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This article has been published in: Ocula 35, Zombesque. Sociosemiotics of a cultural epidemic

author: Mirko Gentile (Dipartimento di Filosofia “Piero Martinetti”, Università Statale di Milano, IT)

The Zombie-commodity and the ethics of capitalism. The zombie metaphor in Piaggio's advertising campaign

language: italian

abstract: Planned obsolescence of consumer goods is a cornerstone of capitalist industrial production. To encourage constant turnover, products are intentionally designed with short life cycles, fostering continuous renewal. This strategy not only accelerates the deterioration of goods but also profoundly shapes consumer perceptions, driving a desire for ever-updated versions of the same items, which become obsolete even before they cease to function. Semiotics provides a powerful lens to analyze these goods, employing the metaphor of the zombie. A notable example of this dynamic is the Piaggio advertising campaign from 1985 to 1987, which promoted the scrapping of bicycles to boost moped sales. By exploring the various uses of the zombie metaphor and the corresponding shifts from consumer-subject to commodity-object, this study aims to highlight the remarkable adaptability and versatility of this metaphor.

citation information: Mirko Gentile, Lo zombie-merce e l’etica del capitalismo. La metafora zombie nella campagna pubblicitaria di Piaggio, "Ocula", vol.26, n.35, pp.213-224, September 2025. DOI: 10.57576/ocula2025-41

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