The Photography Trade show

On Monday I visited the The Photography Trade Show 2014 in Birmingham, it was a very beneficial day as it showed me just a small percentage of the photographers who are in the industry, gave me links to companies who sell equipment and camera's and information about new equipment and the latest trends in photography.

I collected many useful leaflets and handouts from the stalls that were there, I have kept them so that I can look back through them when I am wanting to buy equipment. The leaflets are about backgrounds, lens attachments, cameras, studio equipment.

I am looking forward to visiting this trade show again next year as I will know what to expect and will be able to create contacts using business cards and I will have more specific ideas about what leaflets and handouts I need rather than collecting all of them.

Contacting Advertising Photographers

Draft Email

Dear

My name is Cara Burns, I am studying a photography degree at Cleveland College of Art and Design and I am writing a report about advertising photography for my university studies and I was wondering if you could help me by taking some time to help me with my inquiries.

How did you become an advertising photographer?
How long have you worked in advertising?
What qualifications are required?
What skills would you say are required for the job?
What has been the most interesting client to work for?
How competitive is the industry?
What equipment do you use?
Do you have any advice for newcomers?

Thank you for taking the time to read my email, I am looking forward to hearing back from you.

Yours Sincerely,
Cara Burns
caraburns.photographer@gmail.com