ANALYSIS: iSPY - www.emporiumoffruit.co.uk

The Emporium of Fruit may sound like an online greengrocer or an outlet for some rare perversion, but the site has garnered rave reviews from Yahoo!, MTV and Virgin Radio.

The Emporium of Fruit may sound like an online greengrocer or an

outlet for some rare perversion, but the site has garnered rave reviews

from Yahoo!, MTV and Virgin Radio.



So what exactly is it? There are no easy explanations, but it is

probably best described as a satirical magazine on the web: the internet

version of a cult publication like The Idler. It is also somewhat

subversive, often debunking the very medium in which it appears.



Its stall is set out on the home page, which is pleasantly designed in a

retro manner, with little taglines such as ’exploiting the merchandise

of hope from the sweatshop of reality’.



Click on ’today’s issue’ and you begin to get a clearer idea of where

the site’s creators are coming from. There’s the Psychic World of Alan

Geller (written by ’Uri Geller’s evil twin brother, Alan’) and the

Chegwin Alert (’It’s your duty to keep up to date on all daily Keith

Chegwin activity’).



But the spoof online shopping section captures the spirit of the thing

best of all, with its mission statement: ’Quality, at whatever cost to

human life’. It’s pretty near the knuckle, including such items as the

All-in-one Dragon Chaser - ’Smoking heroin just got so much easier’ -

and the Death Checker Professional - ’Death can creep up on us at any

time’. OK, it may not sound funny now, but visit the site and you’ll be

sure to giggle.



The site features buttons and banner ads from Hitbox.com, the Motley

Fool, Hewlett Packard and Intel. However, it is sometimes difficult to

determine whether or not the banners are spoofs, such as ’Garden Talk -

Live! 100 per cent explicit horticultural action!’ Well, maybe that

wasn’t such a good example.



Ad space is sold by ValueClick, the pay-for-results advertising owned by

DoubleClick.



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