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Posts Tagged ‘Evian’

It’s an old trick, and a common childhood game – to cut out an adult head from a magazine photograph and paste it onto the body of a baby. Evian use it on their latest bus-stop advertising campaign.

The first visual message, very boring, is that if you drink a litre of Evian water you will be as stunningly beautiful and alarmingly thin as this model. The second message, slightly tongue-in-cheek, together with the Live Young caption in the corner and the baby’s body T-shirt, is that you will retain the youthfulness, innocence, playfulness and perfect skin that you had when you were a little baby.

The subliminal pro-life message, paid for by Evian, is philosophical: whatever you think about the ‘personhood’ of a baby, this baby is you; you are the same human being; it’s one continuous life; looking backwards – once you were a baby and now you have become an adult; looking forwards – this is the baby who will become (if it survives) an adult.

When I look at a photo of myself at 15 years old, or 5 years, or 5 months, or when I look at an ultrasound scan image of myself at 36 weeks, or 24, or 12 – I say ‘this is me’. It’s a hugely different me, but it’s still me. I ‘identify’ (at a personal level) with this image, with this human being, because there is an ‘identity’ (at a biological and philosophical level) between me today and me back then; just as I identify with the me who existed 2 minutes ago. Identity doesn’t undermine difference – of course there are differences. It just allows you to affirm, at a deeper level, a continuity of existence, and gives you a sound reason for saying ‘that’s me’ or ‘we are the same person’.

The poster reminds you of the continuity between the adult ‘you’ and the infant ‘you’. It doesn’t take much to then make the link between the infant ‘you’ and the ‘you’ in the womb. And that reminds you of the importance of remembering that the human being in the womb is another ‘you’ and not just an ‘it’.

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