Laura Stobart Photography

Context Of Practice Part 1 Notes from lessons 

Context Of Practice Part 1 Notes from lessons


Introduction to project

What does Context stand for?

  • The surroundings, backgrounds, environment or settings which determine or clarify the meaning of an event.
  • The circumstances that form the setting for an event, statement or idea, and in terms of which it can be fully understood and assessed
  • The parts of a written or spoken statement that precede or follow a specific word or passage, usually influencing its meaning or effect
  • Topics we looked at last year:
  • Reading Images
  • Portraiture
  • Language of Advertising
  • Representation
  • Missrepresentation
  • Objectification
  • Sock and Controversy
  • Sub Culture and Style
  • Culture and Fashion
  • Semiotics of Fashion
  • Fashion: Body and Gender
  • Context of Practice Year 2 Module Aims 
  • To develop and extend a critical understanding of critical, culture and contextual frameworks which inform the production and consumption of commercial photography
  • To develop enhanced communication skills, which demonstrate knowledge and understanding of critical theories and discourses and their impact on creative practice
  • Topics we will be looking at this year 
  • The Body and Sex
  • Gender
  • The Self
  • Culture and Community
  • Technology
  • Capitalism and Commerce
  • Globalisation
  • Sustainability
  • Practices of Looking: An Introduction to Visual culture – Look at this book again


The body and the gaze

  • The subject as Objects 
  • The concept of objectification has special relevance to photography. In one sense photography inadvertently objectification people by turning them into something to be looked at. (solomon-Godeau 1991:221-22 cited in wells 2000)
  • Men act and women appear 
  • “Men act and women appear. Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. The surveyor of women herself is male: The surveyed female. Thus she turns herself into an object – and most particularly an object of vision: a sight: Berger 1972:47
  • The Venus of Urbino by Titian 1487-1576
  • The image of nude women in European painting were presented for the male spectator as the ideal spectator was always deemed to be male
  • Olympia – Edouard Manet 1863
  • “You painted a naked women because you enjoyed looking at her, you put a mirror in her hand and you called the painting vanity, thus morally condemning the woman whose nakedness you had depicted for you own pleasure” (Berger 1972:51) – The mirror makes the woman first and foremost a sight to be looked at
  • Susannah and the elders by Tintoretto 1518-1594
  • We look at her being looked at. She looks in a mirror and sees herself as a sight for elders and for the spectator
  • History of body in photography 
  • “The fascination with the body has also been linked to the advent of new technologies and technical knowledge and news means of rapidly reproducing and distributing photographic images.” (Wells 2004;162)
  • Women as Objects
  • The legs of the Countess 1856-60
  • Objectification 
  • “Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also relations of women themselves. The surveyor of women in herself is male: the survey female. Thus she turns herself into an onject- and most particularly an object of vision: a sight.” (Berger 1972:47 cited in wells 2004:170)
  • The Body as Display 
  • Women are depicted in images very differently from men
  • The image of a female nude a women is posed as if her body is on display
  • The female body is understood in terms of forms and desire
  • The body becomes an oboist before the viewers game.
  • Body of action 
  • Whereas the masculine body is one of action
  • Berger’s idea of “men act and women appear” can still be applied to the images we see today 
  • The concept of the gaze is about the relationship between pleasure and images 
  • The camera turns the depicted person into an object 
  • The photographer has control over those in the front of the lens 
  • the camera represents a controlling gaze
  • “People have a habit of looking at me as if i’m some kind of mirror instead of a person. They didn’t see me, they saw their own lewd thoughts, then they white masked themselves by calling me the lewd one.” Marilyn Monroe
  • Laura Mulvey 1975 – Article: Visual Pleasure and narrative cinema 1975 – Coined the term the Male Gaze
  • Male gaze has three different looks:
  • The camera which records the event
  • The spectator as they watch the final product
  • The male characters within the screen
  • Male Gaze
  • “According to principles of ruling ideology…. the male figure cannot bear the burden of sexual objectification.” – Mulvey 1975
  • Emphasises the importance of the patriarchal viewpoint of the camera in narrative cinema
  • The male pleasure and the ‘look’ in cinema is directed at the female
  • Scopophilia and voyeurism 
  • Looking produces Voyeurs – the desire to see the erotic and the forbidden
  • Scopohilia – Literally the desire to see
  • Scopohilia linked to sexual attraction
  • In its most extreme from, the pleasure of looking becomes a perversion
  • “Producing obsessive voyeurs and peeping Toms whose only sexual satisfaction can come from watching, in an active controlling sense, an objectified other” – Mulvey 1989:17
  • Rear Window – Alfred Hitchcock 1954
  • Male gaze in relationship to female objects of visual pleasure. Jeffries gains power by looking
  • Rear Window 
  • Lisa and Jeffries – Lisa is subject to the gaze from the camera, the spectator and Jefferies
  • the media treats power as defined by men. Mainstream movies are generally stories of men lives which revolve around men 
  • We then have a sub genre of chick flicks, which are stories of women’s lives
  • However when you look at these in more detail, they generally revolve around men’s lives too. Women trying to find love, fighting over men, trying to find happiness =, get married have children!
  • “The split between spectacle and narrative supports the man’s role as the active one of forwarding the story .”
  • Hollywood archetypes moved from the:
  • Goddess
  • Victim
  • Femme Fatale
  • Fighting fuck toy
  • Links to showing the male gaze:
  • Man as object: Reversing the gaze Smarts, 2011
  • With a gallery filled with men stripped naked this body of work exposed women’s cheeky, provocative and sometimes shocking commentaries on the opposite sex (which) may make the viewer squirm a little
  • But that is the point
  • Link:
  • Does the rise of male objectification in the media mean equality?
  • How does this translate to advertising and the mainstream?
  • Sex in Media 
  • Links showing sex in adverts and in the media:
  • Girls and boys are seen as objects, they learn to see themselves as objects, self-objectification:
  • Body dimorphic
  • Digital perfect and impossible standards
  • Miss representation
  • “For so long we have been sold a specific idea of what beauty looks like- thin, white, blemish free. However, the representation of beauty or what’s acceptable has been shifting thanks to social media, since the consumer has a platform to rise their voice, express themselves and insert their own images into the visual landscape. people want reality, and they want to see themselves and the topics that matter to them reflected in the world, and in the media.” – Piera Gelardi (2016)
  • Does the gender of photographer change the concept of the gaze?
  • Do women have a the right to self-objectify, without critic?
  • Does the consumer really need sex to buy a product?
  • Is social media changing concepts or just amplifying them?


