Conspicuous Consumption)
*시기적 비교(invidious comparison)
소비행위의 저변에는 보다나은 삶을 향한 욕구가 내재되어 있다.
그런데 이와 같은 욕구는 자신의 객관적인 기준에 의해서 명확히 규정된 것이 아니라, 자신이 가지지 못하는 대상, 즉 자신보다 한 단계 높은 이상상태를 지향한다.
- ‘시기적 비교
1) Meaning of consumption in the specific context
At the beginning of the film, the main character went to the hospital to inquire about the plastic surgery, saying that "I just want to live like a normal person even one day, not because of the vanity ". and it was the most important reason for doing the plastic surgery which she thought important and invaluable consumption for her. the real
1. Background
Jazz Age – enjoyment, and commercialism for the poverished.
Conspicuous consumption – by economic prosperity and rapid
development in scientific technology.
The National Prohibition Act (1920-1933)
Icon of American Dream, self-made man.
Portrait of those seeking for wealth and religious freedom.
Very poor at
1. 수요의 법칙에 예외가 되는 현상이 일어나게 되는 경우 두 가지를 들어 왜 그런 현상이 생기는지 그 이유를 간략하게 설명하라.
⓵ 과시적소비(conspicuous consumption)
과시적소비는 부를 과시하는 것을 의식하면서 행하는 소비를 말한다.
이는 비록 자기의 자력을 넘는 것이라도 훌륭한
self-concept is
formed through social interaction
One's own level of attractiveness
is based on the interpretation of
the other's perceptions
Status is determined
by displaying wealth through conspicuous consumption
Consumer goods
Signal level of prestige