Quantity of information an average person consumes on daily bases could be translated to millions of gigabytes. Due to this unimaginable quantity, time to grab someone's attention is shorter than ever. When and if the attention of the audience is recieved, there's only a short window of time to retain it. Being aware of saturation in media channels is crucial to understanding the importance of visually noticeable information in marketing. That is why photography in marketing is and always will be the key element of advertising and media communication. This paper focuses on the importance of the photography as a meduim which attracts attention, retains it and the latter – sells the product. Theoretical part of the paper focuses on photography and psychology, how to read a photograph, photography as a conversation, evolution of commercial photography through history, technical characteristics and visual aspects, digital photography and photography in advertising associated with social media, stock photography and examples that corroborate everything stated. Photogaphy has a rich history in advertising and was evolving simultaneously with technology and society. Some of the greatest advertising campaigns are still remembered to this day, which is a proof of the importance of the photography and how important it is to invest in it for a good product or service in general market placement. The nature of today has changed the concept of advertising photography so now it implies different channels of placement and is often clichéised to be widely accepted. Nevertheless, the biggest companies know how important photography is, and we often testify to high-quality advertising campaigns that are here in the right moment and with a real social context. Practical part of the paper includes autorship production of the photographs imagined as advertising billboards of the teaser campaign of the new website for women – miss7.hr.