My name is Ellyx Ferguson.  I am a photographer from Boston who values the calm within life's chaos and I try to bring this same notion into the work I create. I believe Photography can transform the way a subject is viewed and at its core, has the ability to "market humanity" to its observers.   Marketing is normally associated with a monetary value but in the case of photography what is being bought and sold is not about money but rather about connection and understanding.  To market a product is to situate it in society.  People buy things because they believe they have an important place in their life.  Devices like laptops and mp3 players are marketed as products to make life easier and more enjoyable.  Effective marketing takes a product and frames the idea of it in the world in which its consumers live.  This framing of an idea can easily be leveraged into making compelling photographs. 

Unlike with commercial or advertisement, marketing in the photography realm should be hinged on telling the truth.  This truth may be hidden or boldly placed in the viewers face.  The job of the photographer like an advertiser is to get their viewer to buy into the idea, concept or emotion being portrayed in their images.  This connection between the photographer and viewer is a form of marketing because a photograph is able to position its subject in the context of the world the viewer lives in.  There is an exchange between the two that moves marketing outside of its normal associations into more engaging place.  Photography is capable of redefining peoples entire notion of marketing.  In a world were people are acutely aware of the fact that they are continuously being marketed to, photography can sell viewers an idea or emotion in such a way that they become less conscious of this allowing them to freely participate in an rewarding exchange with the photographer. This exchange goes beyond the lies and surface stories of traditional marketing and move into framing the ideas that make us all human.