Not only have western products found success in Vietnam, but western advertising techniques have taken hold as well, particularly on the main shopping streets of Saigon. I observed this cross section of business in action on Saigon’s busy LeLoi Boulevard. I moved in within a foot or two of the large poster of the hamburger, fried chicken, and French Fries, making it the anchor of this shot by filling half of my 28mm wideangle frame. Yet the wideangle format still leaves me enough space to include part of another poster, a doorway with a motorbike parked within it, and finally someone standing in an ATM alcove. The beauty of wideangle photography is its inclusiveness and emphasis. However we must move in, not out, in order to take advantage of this resource. And when I say “move in,” I am talking about being a matter of only a few feet from the prime subject.