The self and Identity

  • The self and nature vs nature
  • What is identity?
  • Martha Bek
  • Sigmund Freud
  • Freud’s view of the human mind “the mental iceberg”
  • Freud’s theory of self centred on unconscious mind – The mind consists of three parts: -ID, ego, superego – develops are a result of parental guidance
  • Michel Foucault – he disagrees with nation of collective identity, that nobody should conform to a set of rules to define them – Free floating
  • Erving Goffman – we are all just actors trying to control
  • we present ourselves in six way:
  • personal – performance – staging – terms – personal style
  • Anthony Giddens – he talks about identity
  • Self identify
  • who am I
  • Why am I here
  • Photographers:
  • Sam Taylor – wood (Johnson)
  • Pierre Beteille
  • Phillip Toledano
  • The century of the self – 12st century
  • The century of the self – BBC documentary
  • Gidden’s chapter – key points from each photograph page 105 – 109
  • Modernity + the self the receive project of the self


Culture, community and difference

  • PCA research + scholarship strategy
  • Sustainable futures – technology futures – Community futures – Global Futures
  • 4 Significant domains or themes as priority areas for research + scholarship – These map broadly to critical societal research/issue
  • Community? – social group of any size whose members reside in a specific locality, share government, and often have a common culture and historical heritage
  • Culture – the term culture in what is known as the – “Anthropological definition”, refers to a whole way of life, meaning a broad range of activities geared towards classifying symbolically within society
  • Hegemony
  • Culture Hegemony
  • Sub culture? spectacular sub culture, don’t want to follow the norm
  • the youth are seen as the weakest point in the structure of hegemony
  • Derek Ridgers
  • Clubland – Beauty + subculture through the ages
  • Crossing path – Nail McDiarmid a portrait of Briton
  • Representation – operatas via 2 fundermental processes, 2 system of representation
  • Cognition – communication
  • Representation, difference + the others photographing + representation race has been inherently problematic
  • Road chapter – why does “difference” matter  – Stuart Hall, Evans Jand , Nixon, 2013
  • Representation Milton Keyens: Open university


