Seminar series - Images and Organization
Jonathan Schroeder - "Snapshot Aesthetics in Brand Culture"
The snapshot, a straightforward, generally unposed photograph of everyday life, has emerged as an important style in contemporary strategic communication. Many recent ads portray models in classic snapshot poses - out of focus, eyes closed, poorly framed - in contrast to more traditional and historical patterns of formal studio shots or highly posed tableaux. ''Intentional'' snapshots are often characterized by ''disruptions'' in formal photographic traditions - off lighting, poor focus, blurred images, awkward poses, harsh shadows, etc.
I have analyzed the use of snapshots or snapshot-like imagery as an important strategic resource. In this presentation, I discuss the role of snapshot aesthetics in contemporary brand communication and trace a brief visual genealogy of the snapshot, encompassing historical precedents in Dutch genre art, photographic genres such as street photography and reportage, and contemporary uses of the snapshots, such as paparazzi photography and photoblogs. A genre-based approach helps articulate and highlight the construction and deployment of icons, codes, and representational conventions across a range of actors - encompassing fine art, advertising, corporate reportage, fashion photography, web design, popular photography, and film.
I argue that the snapshot aesthetic embodies the experience economy by showing consumers in the midst of seemingly real, sometimes exciting, but often mundane experiences. In this way, we can think about snapshot aesthetics as an important visual aspect of documenting, marketing and understanding consumer experience.