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« Last post by aristos on October 07, 2011, 02:11:30 pm »
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It may come as a surprise, but way back I wrote a book on advertisng. I called it Manual for Advertisers.
The idea was to give advertisers, not advertising agencies, a toolbox for buying efficient advertising. Messages that works.
What I did was this: I took the advertising research that was available and made it operational. The manual covered the total advertising message. Both visuals and texts. There is a lot of information on what works and what doesn't work in advertising, if you search for it.
I broke the research down to a very practical level and made simple checklists that advertisers could use when they were presented with print advertisements, or television commercials, at an agency. And it worked.
The transition from advertising to photography to street photography is really very simple. My argument is that what works in advertising also works in the world of photography. Both advertising and photography are communication, and thus have a lot in common.
So that, then, is what is going to happen here. I will revitalize the checklists and apply them to street photography. Using mainly my own pictures as examples. (This is for copyright reasons). However, I will also refer to work of others. Work that many of you already know.
You may ask: Do you yourself use these advertising principles when you take pictures? The answer comes in capital letters: I USE THEM EVERY SINGLE TIME A TAKE A PICTURE.
Stay tuned if your want to know what works in advertising, and how you can learn too use that information when you are on the street. When you take street pictures.
See the picture below? Is that a good advertisement? Follow this toolbox and you will soon know the answer to these questions.
Good luck with it.
Here comes the photograph:
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