Capitalism + Consumer Culture

  • Capitalism – is based on an ideology of free trade, open markets and individuality
  • Marxism – A general theory of human history which considers the role of economics and the modes of production in the creation of society
  • Marxist theory is used to understand the profound inequalities
  • The consumer Society
  • The emerged in the late 19th century
  • industrialisation and urbanisation
  • Age of mass production
  • increased access to the media
  • New Notions of self and identity
  • Birth of the department store
  • Start of consumer credit
  • Commodity culture: is the process  by which materials object are turned into monetary value
  • After the second world war the consumer society took off – then in 1955, economist victor lebow started
  • Consumer – two different definitions
  • The original – the preoccupation of society
  • Semiotics
  • Equivalence a term used in applications of semiotics to refer to the establishment in an image of a relationship between elements within the frae or between a product and its signifier
  • The hidden persuaders
  • The consumer society – the discourse of advertising constitutes a useless and unnecessary
  • universe – book by Jean Baudrillard – 1968
  • Addressing the consumer – advertising images interpellate their viewers in particular ways hailing them as ideological subjects – viewers recognise them selves in the subject positions
  • Identity – maybe write essay on it?
  • Addressing the postmodern consumer
  • consumer are smart, visually literate and media savvy. The are not easily manipulated
  • Creative persuasion
  • Global Conspiracy
  • Commodity Fetishism
  • The price materialism


Photography and technology

  • Number 1 technology revolution
  • Digestion – first ever digital made
  • Internet – initial commercialisation of the technology began in the 1980s
  • The camera phone – first publicly available device produced by sharp in 2000
  • 2007 Andy Keen – wrote a book called The cult of the amateur – how’s  todays internet is killing out culture
  • Misrepresentation
  • Jean Baidrillard simulacra and simulation 1981



  • Sustainable future
  • Technological future
  • Community future
  • Global Future
  • Edward Burtyeky
  • What is sustainability? – environment/pollution
  • Sustainability development consist of balancing local + global efforts to meet basic humans needs without destroying or degrading the natural environment
  • Before the flood – film about global warming


Research proposal

  • Academic framework
  • Contemporary practice – Historical basis
  • Critical Theory
  • David Bate – theorist
  • Your question – your answer
  • reflection on practice
  • Then learning outcomes
  • Knowledge + understanding
  • Cognitive skills
  • Practical + Professional Skills
  • Key transferable skills
  • Lecture topics
  • The body – self identify
  • Gender – community, culture + difference
  • Capitalism + Consumer culture
  • Photography + technology – globalisation
  • Sustainability
  • your research topic
  • What are you interested in?
  • What have you studied before?
  • What is your practice about?
  • Secondary research sources
  • Books, magazines, trade publications, journals, academic sources, other online sources, tv programs
  • Primary research
  • first hand information that you derive yourself
  • the collection of inflation that doesn’t already exist
  • Observation, experimentation, interview, survey
  • can include visits to galleries, exhibitions
  • Can provide a valuable added dimension to your study
  • Can provide an important link between theory and practice

