Disciplining the Carnivore: Pop Primitivism in Contemporary Advertising


This article analyzes a series of advertisements that depict men as lower forms of animals, and it interprets the ways in which male viewers may resist or internalize such depictions in order to construct or reconsider their own sense of self. Specifically, the depiction of men as wolves serves as a metaphor that destabilizes masculine subjectivity. The man as wolf may be predatory, but he is isolated from community; advertising seeks to tame his wilder urges. Survival is linked to obedience which, from an advertising perspective, means the way back into community is through the acquisition of goods.


Neil M Alperstein (2006) ,"Disciplining the Carnivore: Pop Primitivism in Contemporary Advertising", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 16.


Neil M Alperstein, Department of Communication, Loyola College, Maryland


GCB - Gender and Consumer Behavior Volume 8 | 2006

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