The other day I came across a reproduction of a Leica advert from the late 1990s. They were advertising the then latest incarnation of the famous Leica rangefinder, the M6 TTL. As you might expect, the advert is aspirational and contains a carefully crafted studio shot of the camera.
The advert got me thinking about photography advertising, and more specifically its influence on me. We live in a world of sublimated desires driven by consumer advertising. We might not always reflect consciously on the effects of advertising, but they are measurable and real, as the gargantuan advertising budgets of the multi-national corporations attest.
What if my regard for my Leica M6 TTL was a product, albeit an indirect one, of this advert from the late 1990s? I don’t think I remember it specifically, and yet it has something of an uncanny familiarity. I had a little chuckle to myself, rolling this possibility around in my head. It may not be the whole story - I should hope not, a big chunk of my practice nought but the fulfilment of a market instruction - but there is a strong possibility that my desires were at some level shaped by the adverts of the time. It is sometimes said that we acquire in later life the cameras we once lusted after in our youth and when money was too short to make the dream a reality.
I wonder what other photography advertising has helped to shape my choices and paths through equipment and practice? I wonder which ones have shaped yours?