Professional Practice Part 1 Notes from lesson

Professional Practice Part 1 Notes from lesson


Introduction to professional practice

  • To do well on this project you need to develop and understand each of these points
  • A.Knowledge and understanding 
  • A1. Identify personal and professional strategies for future development by critically evaluating own skills, attributes and aspirations
  • A5. Develop an understanding of guidance relating to  moral rights and ethical responsibilities for commercial photographers
  • B. Cognitive Skills 
  • B6. Demonstrate a develop understanding of academic and/or professional context and an ability to critically reflect on own skills and experience to identify career opportunities
  • C. Practical and Professional Skills 
  • C6. Understand the requirement of commercial photographic practice and develop a personal and professional development plan to pursue career aspirations
  • D. Key Transferable Skills 
  • D1. Present own creative work, peers, tutors and clients, in a coherent and professional manner
  • D5. Develop and implement a personal and professional marketing and strategy to facilitate the creation of commercial photographic opportunities
  • Student Conference 
  • The student conference takes place on the week of the 12th of February this is a collaborative event and will give us an opportunity to participate and take ownership of an informed activity
  • As discussed when we got the brief, ownership of the event is given to the cohort and the form the conference takes is essentially student lead. By this point the organisation and planning should be complete, with the objective and form fixed. For those of you who have opted not to participate in the planning, you attendance at the event is still mandatory. A critical part of the conference is evaluation and reflection on the activity; this needs to be included in your final module summary incorporating you personal involvement and benefits.
  • Task for todays lessons:
  • Ask yourself
  • What have you done to date?
  • What areas do I need to improve?
  • How can I challenge myself?
  • What are my aspirations?


Professional Values

  • How does personality manifest in professionalism?
  • Do the work values test
  • Why did you make specific career choices?
  • What would be a good career move for you?
  • What are your talents?
  • Which work value suits you best?
  • Which work values will make you happy and successful?
  • 14 work values:
  • Your personal values profile
  • Autonomy
  • Creativity
  • Self-development
  • Influence
  • Financial Reward
  • Work-life balance
  • Self-development
  • Think outside the box
  • if it doesn’t fit into any traditional “box” or genre, that’s fine- being interesting, innovating, and fearless pays off.
  • profesional skills
  • “Word of mouth is wonderful thing in this industry, it is small and word gets around if you do a good job. of course, if you have an attitude or mess up, people will remember that as well.
  • Go to the source
  • You have nothing to lose-make a direct connection
  • Working with a brand: find the agency-reach out
  • Want to shoot for a magazine: Find the editorial contact- make contact (look for name in the hard copy of magazines)
  • Be Seen
  • Get exposure
  • Pressure to find new avenues to promote and showcase work
  • Exhibitions
  • Competitions
  • Pop up shows
  • Group shows and events
  • Put your work in front of the client
  • Self Publish
  • Photobooks
  • Fashion editorial
  • Online blog/magazine
  • Clarifying career aspirations
  • Professional Profile
  • Introducing the PDP
  • Student Conference
  • Think of ideas and start planing as a class
  • What is a student conference?
  • what kind of event could this be?
  • ideas from the whole class
  • debate- combine with networking
  • Pratical workshop
  • Contact recent PCA graduates
  • Live stream workshop and put on youtube
  • Contact photographers – Tom Oldham?
  • Exhibition of work at the end of the day
  • portfolio review
  • Exhibition images from each student – get feedback on work from photographers, each other and other viewers
  • talks with retouchers, stylists, producers, models
  • How much is our budget?
  • Names of recently graduating PCA commercial photographers- ask them to talk about their experiences of the industry
  • Names of the photographers:
  • John Hazle
  • Amy Ford
  • Matt Davis
  • Tony Cobbley
  • Jimmy Watkins
  • Chris Southerland
  • Dom Moore- Retoucher



  • Selling a brand
  • Making things catch peoples eyes
  • Understanding your market + who you are marketing for
  • The management process responsible for the anticipation, identification and satisfaction of customers need in a profitable manner -1993
  • Marketing techniques i.e. advertising, PR, Sales promotion are the application of the philosophy
  • Can be through of in terms of theory
  • Key Considerations
  • The customer
  • Market
  • Customer needs
  • Value
  • Perceived value = benefit derived from product/service cost of acquiring product/service
  • The marketing mix: The 4ps – the originals
  • Product (service)
  • Price
  • Place
  • Promotion
  • Then expand it to the 7ps
  • People
  • Process
  • Physical Evidence
  • Marketing techniques/factice
  • The promotion element of the marketing mix
  • Branding
  • Advertising e.g. printing media, radio, tv , internet
  • Direct marketing
  • direct mail, email telemarketing
  • reciprocal/Affinity promotion – business networking
  • Public relations – direct selling e.g. trade show – sales promotion – sponsorship -word of mouth – internet + social media
  • The marketing challenge for photographers:
  • Understanding the market and the competition
  • Specialise, don’t generalise
  • Establish a clear identify + proposition
  • What are your selling points
  • Website: search engine + device friendly
  • Social media marketing strategy
  • Virtual Networking
  • Targeted direct marketing

