Consumption Conspicuous Consumption Is Unapologetic, Unrestrained, and

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. 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 time. She can be a conservative office worker by day, but at night she lets loose by drinking Bacardi. It suggests that Bacardi unleashes the sexual animal in the consumer. The consumer becomes instantly desirable.

For men, this means that rum makes ladies take off their clothes and want to have sex. For women, this means that men find you more attractive. • What values are expressed? Values are to have fun, and to not worry about anything. Sex as personal power is also conveyed as a value. • What groups of people are empowered in this message? What groups are disempowered? How so? On the one hand, the advertisement shows that women are empowered to control their own sexuality.

On the other hand, the ad shows a woman without a head. That suggests that she is "losing her mind" or not thinking when she is drinking. Thus, it can be concluded that the advertisement is not empowering at all for women. • What part of the story is not being told? How and where could you get more information about the untold stories? The other parts of the story that are not being told are symbolized by the headless woman.

Who is she? Is she really happy? Does she drink too much? Does she drink to make her problems go away? Is she using sexuality to manipulate men? Is she using her sexuality in other unhealthy ways? What about issues such as date rape? These are some of the untold stories. • Can these messages affect how you think and feel? Why or why not? Provide examples. Because the image is sexually charged, it can affect the viewer's emotions. The viewer is tantalized by the image of the woman.