Aesthetic Consumption Everyday Life - Essay Example

Aesthetic consumption everyday life Currently, a lot of researches are been conducted on the effects of commercial stability on increase in aesthetic. Aesthetic in this context refers to the everyday jewelries, modern fashion and textiles among other elements of beauty. We live in a generation where personal care is awarded more resources just as the traditional basic human needs like food, shelter and clothing. We have seen various professionals, more so women creating at least thirty or more minutes to drive out of their work places and attend their favorite beauty avenues, and this comprise of salons, jewelry outlets, massage centers and fashion houses among others to keep their beauty or aesthetics at the peak (Pan, 2008). Furthermore, magazines and articles on modern aesthetics are rated to be the most read and this is a clear indication of the modern generation’s dedication to fashion, textile and jewelry among aesthetic elements. These factors have driven consumer researchers to dig more on the daily consumption of aesthetic elements with regard to today’s economy. This discourse is to find out the purposes of aesthetics in daily consumption routines as well as the experiences that come with the practice, Furthermore; it digs more on consumers’ addiction to the aesthetics. However, more focus is on jewelry as an element of aesthetic. There are four basic theories associated with various types of jewelry consumers and these are the traditional, the pragmatic, the minimalist and the critical or allegorical aesthetic consumers. The traditional aesthetic consumers are those who believe that jewels were designed and made for their own sake. The jewel is more of intrinsic value than instrumental as other people may see it. These are the people who do not care whether the nose ring was made a decade ago; the most important thing is that they have the ring (Mars, 2006). The critical jewelry consumers are those are ever updated on the trending or the most recent jewels. They are the ones who do not want to go to a social avenue and realize they do not have the new “Gucci bracelet diamond” that would automatically ruin their confidence. Critical jewelry consumers would end up spending their entire savings just to have that modern diamond chain to dominate a certain social group. Their main motive is to remain on the top and seen as an icon. Majority of critical jewelry consumers like musicians, actors, comedians, athletes, Media personalities and designers among others people who demand the public attention. The minimalists are jewelry consumers who only walk to the jewel stores when they require it for a special function. They do not spend on unnecessary jewels and they seldom visit the stores. Minimalists include wedding couples purchasing wedding rings among other jewels for the big occasion, couples buying each other jewel as their anniversary, valentine and birthday present among others. Finally, pragmatic jewel consumers are those who put on the jewels for some specific reasons, as a culture or tradition (Thomas, 2011). There is no any theoretical or imaginations associated with the jewels but pure reality. The black American having diamond studs symbolizes their culture and beliefs. These are the people who buy the jewels for a purpose and not because they actually saw some one having them. There is minimal difference between the minimalist and the pragmatic jewel consumers and one of them is that minimalist rarely visit the jewel stores while the pragmatic will walk to the stores on a weekly basis just to have that stud or chain symbolizing his or her tradition, culture and belief among other psychological phenomenon. Gender has got something to do with the fashion, jewelry and art consumption rates and experiences. I am not taking any side but I believe women do most unbudgeted or planned purchases when it comes to jewelry and fashion. This can be portrayed by the number of shoes and new designer clothes in the women’s wardrobes compared to their male counterparts. Secondly, during their free times, women are fond of visiting the shopping malls, fashion houses, designer outlets and jewelry avenues among others. Men on the other hand would prefer to visit movie stores, garages, workshops and drinking joints in their free times. This means that women will always be updated on the current fashion trend and buy them. Women are like wind, they do not want to be left behind on any detail. However, the element of age also contributes to jewelry consumption habits. The old are always are always contented with their old studs, chains and bracelets that have symbolic values in their lives. This differs with teenagers or people below the age the 40. They are active in their lives and they want to remain a live. With regard to gender, there are more women fashion shows and I doubt whether there is any for men. A woman may watch or physically attend one fashion show in the morning and the other in the evening. There is a likelihood that the two shows could be talking of different kinds of fashion or jewels and the women will end up having both jewels as women are poor in decision making, more so when it comes to fashion (Schroeder, 2007). Still on gender, women value their outer beauty as it contributes to their confidence and self-esteem. That is the reason a woman could live in a middle class apartment but manage to spend million of dollars on beauty parlors and fashion. Secondly, women prefer hiding their limitations with the outfit or jewels. For instance, one may wear an expensive diamond necklace so that the audience may concentrate more on the jewel and the wearer. The other factor contributing to increased consumption of jewels in the economy. The current generation comprise with well educated people who end up securing well paying jobs to enable them afford their favorite jewels (Monasa, 2008). This is unlike few decades when only the few had the knowledge and capability to buy such jewels. Still on economy, there are several jewel producing companies both in and out of the country. This means that there variety of jewels in the market and their prices are generally low due to increase in supply. Media has played huge rules in increase in jewel consumption. The comprehensive adverts of the commodity not only inform the consumers of the current products but also move them to walk to the local or nearest stores and buy them (Proctor, 2008). There is a model used to explain the fashion or jewelry consumption experiences and it comprises of two main domains. These are everyday experiences and experiences basically associated with the art. However, a consumer may have experiences in either the domains or in combination hence integrate the domains in some common level of aesthetic consciousness. Furthermore, there are consumers who can differentiate their consumption experiences in either of the domains. Others may fail to associate their consumption in any of the domains and instead group them in cohesion but not as unified fashion. The bottom line is that any jewelry consumer will always consider his or her consumption rates or habits and the consumption