Tracy Jeanne Rosenthal
This Is The ENDD
This Is The ENDD is an advertising campaign for the electronic nicotine delivery device, aka, the e-cigarette. Originally commissioned by Rhizome and performed at the New Museum, now available as an editioned publication, This Is The ENDD delves into the history of cigarette advertising, which has linked smoking to phallic, male power and offers a speculative marketing strategy: e-cigs will grant us access to technology’s cock.
This Is The ENDD argues that e-cigarrette advertizing must reflect the changes in consumer behavior after the atomic bomb: in the minds of the consumer, the cock is no longer a cylindrical phallus, but rather a chodish mushroom, epitomized by the mushroom cloud. Think of the word we use to describe what e-cigarrettes allow us to do: "vaporize.” Think of the name of the technology embedded within them, that one that transforms liquid into vapor: it’s called an “atomizer.” Think of the singular sensation that e-cigarettes simulate: it’s the “hit.” How can e-cigarettes help us “Rise Above the Flames?” “Namaste,” the ad begins...