Shulou(Shulou.com)11/24 Report--

Metaphysical lenses are often harder to sell than cameras. Because as far as photography is concerned, the camera is indispensable, but the lens is enough. How to make users buy more lenses and more expensive lenses has always been a headache for camera manufacturers and optical manufacturers. In that case, the propaganda routines about the camera emerge one after another.

Compared with the lens mythology chat similar to the "Anti-Japanese Divine Drama" in the online world, the lens manufacturers' propaganda of the lens itself also has a metaphysical color.

Because manufacturers need to make it difficult to reflect the personality of the lens to reflect the personality.

Manufacturers often do not enlarge the evaluation picture one by one like the Internet and media, to carefully analyze the edge and center, because it does not reflect personality at all. Personality comes from the attributes of the lens itself.

The greatest function of the lens is to take pictures, and the criterion for evaluating the ability of the lens should be the photo, but the photo can not reflect the personality of the lens. In publicity, the focus is on the material and structure of the lens itself in order to highlight the personality, and this is the fundamental reason for the birth of lens metaphysics.

If the operation of different brands of cameras is still different, then the degree of lack of personality of the lens is surprising.

It takes a superpower to determine which specific shot was taken from the photo.

And if you blindly test the photo to judge the lens effect, then the selected results must be varied. After all, many people can't tell the difference between a relatively obvious film shot or a digital color adjustment, so it's even more difficult to tell the difference between Leica M and Nikon F.

If you analyze the lens ability from the picture effect of the photo, it is simply suicidal for the manufacturer, because in the end, you are likely to see the same result taken by all manufacturers.

Therefore, over the past 100 years, manufacturers have designed a variety of routines and are still in use today.

Around the end of the 19th century, early photography magazines appeared in the world, and soon special advertisements for photographic equipment appeared. Since the 1920s, structural drawings have appeared in a variety of camera brochures.

You might as well recall carefully whether the structure diagram has anything to do with the fact that we use the lens to take pictures. In fact, not at all, it just wants to show how complicated the lens is. Just like Tiansai and Sonner lenses with completely different structures, both are installed on Lulai 35. If you don't make it clear, who can tell the effect? Whether you use S or T, it still works the same.

However, in the past, the lens structure is not too complex, such as Tiansai lens only 4 pieces 3 groups, PLANAR lens is only 6 pieces 4 groups, so the description is particularly important.

Even in the current 2023, text description has always been the most part of camera publicity, not only explaining the technology, but also a lot of praise that there are no standards to prove.

For example: the lens brings high resolution, high contrast and so on, how high is it? Don't worry about it. Gao is right. Anyway, it's a very abstract description. If you MTF over 70, you call it high, and if you exceed 80, you call it high.

Not all lenses will honestly give you MTF diagrams, but each lens will give you its structure at 100%.

The essence of the structure map is publicity, which makes you think that the design of this lens is complex and powerful, and after the 1990s, the task of the structure map is to make you feel that this lens is full of technology.

So later, the structure must be combined with another important promotional element of the lens: the material used for the lens.

In the commentary of each lens, no manufacturer will figure out the dispersion, refraction and polishing data of each lens like MARCO CAVINA.

But they must mark special lenses such as aspheric surfaces, low dispersion, or high refraction.

In most cases, the lens manufacturers' interpretation of lens materials is abstract, descriptive, rather than technical, because the technical you do not understand, the abstract can make you feel powerful.

Let me give you a few examples:

This is the introduction of UD lenses available on the Canon Lens introduction page. It is not specific to specific lenses, as long as UD lenses are used. The publicity description is very professional and unquantifiable, but it clearly highlights the use of a powerful material. As mentioned above, it can improve the elimination effect of the secondary spectrum, and we have no idea how it is shown on the screen, but I feel quite powerful when I say so!

However, there are logical loopholes here, not very powerful materials will certainly bring great results? The coaches of the Chinese football team are all very good, but they play like poop. You see, Poland still has Levan. Levan is grinding aspheric level, right? Poland didn't do very well in the World Cup.

Never mind! Because for publicity, feelings are more important than facts, and descriptions are more important than data.

Although Nikon's overall promotion is much more low-key than Canon, Sima, Fuji and Sony, it is inevitable to blow when it comes to 58Compact 0.95, which is already a promotional product.

Nikon used a bunch of diagrams to let users know how powerful their aspheric lenses are, but note that, like Canon, this publicity has nothing to do with the lens itself and is also used to give users a sense of explosive material.

Since the material is very powerful, but it is not clear how powerful it will be in the actual lens, then in the end, you must say yours, I say mine, and I do not know whose aspheric surface of the same technical index is good, and metaphysics naturally arises. Naturally, this kind of aspheric surface is better than that kind of aspheric surface, and this aspheric surface is better than that aspheric surface.

