A Day Without Chemistry

Video Description:

Imagine a day without cars, electric lights, TV, telephones, safe food, and water, medicine, clothing, your house, and thousands of other familiar objects that make up modern society. Do it, and you are imagining a day in a world without chemistry.

The American Chemical Society (ACS) explores that thought-provoking premise in a new high-definition video released just before the Feb. 1 official U.S. launch of the International Year of Chemistry (IYC). A Day Without Chemistry follows a young man as he sees more and more of his everyday necessities and conveniences disappear before his eyes.

Produced by the ACS Office of Public Affairs, Digital Services Unit
and the Younger Chemists Committee

Concept and Direction by Adam Dylewski and Mick Hurrey, Ph.D.
Art Direction and Animation by Kirk Zamieroski
Sound Design by Adam Dylewski

Demonstration of Silencing

Instructions: Keep your eyes fixed on the small white mark in the center. At first, the ring is stationary and it’s easy to tell that the dots are changing. A few seconds later, the ring begins to rotate and the dots suddenly appear to stop changing.

But play the movie again, this time looking directly at one of the dots and following it as the ring rotates. You will see that, in fact, the dots had been changing the whole time, even during the rotation—you just didn’t notice it. This failure to detect that moving objects are changing is silencing.

Motion silences awareness of hue changes

Welcome to the 21st Century

Our Communication – Wireless
Our Dress – Topless
Our Telephone – Cordless
Our Cooking – Fireless
Our Youth – Jobless
Our Food – Fatless
Our Labour – Effortless
Our Conduct – Worthless
Our Relation – Loveless
Our Attitude – Careless
Our Feelings – Heartless
Our Politics – Shameless
Our Education – Valueless
Our Follies – Countless
Our Arguments – Baseless
Our Boss – Brainless
Our Job – Thankless
Our Salary – Very less
Our Future – Hopeless!

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