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Shirley Card History

482 Words2 Pages

Josue Escobedo

JOUR105

11/18/14

The "Shirley" card was used by photo labs to calibrate skin tones, shadows and light during the printing process (npr.org, 2014). This enabled photos to be printed in the specific color that the image was supposed to be. The Shirley card got its name because of an employee at Kodak the company that came up with this card. Shirley was the standard at that time which was during the 70s and 80s. She was a beautiful woman and the colors used to surround her were what made images printed look how they did. The colors were taken from skin tone, to clothing color. This is was used to print good images. Kodak at this time during the 1950s was a major photography company, they did just about everything that had …show more content…

The social prospective of this was that at the time Shirley (The Shirley Card) came out the cameras were popular amongst Caucasian people. According to NPR (National Public Radio) there was no need to expand in the type of colors that were used because of the popularity amongst Caucasians. Time did change this, as Kodak expanded through the world a variety of Shirley’s were made. In the 1970s Black models were now used in photographs. This made a turn at the way things were done before. The media now portrayed more and more ethnic groups because the Shirley card allowed this, it allowed images to project the skin town of different people, different ethnic groups. This was rapidly becoming popular. “Kodak started making multiracial norm reference cards with black, Asian, Latina and white Shirleys” (npr.org, 2014). This made it okay for these different ethnic groups to appear in public images and on television, printing was now an interracial thing and it made it to be okay in society also just like now different ethnic groups coincide on TV shows or different social groups or ideas of social groups are becoming popular amongst American

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