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	Involuntary Memories - Essence of the Present

	aclararte

	Added On: 2014-07-25
	Description:
	Music by Scarlett Magna feat. Jessica Lauren. Video based on Marcel Proust's famous madeleine' passage, where the author describes an incident in which he was eating a tea soaked Madeleine cake. The smell and taste brought him back to a childhood memory of eating tea soaked madeleines with his aunt. He then began to remember the childhood home he used to live in and even the town itself. This becomes a theme throughout "In Search of Lost Time", with sensations reminding Proust of previous experiences. He dubbed these "Involuntary memories". Scientific experiments studying the different odours that evoked nostalgia have proved that people's odour associations vary depending on the time they live in. In this video, the spectators immerse themselves in the cup of tea and fragments of "memories" are revealed. The particularity of these images is that they come from television commercials advertising perfumes. Images of attractive men and women, wearing expensive clothes and jewellery and getting naked in front of flashing cameras, are used to sell artificial smells contained in a jar. The essence of our present.
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