Photograph By Winemiller & Miller, Inc., New York.

Photograph By Winemiller & Miller, Inc., New York.

The dance scene shows a plain white screen in the background, but by lighting in the proper manner it gives the effect of a large door.

The two girls in the background were purposely thrown out of focus to give distance, and to give an important setting to the figures in the foreground.

"As most of our illustrations call for business types and home folks, we do not use theatrical models very often. Their services are invaluable, however, in scenes where an interpretative or dramatic quality is necessary. In assignments of this character, we usually find it necessary to rehearse the models before having them go before the camera. The story of the illustration is outlined to them beforehand, and the scene is gone through several times until each knows his particular part, and the whole is satisfactory.

"We always protect our clients by obtaining signed releases from every adult model appearing in a picture, and in the case of minors the signature of the parent or guardian is required.

"We endeavor always to take a picture on its real location, but this is often impracticable or impossible. We are then compelled to take one part of a scene in the studio, and the rest outside, after which we assemble the whole.

"For this purpose we maintain an Art Department composed of men who have specialized on retouching and blending, and who can do such things so skillfully that it is impossible to detect where pictures are pieced together.

"The matter of gaining access to locations presented many difficulties in the early days of our organization. It took over a year to gain and establish entrance into hotels, large private estates, theatres, country clubs, machine shops, stores and farms where we could obtain settings for scenes and the opportunity to make them. As the public becomes educated to these things difficulties are lessened.

"Equipping a studio for making advertising photographs is a matter that must be worked out to suit individual requirements. The space to be occupied and the size of the staff should depend upon the amount of business that is done. One camera and one operator would be sufficient in certain circumstances; in others it may be necessary to have several people handling the instruments, posing the subjects and attending to the arrangement of the lights, not to mention those who do the many things that often are necessary when different parts of a picture are to be pieced together.

"The properties that come into most common use are chairs, tables, desks, lamps, books, book racks, vases and the other things that make up interior settings. When special costumes or other things not in ordinary use are needed, we rent them, either from theatrical costumers or wherever they may be found. These are details that enter into the service which a photographer who makes advertising pictures must be ready to look after.

"Lighting is important. In our own establishment we use artificial light altogether, because it is always controllable. We must be able to get light from any point or angle. Sometimes the object that is being photographed has to be lighted from beneath, and often it is necessary to have several different lights directed toward a common center at the same time.

"I cannot undertake to set down any rule concerning prices for this kind of work. The price for making an advertising photograph must depend upon the service that is rendered. Some pictures can be made easily. Others involve many difficulties.

"As for getting business, that is merely a business proposition. The advertising photographer's methods should be similar in a general way to those of an advertising agency, for he is rendering advertising service. He may regard every advertiser as a possible client. Magazine advertising lends itself especially to the use of photographic illustrations. The rotogravure sections of newspapers also are well adapted to the purpose that is served by photographs as illustrations in advertisements. Line drawings made from photographs are frequently used in the advertising that goes into the regular pages of the newspapers. Photographic illustrations for car cards, circulars, folders, booklets and such things are in common use.

'The opportunities for the commercial photograph are becoming more plentiful every day, and the rewards for skill and enterprise in this kind of work are as great as in any other branch of the advertising business."

Photograph By Winemiller & Miller, Inc., New York.

Photograph By Winemiller & Miller, Inc., New York.

This picture was made to illustrate textiles. Everything in the background was kept dark with one spot light on the textile to give it prominence.

Photograph By Winemiller & Miller, Inc., New York.

Photograph By Winemiller & Miller, Inc., New York.

The Letter Carrier was photographed in our own Galleries up against a weather board partition and door which we use for door exteriors. The vines, of course, are artificial.

The Mail Man in the picture is our own mail man who consented to give us about fifteen minutes of his time.