This article will explore the theory of 'Conspicuous Consumption' by Thorstein Veblen (1899) with examples from more affordable brand Buxton, to an exclusive Fiji Water. To some, all water is the same; coming from the same source, produced in a similar way and tasting alike. But to others, the choice of water in your bag could represent who you are. It can be argued that some people enjoy spending money to reflect their status; acquiring luxury goods as a powerful way to flaunting their economic power over someone else. As Berger (1972) says "Money is life. Not in the sense that without money you starve. But in the sense that money is a token of, and the key to, every human capacity. The power to spend money is the power to live."
And so when it comes to something so common and ordinary as water, why do some people choose higher-priced bottles, and therefore more luxurious brands to quench their thirst? It can be said that advertising plays a key role in how audiences read adverts; in Buxton’s latest video advertisement, they choose humour to appeal to their audience, by playing on common stereotypes which have a preferred reading with the majority. The first shot is a top-down angle, with the focus on a car as it is pulling up at a sunny location. When a passenger appears, the audience initially see his shoes which stomp into the ground, it creates a sense of power and mystery for the audience. It’s then revealed that it’s a team of older men, in their late 60s as they arrive for a game of outdoor bowling. The advert nods to traditional action-genre films, where masculinity is dramatized; walking in slow-motion, clutching onto their weapons, like preparing for a battle. This is then interspersed with shots of gossiping women, looking at the men in awe. With reference to ‘The Male Gaze’ by Laura Mulvey (1975), a Feminist theoretical term representing the gaze of a female viewer or character, the advert shows POV shots of the women, staring at the men in admiration and smiling as they arrive. This effectively portrays the men as hyper-masculine and as though to be respected. This is a simple yet humorous way to advertise water, in the way which it refreshes you and gets you ‘pumped up’ like the men featured.
And so when it comes to something so common and ordinary as water, why do some people choose higher-priced bottles, and therefore more luxurious brands to quench their thirst? It can be said that advertising plays a key role in how audiences read adverts; in Buxton’s latest video advertisement, they choose humour to appeal to their audience, by playing on common stereotypes which have a preferred reading with the majority. The first shot is a top-down angle, with the focus on a car as it is pulling up at a sunny location. When a passenger appears, the audience initially see his shoes which stomp into the ground, it creates a sense of power and mystery for the audience. It’s then revealed that it’s a team of older men, in their late 60s as they arrive for a game of outdoor bowling. The advert nods to traditional action-genre films, where masculinity is dramatized; walking in slow-motion, clutching onto their weapons, like preparing for a battle. This is then interspersed with shots of gossiping women, looking at the men in awe. With reference to ‘The Male Gaze’ by Laura Mulvey (1975), a Feminist theoretical term representing the gaze of a female viewer or character, the advert shows POV shots of the women, staring at the men in admiration and smiling as they arrive. This effectively portrays the men as hyper-masculine and as though to be respected. This is a simple yet humorous way to advertise water, in the way which it refreshes you and gets you ‘pumped up’ like the men featured.
Source: (https://www.youtube.com/watch?v=UaOvmySsfBA)
And while humour is an effective way of appealing to the majority, an advert which talks about heritage and purity can create a more luxurious and exclusive feeling. Fiji’s 2010 TV advert, appeals to an arguably different audience of higher status and wealth. The advert features a silhouette of their iconic bottle which features a blue lake or a waterfall inside it. Outside of the bottle, there is modern scenes, like sky-scrapers from LA, or busy highways. This is then voiced-over by a young child, saying somewhat poignantly “Fiji water is a gift from nature to us, bottled at the source, it’s Earth’s finest water.” Non-diegetic music is then added, sounding like a tribal choir, reinforcing the values of exoticism and rarity. The juxtaposition between the nature shots, surrounded by modern views brings out the beauty of nature and how precious Fiji water tastes - untouched by man. In recent years, with the rise of celebrities and influencers acting as brand ambassadors for environmental charities, there is a trickle down effect (Simmel 1904) where the upper class adopted premium brands that later diffused to subordinate groups. And when Fiji understands to create their brand as eco-friendly, audiences will naturally pursue this to enhance their identity.
Source: (https://www.youtube.com/watch?v=MeF134YMoS0)
And whilst advertising for water wasn't very common 20 years ago, with only a few brands using fitness and gym-toned bodies of the 80s as their theme, it has certainly changed over the years. But even then, most advertising for water has always portrayed an aspirational lifestyle to the audience. A token of identity, a reflection of their lifestyle, even for something as simple as water. As Pardum (2009) asked, "A noble method for improving modern civilisation? Or a questionable process to wrestle money out of the hands of people who can't afford to let it go?"
References
Veblen, T., (1899), The Theory of the Leisure Class, Penguin, New York
Berger, J., (1972), Ways of Seeing, Penguin, London
Mulvey, L., (1975), Visual Pleasure and Narrative Cinema, Grin, Germany
Simmel, G., (1904), Fashion International Quarterly
Pardum, CJ., ed., (2009), Advertising and Society: Controversies and Consequences, Wiley Blackwell, London
And whilst advertising for water wasn't very common 20 years ago, with only a few brands using fitness and gym-toned bodies of the 80s as their theme, it has certainly changed over the years. But even then, most advertising for water has always portrayed an aspirational lifestyle to the audience. A token of identity, a reflection of their lifestyle, even for something as simple as water. As Pardum (2009) asked, "A noble method for improving modern civilisation? Or a questionable process to wrestle money out of the hands of people who can't afford to let it go?"
References
Veblen, T., (1899), The Theory of the Leisure Class, Penguin, New York
Berger, J., (1972), Ways of Seeing, Penguin, London
Mulvey, L., (1975), Visual Pleasure and Narrative Cinema, Grin, Germany
Simmel, G., (1904), Fashion International Quarterly
Pardum, CJ., ed., (2009), Advertising and Society: Controversies and Consequences, Wiley Blackwell, London
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