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Exact + Attitudes = Exactitudes

I love being reduced to a cultural stereotype – not only one of my favorite lines from Annie Hall but also the theme for today’s class  that I’m teaching at Artemis Styling Academie in Amsterdam. We’re going to be talking about target audiences and what better way to visualize them than with the help of Exactitudes, the incredible work of Rotterdam-based photographers Ari Versluis and Ellie Uyttenbroek. They have been meticulously documenting the looks and attitudes of different groups in society for twenty years now – which explains why the name of their project is a combination of the words ‘exact’ and ‘attitudes’.

My students are between seventeen and  twenty-nine years old, so to them seeing the gabbers Ari and Ellie photographed all the way back in 1994 must look positively alien. And so it would be great to hear your thoughts about the usefulness of thinking in target audiences. Does it still make sense? Or do people nowadays think more along the lines of that other famous quote from Annie Hall: ‘I would never want to belong to any club that would have someone like me for a member’? Let me know what you think!

Exactitudes Exactitudes Exactitudes





  1. Prachtige foto-series!

  2. I wish my teachers had taken the effort to explain target groups in this way. Well done!

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