Typography + Logo design

  • The brand – A symbolic construct created within the minds of people which consists of all the information and expectations associated with a product or service
  • Seb Winter – Fashion photographer -Look at website
  • Look at front resources online – links in presentations


Anna Huges

  • Exposure – photo essay
  • self employed
  • worked in the industry for 10 years
  • worked for many well known brands
  • At the moment only have business in midwest but wants to grow the business  to throughout the UK
  • Married to press/interior photographer
  • Together own two businesses photography and agency
  • Do not do it for free
  • One week a year dedicate the time for your business plan and your marketing
  • Need to networking not only social media but face to face – go to lots of networking events

Initial Research Proposal

Here is my initial research proposal for my next essay which consists of 2500-3000 words. At the moment I think I want the essay to be about How is gender portrayed within the fashion industry?

Click the link to see proposal

Initial Research Proposal

Magazine PDF

Magazine PDF

Here is the magazine article I created on InDesign it shows the essay and the photo story together.

Click the link

gritty Women Magazine PDF

Essay – Gritty Woman and Power dressing

Essay – Gritty Woman and Power dressing

Here is the essay I wrote to go with my photo story, next I will put the images and the writing together to make a magazine inDesign.

Gritty Women and Power Dressing

The evolution of how women are seen in the media and within the male gaze has changed so much over the years, from being seen as sex objects to that of strong powerful women. In 2007 if you typed in the word “women” into the internet most of the photographs that would come up were of naked women gazing at the cameras or other such provocative images suggesting how sexy and inviting the women looked. Now in 2017, it’s about women doing exercise, covered in sweat, mud and in some of the images you can’t see the women’s faces. It could be suggested that these images are all about power, strength and freedom, moving on from the sexualised gaze of the media, to now not caring how they look or who sees them. It shows the empowerment of women. (Anastasia, Dyakovakaya. Getty images. Online)

The words “Gritty Women” describe one of the 2017 Getty image trends, this represents the future of women introducing the new type of women who is ready to challenge how people see the female role model. This development is also an extension of the trend of gender-blending, which is all about dissolving the gender boundaries of men and women in society, primarily focusing on the depiction of equal representation of gender in the media. My thinking is that every woman is gritty and has power and strength, whether that’s through exercise, mental strength, in everyday life or as a businesswoman everyone has grit. This essay is going to explore the notion of the working women and how in order to fit in, women need to wear certain types of clothing to get noticed and to be taken seriously. The term ‘Power Dressing’.

The definition of power dressing is a type of style that is intended to show that someone is important and has power in the business world. Women have used power dressing throughout history to stand out and be noticed against men. (Marlen, Komar. Bustle. Online). They did this by how they dressed. When thinking about how women and power dressing has changed through history most people will think of the working girl, white bow ties and the padded shoulders of the 1980”s. However, power dressing did not only start then. Power uniforms have changed and developed through the 21st century and did not only start and end with nine to five jobs. One example of a woman’s suit that stands out in history is in 1910 and is the suffragette uniform. This was the time of women moving away from the principles of the Edwardian and Victorian times and the 1800’s idea of gender roles, women wanted a new lifestyle. This suffragette suit stood out because the trend of that time was a hobble skirt, this was as skirt hemmed so tight to the ankles women could not walk properly. Where as,the suffragettes suit along with a blouse and jacket had an ankle-length divided skirt that allowed them to take longer steps and have the freedom to move. This was when the first women suits were born!

Then Chanel in the 1914 helped create one of the first women suits. This differs from the suits we see later in the century, there are no trousers or bow ties. It was based on the men’s wardrobe and was designed to go with the female’s ever-changing position in society. This suit was comfortable and gave women a new found freedom of independence and power. During the 1930’s the first trouser suits were made and when the actress Marlene Dietrich appeared at the opening of ‘The Signs of the Cross’(Paramount Pictures, Produced and directed by Cecil B. Demille,1932) wearing a masculine tuxedo, soft feel hat, topcoat and wing collar it definitely started controversy. What is incredible is that the actress wearing this suit was talked about worldwide and even reached congress in the United States, where they then had to decide if this new style broke the law, which at the time forbid women to dress like a man. Marlene Dietrich wearing this suit definitely helped popularise this look for women in mainstream culture.

