Surrealism

Surrealism in ads is quite difficult to point out, because most of the time it is too subtle to notice. Some surrealist techniques seem quite simple by today's standards and are easy to miss, but this Nicorette inhalator ad uses substitution deliberately to promote and draw attention to the product. [ https://www.youtube.com/watch?v=6RdiJGNYuM4 ] The substitution of the cigarette into the classic film genres is subtle but uses the surrealist technique to great effect, highlighting the inconspicuous design which was a main selling point of the product as users were conscientious of their image when using the product. The ads also make the inhalator look 'cooler' by substituting them into specific film genres like western and kung-fu so the users will feel less self-conscious when using them so are more likely to buy and use them.