Oral Fixation Research Articles

Wendigo Psychosis and Psychiatric Perspectives of Cannibalism: A Complex Interplay of Culture, Psychology, and History.

Our review paper delves into the intricate and multifaceted realm of cannibalism, with a focused exploration of its manifestations in Wendigo psychosis. We aim to explore the implications of cannibalism within the realms of psychiatry, anthropology, psychology, and sociology by navigating the complexities of cultural beliefs, psychological underpinnings, historical contexts, and contemporary significance surrounding cannibalism. Cannibalism is deeply ingrained in the cultural and mythological heritage of Algonquian-speaking tribes; it is closely associated with the symbolic figure of the Wendigo. The Wendigo serves as a warning about the potential loss of one's humanity in dire circumstances like starvation. Wendigo psychosis, characterized by psychiatric manifestations such as paranoia, anxiety, hallucinations, and cannibalistic urges, often emerges as a result of a fusion of cultural narratives and psychological vulnerabilities. This may provide an outlet for individuals experiencing internal distress. Historical records show that instances of Wendigo psychosis and cannibalism were more prevalent during periods of extreme scarcity and famine among Algonquian tribes, but they can also manifest in non-famine contexts. Cannibalism assumes diverse forms and meanings across various cultures, encompassing ritualistic, sacrificial, or survival cannibalism. Acknowledging these nuances is paramount to avoiding perpetuating harmful stereotypes and to appreciating the significance of these practices within specific cultures. Engaging in discussions about cannibalism necessitates cultural sensitivity and respect for diverse cultural practices and beliefs to foster open dialogue and enhance cross-cultural understanding. Although cannibalism is often associated with psychiatric disorders, it is not exclusively rooted in mental illness. Factors like substance abuse, antisocial traits, and environmental upbringing can also contribute to cannibalistic acts. In some cases, cannibalism may be linked to survival instincts stemming from trauma and abuse. Therefore, it is vital to distinguish between various forms of cannibalism and understand their underlying motivations. Analyzing cannibalistic fantasies from a psychoanalytic perspective involves exploring mechanisms such as melancholia and oral fixation, shedding light on the psychological underpinnings of these thoughts and urges. Moreover, the influence of media portrayals of cannibalism on public perceptions cannot be underestimated. Sensationalism and romanticization in popular culture can distort our understanding of the motivations and mental states of individuals involved in cannibalistic acts. In essence, cannibalism remains an intriguing and multidimensional topic deeply entrenched in cultural narratives and psychological complexities. A comprehensive understanding necessitates a multidisciplinary approach, taking into account how historical context, cultural beliefs, psychological experiences, and societal dimensions shape human behavior and our comprehension of the human condition. To navigate this complex subject with sensitivity and respect, it is essential to recognize the diverse manifestations and motivations behind cannibalistic behavior, whether in the context of Wendigo psychosis or other cultural practices.

Correction of Habit along with Laser Assisted Frenectomy in High Frenal Attachment - A Case Report

Digit sucking is the most prevalent oral fixation seen in young toddlers. Digit sucking can be brought on by fatigue, boredom, excitement, hunger, fear, and both mental and physical stress. If these practices persist until the preschool years, when permanent teeth start to erupt, they may operate as a substantial environmental etiological factor in the development of malocclusion. The diode laser can be used to successfully remove pathological frenum. The diode laser can be used in paediatric dentistry due to its application, adequate coagulation, lack of need for sutures, and decreased discomfort and inflammation. In the case study presented in this paper, an 8-year-old female patient who had a high frenal attachment and had thumb-sucked her entire life was treated with fixed appliance therapy and laser labial frenectomy. In addition to resolved malocclusion, acceptable secondary intention wound healing, and beginning functional recovery of a physiological upper lip movement, the clinical evaluation revealed that the malocclusion had been corrected. The surgery was well tolerated, according to the patient. Keywords: Thumb sucking, Fixed appliance therapy, Laser frenectomy

The Use of Plantaris Muscle Flap for Facial Reanimation: A Comprehensive Anatomical Study.

