When you think of or hear the word “commercial” in connection with the modeling industry, there are a few variations of the meaning, but in the most practical way in connection with “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 can 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 fashion “story” from a magazine about the trend that is happening at that particular time, not a specific ad from any one company, although you will see multiple credits quoted in fine print from the stores and designers of outstanding garments and accessories. Some ads you see in magazines may be drawn up and photographed in an “editorial style,” but is ultimately a “commercial” ad if it promotes a company name. It’s a clever, high-fashion ad though, 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 (aka shoppers). Consumers buy from ads they can relate to or strive to achieve. This is where a business model can have a wonderful chance of success because their image is part of the marketing process that sells to the consumer. They represent a very accessible and marketable look. Therefore, for whatever product they are promoting, its appearance 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 that can cross over from editorial modeling to the diverse side of commercial advertising. That’s so ideal for a career model who wants longevity. The business model doesn’t usually have just one aspect, although there may be one special aspect that gets them hired again and again.
This is where variations in terminology 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 in 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 ad agency vs. a modeling agency when referring to “commercial” also has different degrees of meaning, depending on how they interpret the booking.
Being in a TV commercial is a type of opportunity that can use business models, but “NOT” that’s 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 chops to be photogenic for photographs or has the right personality and approachable look to promote a product. The model range can range from being very attractive in appearance to people possessing a great face and/or “character” personality (also known as a character model). Fashion has its place for commercial models (also known as fashion business models) by selling clothing or accessories that are advertised in catalogs, showrooms, and certain magazine ads (not editorial stories).
The context for where the terms “business model” are used can vary depending on who is referring to the booking… an advertising agency, a business modeling agency or a “specialist” fashion editorial agency. Advertising agencies (also known as advertising agencies) are hired on behalf of a company that wants to promote its product or service. Advertising agencies will generally be in charge of how the product or service will be promoted, and will usually also be in charge 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 “fashion” work. 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 view the ad as 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 business model. Ultimately, someone gets used, so kudos to whichever model guy gets the job. Stocks of commercial fashion prints for models also account for a large amount of work around the world, as well as high fashion modelling. The demand for catalog models varies from city to city as does the prestige of the work.
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 business 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 large amount of high-level and effective representation, so the bottom line is to “invest” in their ability to make money. Model booking is an investment of their money that they pay 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 getting there is essential. The “brand” 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 in the size. The requirements are not as stringent as the editorial fashion model with respect to height, weight, and body measurements, but the model hired for a commercial print job must fill the shoes of whatever “characters” they have been hired to portray. in front. The character is usually booked according to the model that fits the role closest, such as “young mom”, “middle-aged pilot”, “corporate executive”, “young nurse”, “college student”, etc. . The advertising company or agency has their own idea of how they want their 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 compete for these jobs in commercial print, too, 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 for landing the job when positions are available. Some bookings are made literally “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 who trust “everyone” to do their job and be on time. Time is something that is paid for and a model should never assume that it is acceptable to be even five to fifteen minutes late. It is not a social situation, but a professional and paid job. Getting there a little early is worth the experience not to frustrate a team of creative people and allow yourself a breather to get into character. Arriving on time should not be considered as showing up at the exact time the job officially begins. It is implied that you need to know to arrive a bit early to catch up on any required information, extra preparation, or updates on what’s going on for that reservation. Your mind should be open to whatever character you will be playing and how you can best showcase any implied products or services through your poses and props.
Clothes can’t always be provided by the customer… surprise! You don’t want to find out too late, either! 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. Not as glamorous as the general public perceives it to be, huh? It all depends on the client’s budget, so you must take this into account BEFORE you show up for the reservation. Always get as much information from the agency when you book your time about any special considerations. It never hurts to check on a potential customer before a visit, so you know what they do if you’re not familiar with them. Anything that gives you information that can help you get the job or prepare you to do the job even better is smart. (also known as “a smart model”)