The Other and the Norm

The current President’s wife is constantly photographed for her appealing fashion. In an effort to use the appeal of the First Lady, Baby Phat has modeled an advertisement after her. Kimora Lee Simons who is stepping off the plane is meant to be the First Lady while the children I assume represent her children and the man carrying the smallest child is the President. This advertisement establishes the norm of a fashion line available to the public, but establishes the idea of otherness by implying that the clothing is like the clothing of one of the most admiredfamilies.




In this particular advertisement for Nissan the Norm is established for the utility of a Nissan truck. However, this is not just any truck, the man that appears to own this truck appears to be sporty and rugged establishing otherness. Note also that he is maybe masculine enough to let his vehicle accumulate a little dirt. The advertisement implies that the truck offers more than utility, but a lifestyle.






The Norms of this photo are the famous debate of Pepsi vs. Coke. In this photo Pepsi establishes the other as Coke. The can of Coke has obviously gotten its assets kicked out by the surrounding Pepsi cans. Pepsi depicts here in this image that Pepsi favorably outnumbers Coke. I believe that the dominance in Pepsi cans vs. the one Coke can hint that someone with and undesirable status such as a loner would drink Coke.