The Evolution of Marketing Through a Photographer’s Lens: From the 1960s to Today

Marketing has always been about storytelling, and few tools have been as powerful in shaping brand narratives as photography. From black-and-white newspaper ads to the visually driven world of social media, photography has played a crucial role in how businesses capture attention, evoke emotions, and connect with audiences. Let’s explore how photography has influenced marketing platforms from the 1960s to today.

The 1960s: Photography in Print Advertising

In the 1960s, print was king. Newspapers, magazines, and billboards relied on striking black-and-white or colour photographs to captivate audiences. Brands like Coca-Cola and Marlboro used high-quality photography to craft aspirational lifestyles, making consumers feel a personal connection to their products.

Photography was also a key element in direct mail marketing, with companies using eye-catching postcards and catalogue images to showcase their products in the best light. Even radio ads, though audio-based, often had accompanying print campaigns featuring bold imagery to reinforce brand messages.

The 1970s–1980s: The Television Revolution and the Power of Visual Storytelling

The rise of television advertising in the 1970s and 1980s changed marketing forever, and photography played a crucial role in the process. While commercials were filmed, print ads that supported these campaigns relied on still photography to capture the same energy and emotion in a single frame.

Brands invested in professional product photography to create consistency across their TV and print campaigns. This was also the era of celebrity endorsements, with iconic portraits of stars like Michael Jackson for Pepsi and Brooke Shields for Calvin Klein defining entire marketing movements.

The 1990s: Digital Photography and the Internet Boom

With the 1990s came a digital revolution in both marketing and photography. As digital cameras became more accessible, brands began moving away from film photography in favour of quicker, more cost-effective digital shoots.

The internet gave rise to banner ads, company websites, and email marketing—all of which depended on crisp, engaging visuals. E-commerce exploded, requiring high-quality product photography to drive sales. Meanwhile, search engine marketing (SEM) and early website optimization placed a new emphasis on clickable, visually appealing images.

The 2000s: The Rise of Social Media and Visual Content

The late 2000s saw social media take off, and photography became more important than ever. Platforms like Facebook, Twitter, and YouTube turned marketing into a two-way conversation, where engaging images could go viral overnight.

Original photography became a key differentiator, with brands investing in custom images to stand out in an increasingly crowded digital space.

The 2010s–2020s: The Instagram Era and the Dominance of Visual Marketing

By the 2010s, photography had become the heart of digital marketing. Instagram revolutionized the way brands connect with consumers, placing high-quality, aesthetically pleasing images at the center of marketing strategies.

Influencer marketing emerged, with brands partnering with photographers, lifestyle bloggers, and content creators to showcase products in authentic, engaging ways. User-generated content became a major trend, as companies encouraged customers to share their photos featuring branded products.

At the same time, AI-driven platforms like Google and Facebook optimized ad placement based on visual recognition technology, ensuring that the most compelling images reached the right audiences.

What’s Next for Photography in Marketing?

As we look to the future, photography will continue to evolve alongside emerging technologies. Augmented reality (AR) and virtual reality (VR) are changing how brands present products, creating immersive experiences where consumers can interact with visuals in new ways. AI-generated photography and hyper-personalized image-driven ads are also reshaping digital marketing strategies.

From black-and-white magazine ads to AI-enhanced social media campaigns, photography has been at the core of marketing’s evolution. As new tools and platforms emerge, one thing remains clear—capturing the perfect image will always be essential in telling a brand’s story.

Brought to you by Emily Blackman, Senior Account Director + Commercial Photographer at WELL KNOWN