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Advertising Photography: A Straightforward Guide to a Complex Industry | 
 enlarge | Authors: Lou Lesko, Bobbi Lane
Publisher: Course Technology PTR
Category: Book
List Price: $39.99
Buy New: $24.99
You Save: $15.00 (38%)
New (19) Used (6) from $21.62
Avg. Customer Rating:  17 reviews
Sales Rank: 29578
Media: Paperback
Edition: 1
Number Of Items: 1
Pages: 241
Shipping Weight (lbs): 1.5
Dimensions (in): 9 x 7.3 x 0.8
ISBN: 1598634062
Dewey Decimal Number: 770
EAN: 9781598634068
ASIN: 1598634062
Publication Date: October 23, 2007
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.
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| Editorial Reviews:
Product Description
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. Youll 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 experiencesgood and badof 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
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| Customer Reviews: Read 12 more reviews...
Educational and full of humor. November 25, 2008
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.
A Must Read August 28, 2008
1 out of 1 found this review helpful
I stumbled onto Lou's book by accident, and was very pleased with what I found inside. His honesty and writing style make this book a definite read for photographers considering the commercial world of advertising. His in-depth review of image rights usage, terms and conditions, and details on preparing a bid are all invaluable. Highly recommended.
Life Lessons June 14, 2008
1 out of 1 found this review helpful
I bought the book. Two, by accident. Started to read it and thought "I know someone who could use this" (besides myself). I loaned the extra copy to a fellow photographer that does a "commercial photo" class at the institution at which I teach "fashion" (subtitled "forget the crap the other teachers taught and have fun).
Anyway, he liked it so much, he is asking that it become the text book for his class! Truly, although I probably wasn't ready for it, I wish this book had been there when I had graduated from College/Assisting...
Tellin it like it is! June 4, 2008
1 out of 1 found this review helpful
Lesko relays equal parts insight, humor and experience into what might otherwise be a droll subject. Surprisingly, I found myself glued to the pages and I before I knew it I had learned something too! A great read.
good book May 8, 2008
1 out of 1 found this review helpful
excellent real world knowledge, with a friendly, real world voice. A photographer who knows the business, and is firm in his knowledge- like he should be. Highly recommended.
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