摘要：This article is focused on the work of the advertising photographer and his importance to marketing communication. It describes the planning of an advertisement campaign, with emphasis on the work and responsibility of the photographer for its success. Image premeditation is dealt with, starting in the cares to its production and language employed in order to obtain the best result in the reader/customer communication process. For a closing, it contrasts the main objective of photography – recording reality – with the fantasy created in advertising production.
关键词：Advertising campaign;advertising language;advertising photograph;premeditation in image production.;Campanha publicitária;linguagem publicitária;fotografia publicitária;premeditação na produção de imagem.