Background: Functional facial reanimation remains challenging and the quest for optimization continues. Objective: To characterize the anatomical conditions of the plantaris muscle for facial reanimation. Study Design and Methods: Forty-two plantaris muscle specimens were obtained from 23 post-mortem chemically fixed cadavers. The muscles were dissected, evaluated, and measured. Mock facial reanimation was performed on three cadaver heads. Results: The plantaris muscle was a consistently available muscle. Mean muscle belly length was 10.1 cm (standard deviation [SD] 1.4), and mean width was 1.7 cm (SD 0.4). The mean tendon length of 30.1 cm (SD 2.8) is unique in the human body. The main artery supplying the muscle had a mean length of 1.4 cm (SD 0.4). The mean nerve length was 2.2 cm (SD 0.7). Sixteen variations of vascular supply were identified. Mock facial reanimations demonstrated a good size match, and great versatility of the long tendon for oral fixation. Conclusions: The plantaris muscle as a free flap for facial reanimation could offer new possibilities in terms of oral fixation and volumetric aesthetic conditions.

Knowledge and Attitudes of Parents Regarding Digit Sucking Habit in Children in Pune: A Questionnaire-based Cross-Sectional Study

Introduction: Digit sucking is a most common oral fixation observed in children, which involves placement of thumb or fingers into the mouth. Knowledge of the risk factors for the presence of this habit helps to provide a better understanding of the phenomena and is of great significance to the establishment of preventive measures, which can avoid the damage caused by the persistence of these habits. Aim: To evaluate the knowledge and attitude of parents of children aged between 3-6 years regarding digit sucking habit. Materials and Methods: A cross-sectional study was carried out in the Department of Paediatric and Preventive Dentistry, belonging to urban and semiurban area of Pune, Maharashtra, India from December 2020 to May 2021. A total of 310 parents of children, aged between 3-6 years were included. A closeended questionnaire was administered to parents to assess their knowledge and attitude regarding digit sucking habit in children. Completely filled questionnaires were considered for result synthesis. The data obtained was tabulated and descriptive data were statistically analysed using software International Business Machines (IBM) Statistical Package for the Social Sciences (SPSS) version 21.0. Results: Although 229 (73.9%) of parents agreed that for achieving good oral health prevention of digit sucking habit is essential, but 197 (63.5%) parents were unaware of the predisposing factors for digit sucking habit. A total of 195 (62.9%) parents did not agree that inadequate parental attention may lead to thumb sucking habit. A total of 197 (63.5%) parents agreed that prolonged digit sucking can cause misaligned teeth but majority of the parents 205 (66.1%) and 166 (53.5%) disagreed on its effects on facial growth and speech respectively. A total of 219 (70.6%) parents did not receive any scientific information or counselling from healthcare worker regarding sucking habit. A total of 299 (96.5%) of parents agreed that guidance from healthcare workers is needed regarding oral habits in children. Conclusion: Present study concluded that the attitude towards learning about digit sucking habit was good the knowledge of the study participants was poor.

Comprehensive Treatment of Lower Eyelid Plasty Based on Intraoral Fixation and Redistribution of Lower Eyelid Fat.

Eye bags especially give an impression of aging and mental exhaustion. At present, the surgical methods of bags mainly include conjunctival approach and lower eyelid skin approach. With the continuous upgrading of the concept of facial esthetics, the lower eyelid pouch surgery for middle-aged and elderly patients pays more attention to reducing surgical trauma, improving tear trough deformity along with the effacement of lid‑cheek junction. This paper discusses the clinical effect of the lower lid blepharoplasty involved orbital septum fat repositioning based on oral fixation via conjunctival approach combined with relaxation skin resection in the treatment of eye bags in elderly patient. Fifty elderly patients underwent blepharoplasty between January of 2021 and June of 2021 at our hospital. The lower eyelid orbital septum fat was released along with the prezygomatic space and the premaxillary space were stripped through the conjunctival approach. The released cellulite was redistributed in the prezygomatic space/premaxillary space and fixed in the oral vestibular with 5-0 Polysorb through the middle facial tunnel. Finally, the appropriate skin was finally removed. After operation, 48 patients were satisfied with the operation results, with tight lower eyelid skin and natural lid‑cheek junction. One patient with conjunctival infection was cured after 7 days of antibiotic eye drops. One patient felt foreign body when chewing, and the symptoms disappeared naturally after 5 days without treatment. For middle-aged and elderly patients with bags, the surgical method in this study not only has good postoperative effect, but also has small damage to the lower eyelid orbicularis muscle. The appearance is natural and the lower eyelid skin is tight. The effacement of lid‑cheek junction and recreating a smooth transition of lower lid cheek interface, which can correct lacrimal groove deformity. The patients have high acceptance and satisfaction, which can be widely used in clinical practice.

