Constructing Hortiporn: on the Aesthetics of Stylized Exteriors

‘Constructing Hortiporn:  On the Aesthetics of Stylised Exteriors’

 

Paul Hewer, Department of Marketing, University of Stirling, Scotland

Douglas Brownlie, Department of Marketing, University of Stirling, Scotland

 

 

 

The paper examines the use of glamorously stylised photographic images embedded in highly refined aesthetic text (the Plant Room), not only as an information technology, but more formally as a situated representational practice producing meaning through signification (Williamson, 1978). We argue that there is a discursive economy of signs and spaces operating within the images and that when embedded within texts, they become active sites of representational practice.  Images are referred to as ‘hortiporn’, where photography inscribes a ‘look’ into a subject position that demands submission. In this way, the premeditated images of the subject-text not only anticipate forms of arousal, they provide simulations of pleasure.



Citation:

Paul Hewer and Douglas Brownlie (2006) ,"Constructing Hortiporn: on the Aesthetics of Stylized Exteriors", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 36-42.

Authors

Paul Hewer, University of Stirling, Scotland
Douglas Brownlie, University of Stirling, Scotland



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More

Featured

E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

Read More

Featured

To Trace is to Trust: From Product Traceability to Brand Trust

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.