"Macabre is a term applied to a type of artistic or literary works, characterized by a grim or ghastly atmosphere," Wikpedia explains. "In these works, there is an emphasis on the details and symbols of death. Macabre themes are often preoccupations in the Goth subculture. Themes are usually deliberate."
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Implications - Skull imagery attracts consumers because it cognitively engages them in the topic of death. Though the topic unnerves them, consumers can't help but be fascinated by such imagery. Corporations may consider utilizing skull imagery as a shock tactic to arrest consumer attention.