Snapshot Aesthetics as a Strategic Resource

Abstract

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. Companies such as Volkswagen, IKEA, American Apparel, Ford Motor Company, Apple, and Coca-Cola present snapshot-like images in their print, television and Internet communications. This paper begins a conceptual assessment of snapshot aesthetics as a strategic resource, adopting a genre-based perspective influenced by art historical methods and assumptions.