On the contrary, the real metaphysical bully Leica seldom carries out this kind of publicity, and their lens introductions are very concise. For example, Leica 50max 0.95 also uses a lot of materials, it can be said to be the fist of Leica's fist, but they only have two paragraphs:

What about their new SL shot? There is also not much publicity, such as SL50/2, just one page:

You think Leica is honest? Indeed, German cameras tend to keep a lower profile than the Japanese.

However, Leica has a really awesome way of promoting it-history.

Therefore, Leica is the god of propaganda, because no matter how the Japanese lens is played, it ultimately revolves around performance, and only Leica lenses can completely put aside the performance and let people pay for it only with feelings and history.

However, just talking is not enough, it is always difficult to convince the public without a realistic basis.

At this time, the problem of text without first and force without second is highlighted again. If everything has to be magnified to 200% and 500% of the standard of taking pictures, it is tantamount to comparing the human eye to the eagle's eye, which is very unreasonable and unintuitive.

That's how the MTF map came out.

MTF diagram is a very professional testing method, which can well measure excellent dispersion, spherical aberration, field curvature, resolution and other indicators. In the past, it was used by lens manufacturers for internal testing and was not made public.

However, it is precisely these professional and technical content that allow lens manufacturers to find a breakthrough in publicity.

Japanese manufacturers hope to try their best to make people understand MTF from the perspective of breaking away from technology. You can see that this is the secret of Japanese marketing. When they talk about structure, they talk about these optical problems, but when it comes to the MTF diagram that reflects these optical problems, they just don't talk about it!

In the long run, another set of abstract standards has emerged. to put it bluntly, the higher the line, the better, the closer the two lines, the better, and the flatter the better.

On the one hand, manufacturers give us these contents, on the other hand, they still hide a lot of more real content.

The standard of MTF varies from distance to distance, and sometimes there is a big gap. Now the new Leica SL lens faithfully shows this on the MTF, but most of the lenses do not.

MTF can express contrast and resolution more intuitively, but the test standards are different. In order to make their MTF look similar to German lenses, the Japanese set the test standard at 30 channels, while the German standard is 40 channels.

There are even better ones, such as COSINA's Flenda brand, which has released more than 100 shots, but only three of them have given MTF.

MTF tested the data from within and found the problem, which turned into a promotional material that only showed the excellent side.

There are too many ambiguities in the display of the lens. Even if MTF is a good data, it is only "show us what you want to show us". The situation of MTF fraud has not been taken into account here. Most of the time, MTF is useful for me to write articles, but for everyone to choose a shot, it is basically to show the good side.

The metaphysical source of the lens starts from the very beginning of the lens propaganda.

So, what exactly do we think of the camera?

If the general article is written here to start selling equipment, you see, the current network ecology is so full of violence and deception.

Our daily relationship with the lens is nothing more than three things: buying a lens, using a lens and talking about a lens.

When talking about the camera, you can say what you want to say, and all kinds of metaphysical MTF rush up, just like I do this official account. I will definitely talk about the data when I talk about the camera. It is not clear to tell you the feeling.

When talking about the camera, the really extreme metaphysics is the taste, which is like the wrapped pulp on the cultural relics and the old mud on the savages. Look at a Chun character, everyone, it is Chun, not pure. Leica is like Maotai and Zeiss is like Wuliangye. The longer it gets, the better it tastes. Even a fake wine like Maotai Town Liquor gives people a delicious taste.

And buy a lens, use a lens, need reason.

I bought the lens for use, not to go back to wipe it. To buy a lens, you should follow three elements: use, basic performance and price.

For example, ultra-large aperture lens, 0.95, 1.2, very often inconvenient to operate, not practical, in the choice of many times is PASS. As we all know, the optical performance of fixed-focus lenses is better than that of zoom lenses, but many commercial photographers use zoom lenses because they need to be convenient in the first place.

Then there is the basic performance, which can not be seen just by looking at the publicity, because under the publicity of the lens manufacturers, every lens is very good. Therefore, in fact, we should first consider the price factor, how many banknotes do how big business. In fact, as long as the demand and price are fixed, and the fuselage bayonet is fixed, there will not be too many lenses to choose from.

Of course, there are people who either start from the demand or want to buy a lens to play with. For this situation, I would like to say that love can not last long, impulse is temporary, after a moment of awakening, you often find that the man of your dreams is so ugly. You can try to consider the follow-up sale of the lens, the advantage of the camera lens is that it can be resold. But I think now that we have bought the lens, we should be kind to the lens and don't let the camera wander around the country like a stray dog.

This article is from the official Wechat account: film fan club (ID:jiaojuanmi), author: Shanghai Old dirty Turtle

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