Otherness
In his book, Culture and the Ad, O'Barr describes a low quality relationship that can be found in advertisements depicting foreign cultures, especially those which take place in Africa. It is comparable to the relationship of the settler and native, of that of the owner and the slave. There are defined boundaries within ads, produced in a cycle. Producers of advertisements are concerned with impressing the audience. The audience therefore, sets the boundaries that the producers cannot pass through. Ads must be appropriate, moral and most importantly, they cannot offend anyone within the audience boundaries. Care is not taken for the feelings, morals, or concerns of those of other cultures, just as the settler was not concerned about the life of the native. Therefore, companies enter a foreign culture in order to take pictures that typically might be associated with that particular place. "When tourists visit foreign locations, they create a set of representations about other people in the form of tourist photographs. These records, produced by members of advertising's audience, can be compared to the representations within advertisements themselves" (O'Barr, 12). This is what happened in Thomson's book. Although he did make valid observations, the language he used throughout his book turned Africans into 'others.' He returned and people wanted to see real Africans, wanted to hear his stories about fights with hippos, elephants and lions. From what he told them, people could gather thoughts and put Africa into a nicely packed set of images. O'Barr would refer to this as 'photographic colonialism.' This concept of 'otherness' is exactly how the continent is seen today in ads.

For example, this ad from the year 1929, for the South Africa Travel Bureau depicts black South Africans as primitive, tribal witch doctors (O?Barr, 60). "Otherness is both romanticized and feared" (Goldman & Papson, 161). This ad touches upon both of those feelings. The ad first lures tourists to the country by stating that it is "One of the most modern and progressive sections of the world...luxurious hotels and railroads, delightful golf and yachting clubs...and all the comforts and conveniences of modern civilization." This is how South Africa is romantic. It is full of modern day technology, almost saying "even you could survive here! It's not so bad" Then the ad illustrates the black South African: the 'native.' He too is romanticized, but to a certain degree, he is also feared. The ad might as well say, "Don't get too close or the witch doctor will get you" Black South Africans' lives are described as: "the quaint kraal life...wild war dances...weird age-old tribal customs." This foreign culture is depicted as the Other to this audience. In America the other is defined by blackness. "Blackness has become symbolically defined as wild, untamed, aggressively self-confident, dangerous, and rough" (Goldman, 161). Black South African culture is something so unique, so primitive, and so new to audiences during this time, that it must be portrayed as being both scary and romantic.

The 'other' is a place that consumers sympathize with, are mesmerized by, or that they fear. The 'other' is different. It has a high value as a sign, for it is something that is of immediate interest and curiosity. "The other is a necessary source of sign value for a commodity culture addicted to new styles and appearances. Advertising gives new, but certainly limited voice to otherness. Ads celebrate, romanticize, and incorporate otherness, turning it into a nonthreatening, but well paying commodity sign" (Goldman & Papson, 162). This quote goes back to the concept of the other as being both romantic and feared. Africans do not have a strong, powerful voice in commercials today. They are behind the scenes. White consumers can mingle with them, but do not have to touch them. Yet these foreign cultures are a necessity to ad campaigns. Consumers need to be mesmerized; their curiosity must be tempted. Otherness is a high source of value in the world of advertising.
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Analysis of Advertisments
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Wildlife Ads
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