Based on the Deictic Shift Theory as adopted by cognitive poetics (Stockwell 2002), this paper \noffers an account of fear generating mechanisms involving spatial, temporal, perceptual, \nrelational and compositional deictic shifts in Angela Carter’s The Bloody Chamber. Focusing \non the ways the reader gets involved in the terrifying story of Carter’s protagonist, the paper \nuncovers the complex mechanism of the “production of horror” in the text.