Another actress who helped make the wearing of suits prevalent among women was Katherine Hepburn, when she wore a suit in her film ‘Women of the Year’.(MGM Home Entertainment, Directed by George Stevens and produced by Joseph L. Mankiewicz 1942) This showed the suit as feminine and helped make the suit a staple iconic wardrobe item for the working women. In 1966 the first male inspired designed evening suit with trousers for women was created. This was ground-breaking and men were furious that designers would take something so typically masculine and making it more feminine.  Alternatively Women saw a chance for change and progress, saying men can wear this, why can’t They? The 1980s was the decade for power dressing and one of the most famous pieces of clothing in a women wardrobe became the shoulder pads. This was a great time for the business women, as the standard dress for the working female was completely changed. However, there was still a lot of controversy about the trousers and blazers; some viewed these changes as women wanting to show they had more power, but to get this power they had to disguise themselves as men. While these changes helped take the focus off their gender and it provided an opportunity to blur the traditional gender roles, not all men liked it.

Looking at women and power dressing in the present, it is evident that style and fashion has changed dramatically. Today, there is no such thing as power dressing; it is a thing of the past. The new power look includes soft colours, patterns, prints, beading and feminine tailoring. Historically if you wore any of this new style of power dressing in the workplace you would not have been taken seriously, there has been a definite shift in what is seen as appropriate for women to wear in the workplace. Women have moved a long way from trying to fit into the male inspired suits. A quote that I think sums up the reason why women nowadays don’t have to dress like men in the workplace to be taken seriously is Meredith Lepore at career development site Levo: “We are seeing this trend because there are just more women in these top positions who determine what is an appropriate look for the office”. We are finally able to decide for ourselves what is suitable to wear and how we behave, this demonstrates power, not what we are wearing. That said, things are still far from perfect and anything we wear will still be judged by the men (and other women) we work with. (Vanessa Mambu, The Evolution of Women’s Suits,Online)

Nevertheless, there are many issues still out there around equal opportunities, and a very big topic at the moment is equal pay for men and women. At least we don’t have to dress a certain way to be taken seriously as a professional woman. Why should we not be treated equally and have the same pay or opportunities as men?

Looking at the future and the term gritty women, I think women will continue to move forward and I believe we will only see more of a blur between the two genders as the years move on.

In the fashion industry we are beginning to a shift towards the real and true representation of the diversity of the female body, we are slowly being shown through photography a more genuine and realistic viewpoint, such as hair on the armpits, sweat and blood. If this trend continues, the next generation will not have to attempt to live up to unrealistic body images, but instead recognise that women have the strength and power to achieve anything we put our minds to.


Fabian, Stark., (19th of December 2017). Visual Trends: Gritty Woman. [Online]. Unknown: Strum und Drang. Available at:[Accessed on 20th January 2018, at 12.10]

Susannah, Frankel., (23rd October 20090. What Is Power dressing?. [Online]. Unknown: Independent. Available at: [Accessed on 20th January 2018, at 12.15]

Anastasia, Dyakovakaya., ( 16 Novmenber, 2016) Getty Images Trends Team Makes 2017 Predictions. [Online]. Unknown: Getty images. Available at: [Accessed on 19th January 2018, at 14.15]

Claire, Cain Miller., (7th September 2017). From Sex Object to Gritty Woman: The Evolution of Women in Stock Photos. Online].  Unknown: The New York Times. Available at: [Accessed on 19th January 2018, at 15.00]

Marlen, Komar., (14th of April 2016). The Evolution Of The Female Power Suit & What It Mans-Photos. [Online]. Unknown: Bustle. Available at: [Accessed on 19th January 2018, at 14.45]

Vanessa, Mambu., (2nd August 2016). The Evolution Of Women’s Suits. [Online]. Unknown: Tallulah Tennant. Available at:[Accessed on 20th of January 2018, at 10.30]

