Photographers seems to love to say this. Is this still considered funny?
Answer
Because of the way that Cheese should be pronounced, especially when it should be pronounced emphatically (the exclamation mark at the end), it should cause your cheeks to rise and your lips to part and your eyes to slightly lower on the corners. This causes your face to lighten.
Additionally, it is rather an odd command, so it generally induces people to smile while opening their cheeks and exposing more of their face to the camera.
But really, just smile wide and look at the camera (and don't blink!)
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