Why we say ‘cheese’: The evolution of smiling in photography

American writer Mark Twain notably expressed his disdain for smiling in photographs.

3 min readNew DelhiUpdated: Nov 29, 2024 10:53 PM IST

In the 19th century, having your photograph taken was a formal affair, and the subjects rarely smiled (Source: Freepik)

In modern photography, the phrase “say cheese” is universally recognised as the go-to prompt for encouraging people to smile. But this wasn’t always the case. The journey from serious Victorian-era portraits to today’s cheerful snapshots reveals fascinating changes in both technology and social customs

The era of serious faces

In the 19th century, having your photograph taken was a formal affair, and the subjects rarely smiled. This solemnity wasn’t just a matter of cultural preference — it was largely practical. Early photography required subjects to remain completely still for extended periods, sometimes up to several minutes, making it difficult to maintain a natural smile.

American writer Mark Twain notably expressed his disdain for smiling in photographs. According to Mark Twain and the Happy Island written by Elizabeth Wallace, Twain said, “A photograph is a most important document, and there is nothing more damning to go down to posterity than a silly, foolish smile caught and fixed forever.”

The ‘prunes’ era

Before “cheese” became the photographer’s word of choice, many photographers would actually instruct their subjects to say ‘prunes.’ This word was chosen deliberately — when pronounced, it causes the mouth to purse, creating what was considered a more sophisticated and composed expression. This aligned with the Victorian and Edwardian ideals of proper deportment and dignity.

Paintvine, in a report, notes, “Plus, the lack of dental care at the time meant that many people were reluctant to reveal their teeth, and so smiling was reserved for children and the occasional drunk person — because lets be honest, no one can tell a tipsy person to say ‘Prunes!’ and expect them to keep a straight face.”

Before “cheese” became the photographer’s word of choice, many photographers would actually instruct their subjects to say ‘prunes.’ (Source: Freepik)

From ‘prunes’ to ‘say cheese’

The transition from ‘prunes’ to “cheese” has an interesting political connection. According to various historical accounts, the popularisation of “say cheese” is often attributed to the US Ambassador Joseph E. Davies and President Franklin D. Roosevelt in the 1940s. Some sources suggest that Ambassador Davies, while being photographed, mentioned learning the “cheese” technique from Roosevelt himself. The word “cheese” creates a natural smile shape with the mouth, unlike the puckered expression produced by “prunes.”

Global variations

As photography became more accessible and casual smiling more acceptable, the practice spread globally, with different cultures adopting their own variations based on local foods and customs:

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-In South Korea, photographers often ask subjects to say “kimchi“

-In Spanish-speaking countries, particularly in Argentina and Colombia, “whiskey” became a popular alternative

-In India, “paneer” is sometimes used, following the dairy theme of the original

The modern context

Today, “say cheese” has transcended its original purpose to become deeply embedded in popular culture. The phrase represents more than just a photographic instruction — it symbolises the shift from photography as a formal, serious endeavour to a casual, joy-capturing medium.

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The evolution of “say cheese” parallels the democratisation of photography itself. As cameras became more accessible and exposure times shortened, people felt more comfortable expressing themselves naturally in photographs. The formal, rigid poses of the Victorian era gave way to more spontaneous, genuine expressions.

Swarupa Tripathy

Swarupa is a Senior Sub Editor for the lifestyle desk at The Indian Express. With professional experience spanning newsrooms in both India and the UK, she brings an authoritative and global perspective to her reporting, focusing on human-centric stories that inform and inspire readers with valuable, well-researched insights. Experience and Career Swarupa’s career reflects a balance of strong editorial instincts and solid academic grounding. She holds a Master's degree in Media Management with Distinction from the University of Glasgow, a foundation that sharpened her editorial instincts and commitment to a digital-first approach. Before joining The Indian Express, she gained valuable feature writing experience at Worldwide Media Pvt Ltd (The Times Group) in India. She later broadened her scope in the UK, working at Connect Publishing Group in Glasgow, where she covered stories concerning South Asian communities, managed cross-platform publishing, and reported from live events. Her current role as Senior Sub Editor at The Indian Express leverages this diverse, multi-national experience. Expertise and Focus Areas Swarupa’s work focuses on issues that influence daily life, with every story rooted in careful research and data: Health & Wellness: Covers topics across fitness, nutrition, and psychology, empowering readers with evidence-based information. Societal Dynamics: Reports on relationships, generational shifts (especially Gen Z), and the unseen factors influencing mental health and employee well-being (e.g., washroom anxiety). Art & Culture: Focuses on the realms of Indian and global art, culture, and social movements. Approach: Specialises in data-driven storytelling, SEO-led content creation, and leveraging a strong foundation in digital journalism to ensure maximum audience understanding and reach. Swarupa's profile adheres strictly to E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Her Master's degree with Distinction from the University of Glasgow and her tenure in international newsrooms (India and the UK) establish her as an exceptionally authoritative editorial voice. Her practical expertise in digital journalism, coupled with a focus on delivering well-researched and empowering content, ensures that her readers receive highly trustworthy, verified information across complex lifestyle beats. Find all stories by Swarupa Tripathy here. ... Read More

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