The different "Other" in the advertisement (Master thesis)

Φίλη, Χρυσάφω


Differentiation is by nature “subversive”. The existence of „the “other”, up to a point, puts the „I‟ in dispute. The existing western logic, attributes the cultural differences and social expressions departing from anything “normal” to the “differentiation”, carving out that way a “postmodern” culture, common to the people of the planet through the use of the media and the „globalised‟ advertising industry. The question arising from this consensus view, is “How is the image of the different “other” presented through advertising?”. Something that constituted the core of the current research. After the exploratory questions were postulated (through literature review), concequently, the quality research came next. The exploratory tool used, was the half-structured form of the interview, using as a sample 15 advertisers from 4 Greek cities (Athens, Thessaloniki, Patra, Ioannina). Afterwards, the analysis of the content and the extrapolation of the conclusions were conducted. The issue emerging from the research is that the image of the different has always existed and still exists in advertising, aiming mainly at the alleviation of social stereotypes. The “other”, is used either to shock – activate or to state the cultural pluralism they undergo and demand acceptance. However, advertising at first seems to be homogenising the world, due to the globalisation (Mass culture). Secondly, it makes efforts to project the cultural differences of all people, by sending out a loud message of respect and interculture.
Institution and School/Department of submitter: Πανεπιστήμιο Ιωαννίνων. Σχολή Επιστημών Αγωγής. Παιδαγωγικό Τμήμα Δημοτικής Εκπαίδευσης
Subject classification: Ετερότητα
Keywords: Ετερότητα,Διαφήμιση,Άλλος,Ενίσχυση,Άμβλυνση,Στερεότυπα,Παγκοσμιοποίηση,Διαπολιτισμικότητα,Differentiation,Advertising,Other,Enhancement,Alleviation,Stereotypes,Globalisation,Interculture
URI: http://olympias.lib.uoi.gr/jspui/handle/123456789/28096
Appears in Collections:Διατριβές Μεταπτυχιακής Έρευνας (Masters)

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