2013 May | evolveimages

28

May

Couples: Images That Double Up

We can use images of couples to say many things. But, mostly, we use them to say much the same thing. And this one thing applies whether the image is of teenagers looking into each other’s eyes, seniors looking into the sunset, a gay or lesbian duo out for a stroll, or four feet poking out the end of a bed.

You can see somewhat fresher variations on the theme here, but they pretty much are all linked by a big idea that sits right inside the couple concept. Each of those images has some unique signification but ever-present is the big thing that couples almost always connote if used in advertising or corporate communication. And that is a stable, positive, comfortable, outlook – a reassuring view of the world, where we look forward with hope and even happiness.

Coupledom is something we are expected to aspire to, something that is the norm and desirable at almost every life stage after puberty, and for every gender or sexual preference, religion or ethnicity. It’s a signifier of social success. In advertising and corporate communication, the couple is a concept almost as clear-cut as showing a forked road to suggest choices, or a palm tree over a sandy bay to suggest dream vacation.

And just as forked roads and perfect palm trees are not altogether realistic for all our decision-making or vacation plans, so the way we depict and use couples is a little removed from the everyday. It’s not for Evolve Images to challenge this too much.

© Morgan David de Lossy/evolveimages.com

Yes, we all argue with our partners, we all have a little ugliness at times in ourselves and in our relationships. We all have various levels of complexity and contradiction in how relationships work – different kinds of coupledom even in one life, in one time. And that’s without being promiscuous – we are not only coupled with romantic partners, but with longstanding friends, or with other relations, or work associates. There is more to the couple than just the hand-holding lovers.

Oh, and let’s not forget the individual – yes, people can be happy without being in a couple. It is legal. And the happy individual makes for great positive images too… as long as we’re not thinking they’re lonely, friendless, lover-less. Coupledom implies a life at least twice as good as the solitary life, after all. Despite all the variations possible, we most commonly see that social rock of the paired-up two-some, depicted with all the love and loyalty to each other that we might impute to a pair of swans on the lake.

Sure, we occasionally see a couple having a row, or some other dramatized moment of disruption. But disruption only works if there is a norm to push against and that norm is very strong, almost ubiquitous. It is the norm of the united couple.

If you disagree, do tell us. If you want a different kind of couple in our collection, tell us. But the stats suggest what we see most often, and what we aspire to, is that idealized relationship and that is what helps communicate and sell everywhere.

There’s simply not a lot of argument against having a happy lasting relationship, hard as they may be to come by. It’s a natural win, the human race kind of depends on it, so we won’t expect mainstream communications to depart from that any time soon.

6

May

onePicture Project: Guest Curator, Cathaleen Curtiss

This month’s onePicture Project image by Scott Rinckenberger was selected by Cathaleen Curtiss, former Vice President of Global Photography at AOL, currently Managing Director at JPG, National Clip Chair for National Press Photographer’s Association and board member of National Press Photographers Foundation. Cathaleen offers up these thoughts:

“The image of a road by Scott Rinckenberger was the one that did it for me. I was immediately drawn to this image. I love images that have conversations with-in the frame. This image invited me in and encouraged a deeper look. For me the road with the stark line is the introduction to this conversation but then…. you see the smaller more detailed conversation. The curves of the road, underbrush and trees, light filtering in to highlight the bushes, the deep dark shadows and “the light at the end of the tunnel” all come together to create both peacefulness and energy, calm and movement the makings of a perfect conversation!”

Each time a photo buyer selects the featured onePicture image to license for a project, Evolve will donate 100% of the royalty we receive* to the non-profit charity of the photo buyer’s choice.

If you are a creative director, art director, art producer, editor or designer (or know of one) and would like to nominate an image for onePicture Project, please email us and we’ll send you the details of how to participate in this important campaign.

Questions? Call us: +1.888.933.5976

*Please note: Each time buyers license an exclusive image from Evolve, we share 65% of the fee with the photographer, and the royalty Evolve receives equals 35% of the license fee. Images selected for the onePicture Project, Evolve will contribute 100% of the 35% royalty we receive to the respective buyer’s charity of choice.

1

May