Camel Ad: A New Perspective.

As a commentary on the effects, remorse and gradual, cyclical nature of addiction to cigarettes, I used an old Camel video advertisement (source: http://www.youtube.com/watch?v=T5HfZQ23LO8) and altered it with increased and decreased speed, repetition, reverse playback and looping. The original clip displays 5 seconds of a man dragging his cigarette with a smile and nod. I open my altered version with a gradual sense of increasing addiction, beginning with the original clip and slowed scenes of him dragging the cigarette, emphasizing the enjoyment of one's first experience with smoking. The sense of addiction escalates with twitching and increased frequency of smoking, followed by his exhalation, which is drawn-out considerably. The contrast of the speed which is shortened during the action of smoking and lengthened during the exhale illustrates how the long-term effects of smoking far outlast the action itself. What may seem like nothing at the time, can cause irreparable damage in the future. As his exhale draws to a close, I draw focus to his eyes and face as he contemplates the cigarette. His slow blinks and tilted head convey the remorse he holds for his addiction. I then repeat the segments in reverse to demonstrate the cyclical and quick nature of addiction. The video loops seamlessly to further emphasize the unending cycle of a habbit.

Category:

Education

Tags:

• camel
• smoking
• perspective
• addiction