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Sartre, the "Other," and Advertising

The "Other" is a concept that refers to an individual who is different from the self or not the same. In this sense, the "Other" is different. Women have often been the "Other" in society, particularly in the media where representations often objectify them and position them as objects for the gratification of the non-Other male. The Other has often been used to exclude or oppress groups of people considered different from women and minorities to homosexuals and Jews. Cortese notes in Chapter 1 that "much is at stake in the discourse and skirmishes over ethnic stereotyping in mass media." In using the concept of the "Other" in mass media, particularly advertising, various identities are constructed for the Other that are typically stereotypes or sweeping generalizations. Such media efforts "inculcate in consumers the cultural assumption that men are dominant and women are passive and subordinate," claims Cortese in Chapter 3. In other ways, the concept of the "Other" can have an impact on definition of self. Rather than being a form of subjugation or stigmatization, the Other becomes a mirror by which we help define ourselves. This is why many women suffer from poor body image and develop eating disorders, comparing themselves to unrealistic and idealized images of the female "Other" that is pervasive in media in U.S. society.

Baehr, Helen, and Ann Gray. Turning It On: A Reader In Women and Media. Hodder Arnold Publications, 1995.

Cortese, Anthony J. Provocateur: Images of Women and Minorities in Advertising. Rowman & Littlefield Publishers, Inc., 2007.

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Sartre, the "Other," and Advertising. (1969, December 31). In LotsofEssays.com. Retrieved 11:21, March 28, 2024, from https://www.lotsofessays.com/viewpaper/2001032.html