Shooting great pictures has never been so difficult

tobylitt

It is saying the opposite of the thing I am saying It is saying the opposite of the thing I am about to say

I saw this advertisement in the window of a shop on Tottenham Court Road, and took a photograph of it.

Annoyed by the blandness of this as a statement – Shooting great pictures has never been so easy – and, in a similar way to my question about minimal aesthetics, I have a question about photography.

Immediate aside: It’s hard to write this without sounding anti-technology. I am not – really, I’m not; (photography, pretty obviously, is technological in toto); I’m not even anti-digital (not completely).

I believe, however, that there’s an intensity of attention that is forced upon an artist by a lack of technology, or lack of easy and helpful and well-designed technology. And that, if there isn’t that deprivation of ease, there can’t be that intensity.

(This might be a.k.a. ‘the uses of adversity’, or what Yeats had as…

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