Imagining Identity: Technology and the Body in Marketing Communications

This paper investigates how marketing communications represent information technologies in increasingly corporeal ways, infusing their materiality with anthropomorphous, cyborg and perhaps posthuman qualities of body and soul. The human body and how it functions to represent technology within marketing communications is a central concern. Building upon cultural approaches to marketing communication, we analyze a cross section of ads, including campaigns from Ericsson, Sony and Telia, via critical visual analysis in conjunction with consumer response. Results and discussion focus on how images of the cyborg body create brand meaning and value, signaling shifting theoretical implications for consumer research.



Citation:

Jonathan Schroeder and Peter Dobers (2007) ,"Imagining Identity: Technology and the Body in Marketing Communications", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 229-232.

Authors

Jonathan Schroeder, University of Exeter, United Kingdom
Peter Dobers, Marlardalen University, Sweden



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

Cues to Sincerity: How People Assess and Convey Sincerity in Language

Alixandra Barasch, New York University, USA
Juliana Schroeder, University of California Berkeley, USA
Jonathan Zev Berman, London Business School, UK
Deborah Small, University of Pennsylvania, USA

Read More

Featured

The Effect of Identity Conflict on Price Sensitivity

Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, 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.