Consumption Conspicuous Consumption Is Unapologetic, Unrestrained, and Essay

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Consumption

Conspicuous consumption is unapologetic, unrestrained, and unabashed consumerism: buying things for the sake of buying them without actually needing them. It is conspicuous because of the social status one perceives when buying certain products. Conspicuous consumption as a social norm fuels marketing, and influences purchasing decisions. A brand name item costs ten times more than a generic, but the logo has status and the consumer is willing to pay more for it.

Conspicuous leisure is also used to convey social class status. It shows that the person has so much money, that they can afford to waste their time instead of working. Types of conspicuous leisure range from lounging in the sun, to riding a $10,000 mountain bike all day, to idly sitting in a cafe. Participants of conspicuous leisure vary considerably in terms of demographic markers, and in fact, some are not even wealthy.

Globalization originally entailed the linking together of resources and the interconnectivity of cultures. Trade, sharing ideas, and instantaneous communications are also part of globalization. However, the term has a negative connotation now. It suggests homogenization -- the obliteration of individual cultures and their nuances because of the proliferation of the mass media. American culture has permeated the globe, and there are few places on the planet one can go and not be inundated with advertisements for Coca Cola and McDonald's. Globalization has the effect on popular culture to bring Americans popular culture items from other countries, from H&M clothing store to gangnam style, too.

2. Who created the media message? Why?

The media message is created by an advertising agency hired by Bacardi.

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Bacardi wants to sell rum.

• Who is the intended audience? What do you know about the intended audience -- age, race, ethnicity, gender, socioeconomic background, hobbies, profession?

The intended audience is young people who like to party (lifestyle and demographics factors). Age is below 30, both genders, various ethnicities but mainly white.

• What type of lifestyle is presented? Is it realistic? Why or why not?

The lifestyle presented is carefree. It is realistic in the sense that some consumers do have a carefree lifestyle, and like to party on the weekends.

• What is the text, written or in another form, of the message? What do you see and hear: written or spoken words, photos, drawings, logos, design, music, sounds, and so on?

The tagline reads: "Pussy Cat By Day. Bacardi By Night." The advertisement is highly sexualized. The word "pussy" is used deliberately for its double meaning. The image is a woman who is taking off her clothes. Her head is not showing, which strips her of an identity and brain.

• What is the hidden text? What is unstated or implied in the message?

The fact that the woman has no head suggests that it does not matter who she is, as long as she is having a good….....

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