Moving Images and Images That Move Us
By Coco Rocha for PCMag
The rise of the internet has spouted a deluge of images. Has it rendered the visual nearly meaningless? If so, how can skilled creators use tech to turn that around?
There was a time when seeing a picture was a rare privilege. In the days before photography and the modern printing process you’d be lucky to have your own artwork at home and, if you did, family, neighbors, and guests would probably gather around it for hours on end. Though the printing press made images available on a mass level in the 15th century, they were still not cheap or easy to come by for most. By the late 18th century magazines started to find their place in households around the world and by the middle of the 20th century advertisers using images as a means for communication had reached their golden age. There was no casually thumbing through the few magazines you had access to each month. Each picture would be dutifully inspected and a great image would be remembered for life.
For a hundred years that was the way of the world until the information age when the Internet spouted at first a steady trickle and then a deluge of images. Today the average person surfing the Internet and sites like Tumblr or Instagram may see hundreds if not thousands of new pictures and images a day. Whether they’re good, bad, or ugly, images go in and out of our consciousness without leaving much - if any - impression.
This change in attitude toward the image is devastating to publishers and advertisers who face an exponential increase in competition and a decrease in attention. As a model I feel it as much as anyone in the business; my role in fashion and advertising is to draw the viewer in, make him or her stop and consider: are we holding your attention? For my peers and I the answer is probably “Yes, but not for long enough,” and for that reason I think static images as advertising have to change.
The futures of both advertising and fashion editorials have to lie with far more interactive images…
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(Photos by Eric Cheng for Lytro - Art direction by James Conran. Styling by Rebecca Conran)