THE MAKING OF THE MOMENT
By MICHAEL PERKINS (author of the new image collection FIAT LUX, available through NormalEye Press)
EASTMAN KODAK WAS THE FIRST COMPANY to truly democratize photography, taking it from a tinkerer’s hobby or the domain of the studio professional and placing it in the hands of the average consumer. A streamlined process for producing modestly-priced, easily operated cameras, as well as the introduction of roll film and standardized processing, made it possible for anyone to capture memories on a reasonable budget. To do this quickly, Kodak, well before 1900, also became one of the first and best early forces in the use of mass marketing. And one of the biggest pillars in the foundation of that effort was Christmas.
For the near decade that The Normal Eye has been in business, we have always dedicated one annual post to the nostalgia and pure brilliance of Kodak’s Christmas ad campaigns. Being a company that fostered the creation of indelible memories (the well-known “Kodak Moment”), the creators of the Brownie camera sold us not merely the means of making pictures, but the motivation for doing so, capitalizing on the special sentiment that permeates the holiday season. The question was not “should I buy a camera?” but “why aren’t you already taking pictures as fast as you can squeeze a shutter?”. The Eastman company achieved the ultimate goal for a manufacturer, that is, creating a market that had never existed before and inventing the means to fill said market. Using full color photographs in their magazine ads in the early 20th century, an era which was still typified by painted or drawn illustrations, the company showed people using their cameras to freeze-frame both special occasions and everyday events, all the while reinforcing the idea that going so was easy and fun.
And when it came to Christmas specifically, Kodak, well before 1920, developed two key ambassadors to drive home the message. First was the pre-cheesecake pin-up known only as The Kodak Girl, who was shown clicking off memories in a variety of settings, and featured on calendars, packaging, and roll-outs for new products. As a back-up, the company became one of the first to enlist Santa Claus himself as a pitchman, which even the wizards at Coca-Cola would not do until 1930. The combination was the stuff of dreams, as well as of profits. Kodak cameras were not merely another element of the Big Day; they were a guarantee that the Big Day would be a success. A great holiday was a nice thing, but a great holiday caught in pictures was on another level entirely.
Wish fulfillment, or the possibility thereof, is so woven into the appeal of photography, that, once cameras and film were standardized and simplified, the hobby really didn’t need a big nudge to become a worldwide habit, as it remains to this day. But, as they say in the ad biz, you must always be Asking For The Order, and lots of our hard-wired desire to Say It In Pictures was inextricably linked, from the earliest days of the medium, to the consumption of products. “Open Me First”, the tag on Kodak gifts asked in over a generation of seasonal ads, and we certainly did. The message was, and remains, you can’t call it a life event until you’ve started taking pictures of it. That is both photography’s curse, and its blessing.