A questionnaire-based study of Paediatric Dentists\u2019 knowledge of teething signs, symptoms and management

IntroductionSigns and symptoms attributed to erupting primary teeth are commonly known as “teething”. Its existence is controversial with concern that overusing this term might mask other illnesses and some treatments may be unnecessary or harmful. Parents/carers can access over-the-counter remedies and may seek professional advice. This survey-based investigation explored gaps in knowledge, training, perceptions and experiences of UK Paediatric Dentists (PDs) regarding teething in young children.MethodCross-sectional study with a convenience sample of PDs with different training levels, accessed through the British Society for Paediatric Dentistry membership lists. A 10-item questionnaire explored participants’ knowledge of teething-related issues and management. Responses are presented using descriptive statistics.ResultsOf 80 responding PDs (response rate 27%), 62–74% suggested drooling, irritability, oral fixation and flushed cheeks were attributed to primary tooth eruption. Fifty-eight (72%) participants were unaware of guidelines, yet 53 (66%) felt guidance was needed.ConclusionSigns and symptoms of teething might mask underlying conditions so it should be a diagnosis of exclusion. PDs attributed similar signs and symptoms to teething, as have been reported in the literature, although some commented that they did not think teething was a condition. There was a lack of awareness over guidelines.

Influence of Nicotine from Diverse Delivery Tools on the Autonomic Nervous and Hormonal Systems.

Background: Through measurements of the heart rate variability (HRV) accompanied by the pertinent biomarker assays, the effects of nicotine and byproducts derived from alternative nicotine delivery systems (ANDS) on the autonomic nervous system (ANS) and hormonal system have been investigated. Methods: HRV was studied in a group of volunteers (17 people), involving non-smokers, i.e., who never smoked before (11), ex-smokers (4) and active smokers (2). ANDS and smoking simulators, including regular, nicotine-free and electronic cigarettes; tobacco heating systems; chewing gums and nicotine packs of oral fixation (nic-packs), were used. Blood pressure, levels of stress hormones in saliva and catecholamines in the blood were also monitored. Results: HRV analysis showed relatively small changes in HRV and in the other studied parameters with the systemic use of nic-packs with low and moderate nicotine contents (up to 6 mg) compared to other ANDS. Conclusions: The HRV method is proven to be a promising technique for evaluation of the risks associated with smoking, dual use of various ANDS and studying the biomedical aspects of smoking cessation. Nic-packs are shown to be leaders in biological safety among the studied ANDS. A sharp surge in the activity of the sympathetic division of the ANS within the first minutes of the use of nicotine packs implies that nicotine begins to act already at very low doses (before entering the blood physically in any significant amount) through fast signal transmission to the brain from the nicotinic and taste buds located in the mouth area.

Radiotherapy for head and neck tumours using an oral fixation and parameter acquisition device and TOMO technology: a randomised controlled study

IntroductionRadiotherapy has become one of the main methods used for the treatment of malignant tumours of the head and neck. Spiral tomographic intensity-modulated radiotherapy has the many advantages of precision...

Addicted to smoking or addicted to nicotine? A focus group study on perceptions of nicotine and addiction among US adult current smokers, former smokers, non-smokers and dual users of cigarettes and e-cigarettes.

In 2017, the US Food and Drug Administration (FDA) proposed to reduce nicotine in cigarettes to minimally or non-addictive levels. This study qualitatively explored perceptions of nicotine and addiction, both independently and in response to messages communicating about nicotine reduction. Qualitative study using focus groups. Participants described their perceptions of nicotine and addiction and their responses to messages about the nicotine reduction. Atlanta, GA and San Francisco, CA, USA. Semi-structured focus groups were conducted virtually in Spring 2020. Exclusive smokers (n=27), dual users (of cigarettes and electronic cigarettes) (n=25), former smokers (n=32) and young adult non-smokers (n=31). Inductive thematic analysis of transcripts was conducted, and results were compared across smoking status groups. Participants across all smoking status groups associated nicotine with tobacco products, but consistently misperceived that nicotine caused disease. Perceptions of addiction were largely negative and varied by smoking status. Experienced smokers (exclusive smokers, former smokers and dual users) differentiated tobacco use from other addictions and minimized their own experiences of addiction. Perceptions of addiction across experienced smokers included not only the chemical properties of nicotine, but also the behavioral aspects of tobacco use, including oral fixation, having a smoking routine and response to internal and external cues. In response to messages, many believed that removing the nicotine would not make cigarettes less addictive because of the multi-factorial nature of smoking addiction that includes non-pharmacological cues. Perceptions of nicotine and addiction among non-smokers, former smokers, exclusive smokers and dual users of cigarettes and e-cigarettes vary based on smoking status, but there is a common tendency to believe that nicotine is addictive, that addiction results from more than just nicotine, and that very low nicotine cigarettes will not necessarily reduce the addictiveness of cigarettes.

