Analysing Bodies That Do Not Yet Exist

This paper contributes to the special session by examining how bodies of the future are constructed in advertising. Envisioning the future is a routine strategy in ICT and automobile advertising, and is an area that should be investigated by consumer researchers because it reveals diverse and implicit attitudes towards humanness and technology. The future human is imagined in advertising in two broadly divergent ways; one which is intensely embodied and visceral, repeatedly combining the icons of the primitive, technology and horror, and another where the human body is almost completely absent, but replaced by ‘bodies’ of technology.


Norah Campbell and Aidan O’Driscoll (2011) ,"Analysing Bodies That Do Not Yet Exist", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 41-43.


Norah Campbell , Trinity College, Ireland
Aidan O’Driscoll, Dublin Institute of Technology, Ireland


E - European Advances in Consumer Research Volume 9 | 2011

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