EXOTICISM, Brands & Society: Ethics and Aesthetics of Diversity

By Gérald Mazzalovo

Exoticism is an old word from an old world.

The Enduring Power of Exoticism. The word has become obsolete because of its association with the exactions of colonial times and an era when distant lands were still mysterious and challenging to access. Yet, despite evolving societal norms, exoticism remains a powerful force in society, at the heart of consumption and geopolitical decisions. It is a source of desire, dreams, and sometimes hatred, driven by human curiosity for the unfamiliar and the desire to escape from daily routines'History Matters - Exoticism cannot be separated from its colonial past, but its modern application requires a nuanced understanding that respects diversity and avoids stereotypes. Inspired by Victor Segalen's efforts in his Essay on Exoticism (1908), the author sets out to give new relevance to a term that defines an omnipresent phenomenon in our society.Identity versus Otherness - Alterity and Distance are mirrors in which one can apprehend one's identity. Exoticism figures are the Other and Elsewhere and the mysteries associated with them. The author extrapolates Segalen's essay's subtitle to Ethics and Aesthetics of the Diverse to transform it into an analytical instrument. Semiotics and expert semioticians have contributed to understanding how the phenomenon generates meaning.Exoticism in Modern Marketing - Brands use exoticism not just to signify difference, but to activate a sense of desire, adventure, distance, exploration and mystery, helping to elevate their products. Numerous examples of brand communication in perfumes, watches, soft drinks, musei, etc., have fed the reasoning and exposed how brands frequently use the phenomenon. Market research has analyzed Thailand consumers' reactions to different types of exoticisms. Specific recommendations guide brands in optimally using exoticism in their communication and creation activities. As Diversity is the term gradually replacing exoticism in the 21st century, an entire chapter is dedicated to it.Ethics of exoticism - The book raises important ethical questions about how exoticism is used in relation to the representation of diversity in media and advertising.

To borrow from Victor Segalen and Jean Baudrillard's (1993) expressions, this book addresses, through multidisciplinary methodologies, the eternal incomprehensibility, the irreducible foreignness of cultures, manners, faces, languages, and the impenetrability of Individuals and races-all sources of genuine exotic feelings. It is a genuine tribute to the enchantment of elsewhere and alterity, the exciting expectations for the unusual, and a drive for an authentic discovery of the world.

• Format: Paperback
• Language: English
• ISBN: 2839946955
• ISBN13: 9782839946957
• Release Date: July 2025
• Publisher: Gerald Mazzalovo
• Length: 352 Pages
• Weight: 2.42 lbs.
• Dimensions: 1.0" x 8.5" x 11.0"