Clinical Application of Direct Radiographic Image in the Repair of Oral Cleft Pulpitis

Cleft pulpitis is a clinically common oral disease. The teeth in the early stage mainly show small cracks. The patient has no obvious discomfort and is difficult to observe with the naked eye. At present, root canal treatment is the main method for clinical treatment of cracked pulpitis, which means that the source of the medullary cavity is removed, and then the root canal is closed by filling with materials. Traditional root canal treatment of cracked pulpitis needs to be divided into multiple times. In order to determine the best clinical effect of root canal treatment for patients with cracked pulpitis, they are treated with different treatment methods. In this article, we selected patients with repaired cleft pulpitis as the research object, all patients underwent radiographic imaging examination, and observed the crown, root, and root canal of the patients, and selected the most appropriate treatment according to the details of the patients. The results show that in the research process, using direct-view radiography can determine the lesion more clearly than traditional X-ray imaging technology, and assist in the completion of tooth root cleaning and treatment and wound treatment at the root of the disease. Its accuracy is improved by 25%. The repair success rate is more than 90%, which is much higher than the traditional method. In terms of bacterial suppression, the use of direct-view radiography can effectively inhibit the proliferation of bacteria. Compared with the traditional control group (107/ml), the concentration of fungi is kept at around 105/mL one month after the repair experiment is completed, which is in line with the oral cavity. This shows that the application of direct-view radiography in oral fixation and restoration has a significant effect, which can improve the success rate of the patient’s operation, and can ensure the curative effect and avoid the occurrence of adverse phenomena.

ОПЫТ ПРИМЕНЕНИЯ ЛАЗЕРОВ ДЛЯ ВЕСТИБУЛОПЛАСТИКИ В ПЕРИИМПЛАНТАТНОЙ ЗОНЕ

In this article authors raised the problem of the formation of an attached gum zone in the implant area. The important factors in the long-term and stable outcome of dental implantation are the availability of sufficient bone volume, adequate oral hygiene and correct positioning of the implant. Current studies point at the role of periodontal soft tissues in achieving an aesthetic result as a result of implant treatment. Review of the literature about the statistics of mucositis and peri-implantitis, problems of the dental implantation planning, alternative points of view on the recipient tooth socket, trauma of the donor site, etc. point at the immediacy of the problem. The problem of the advantages and disadvantages of methods and materials for gingival plastics continue to be relevant. The article presents the experience of the formation of a protective soft tissue buffer zone around the implant as a result of laser vestibuloplasty. Dental lasers are successfully used for the reconstruction of soft tissues in preparation for orthopedic treatment, plastic surgery of the oral cavity vestibule and frenulum. Laser application as a surgical instrument allows to make an incision more precisely and to overview the surgical area. Operative technique does not differ from the vestibuloplasty for the periodontal diseases. As a result of using an erbium or diode laser, the necessary vestibule of the oral cavity is formed. Features of the epithelialization of the oral mucosa and fixation of the movable edge of the wound make it possible to increase the area of the immobile gum. The authors presented a photo protocol describing the clinical case. According to indications, the use of the laser radiation allows to achieve the necessary clinical result for the long-term clinical and aesthetic success of dental implantation.

