What is a good photograph? I cannot say. A photograph is tied to the time, what is good today may be a cliché tomorrow. The problem of the photographer is to discover his own language, a visual ABC. The picture represents the feelings and point of view of the intelligence behind the camera. This disease of our age is boredom and a good photographer must combat it. The way to do this is by invention – by surprise. When I say a good picture has surprise value I mean that it stimulates my thinking and intrigues me. The best way to achieve surprise quality is by avoiding clichés. Imitation is the greatest danger of the young photographer.
– Alexey Brodovitch – Photography, February 1964 [cited in: Creative Camera February 1972, p. 472]
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