Principle of Binary Opposition and Its Example
Claude Lévi-Strauss, father of modern anthropology, has come up with the idea of Binary opposition. According to him, a binary opposition is a pair of related terms or concepts that are opposite in meaning (Swan, 2011). It is the key concept of anthropology, sociology, and structuralism to know how the human being are interrelated with each other, system and the environment and how they work together. In the society, we can find the concept of binary opposition in each and every sector, for instances, if we found rich person in particular area then poor person also exists in that place. In the same manner, low culture and high culture people stays in the same society. The principle of binary opposition has increased competition among each other and also, has created gap among people leading to prejudice and discrimination (Marinaro, n.d.)
Nowadays, marketers also started to use the principles and concepts of binary opposition to attract more consumers in favor of their businesses. In this era of globalization, the competition among brands has been drastically increased which has led the marketers to use the principles of binary opposition to remain on the market for long term. They integrate two opposing ends of some dimensions and create different fairy tales to attract the customers (Solomon, 2015). The “profound beauty” and “the filth and disorder” are two opposing ends of some dimension (Kong, 2015) i.e. they are binary oppositions. One of the beauty exploring brand in the world is Olay. So, the marketers of Olay use the principles of binary opposition i.e. according to them their beauty products reduces the disorders and filth of the skins of female. We can see one of the advertisements in provided link that how the marketers of Olay use principles of binary opposition. They told that their products prevails the filth and disorder in the skin while bringing profound beauty.
Kong, R. (2015). On binary oppositions in filling station *. Theory and Practice in Language Studies, 5(1), 66-70. Retrieved from http://search.proquest.com.ezp-02.lirn.net/docview/1686098418?accountid=158986
Marinaro, F. (n.d.). Binary opposition in literature: Defination and examples. In Study.com. Retrieved from http://study.com/academy/lesson/binary-oppositions-in-literature-list-of-examples.html
Swan, J. (2011). Binary opposition theory: media studies. In prezi.com. Retrieved from https://prezi.com/1m-cn2bvetra/binary-opposition-theory-media-studies/
Solomon, M.R. (2015). Consumer behavior: Buying, having and being. New Jearsey. Pearson Education, Inc.