1. Task 1. Different Applications of
Photography
James Fox

2. Advertising Industry
Advertising Photography is the single most
important element of most advertising
campaigns. While copywriters may spend
hours producing an eye-catching headline
and copy that explains the benefits of a
product, it’s the image that first attracts the
viewer. It’s also the last thing the viewer
usually remembers after turning the page.
Product photographs for
websites, brochures, catalogues, packaging,
marketing and advertising. Clients include
well known companies, small businesses
and advertising & design agencies far and
wide. With access to large, well-equipped
studios, highly creative
photographers, stylists &
assistants, efficient project management
systems and a dedicated client services
team, we provide a service second to none

3. Fashion Industry
Advertising images may be used on billboards
and in magazines, on posters and on flyers. They
may be straightforward depictions of a product
or a model or they could incorporate complex
graphics and use the very latest post-production
techniques to show that the company is on the
leading edge
Patrick Demarchelier is a fashion photographer
and his work is advertised widely on billboards,
websites and other media conglomerates.
Patrick Demarchelier was born outside Paris in
1943 and has lived in the US since 1975. His
photos regularly appear in Vogue, Vanity Fair,
Harper’s Bazaar, Rolling Stone, Newsweek and
Elle. Beginning in 1989, he was the official
photographer of Princess Diana of Wales,
becoming the first non-Briton to become an
official photographer for the Royal Family. In
2007, he became an Officer dans l’ordre des Arts
et Lettres, and his work was the subject of the
retrospective Patrick Demarchelier: Images et
Mode at the Petit Palais in Paris.

4. Music Industry
Our photographers start with a strategy
meeting with the client to develop a brief
that is as tight as possible, reducing the risk
of surprises when the final photographs are
delivered. The photographer has to be
absolutely clear about the line the company
wants to take with the product, the kind of
image they want it to possess, and the
messages they want it to convey.
Kevin Cummins is a British photographer
known for photographs of rock bands and
musicians including Mick Jagger, Ian
Curtis, Morrissey, Courtney Love, Patti
Smith, and David Bowie

5. Sports Industry
That’s particularly important when working
with smaller ad agencies and clients. While
larger agencies may choose to send an art
director to oversee and direct the
photographer’s work, that’s often not the
case for clients on limited budgets. Many rely
on the photographer’s skills and creativity to
capture the right picture within the
parameters laid out in the strategy meeting.
Bill Frakes is an American photographer who
has been on the masthead of Sports
Illustrated since 1993. In 2008, he cofounded
Straw Hat Visuals, a Southern Media
Company. Bill was born and raised in the
ranch country of western Nebraska

6. Photo journalism
Photo journalism is a particular form of
journalism (the collecting, editing, and
presenting of news material for publication
or broadcast) that creates images in order to
tell a news story. It is now usually understood
to refer only to still images, but in some cases
the term also refers to video used in
broadcast journalism. Photojournalism is
distinguished from other close branches of
photography (e.g., documentary
photography, social documentary
photography, street photography or celebrity
photography) by complying with a rigid
ethical framework which demands that the
work is both honest and impartial whilst
telling the story in strictly journalistic terms.
Photojournalists create pictures that
contribute to the news media

7. Fine Art Photography
Fine art photography is photography created
in accordance with the vision of the artist as
photographer. Fine art photography stands in
contrast to representational
photography, such as photojournalism, which
provides a documentary visual account of
specific subjects and events, literally re-
presenting objective reality rather than the
subjective intent of the photographer; and
commercial photography, the primary focus
of which is to advertise products or services.
Scott Mead is a photographer, financier and
philanthropist. He is co-founder of Richmond
Park Partners, a private merchant bank in
London. He was formerly a partner and
managing director of Goldman Sachs (New
York 1986–1988; London 1988–2003).