Rewind The Future Advertising

The video advertisement Rewind the Future, begins by showing an overweight man lying motionless on an operating room table with an oxygen mask over his mouth, at this point it is the only device controlling his existence. The nurses and doctors at the scene inform each other, or rather the audience, that the patient, who weighs 300 pounds, had a heart attack at the age of 32 years young. The physical appearance of the man and the seriousness of the setting set the intensity and significance of the video. To begin, the one minute and forty-two second advertisement illustrates the problem of childhood obesity and how it could affect someone for a lifetime. However, this “lifetime” would be one that ends earlier than it would at a healthy weight.

The video shows the recurrent theme of a lack of self-control, but interestingly enough, the individual himself is not completely at fault. The camera perspective in this video is all from first person which provides the audience with insight on who has directly impacted his life. In addition, the angle of the camera is always downward; this symbolizes that the man is insecure with himself and his self-image. Towards the end of the video, it becomes more obvious that the parents or guardians have a direct influence on the eating habits of their child. For example, the main character’s parents had a negative influence on his eating habits when they would constantly take him through drive-thru restaurants and order him pizza. This chain will not break, the main character’s son sees how his father eats which clearly is not healthy considering the father is lying in an emergency room at the age of 32. Obesity as a child can have an immense impact on not only physical, but social aspects as well. In the video, the child is seen in school giving away his apples, but this is the only social interaction the audience sees throughout the film which could symbolize that he does not have copious friends. This can also be alluded to by the dodgeball scene in the video, children were throwing balls right at him, which represents

Starting at the origin of the problem, a baby in a height chair should never be fed fast food French fries, its influencing them at a lucrative age. Furthermore, as the childhood portrayed in the video progresses, the nutrition level of food does not. The parents still feed the child the fast food, even after the doctor advises them that there needs to be a change. This is a repetitive phrase that the doctor earlier told the main character, yet just like his parents, he did not arrange any adaptations. The director of the advertisement chose to play the main character’s life in rewind because it is more alarming to see a man lying on an operating room table right of the beginning of the film than to see a baby consuming unhealthy food. The director did this to catch the audience’s attention and display the seriousness of this epidemic. In addition, while watching this film in reverse, it is clear how much of an impact the parents have made on their child’s life. Parents actions directly affect their children’s, even when they are no longer kids, but there is something else to blame and that is parent’s placing their kids in the wrath food marketing. Commercials, toy giveaways, and company mascots all attract children to fast food restaurants, but what children and parents are failing to realize is how detrimental a “happy-meal”, with a toy included of course, might be for