Hayley, Phelan., (8th of April 2013). Margaret Thatcher Set The Bar For Power Dressing. [Online]. Unknown: Fashionista. Available at: [Accessed on 20th January 2018, at 11.00]

Karin, Nelson., (21st February 2017). How Fashion is Updating Power Dressing For 2017. [Online]. Unknown: W Magazine. Available at: [Accessed on 20th January 2018, at 11.30]

Hannah, Almassi., (13th April 2017). The 8 new Rules Of Modern Power Dressing. [Online]. Unknown: Who What Wear. Available at: [Accessed on 20th January 2018, at 11.45]

Jack, Sunnucks., (8th March 2016). Is Power-dressing a Thing Of the past?. [Online].Unknown: Dazed. Available at: [Accessed on 20th January 2018, at 12.00]

Marketing Strategy 

Marketing Strategy

When starting this project of Professional practice, we were asked to think of our marketing strategy. This is so I can use this strategy to then create my business brand such as my logo, website and name. When making my brand I made sure to ask my friends, people in the photography industry and my fellow classmates. By asking people this information I can find out what stands out to certain people and what would intrigue them to buy my photography time and experience. So, after sorting out my brand and using the people around me for help, I now need to make sure this fits with my marketing strategy.

As part of my marketing strategy there are certain points I need to look at are:

  • Talk to people in the industry to identify opportunities and weaknesses I may have
  • I need to make sure I narrow my focus within the industry. This is needed because just saying you are a photographer will not give you as much business than if you had a certain field within photography you are great at i.e. by knowing your field you can then contact the right people, know how to market yourself to your perfect target audience
  • I need to find my perfect client. By working out who is my perfect target audience i.e. their gender, age, budget and location I will be able to work out the best way to market myself, how to price myself and the best location to setup my business
  • In the world of photography, I need to find out the best way to get my name out there – Social media being an obvious example. Using social media is a great place to see how people market themselves, what your competition is, show off your own work, make connections and get clients.

These are the key topics I need to look into after creating my brand, social media, logo etc.

At the beginning of this year I thought I just wanted to be a fashion photographer, however after starting the second year, talking to photographer and looking and my work and how I take pictures I decided that I want to be a fashion and portrait photographer. This is because this is the industry that interests and excites me the most. I think it is very important to work in a field you enjoy or otherwise you will get bored and won’t spend the time marketing and promoting yourself to get the work and be noticed. Although I am not in the industry yet I still need to think about not only how I market myself to clients but also to other photographers so that I can get assisting work and slowly move upwards in the industry as I gain more experience. To do this I need to be very proactive on contacting photographers to get assisting work, you can never have enough. By taking up all the opportunities, I will be helping marketing myself in the world of assisting. By showing I am helpful, keen, ready to learn, proactive and energetic to these photographers I will rapidly gain connections as well as a great reputation. This in turn will be me marketing myself as the more assisting work I do the more my name will go around other photographers and other people in the industry, which will give me opportunities to branch out on my own. I have already started emailing and contacting photographers for assisting work proactively this year and already had assisting work with a fashion photographer twice and I hope to get more in the future. I also need to start contacting other photographers so that I can get as much experience as possible.

As well as taking all the opportunities, I need to make sure I work on my weaknesses so that my weaknesses do not control me. Some of my weakness are:

  • Self Confidence
  • Shyness
  • Afraid of failure and so I don’t tend to be very ambitious

By working on these weaknesses and bringing myself out of my conform zone over time I hope these weakness will be overcome, so that I push myself to take any opportunities that come my way.

Looking at my target audience in the world of fashion and portrait photography, I am not initially sure what they are yet, but I am hoping that as I get more experience assisting in the industry I will begin to get a clearer idea of who they are. However, thinking about my target audience at the moment I think they are:

  • Models – models just starting out in the industry themselves and working together to build each others portfolios
  • Photographers – By getting connections with other photographers to get assisting work, find out more about the industry, create more connections. I will learn lots rapidly while also building a network of people
  • Publishers – talking to publishers and showing them my work and seeing what they think and also contacting them to put my work in their magazines.
  • Other art students – Doing collaborations with other students means I will get more experience and will build each other’s portfolios

I think that looking at the type of people I have put down will give me an idea on who to contact and how to start making connections. Looking at the age range of my target audience I think the models and other students are likely to be around my age range i.e. 18-25 as they will be in the same situation as me. However, I think the photographers and publishers I contact have to be older and been in the industry for some time now and can give me knowledge and inspiration to help build my career. Looking at the locations I think for me it’s going to have to be London as its assessable for me to reach either from university or from home as well as being the hub for the fashion and portrait industry.

