In the collective imagery of our consumer societies, blood and pain are avoided and excluded for the benefit of mythicizing beauty. Strength, happiness and well being at all costs. Such values are certainly more functional to commercial interests to facilitate the conveyance of particular messages. It is universally recognised that the aim of this form of manipulation is to break open the cultural ties of the modern societies because of its own intrinsic individualistic valences and connotations. The cult of blood and pain, characterised by the externalisation of a collective pain, becomes a very effective form of communal self-recognition which is completely opposite to the myth of the individual.