Constructing hortiporn: on the aesthetics of stylised exteriors

P.A. Hewer, D. Brownlie

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)36-42
Number of pages6
JournalAdvances in Consumer Research
Publication statusPublished - 2006


  • photography
  • marketing
  • market research
  • consumer research


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