Marketing: the Primitive, Technology and Horror

The primitive, technology and horror – why do three seemingly unrelated elements come together in marketing images to express new paradigms of life?  Based in theories in postmodern biology, this paper argues that such elements express the polymorphic structures of identity in a technocultural world.  Using poststructural literary and film criticism on dirt, horror and abjection, we analyse a 2005 advertisement for Audi entitled Spider.  We find that through the themes of metamorphosis and primal technology, emergent identities are visualised that exceed the limits of the human body and traditional signifying practices, encouraging debate as to what counts as living in the 21st century.


Norah Campbell, Aidan O'Driscoll, and Michael Saren (2007) ,"Marketing: the Primitive, Technology and Horror", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 166-169.


Norah Campbell, Dublin Institute of Technology
Aidan O'Driscoll, Dublin Institute of Technology
Michael Saren, University of Leicester


E - European Advances in Consumer Research Volume 8 | 2007

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