Zone Chart is printed on glossy paper, 247mm X 150mm, It is backed
with grey sugar paper (in order to resemble cereal packet cardboard).
The Chart is roll-folded vertically in thirds.
The Chart is enclosed in a folded booklet with locking tab. The booklet
is printed on yellow card and is 85mm X 151mm.
Produced in a limited edition of 10.
The Zone Chart
was a response to the tendency of advertisements from the 1950's to visually
divide the body into zones. Fracturing the body into small manageable
sections is a way of encouraging consumers to concentrate on details rather
than the whole. This technique is still prevalent and the technique of
displaying wrinkles or spots many times enlarged and examined is still
effective in making the concern generated disproportionate to the actual
problem. Many areas of the body are separated in advertisements from the
period and named such as the 'Beauty Zone' (from a woman's collar bone
down to the bottom of the ribs), the 'Awkward Zone' (the area underneath
a man's chin but above his Adam's apple).
The Zone Chart
was designed to fracture the hand, face and neck into six overlapping
zones that could each cause anxiety. The product mentioned in the promotion
details its physical properties; these properties however are clearly
bad for health. The promoted brand Lemorette, is my own fictional
brand, that relies of pseudo-science for its structure and selling techniques.
The Zones presented are the T, C, V, H, L
and U, the T-Zone is the only genuine selling proposition,
in Camel advertisements throughout the 'fifties. The
other zones are my own inventions.