experiences for his or her identity, and evaluate whether the consumption add value to his or her life or not (Beardsley, 2007). Even the most shopaholic actress or musician will at the end of the day evaluate her expenditure on her jewels, when se he gets back to her right senses. The jewels consumers are the most moved people in the most easily moved people in the universe. Major consumption researches indicate more unplanned purchases are usually associated with jewels, art and fashion. The above model lives asking ourselves whether jewel consumers part with their hard earned cash to seek intrinsic or instrumental values. Furthermore, are there elements of subjective perceptions in the aesthetic experiences? These questions can only be answered by the jewel consumers themselves and it will be important to interview few of them. With regard to jewels and everyday consumption experiences, some consumers admitted that their love for the jewels is due to the pleasure that comes with it. Such consumers believe that senses and emotions are attached to their outfit or the kind of jewels they have. Those interviewed under this category admitted that they cannot resist some minerals. Maria, a lecturer in one of the local university admitted that she can stand before any panel provided her diamond nose ring is on. The ring triggers some sense of confidence and self-esteem and she admitted this keeps her going (Venkatesh, 2009). Erick, a music producer admitted that the golden chain in his neck is the source of her relaxation and peace of mind. Erick, talked of a day he forgot her chain from his dress room, he admits that he felt some part of him was missing. To him, the chain is part of his life. However, both Erick and Maria could not admit when they got addicted to their jewels and all they called lament was that the nose ring and the chain were their “babies” respectively. The two chain consumers enjoy the therapeutic value from their ornaments. Both of the have their emotions attached to the minerals and this means they will get replacement any time despite the cost, should they lose the jewels for any reason. Novelty as well as creativity is other elements associated with jewelry consumers. For instance, some artists and actors always have some jewels to as their trade mark or rather identity. Musicians, more so the rappers will always show their expensive chains and studs to attract their audiences (Brown, 2011). We have seen musicians hitting platinum just because their jewels and outfit move the crowd. Such jewel consumers will never stop having the jewels as it contributes to their earnings. The research team interacted with O’Brian aka Lento, an upcoming rap artist who chain has the initials of his stage name. He admitted that he would never go to any show or recording studio without his chain. He also claimed that the chain differentiate him from the rest of the artists. He admitted that there is no emotions attached to the chain, but it is simply meant for business. He also declared that he would the throw the chain away the moment he out of the rap industry. Aesthetics like ornaments could a sense of belonging to a certain social class and culture. For instance, one could be allowed to have jewels made of gold or diamond in some red carpet parties or occasions. In such a case, any invited guest will be forced to either buy or borrow the jewels to belong in the social class. Some business associates also insist on some kind of dressing to differentiate them from the rest. Palmer is a pianist who was once invited to entertain some guests in a red carpet party. It was his first time and he had his traditional necklace made of beads and a leather strap. Palmer was from Africa and he was proud of his culture. However, everything did not go well during the party. He laments that everyone had shining jewels in their necks, palms and fingers among others. Majority of the attendants gave him cold reception as they looked at his traditional necklace. From that moment, Palmer bought a gold chain which he only wears when going to such parties (Starr, 2012). Palmer does not wear the chain because he likes it but he does that to belong to the social class he entertains. The research also interacted with Melanie, a beautician and her story was different. Melanie admitted that she cannot just invite any stranger to any of her parties unless she is sure of her guests’ wardrobe. She admitted that she once lost expensive clients when she entertained some low class elites. She insists of world class designers like Hugo, Armani, Gucci and Balenciaga among others. It means that any one in Melanie’s guest list must have expensive rocks in their necks, fingers and hands among other parts of the body (Horton, 2014). Melanie admits that being expensive has made her beat her competitors. The beautician comfortably explained that majority of beauty parlors deal with middle or low class earners not knowing that majority of high class clients like to be associated by their peers. Some of the high class clients include top national officials, politicians, world class actors and artists among others. There is a category of jewel consumers who end up having those chains because they saw their role models or friends wear the same. These are mainly teenagers who cannot make their own life decisions. The research team interacted with Billy, a high school student in a local high school. Billy is a known jewelry consumer whenever he is out of school. He happened to be having the chain of “G-unit”, a local rap group. When asked why he bought the chain, Billy simply threw his hands and said he had the jewel because he sees his favorite artists wear it (Ketterlinus, 2009). To conclude, aesthetics more so jewelry is one of the most revenue generating business in both the developed and developing nations. Every aesthetic consumer always has a story behind the fashion, art or even jewelry. There are those who own the expensive chains as tradition, as a sense of belonging to a certain social class and as peer influence among other reasons. Gender also has a few influences on jewelry consumption as women like new and shining ornaments. Bibliography Beardsley, M. (2007). The aesthetic point of view. New York: Cornell University Press. Brown, B.(2011) Cinematography: Theory and Practice: Image making. New York: Routledge, Horton, T. (2014). The Big Picture: 11 Laws That Will Change Your Life. New York: HarperCollins. Ketterlinus, R. (2009). Adolescenct Problem Behaviors. New York: Routledge. Mars, B. (2006). Beauty by Nature. USA: Book publishing company. Monasa, B. (2008). Business Today. New York: Wiley. Pan, A. (2008). China Gem and Jewelry Market Overview: Selling Jewelry in China. Chicago: Zeefer Consulting. Proctor, T. (2008). Strategic marketing: An Introduction. New York: Routledge. Schroeder, J. (2007). Visual consumption. New York: Routledge. Starr, R. (2012). Effects of Western pollution on developing nations. New York: Guilford press. Thomas, P. (2011). Confronting Consumption. Boston: MIT Press.Venkatesh, A. (2009). The aesthetics of consumption and the consumer as an aesthetic subject. Calofornia: University of California. Read More