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.
References
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. 



Comments

Post a Comment

Popular posts from this blog

Ways of Forming Attitudes

Attitude can be defined as the way we feel or think about objects, groups, symbols, events, or person which tend to affect our behavior towards that object or person. For instances, If a person likes J-series mobile of Samsung, then, we can say that he has positive attitude towards that product of Samsung. This will lead him to purchase the product which belongs to behavior aspect. Researchers traditionally believed that we form attitudes in fixed series, i.e. first, we form belief about objects, symbol or group, then, we evaluate them and we take some decisions to do some action.                                                                  Belief/ Cognition/knowledge The first path of attitude formation is creation of belief towards object, event or person. This belief can be inbuilt by processing information i.e....
Read more

High Contest and Low-context Culture

Body language, eye movement, facial expression, conversation style, nuances of life experience differs from culture to culture which makes communication more challenging. So, it is very necessary to understand the context of culture to make the business profitable. Now, let’s define what high context culture actually is. High-context culture can be defined as the means of communication which is primarily broadcasted through the use of body language, tone of voice, or a person’s status (Williams, n.d.). We can find this kind of culture in Asia, Middle East, South America, Africa etc. The people who follow the high context culture emphasize on the interpersonal relationship and trust building is very important for them before starting any business. The people of Asia, Middle East, South America, and Africa preferred groups during learning and solving problems. For instance, people of India, China, and Nepal love to organize the family gathering, host a friend in our home overnight, an...
Read more

Factors that Influences of Product Perception and Consumer Behavior

Perception can be defined as the process of recognition of sensory stimuli such as touch, vision, smell, sound etc. and interpreting them (Solomon, 2015). The needs, want and demands of each and every customer is unique as their perception is different towards the same product or services. For instance, one customer can perceive iphone as luxurious product and can be one of the loyal customers of this brand. In the same time, another customer may not like the features of iPhone and rather he loves to use the Samsung mobile. They have different perception towards the same product, so, they tend to show different preferences. The customer’s perception towards a product can be influenced by his/her own experiences with that product, and also his/her family and friend’s opinions towards that product. In addition, the packaging and brand name of product, price and quality of the product and services also influences the perception of consumer (Rawat, 2014). For instances, if we saw a high...
Read more