Re:Advertising as a source of dissatisfaction: cross-nationa...
by TheOtherHobbes on Tuesday May 28, 2019 @07:26PM
(#20035440)
In a capitalist society status is defined entirely by ownership of capital, and low status is defined by very limited capital.
So of course luxury goods are defined primarily by their capital cost, supported by subsidiary markers like cultural capital and social proof. Actual utility (and quality) come second.
Competitive status display is entirely about the careful curation of success tokens - clothes (+ accessories), car, house, sexual and breeding partner(s), and the amount of autonomy, agency, and political and cultural capital at work.
Ads exist to promote competitive status display through curated consumption of success tokens.
It's a sport no one can ever win, but for some people it's enough to be on the leaderboard for a while.
So of course luxury goods are defined primarily by their capital cost, supported by subsidiary markers like cultural capital and social proof. Actual utility (and quality) come second.
Competitive status display is entirely about the careful curation of success tokens - clothes (+ accessories), car, house, sexual and breeding partner(s), and the amount of autonomy, agency, and political and cultural capital at work.
Ads exist to promote competitive status display through curated consumption of success tokens.
It's a sport no one can ever win, but for some people it's enough to be on the leaderboard for a while.