Exploring how diametric oppositions encode narrative in print adverts

 Binary oppositions, or diametric oppositions are a way of structuring the world around us. Put simply, we cannot recognise what something IS, unless we also realise what it is NOT.

Binary oppositions are often used by media producers to quickly and easily encode meaning within a media product. Certain character archetypes will occur in narratives over and over again. Why? Because not only do we understand this, we also see the world we understand being reinforced before our eyes.

Sitcoms are an excellent example of how producers use binary oppositions to create exciting and amusing situations for the target audience.

The 90's US sitcom Friends makes almost aggressive use of diametric oppositions in order to construct meaning for it's audience, and in order to make things as funny as possible in only 22 minutes of air time/ Friends focusses on six main, very different characters:

Rachel Green - Blonde, poplar, pretty, airhead

Monica Geller - OCD, clean uptight

Ross Geller - smart, whiny, clingy, nerdy

Joey Tribiani - funny, flighty, sex addict, 

Chandler Bing - funny, sarcastic, lame

Phoebe Bouffet - hippie, musician, spacey

Most of these characters conflict with each other on an episode by episode basis! Phoebe's messy lifestyle might upset prissy Monica. Chandler's uncool way of living rubs up against Joey's carefree existence. And Ross, the worst person in the world, is the binary opposition of Rachel... which is why they end up going out!

The following print advert makes extensive use of binary oppositions in order to construct a cool, confusing and edgy narrative. But how does it do it?

• The casual nature of the shop keeper's outfit forms a binary opposition between the exotic and colourful mise-en-scene of the costumes of the male models
• A binary opposition is formed between the skin colour of the models: one model is black, and every other model is white. This constructs an atmosphere of diversity
• Colour palette is warm and inviting, which contrasts with the grey, wet, rained on floor
• Costumes are wildly varied: the smart, sophisticated suit forms a binary opposition with the preppy sports jacket
• All the models are sitting on the wagon, creating a diametric opposition between the sophisticated hight status models and the lower status shop keeper

All these elements combine to construct an edgy, sophisticated, and even arrogant mode of address, which is fairly typical of high end fashion adverts. After all, if you spent this much money on a garment, perhaps you'd want the world to look at you in jealousy and contempt...?