Patrick BiddiscombeNew Breed · Founder & CEO of New Breed | HubSpot-Led Growth | Advisor to HubSpot & FinQore

How Kodak Got Us To Smile

Name: How Kodak Got Us To Smile
Uploaded: 2023-02-01T12:00:36+00:00
Duration: 47 s
Channel: Patrick Biddiscombe
Description: The video argues Kodak's affordable, faster cameras (internal shutter) removed long exposure constraints and enabled the snapshot—encouraging smiling in…

1 Feb 2023 · 1 min

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0:47

The video argues Kodak's affordable, faster cameras (internal shutter) removed long exposure constraints and enabled the snapshot—encouraging smiling in photos. Kodak's "more pleasure at the moment" ad showcased a beaming woman with a new Kodak camera and, combined with accessible pricing, helped normalize smiling in photographs; by the 1920s smiling models were used to advertise many consumer goods (canned food, cars). The piece frames Kodak's product + marketing combo as a culturally influential campaign that changed photography and advertising.

Questions this video answers

By the 1920s.

The "more pleasure at the moment" ad.

Chapters

Is this campaign the Reason we Smile in Pictures? Kodak was looking to boost camera sales to the middle class by making the process seem fun and affordable. But back in the day, smiling in pictures wasn't very cool. Long photo exposure times meant that the person in the picture had to stay still. Big smiles were considered silly, childish or straight up wicked. So they debuted the more pleasure at the moment ad. At the time. This revolutionary picture showed a woman with a beaming smile while holding her brand new internal shutter Kodak camera. This new tech took away long exposure times and gave birth to snapshot. By the 1920s, companies were using pictures of smiling models to sell everything from canned food to cars. So what can we learn here? Kodak made an innovative product at an affordable price point for their target audience. This combination drove up sales and led to the creation of one of the most culturally influential campaigns of all time. For more insights and case studies, subscribe to the channel.