At the moment I have no idea on the type of pricing I should be charging people – now or in the future. At the moment if people asked me to take some images I would be thrilled for the opportunity to build my portfolio and, because I’m a student, they expect it for free. However, I do know that I need to start charging people for the work I do – but recognise I will not be able to charge as much as a professional. I think that to learn more about the right pricing when I leave university and start in the industry I need to talk to other photographers, maybe I could find out this information by calling, emailing and assisting photographers to slowly work out an average of what people charge in the industry.

Social media is a very key part of the photographic industry. My plan is to build my brand on social media by showing off my work to intrigue people, uploading images once a week, doing stories when on my own shoot and whilst assisting. People will begin to notice my work and find out that I am reliable as I post once a week, creative as I show off my ideas and a good portfolio of images that will attract clients, photographers and other people in the industry. By doing all of this my number of followers and viewers will begin to grow and so hopefully this will create not only jobs but a name for myself in the field.

Looking to the future and thinking about where I see myself in 5 years, I hope that I have started to build up a network and a good repetition of myself for being a great photographer that is enthusiastic about her work. I hope that I have assisted some amazing photographers and that over the years I have built a relationship with them. I also hope that I have learnt a lot from them and they are happy with the work I have done for them and that they are happy to give me praise when potential clients ask about me. In five years I hope that I have moved away from assisting and that my name is well know for quality work and that I am still loving the fashion and portrait industry.



Part 1 of my PDP will be found in the classroom folder


Model Release Form/Letter Head/ Invoice

Model Release Form/Letter Head/ Invoice

For the project of Professional practice I had to create a letter head, Model release form and Invoice. By creating all of this information it will help me develop my professional profile as it will have my own professional  documents that follows the industry I want to be in.

Letter Head

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Letter Head PDF

Model Release Form

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Model Release Form PDF


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Invoice PDF

Overall I am really happy with how I have created all of these professional documents and I think it fits into the fashion and portrait industry. I think I have put all the correct and need information for the documents to be professional and I can’t wait to start using them when doing my own photography jobs.

Social media sites 

Social media sites

Creating a Linkedin Page

I found that making this page was very easy. By making this LinkedIn account I can get my name out there and be able to connect with other photographers and people in the industry. I made this page last year and since then I have been connecting with many different photographers both in university and in the industry. I hope to carry on making connections with people and start to add my assisting work to the linked In page as I get more experience

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Creating a Instagram account

I have had a photography Instagram account for some time now and I find it very useful not only to put my own images on but also connection with other photographers and see what they are doing. I also think that it is a great place to get inspiration for your own work. It was very easy to create and took no time at all. When creating the Instagram I put my name as laurastobart photograhy and that name will still work now and it goes with my brand and name. To do Instagram effectively you need to be posting 1-3 times a week I have decided to post once a week so that people can keep up to date with my images and also any time I do a shoot I will film a story.

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Creating a Facebook page

I created a professional Facebook page when in college and first starting out with my photography career. Since then I have decided that the industry I want to go into is fashion and portrait photography and a professional Facebook page does not get noticed in that part of the industry, it is mostly for wedding photographers. Due to this I was debating whether or not I should delete this page or not. After some thinking about what I  should do I decided to keep it, but focus more on my  Linkedin and Instagram, I will also connect my Instagram and Facebook together so whenever I post something of Instagram it will automatically go on to my Facebook as well with the same comment connected.  Making a Facebook page is very easy and through there are not a lot of restrictions on what you can do on a Facebook business page without paying it is another place I can get my work noticed and seen.

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Overall I am very happy with all of my social media sites and how I have branded myself on each of them. I hope as the year goes on I will spend more time posting images which means I will get more recognition.

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