Advertisements today, have a tough job to play and creating them need the very best of all associated professions, especially the photography and picture creation. The primary role of a commercial photographer is to understand the emotional factor that people attach to things they buy. They have to know how a product or a service enters their world, what are the initial emotions and reactions and how they are received.

When they become a regular part of their households, how people feel towards them and how much dependant are they on the product or the service. It is very important to know and understand all these emotions. Only then a commercial photographer can hope to make good ads – ads that clique with the target audience.

One thing has to be very clearly understood, an ad is good only and only when they initiate a positive response from the target audience. Even if they don't buy the product immediately, their presence in the memory of the target audience is good enough, because the next time they go out to buy the product, there are good chances that the customer may choose the brand, if it is there in their mind.

Before starting work on any kind of product or service or anything at all (it can be a PR campaign as well), a commercial photographer has to understand the target audience of the product and its behaviour towards it.

What kind of product is it? How frequently is it bought? What is the cost of the product? What are the various kinds of values that the customers associate with it? Is it something for which customers usually display brand loyalty towards? What are the various sentiments that are usually associated with such products and this brand? Is it an old player in the market or a newbie? A commercial photographer has to keep all those details and more, before clicking any and every shot.