It is a truth universally acknowledged that good portraits ‘capture’ the essence of specific individuals, embedding psychological revelations which are projected by the sitter or discerned by the artist, and then grasped intuitively by viewers. This property distinguishes the genre, it is presumed, from representations of social types. I propose here an alternative view, arguing that, within the processes of conception and making, portraits actually assimilate individuals into wider image ideas, types, conventions, formulae, or clichés. When confronted by images they take to be portraits, spectators by contrast tend to ignore all of that, registering what feels like rewarding insight into the singular identity of a person portrayed (applyin...