Marketing of donor eggs by offering possibilities for imaginary actualization of recipients’ ideal self

Abstract

Donor eggs have become commercialized and egg agencies mediate between egg consumers and donors. Despite the rapid growth of this industry, there is a paucity of research focusing on the imaginary aspects of the marketing strategies employed in the egg donation commerce. This article is based on a content analysis of American egg donor profiles. Inspired by Baudrillardian theory, I analyze the marketing strategy and show how egg donors are perfectionized using cultural notions of hegemonic femininity, in order to attract egg consumers by tacitly encouraging them to create an imagined hyperreal ideal self. This marketing strategy aims to de-commodify genetic substance in order to facilitate the exploitation of consumers’ self-concept for business goals. The identity of the donor is imbued with greater meaning for consumers than merely her genetic material, hence offers possibilities for the imaginary actualization of consumers’ ideal selves. Consumers are invited to exercise their agency and form a simulacrum of their desired self and materialize their utmost psychological identity aspirations.