ANSWERS: 2
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Smiling in photographs is really a twentieth-century phenomenon. The phrase evolved from professional photographers attempting to have the subject say a word that would create the image of a smile.
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Maybe the cheese manufacturers struck a deal with the photographers. The photographers tell people to "say cheese". People leave the photographer, they have cheese on their minds, and stop at the local supermarket to buy a block of havarti. Maybe it was the supermarkets, not the cheese makers. ;-P
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