Commercial print modeling versus editorial print modeling

22-09-2022

When you think or hear the word “commercial” in regards to the modeling industry, there are some variations of the meaning, but in the most practical way in regards to “print” photography, think of the word “promote”. The model’s job is to be photographed “promoting” a product or service in a print advertisement (eg… in magazines, brochures, newspapers, catalogs, etc.). There are numerous opportunities for COMMERCIAL PRINTING MODELS that exist throughout the United States and internationally. Advertising can range from the smallest business promoting their livelihood to large corporations that may pay their own advertising agencies to handle marketing campaigns.

Commercial print modeling is very different from editorial print modeling. Remember that an “editorial” is a magazine fashion “story” of the trend that’s happening at that particular time, not a specific ad for a single company, although you’ll see multiple credits cited in fine print from the stores and designers at outstanding garments and accessories. Some ads you may see in magazines may be crafted and photographed in an “editorial style,” but it is ultimately a “commercial” ad if it promotes a company name. However, it’s a slick, high-fashion ad, because that’s the style ad they’re marketing to their targeted consumers.

Generally, however, the editorial model and its modeling style do not represent the particular look that can be marketed to a large group of average “everyday” consumers (also known as the people who shop). Consumers buy from ads they can relate to or strive for. This is where a business model can have a wonderful chance at success because their image is part of the marketing process that sells to the consumer. They represent a very accessible and marketable aspect. Therefore, for whatever product they are promoting, what it looks like may vary depending on the product or service being advertised to the consumer. That means the door is open to many different types and sizes of models. Keep in mind that there are actually some editorial fashion models who can transition from editorial modeling to the diverse side of commercial advertising. That is so ideal for a career model who wants longevity. The business model does not usually have only one aspect, although there may be a special aspect that makes them hire again and again.

This is where terminology variations form and can cause confusion as to whether a model is considered an editorial or commercial type model. Do you remember the prestigious title? It is placed on editorial models, but there is also something wonderful to be said for being a successful working business model. “Commercial” is a term that the general public considers advertisements they see on television or hear on the radio. The terminology used by an advertising agency versus a modeling agency when referring to “commercial” also has different degrees of meaning, depending on how they interpret the reservation.

Being in a TV commercial is one type of opportunity that can use business models, but “NOT” is why they are called business models. For the purposes of a business model type, the doors are open to just about anyone who has the skills to be photogenic for photography or has the right personality and approachable look to promote a product. The model range can vary from being very attractive in appearance to people who possess a great face and/or “character” personality (also known as a character model). Fashion has its place for commercial models (also known as fashion commercial models) through the sale of clothing or accessories that are advertised in catalogs, showrooms, and certain magazine ads (not editorial stories).

The context for explaining where the terms “commercial model” are used can vary depending on who the booking refers to… an advertising agency, a commercial modeling agency, or a “specialty” fashion editorial agency. Advertising agencies (also known as advertising agencies) are contracted on behalf of a company that wishes to promote its product or service. Advertising agencies will generally take care of how the product or service will be promoted and will also usually take care of hiring all the necessary staff to complete the job, such as photographers and models. If the campaign is something to promote a “fashion” product, then the “advertising” agency refers to this as a “fashion” job. This is where the slight confusion of terms is just a technicality. An “Editorial” modeling agency does not refer to such “fashion” work as “editorial” and will likely see the ad as a commercial. So here you have the point of view of the ad agency booking a “fashion model”, but perhaps the modeling agency is referring to what the ad agency is booking in terms of a commercial model. Ultimately someone gets used so kudos to any kind of model that gets the job. Fashion commercial print bookings for models also account for a large amount of work around the world, as well as haute couture modeling. The demand for catalog models varies from city to city as does the prestige of the job.

Although “Prestige” is often a term used for editorial model bookings, there is a rare level of “exception” for commercial models who also work for “big” fashion clients. Exclusive catalogues, beauty clients, fashion clients and department stores that use the “mix” of commercial and fashion models for their print work also offer opportunities that are different from editorial fashion stories. This is high-end advertising! There are some rare “dual type” models that can possibly be in the same types of magazines for your “commercial” fashion ad that your “editorial” fashion story would be in. These companies want to showcase their product and company name with a lot of high-level, effective representation, so the bottom line is to “invest” in their ability to make money. Model booking is an investment of your money that is paid directly to the advertising agency (or modeling agency), so the ability to have the right model that represents the “look” of the company for the market they are trying to arriving is essential. The “prestige” in a commercial fashion print opportunity is usually associated with the exclusive client, the use of photography, or the amount of money paid to the commercial model.

Commercial print models appear in magazine ads, newspapers, flyers/newspaper inserts, brochures, school textbooks, catalogs, billboards, internet ads, hang tags, food packaging, and many other product images (too many to list all). We mentioned earlier that there is flexibility in the appearance of the model and even the size. The requirements are not as strict as the editorial fashion model regarding height, weight, and body measurements, but the model hired for a commercial print job must fill the shoes of whatever “character” they have been hired to portray. in front. of the camera The character is usually booked according to the model that most closely fits the role, such as “young mom”, “middle-aged pilot”, “corporate executive”, “young nurse”, “college student”, etc. . The advertising company or agency has its own idea of ​​how it wants its product or service to be represented, so the model must “look” and “project” the part to the client and the photographer. This implies acting. The younger model is unlikely to be an experienced or trained actor, but modeling is a version of role-playing, so acting is a personal trait that can enhance the model’s ability to get into character. Actors are also competing for these jobs in commercial printing, so it’s not just about career models. Everybody wants the job. Commercial print modeling may or may not be a full-time career option compared to the often hectic schedule of the editorial fashion model.

Flexibility in a model’s availability is also a key requirement to land the job when positions are available. Some bookings are made literally at the “last minute” when clients need someone ASAP for “whatever” reason they can find (a model never showed up, a model needs to be replaced, etc.) There is often a team of people They trust “everyone” to do their job and be on time. Time is something you pay for and a model should never assume that being even five to fifteen minutes late is acceptable. It is not a social situation, but a professional and paid job. Getting there a little early is worth the experience of not frustrating a team of creative people and allowing yourself some breathing room to get into character. Arriving on time should not be considered showing up at the exact time work officially begins. It is implied that you need to know to arrive a little early to catch up on required information, additional preparation, or updates on what is happening for that reservation. Your mind should be open to any character you’ll be playing and how you can best showcase any implied products or services through your poses and props.

Clothing may not always be provided by the customer…surprise! You also don’t want to find out too late! This is part of the commercial modeling industry where you can provide “accessories” such as clothing, shoes, glasses, jewelry, etc. You may even need to put on your own makeup and do your hair. It’s not as glamorous as the general public perceives it to be, huh? It all depends on the budget of the client, so you must take this into account BEFORE showing up for the reservation. Always get as much information from the agency when you book your time slot about any special considerations. It never hurts to check out a potential client before a visit, to find out what they do if you’re not familiar with them. Anything that gives you information that can help you get the job or be prepared to do the job even better is smart. (also known as “an intelligent model”)

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