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What is Self-Object

Chapter 2
Narrative Theory and Therapy in the Post-Truth Era
Objects that the person experiences as an extension of himself and invests narcissistically to maintain himself. They are persons or experiences that are called objects because they keep the functionality of the self rather than a real object (Kohut, 2020).
Published in Chapter:
Grandiose Mirrors of the Self: The Narcissistic Narrative in Ads
Sena Şahin (Ondokuz Mayıs University, Turkey) and Recep Yılmaz (Ondokuz Mayıs University, Turkey)
Copyright: © 2022 |Pages: 15
DOI: 10.4018/978-1-7998-9251-9.ch002
Abstract
Advertising narratives mostly use narcissistic discourses while appealing to the self of today's people to provide identification and transfer between the consumer and the brand. The study focuses on advertisements that promise to complete the lack of spiritual structure that the consumer's ego needs and desires based on a narcissistic narrative. The article's main question is how the promise of completion in the advertisement is realized through the egocentric structure in the advertisement narrative and how it is included in the story. Another focal point of the work is how and within which themes the transference between the narcissistic narrative in the advertisement and the consumer affects the consumer and how this interaction will be evaluated from a psychoanalytic point of view. This chapter offers the reader an analytical discussion to open these issues.
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