Verbalization of Concept of “Aristocracy” as Axiological Characteristic of Elite Consumption in Russian Perfume Consumer Review

Abstract

Russian consumer reviews of perfumery products posted on the Internet are being studied. The article considers the components of the concept of “aristocracy” as one of the value orientations of elite consumption, according to the authors. The sample included the reviews that contain both the description of the flavor, naming it “aristocratic” and explicit verbal approval or rejection. The author believes that the essence of such an ephemeral product (aroma) is manifested in a special form of expression of the consumer’s opinion about it. A characteristic feature of the perfume review is proposed to consider the appeal not to any objectively measured features of the product, but to the associative image caused by the aroma of the commentator. It is established that despite all the variety of associations, they all follow a common motif of exclusivity, one of the aspects of which is aristocracy as the quintessence of elitism. It is shown that according to the degree of severity of the normalizing force there are three models of reviews that form the world of aristocracy: stating (describes the world), prescribing (adds a motif of conformity to this world) and allowing (allows to observe the world without being a part of it). Thematic units are revealed that organize a kind of scale of material purity and external attributes of a life of leisure to cultural behaviour and the natural simplicity of self-esteem.

Keywords

• consumer opinion
• internet comment
• luxury consumption
• perfumery discourse
• gentility