The picture above was illustrated by Stephen Kroninger. I thought to look up creative detournements by Stephen Kroninger, as he was referenced in Mark Dery’s piece called “Culture Jamming: Hacking, Slashing, and Sniping in the Empire of Signs. This detournement speaks to me because it is all about how the average person is being engulfed in the worldwide web of today. Kroninger was often times not credited for his work as well as he should have been, as was discussed in the article.
I realize that there is already a picture similar to this on the blogs. But this detournement caught my eye and I could not go without posting about it. Joe Camel caught my eye because it is a cigarette brand which is depicted with the idea of being a cool guy. It is a well-known fact that cigarette smoking is injurious to the body and causes cancer. The fact that advertisers would go so far as to peer pressure people through the depiction of a “cool camel” is outrageous.
“Absolut nonsense” was something that came up in the Mark Dery’s article when referencing Adbusters. There are many other detornements on the web regarding “Absolut”. This one by far is my most favorite because the politicians depicted inside of the bottle represent the toxic content that provide us with a false sense of reality.