casting the line for podcastsAs an imagemaker (that’s a fancy graduate school word for “photographer”), I’m keenly interested in all sorts of optics. I’ve made a fair bit of work using lensless camera obscura projections so I try to soak up as much knowledge as possible about large-scale images made both with and without lenses. Even this site’s little “logo” belies my fascination with light and its movement.
A great resource for all things lens-y is Edmund Optics who, according to their website, are the “leading suppliers of optics and optical components to industry since 1942.” I sometimes visit the site to look at the gigantic hunks of precisely engineered glass and dream about some breath-taking art installation I could create using, oh, I don’t know – a few hundred TECHSPEC Precision Asphere 25MM F/0.75 lenses at $205 a pop.
But recently the cover of Edmund’s catalog has had my thoughts wandering in somewhat of a different, less-wholesome direction.
It started with the catalog at right. “More Products, More Technology, More Service” trumpets the text, while the images show the usual fodder of an industrial supply catalog: lenses, optical devices, and a busty gal with her shirt half undone.
Uh … Hmmm. Ok … ? I mean, it’s not as if Bob Guccione was the art director on this catalog, but this seems pretty out of place for an optics company.
But it gets weirder. The next version of the catalog features yet another beauty, short-skirted and scoop-necked, laid-out next to an optical device while the text blares “new RED HOT mechanics.” What is going on over at Edmund Optics?! Sure, sex sells … but is it really helping to move a lot of Lateral Displacement Beamsplitters?
I suppose I’m just worried about the future of the Edmund Optics catalog. Will the next issue be delivered in a black plastic bag? Will young boys giggle and snicker as they pass it around the school locker room? Will the moral turpitude of optics companies become a plank in the Republican’s 2008 platform? Whatever the case, I stand by the Edmund Optics catalog because, hey – I read it for the articles.
(Thanks to Frogstar World B for the images!)
Thank you for your feedback regarding the EO cover, and yes, a few people have asked, “What is Edmund doing?” As a woman-owned company, 50% of our technical staff is female, a rare occurrence in the optics community. The woman featured on both covers is a six year employee and our Tradeshow Manager and Spokesperson. While the cover pushes the envelope of what is “accepted” in the technical community, its intent was to encourage customers to ask the question, “What could be so hot about EO’s new mechanics??” Thus, no worries, your next edition will not arrive in a black plastic bag and our Tradeshow Manager promises to wear her shoes to work. Regards, Marisa Edmund VP of Marketing & Owner, Edmund Optics Inc.
I sent this link to my boss, who originally pointed out these hysterical catalog covers to me (we are EAGERLY anticipating the release of the newest catalog). He was so excited to see it had made its way into the blogosphere.
How on earth did the VP of Marketing & Owner of Edmund Optics stumble upon this blog? Did you send them a link? Maybe they will peruse the amazing camera obscura installations you have put up in the past, and would be interested in funding a new installation featuring their TECHSPECâ„¢ Precision Asphere 25MM F/0.75 lenses by such a talented artist as yourself!
To what address are we donating said asphere? Please email me when you have a moment. Thanks, Marisa
I need to hit up more optics tradeshows. Beamsplitters, indeed.
Let’s not forget that text below the reclining woman, either: “Better Performance. Better Price.”
Okay, admittedly, the unfortunately located caption made me collapse laughing. As an advertising technique, it worked: I’m definitely likely to remember “Edmund Optics” in the future.
I think we will all remember Edmund fondly!
in other news, unrelated to this posting -
yay! you’re blogging again.
“more service” indeed.