Advertising is a very demanding field and we cannot afford not to be up to date with what we have and what we know. Having said that, however, we still obey the advice of a banker friend who gave this warning: “Be on the leading, not the bleeding, side of technology.†We don’t buy every new thing that comes along. Internet allows us to research on the equipment that we are interested in, compare features of competitive brands, to read reviews, and to ask other photographers for their experiences with certain equipment before we make a new purchase. Most importantly, we make sure that we stay on the right side of technology.
June 13, 2007
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Agreed. But I think alongside the inescapable technology upgrade is the upgrade of photographic style as well. Or is it more important to be consistent? Do we change our output to look like what’s in vogue? Years ago, gritty, urban (ie. grainy, low saturation) photos were the rage, found often in jeans adverts to appeal to the youth market. Then somehow that morphed into the metallic look (high contrast, hard lighting) which still finds itself applied to most fashion magazines nowadays. In short, must technique & technology keep together?
Comment by Bambam — August 26, 2007 @ 11:23 pm