ADVERTISING, PHOTOGRAPHY IN Photographs are extensively resorted to in the production of effective pictorial advertise ments reproduced by the half-tone process. They are only occasionally used in the form of straight prints, but are nearly always " worked up " by skilled artists into what are actually monochrome wash drawings. Frequently the advertiser wants ideas rather than technically good prints, and he has at his command the services of men who can work up the poorest print until the desired effect is arrived at. So much work, in fact, is generally done by the artist that the photographer may easily fail to recognise the finished picture. A plan frequently adopted by the artist is to cut away the back ground, paste as much of the print as required on white cardboard, and then " work up " by means of the air-brush, etc., introducing suit able wording, etc. Often only the head is used from a photograph of a model, there being always a fairly brisk demand for studies of pretty ladies and children ; but in submitting pictures to advertisers care should be taken about copy right matters (see " Copyright "), as any error on the part of the photographer may possibly put the advertiser to much trouble and expense.
It is courteous, and often necessary, to obtain the model's permission to use his or her photo graph in the proposed manner. Rough prints of suitable subjects should be submitted to adver tisers with the intimation that, if desired, enlargements will be supplied upon bromide paper for working up. More often than not it is a waste of time on the photographer's part to work up a photograph according to his own ideas, and it is better to submit an untouched print and to leave the rest to the advertiser's artist.