Wow! This image from the Roy Castle Lung Cancer Foundation’s (UK) anti-second hand smoke campaign stunned me for a moment, with its visual echo of my recent post about the website, Photoshop Disasters. (Via the excellent advertising watchblog, AdGoodness).
In that original post, I wrote: “We always already understand that advertising is manipulative and fake, and yet when the flaw appears, the optical illusion is shattered — the collision of consumerist fantasy against marketing reality is sometimes felt as a return of a repressed desire.”
My thinking presupposed that such freakish bodily anomalies as the giant hand image above were accidental, like Freudian slips. Here the freak skewing is intentional and inherently artistic. Why might it still strike one as uncanny?
Perhaps it is the various contradictions embodied in the image: the smoker’s fantasy (smoking makes one look younger, feel relaxed, sophisticated, etc.) is at once contradicted by the way smoking “stunts” growth and can lead to birth defects. And it’s not just the body anomaly that triggers these feelings and negative affect. Note the empty coat hanger dangling from the knob, right beside the smoking girl, dressed in an outfit that calls attention to itself with its bold color in a sparse white room. She herself is positioned in a mirror image of that dead white space, where another knob would be (behind her head). Her shadow seems to be peeling away from the hanger. The implied idea is a sort of before-and-after effect: if the smoking continues, the narrative suggests, she will soon be “out of the picture” (reinforced by the absent mother off screen who the kid is implicitly glaring at). The empty room with its bare wire hanger is a harbinger of death.
A powerful use of Photoshop to make a point. See the other photographs in the campaign for full impact. Or check out AdGoodness’ “weird” category.
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