Abstract
ONE OF THE CONSEQUENCES OF THE TATTOO RENAISSANCE has been an increasing presence of tattooed bodies in advertising campaigns. For example, clothing and fashion labels such as Mossimo, Calvin Klein, Guess, and Polo have all utilized tattooed models in their magazine advertising. The fashion industry is not alone. In 1999, for instance, Sony ran a PlayStation advertisement for a video game featuring the female animated “guitar-slinging megastar” UmJammer Lammy, depicted by a photograph of the stomach of a (presumably) female model with a tattoo around her pierced belly button proclaiming “THERE’S A NEW ROCK STAR IN TOWN.”2 The tattoo advertisement moved from print to live performance venues in 2001 when the bodies of boxers began to sport temporary tattoos. In the summer of 2005, the online casino Goldenpalace.com went one step further. The casino purchased advertising space via eBay on Utah resident Kari Smiths forehead where she agreed to have the Web site address permanently tattooed for a fee of $10,000. Considering advertisings role in the (reproduction and communication of social values, and the trend toward taking the metaphor of the inscribed body literally in the world of tattooed advertising images, the representation of the tattooed body within that frame becomes an important site for the circulation, communication, and potential disruption of meaning.
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