To those stressing, or seeking, a unified world, the Other is normalized, united with Self, through shared commodities. On the other hand, the Other is oftentimes 'whitewashed' and made into a universal marker of the commodity world. A postmodern aesthetic in which the Other is made into a free floating signifier that promotes commodity relations is becoming more and more common. The Other becomes a signifier of difference, and adds to the value of certain commodities. The danger lies in the fact that our sense of the Other is too clearly mediated and, thus, distorted.
Culture becomes even more fragmented and the commodity form remains intact.
Alternating between the homogenization and differentiation of the Other, advertisements present not only a warped view of the Other, but also a hegemonic view of the world around us. Here, an exotic, primitive, native Other is used in a Chevrolet ad. Even further, it is his difference that is being commodified and appropriated in order to increase commodity consumption.