Current trends in dental implant practice among dentists in Nepal

Introduction: Implant dentistry is one of the fastest growing specialty in the field in dentistry. Yet there is a paucity of literature regarding the prevalence and the current trends of implant dentistry practice among dentists working in Nepal. Thus, the objective of this study was to assess the prevalence and current trends of dental implants practice among the dentists working in Nepal. Method: A cross sectional, online study was done among 267 Nepalese dentists from October, 2020 to December, 2020 by convenience sampling method. Data collection was done with the help of a proforma that included socio-demographic details and predesigned questionnaire adopted from a study done in Mumbai, India.13 The questions were developed in google form and shared to the study participants through various social media for the study duration of 3 months. Results: Out of 267 participants, 142 (53.2%) were BDS, 107 (40.1%) were MDS and remaining had other degrees. Of the total participants, only 83 (31.1%) placed dental implants in their practice. Those who did not place dental implants referred the case mostly to periodontist (51.1%), followed by prosthodontist (34.8%). Only 72 (26.9%) had undergone formal implant training program. All the study participants prescribed radiograph as CBCT alone or in combination with the other radiographs. Most of the participants, who placed dental implant, did both the surgical and the prosthodontic phases. Bone level implants (74.7%), Screw retained (50.6%) and extra oral fixation (50.6%) type prosthetics were used by most of the participants. Most frequently used implant systems were Bredent (46.9%), Nobel Biocare (46.9%) and Straumann (46.9%) followed by Adin (44.5%). Conclusion: The current study showed that dental implants practice is adopted by less than one third of the dentists in Nepal, that suggests the need for implementation of Continuing Professional Development in dental implants in Nepal to increase the knowledge and skills among dental professionals.

Nicotine in various delivery systems of it and its effect on the heart-rate variability

n this experimental study heart rate variability (HRV) using electrocardiography was studied in a small group of volunteers (10 people) who have never smoked (4), ex-smokers (4) and active smokers (2). Different nicotine delivery systems and smoking simulators, including regular, nicotine-free and electronic cigarettes, tobacco heating systems, chewing gums and a completely new product on the domestic market – nicotine packs of oral fixation (NPOF) were used. Supplemented with hormonal studies (stress hormones in saliva and catecholamines in the blood), HRV analysis showed relatively small changes in HRV with systemic use of packs with moderate nicotine content (up to 6 mg), which makes this type of product a leader in biological safety among the studied alternative delivery systems nicotine.

THE FIXATION FORMS OF UKRAINIAN CUSTOMARY LAW: HISTORICAL-LEGAL ANALYSIS

The article is devoted to the historical-legal analysis of the fixation forms of Ukrainian customary law, which refers to the objectified external expressions of this phenomenon. It is proposed to divide the mentioned forms into three groups: activity, oral and written. They could exist in parallel and simultaneously, or even «outlive» the rules of customary law that were established in them. Despite the obvious flaws of unwritten (activity and oral) fixation forms of Ukrainian customary law, it dominated among other sources of law in Ukraine until the early nineteenth century. It is substantiated that the Ukrainian customary law was first mentioned in the activity (behavioral) form – actions and inactivity of social relations subjects. The value of an activity fixation form of customary law lies in its being based on actual fulfilment (observance), and the cessation of the existence of a custom occurs when society ceases to fulfil it. Subsequently, this form of fixation could complicate and acquire the expression of a rite, ritual or other symbolic actions. Often, other (oral and written) forms were added to it. Oral fixation forms of the legal custom appeared as a meaning of transferring its idea in area and time by transmission from one subject to another. An oral retelling of the custom idea provided its implementation or compliance by those subjects that had no experience of direct observation of the corresponding actions or inactivity in the past. The complication of oral form occurred through the formation of folklore (proverbs, songs, etc.) as well as the fixation of customary norms in them. The written fixation form of legal customs was aimed primarily at amplification the certainty of relevant rules and thus contributing to the process of proper enforcement. The customary law acquisition into written form, as a rule, resulted in its transfer to provisions of the legislation. Written fixation of the customary law rules without such a transformation took place in the records of researchers and documents that had no normative-legal character – civil contracts, court decisions, administrative acts, etc. Usances as the written records of customary norms, made by authoritative non-governmental organizations, are characterized. It is found that the unified algorithm for fixing the Ukrainian customary law did not exist, and its variability was dictated by the conditions of social life. In this way, the society developed various and generally effective fixation forms of Ukrainian customary law. Subsequently, the state joined the process, recording the rules of customary law in the relevant collections, authority decisions and legislation.

