Tag Archives: advertizing

Gazing wistfully at old magazines…

Now this isn’t about photography, though I guess it was driven by a nostalgia for the great picture magazines of the 1960s. Leafing through a 50-year-old copy of Look magazine (May 22, 1962) this morning, I became absorbed in a pictorial essay about Lenin, “The true story of the evil genius who launched the global Red threat”; then I put off the photo-editing chore that I had schedule by getting stuck in an op-ed piece by Senator Hubert Humphrey, “Big Business; Is it Too Big?”, and then procrastinated further with an article about a “secret” cure for arthritis (what happened to that secret cure?).

From the perspective of 2011, the cold-war dominated take on communism was fascinating; in hindsight Humphrey’s take on big business being the engine room of a healthy democracy (well, he would say that, wouldn’t he?) seems merely wishful thinking, in the aftermath of the recent financial crisis…and the one still looming.

But to me, the most absorbing aspect of this time-machine was the Madison Avenue, Mad Men style advertising of the day. The 1962 model Valiant marketed with a headline that reads, “Valiant-owned and operated by 364,000 independent Americans”. Motown magic! “Enjoy Life with Miller High Life; same good taste everywhere because it’s brewed only in Milwaukee…naturally“. Campbell’s Soups, “Why our soups look as good as they taste. They’re color-planned all the way from seed to simmer”>

However, the copy line of one ad just grabbed me by the throat for its lyrical quality. I must confess, this line has stuck in my head, ever since I bought the magazine in the St Vincent de Paul op shop in North Hobart, a year or two ago. I guess this is what good copywriting should do. But one has to wonder whether it resonates because of a filter of fifty years.

Pontiac ad, Look Magazine, May 22, 1962

Has copywriting ever aspired to such poetry? Who wrote this? An enthusiast of haiku? Did it sell Pontiacs? Did its author stick to his craft? Or move on to write the Great American Novel? Was he a she? So many questions…while I

Gaze wistfully

at passing Pontiacs

no more!

Now I reckon that’s powerful good copy And beautiful too!

Advertisements

7 Comments

Filed under art, Opinion

This one perfect day…

Javanese dancer, Jogjakarta, Indonesia

Javanese dancer, Jogjakarta, Indonesia

Every once in a while an assignment comes along where all the pieces fall into place. I’m not talking about only the technical aspects, but also the amount of choice and control offered by a client so that you can really deliver. Almost all assignments fall short in one area or another. Either the deadline is too tight, or the client interferes, or the weather and light don’t give of their best. Of course the being professional is about delivering the goods despite the problems that arise.  But once in a while there comes along a job where everything is just perfect. This was such an assignment.

About 30 years ago, I did a six week tour for an airline, that took me practicallt the length and breadth of  Indonesia. The purpose of the assignment  was to gather pictures for a brochure and poster campaign. It was a gruelling, mind-numbing schedule, with just two half days off in 45 days. The fee was OK, but not great. The budget had been tight and the competition for an assignment that would show you most of Indonesia was fierce. Still with one or two minor meltdowns I survived the ordeal, and delivered my pictures to the agency. Out of it came a posters campaign that included this portrait of a traditional Javanese dancer at the Dance Academy in Jogjakarta.

The initial poster campaign was so successful that the agency came back and asked me if I would shoot two more posters. From their enthusiasm and the fact that the posters were prominently displayed on the agency wall when I went there to discuss the brief and the fee, I realised I was now in a relatively strong bargaining position. The result was I was able to negotiate a fee for two or three days work in Java that was almost as high as the fee for the original assignment.

Part of the brief was to shoot a fashion shot that would convey elegance in a uniquely Indonesian way. The ad agency gave me complete control; choice of garment, approval of model and choice of location.

On arriving in Jakarta I met with Indonesia’s top batik artist and designer, Iwan Tirta. From his range we selected an extravagantly dramatic, silk, batik evening dress and we decided to complement it with some traditional style gold jewellery. We interviewed models and I chose a very tall, elegant Javanese beauty, who set off the garment to perfection.

When it came to location, I wanted something recognisably Javanese but neutral in tone. Something monumental but something that would not overpower the subject. From my previous assignment, I remembered the 9th century Hindu temple at Prambanan just outside Jogjakarta. It was perfect.  The Indonesian tourism people organising my trip, protested that it might be easier to shoot in Jakarta, rather than flying all the way to Jogja. But by now I had got the star bit between my teeth and I insisted that no other location would do. This of course was not entirely true, there were monuments and temples all over the place… but photographers don’t often get to make power plays and I was determined to play this one to the hilt. With true Javanese courtesy, they acquiesced.

A very early flight to Jogjakarta;  a preliminary shoot at the temple to establish location, orientation and timing of the afternoon light; a leisurely lunch at one of my favourite Jogja restaurants and then back to the location around 4pm. I had calculated that by then the sun would be low, warm and in the direction I needed.

I set up my camera and tripod with the 300mm Nikkor 2.8, on top of a small temple nearby.  Earlier that morning I had visualised that I could set up, get my shots and get away with a minimum of fuss. What I hadn’t counted on was an afternoon influx of tourist coaches and next thing I knew, here I having to perform like a showman, directing a shoot in front of an audience of about 350 tourists and a platoon or two of young Indonesian military recruits, at my back. Most of the tourists were shooting away like made over my shoulder. My discreet little fashion shoot in the middle of Java had wandered into Cecil B. De Mille territory. Despite the distractions, the light did what I wanted, the pieces fell into place and an hour later, I was able to wrap the shoot, content that I had got at least as much as I had bargained for.

Back in Australia, both the ad agency and the airline were very happy with the results; but two little incidents from this assignment stick in my mind. While I was shooting, a bunch of French tourists asked what I was doing. It was such delicious fun to explain to them the copy line I was illustrating (see poster 2). Just as I was about to finish shooting, an English tourist walking hand-in-hand with her four year old daughter wandered into my shot. The little girl did a double take. She gasped aloud when she saw the model. “Look Mummy! A real princess!”  It’s nice to think that I had accidentally fulfilled the fantasies of a child. She probably has children of her own now. I wonder if she ever tells them of the day she saw a Javanese princess.

Fashion shoot, Prambanan, Java

Fashion shoot, Prambanan, Java

6 Comments

Filed under Australian, Fashion photography, Photographer, Photography, Rob Walls, travel