Loaded with illustrations and examples, this volume covers the tools and processes of creative visualization used by successful advertising photographers around the world. The merits of various formats are compared, including the use of digital camera backs in place of film.

Advertising photography has elicited a special fascination since its very beginnings. There is hardly any other field in photography in which a wealth of ideas, but also the skillful technical rendition of even the most unconventional subjects is as sought-after as the are in the advertising business. Visual communication is in the fore-front - the conveying of a message by means of a photographic image. The author presents a pictorial definition of advertising photography and its manifold varieties, and he also explores the relationship between the photographer and his advertising clients from a practical point of view, following successful productions from the original idea to the finish photograph.

The specialized technique of large format advertising photography is currently undergoing a gigantic change, because digital image data recording techniques are steadily proving themselves more effective for many tasks than traditional photographic film. It is not only the available technology that fosters this trend, but significant time savings in particular, and the spectacular possibilities of sub-sequent image manipulation on a computer. This book does not ignore the fact that these developments also significantly impact the photographic professional. In every chapter, the merits of employing digital image sensors in place of traditional film are explored, and the respective advantages and desadvantages of each are carefully evaluated.

This book about advertising photography with large format cameras is illustrated with exemplary photographs by world renowned professionals, who work on assignments from prestigious clients, or give a free run to their personal creativity. The book also emphasizes the exclusive advantage of the large format camera, which - be it digital or film - permits certain adjustments that achieve unique and dramatically powerful pictorial impact. In many cases, that capability is the essential, if not the only means for successfully conveying the product message to the consumer.

This book does justice to the broad variety and the diverse kinds and requirements of advertising photography, and it also serves as a textbook as well as a picture book with explanatory notes.