yes of course photogrpahy plays a massive part in any campaign. an image has instant impact, whereas text takes a few seconds to sink in, and youre past the hoarding.
i do this for a living, and i agree the benneton campaign was brutal and shocking, but it didnt offend public decency, and it sure as hell got them noticed. did it sell more stuff? who knows...
but often the advertiser has no idea how to promote his product in the best (most effective) way. instead he depends on the skill and advice of the photographer to point them in the right direction. (unless your using saatchi)
whilst its easy to take a photography, its not easy to interpret the brief...thats where the skill is. and sorry but i cant give you examples, art is subjective, teh artist objective, what i ilke you may not.
easist way is the get a copy of the big black book... its all about advertising... and you can do what i had to do, read the thing... then put it into practice. and so afr ive been doing this for almost 18 years...
i once did a series for health and safety campaign, i went to a butcher and bought some eyes... i got an apprentice to hold them in his hand, in front of a surface grinder throwing up loads of sparks... the title. you one get one pair... look after them. wear safety glasses. ( it wasnt for teh squeamish...) i did some for donor cards... i used a 16 yr old Youth, and a XR3i... got one of these..then get one of these. before you get one of these... (it showed a funeral procession passing.
A doesnt have to go with B, in fact this is the basis of advertising.. whats different... what grabs your attention... what sells..
· 1 decade ago