THE APPLICATION OF STIMULATOR IN THE TREATMENT OF CLEFT LIP AND PALATE IN GOLDENHAR SYNDROME, TRISOMY 13 AND LOBAR HOLOPROSENCEPHALY WITH A MEDIAN CLEFT LIP

The clinical picture of a newborn with a syndromic cleft lip and palate is severe. The orthodontic and surgical treatment of cleft is complex and long-term. It is further complicated by various birth defects which can be life-threatening for a newborn or can make the therapy itself more difficult. The induction of a newborn into total anesthesia with a view to performing the surgery of a cleft is often made difficult or time-limited. This paper presents pre-surgical orthodontic therapy in newborns with three severe types of cleft, UCLP, BCLP and premaxillary agenesis with median cleft lip which occurred within three rare syndromes Goldenhar syndome, lobar holoprosencephaly with a median cleft lip and trisomy 13 (47XX+13). Pre-surgical orthodontic therapy was conducted by means of RBJ stimulators without extra oral fixation, whose construction was conditioned by the type of cleft. With active treatment of RBJ stimulators, the cleft area in all three types of cleft was significantly reduced, as well as the protrusion of the premaxilla in BCLP. By directing the growth of cleft segments of newborn’s upper jaw, the most approximate shape to a healthy newborn’s jaw shape is achieved. All three types of described stimulators used in the therapy of syndromic cleft lip and palate enabled primarily the feeding of newborns, and thus their survival. With their orthopedic treatment they created optimal conditions for successful performing of surgical care of syndromic cleft lip and palate.

Spontaneous oral communications, impromptu speeches and fixation in copyright law: a comparative analysis

Spontaneous oral communications, impromptu speeches and fixation in copyright law: a comparative analysis

Oral Hygiene Therapy Assists in Behavioural Intervention for Smoking Cessation: A Pilot Approach for Oral Health Care Providers

Introduction: Behavioural dependency, such as oral and hand fixation, can hinder cessation efforts when nicotine replacement therapy is used as a stand-alone intervention. We here present a case report of one of several patients who has successfully achieved smoking cessation utilizing oral hygiene therapy (OHT).Case description: The patient is a 52-year-old male with a 25-year smoking habit of two packs daily. Previous attempts at smoking cessation were unsuccessful with various nicotine replacement therapies (NRTs). After introducing interdental cleaning device and modifying tooth-brushing techniques during oral hygiene therapy, the patient reported frequent use of toothpaste and using the device to satisfy his oral-hand fixation to successfully quit smoking.Conclusion: Oral hygiene therapy may enhance smoking cessation in select patients who are more behavioural dependent than nicotine dependent. Future studies are needed to develop evidence-based individualized intervention to include OHT as part of the interdisciplinary approach for smoking cessation.

Modified rurs' elbow guard: An extraoral appliance for the digit sucking habit

Digit sucking is the most common oral fixation seen in children. Some situations that stimulate digit sucking are fatigue, boredom, excitement, hunger, fear, physical, and emotional stress. If these habits persist beyond the preschool age when permanent teeth start to erupt, they may be implicated as an important environmental etiological factor associated with the development of malocclusion. This article presents a case report of a 9-year-old female patient with thumb sucking habit since childhood and describes the steps in the fabrication of the modified RURS' elbow guard appliance for more efficient function.

Oral Fixation or Oral Corrective? A Response to Larry Hurtado

Over the last several decades, performance criticism has made significant headway as an interpretive method. However, in a recent issue of this journal, Larry Hurtado argues that the key assumptions of the movement ignore various historical realities regarding the use of texts in the ancient world. The following discussion offers a brief response to what Hurtado suggests are several ‘oversimplifications’. The essay argues that rather than being a ‘fixation’ as Hurtado maintains, the renewed focus on orality and performance is a corrective that helps to provide a broader understanding of how biblical texts were typically experienced in the ancient world.

Pictorial body metaphors in Japanese advertising

This article explores the use of the body metaphor as a core communicative tool in times of economic crisis and national indebtedness, and the ways in which it thwarts political dialogue. It first traces the body metaphor in the manga version of Hitler’sMein Kampf, following Andreas Musolff’s theory of the ‘body politic’ in Nazi Germany. It then argues that the economic resurrection, or ‘miracles’, in postwar Germany and Japan replaced the discourse of the body nation with that of the body economy. Charles Forceville has shown how advertising uses pictorial metaphors to depict commodities and emphasise their qualities. My analysis of Japanese commercials reveals that their metaphors work to ‘incorporate’ consumers through the act of oral consumption, merging them with the commodities. An ‘oral fixation’ is presumed, rendering the relationship between the body economy and the consumer as one between mother and infant. Advertising functions as the wrapping, or ‘skin’, of this body economy, encouraging us to suckle at the mother’s breasts and at the same time to inject unlimited amounts of money into her veins.