By MICHAEL PERKINS
FOR SEVERAL YEARS NOW, my final Normal Eye post before Christmas has been dedicated to the unique place occupied in the American holiday season by the Eastman Kodak Company, which not only sold most of us our first cameras near the dawn of the twentieth century, but taught us how to use them, all the better for increased film sales. Indeed, no sooner had Kodak placed simple Brownie box cameras in our hands than they began generating educational guides like How To Make Good Pictures, a book which remained in print with various revisions for over sixty years. But that was only half of the sales pitch.
The other half came in the dawning field of mass advertising, as Kodak became one of the most omnipresent features of the new illustrated magazines, creating luxurious reminders of how handy your Kodak would come in during your upcoming birthday, camping trip, or, most importantly, Christmas. Much of the company’s ad budget went into their annual yuletide messages, which, from year to year, introduced new models along with a visual depiction of happy people enriching their lives by taking lots and lots of pictures on Kodak film. Since The Normal Eye is more about the intention, rather than the technology, of photography, I made an annual habit of rifling through my own mental hoard of Kodak-tinged holiday memories. I remember the gadgets, for sure, but I mostly longed for the lives of the people in the ads. I wanted their Christmases and birthdays. I wanted to be welcomed into a room filled with their smiling faces, the joy of youth, the comfort of community. In short, I bought the whole package.
The most effective advertising promises you more than a consumer product: it sells you an experience, a state of mind. A transformation that, by an amazing coincidence only the seller’s product can deliver. Buy this, and you’ll be this, you’ll be here, you’ll be with…..whoever. The Kodak advertising campaigns sold a lot of camera and film for sure, but the message worked because it sold us the sensation of being other places, with other people, maybe as some other better version of ourselves. We dreamed of Christmases that never were, families that could never be. We associated making pictures with creating something better than the mere world. But in that process of becoming lifelong consumers of photographic equipment, a few of us learned that our cameras really could capture something just a little better, a little more joyous, than reality. It was a fable, certainly, but it was a warm and wonderful one.
It’s hard to connect the hollowed-out husk that Kodak has become in recent years to the titanic influencer it was in the 1900’s. The company forged our first photographic habits and channeled our dreams by first giving us a reason to want a camera, then showing it what it was for. Later on, most of us re-defined those rules of engagement in appropriately personal ways, deciding what to see and what to show. But before you can become a chef you first have to discover fire, or have it shown to you. And each fire begins with a spark.
Or the click of a shutter.