Theorist: Levi Strauss

Structuralism: A method of interpretation and analysis of aspects of human cognition, behaviour culture and experience which focuses on relationships of contrast between elements in a conceptual system.

Binary: Composed of two pieces or parts

Examples of binary opposites in school:


  • Creative/Academic
  • Uniform/Individuality
  • Teachers/Students
  • Practical/Theoretical
  • Children/Teen

Examples of binary opposites in Tide advertisement:

  • Expectation/Reality
  • Cleanest/Dirtiest
  • Want/Not wanting

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