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The "Other" - Existentialism
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Essay Subject:
A discussion of the concept of the Other as it relates to advertising stereotypes ...... More...
1 Pages / 225 Words
1 sources, 2 Citations, MLA Format
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Paper Abstract:
A discussion of the concept of the "Other" as it relates to advertising, stereotypes and oppression is discussed.

Paper Introduction:
The Other The Other is a concept that refers to an individual who isdifferent from the self or not the same In this sense the Other isdifferent Women have often been the Other in society particularly inthe media where representations often objectify them and position them asobjects for the gratification of the non-Other male The Other has oftenbeen used to exclude or oppress groups of people considered different fromwomen and minorities to homosexuals and Jews Cortese notes in Chapter that much is

Text of the Paper:
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society. The "Other" The "Other" is a concept that refers to an individual who isdifferent from the self or not the same. Works CitedBaehr, Helen, and Ann Gray. Rather than being a form of subjugation orstigmatization, the Other becomes a mirror by which we help defineourselves. The Other has oftenbeen used to exclude or oppress groups of people considered different fromwomen and minorities to homosexuals and Jews. Suchmedia efforts "inculcate in consumers the cultural assumption that men aredominant and women are passive and subordinate," claims Cortese in Chapter3. This is why many women suffer from poor body image and developeating disorders, comparing themselves to unrealistic and idealized imagesof the female "Other" that is pervasive in media in U.S. Turning It On: A Reader In Women and Media. Rowman & Littlefield Publishers, Inc., 2 7. In this sense, the "Other" isdifferent. In other ways, the concept of the "Other" can have an impact ondefinition of self. Women have often been the "Other" in society, particularly inthe media where representations often objectify them and position them asobjects for the gratification of the non-Other male. Provocateur: Images of Women and Minorities in Advertising. Cortese notes in Chapter 1that "much is at stake in the discourse and skirmishes over ethnicstereotyping in mass media." In using the concept of the "Other" in massmedia, particularly advertising, various identities are constructed for theOther that are typically stereotypes or sweeping generalizations. Hodder Arnold Publications, 1995.Cortese, Anthony J.

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