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Wholesale Apocalypse: Brand Names in Margaret Atwood’s Oryx and Crake
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Language, Literature and Intercultural Studies.ORCID iD: 0000-0002-0126-5655
2016 (English)In: Names, ISSN 0027-7738, E-ISSN 1756-2279, Vol. 64, no 2, 88-98 p., 1159448Article in journal (Refereed) Published
Abstract [en]

Coinages pervade Margaret Atwood’s post-apocalyptic novel Oryx and Crake (2003). Most of the neologisms in the novel denote corporations and their products and form part of a thoroughgoing critique of consumerism. The coinages are jarringly hyperbolic and their orthography often evokes contrary connotations. However, in the thematic context of the novel, coining practices follow certain patterns and function as effective, if ambiguous, satirical tools. On one level, the practice of branding is thoroughly satirized. On another, however, the neologisms point to both the limitations and possibilities of satire when dealing with the themes addressed in the novel: commoditization, environmental damage on a planetary scale, and a vision of the imminent end of humanity itself.

Place, publisher, year, edition, pages
Taylor & Francis, 2016. Vol. 64, no 2, 88-98 p., 1159448
Keyword [en]
Margaret Atwood; satire; brand names; literature; consumerism
National Category
General Literature Studies General Language Studies and Linguistics
Research subject
URN: urn:nbn:se:kau:diva-40725DOI: 10.1080/00277738.2016.1159448ISI: 000376794000005OAI: diva2:929118
Available from: 2016-05-17 Created: 2016-02-26 Last updated: 2016-08-04Bibliographically approved

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Grimbeek, Marinette
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