Advertising and Editorial Photographer
For photographers who enjoy travel, meeting creative people and solving visual challenges, a career in Advertising and Editorial Photography is a highly attractive prospect. Advertising photographs are used to help describe and sell a product or idea, and are usually accompanied by a short phrase or strap-line, while editorial photographs illustrate and enhance the impact of a story or report and are used widely in newspapers, magazines, newsletters, books and websites.
The work is varied, exciting and highly stimulating - it is also extremely competitive. That said, those who can demonstrate an ability to interpret ideas and stories through original and emotive photographic images enjoy strong career prospects.
What is the job?
Advertising Photographers produce seductive images that are used to support or demonstrate a marketing idea in answer to a photographic brief given to them by a client, a designer or an advertising agency. Advertising Photographers produce photographs for use in both local and national advertising. This can involve any subject matter, but is often categorised into the following specialist areas: still life, portraiture and landscape. Some work is carried out on location, but much is done in studios, using studio flash lighting and a variety of props and accessories. Some Advertising Photographers specialise in producing well-lit product shots for use on packaging, point-of-sale advertising and in catalogues. These so-called ‘Pack' or ‘Pack Shot' photographers are often salaried studio employees, working standard hours, five-days a week, with all the benefits that regular employment offers.
Other Advertising Photographers choose to be self-employed and often operate their own studios. They are commissioned, either directly by a manufacturer, or by an advertising agency, to produce high-quality, imaginative photographs that sell the benefits of a product or reinforce brand awareness. They are generally high-profile photographers, based in the larger cities, who secure new work on the strength of past campaigns. They often specialise in a specific area, such as food, furniture, engineering, cars or financial services, in which they have built up a reputation for excellence. They may employ one or more Assistants (see the Job Profile for Assistant Photographer), and are often well paid, on a day-rate plus expenses basis. Advertising Photographers continually market themselves, through agents (who take a percentage commission), personal contacts and other forms of networking.
Editorial Photographers produce images to accompany feature articles in newspapers, magazines and websites, chapters in books and text in company brochures. Since these publications cover almost every area of interest, photographers with a background in many different disciplines may be involved in this field, working both in studios and on location. Photographers are usually briefed by the publication's editor or picture editor regarding the substance of the story, the image of the publication, the target readership and possible images that would attract attention to the article and help interpret the subject matter. It is then the photographer's job to shoot images that will answer the brief and satisfy or exceed editorial expectations.
Typical career routes
Many Advertising Photographers and some Editorial Photographers start out by assisting an established photographer and learn on the job (see the Job Profile for Assistant Photographer). This can provide invaluable experience, offering the opportunity to meet clients, art directors, models, etc., to hear their discussions with photographers, and to understand the details of the preparation, execution and presentation necessary to the job. Editorial Photographers may also start out as a Press Photographer or Corporate Photographer (See Job Profiles for Press Photographer and Photojournalist and Corporate Photographer) who shows a particular aptitude for taking strong thematic photographs.
Essential knowledge and skills
Producing high quality photographs to a tight deadline and exacting client specifications can prove stressful. Advertising and Editorial Photographers should therefore be organised, practical and creative, with a calm, friendly attitude. They must be highly motivated and self-confident in order to promote themselves, and should continually update their presentation portfolio. They need to understand the principles of composition, and have an appreciation of shape, form, colour and tone.
- Advertising Photographers are commissioned to take photographs that are ‘original' and set the product apart from the competition. They should therefore have a good knowledge of the history of advertising photography, the visual arts and the many techniques of image manipulation. They will also be expected to have an expert knowledge of lighting, set-construction and the innovative use of the new digital technologies.
- Editorial Photographers need to take photographs that illustrate the stories and reinforce the publication's editorial values. Sometimes photographers are given the freedom to interpret a subject in the way they see fit; however, more often they need to work to a strict creative brief. Editorial Photographers therefore need to be highly flexible in the way they work. They also need good communication skills in order to deal with people who may not be professional models.
- Location Photographers must be prepared to work in a variety of weather conditions. They must be physically capable of completing commissions, which may involve many hours of work in uncomfortable or even hazardous locations. Since they will often be asked to submit photographs via e-mail or mobile phone, they will also need to keep up to date with the latest digital communications technology.
- Studio Photographers need a thorough knowledge of all the creative and technical aspects of studio photography, including equipment, set construction and appropriate lighting techniques. Now that digital photography is widespread, many clients expect to review photographs on the spot. Photographers therefore need to stay on top of new technological developments and learn how to operate computer-based, image-manipulation and image management software. Excellent communication skills are essential in order to control a studio populated with photographic assistants, models, designers, art directors, stylists and subject specialists.
There are National Occupational Standards (NOS) for Photo Imaging. These give a detailed breakdown of the knowledge, awareness and skills needed to effectively carry out a particular job role. The NOS relevant to this job are listed at the end of this profile.
Training and qualifications
No set academic qualifications are required to work as an Advertising or Editorial Photographer, with career advancement based largely on portfolio, track record and reputation. There are many excellent college courses around the country which provide a sound technical grounding, as well as access to work placement schemes. The Professional Qualifying Examination (PQE) offered by the BIPP (British Institute of Professional Photography) has a good reputation with employers. The PQE has traditionally taken the form of an additional year's course following on from a Higher National Diploma (HND). Today it is often incorporated into a three year degree programme. Eight colleges and universities in England and two colleges in Scotland currently offer the PQE (see the BIPP website for further details).
Many practitioners start out by assisting an established photographer and learn on the job. Employers may support work-based qualifications, such as Apprenticeships and NVQ/SVQs. Photo Imaging NVQ/SVQs are currently available at levels 2, 3 and 4.
Membership of the British Institute of Professional Photography (BIPP), the Association of Photographers (AOP) and the Master Photographers Association (MPA) may also be beneficial. The BIPP and the MPA offer a range of qualifications that enable a candidate to benchmark their skills against other successful practitioners working in the industry.
Health & Safety - Photographers are likely to be subject to physical stresses from carrying heavy camera gear indoors and out, in all seasons, come rain or shine. They should therefore seek advice about appropriate techniques for lifting and moving equipment. In addition, they need to understand Health & Safety legislation and manage the risks associated with the use of electrical lighting, equipment and props. They should also purchase the appropriate Public Liability Insurance to cover their activities.
For this information and more, please view the attached PDF. 
Advertising & Editorial Photographer
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