ABSTRACT
Photographers need to take two essential steps to accomplish their overall goal of succeeding in the market. The first step is to publish in magazines, and the second step is be hired by advertising agencies to photograph commercial campaigns. I have shown that these steps are related, if viewed from the photographers' perspective. hloreover, the photographers have two different meaning structures, one when they interact with magazines and another when they interact with advertising agencies. Thus, from the photographers' perspective, there are two different markets, although they are clearly embedded in each other.
