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

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 descrip...

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Autor principal:	O. V. Dolmatova
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2019
Materias:	consumer opinion internet comment luxury consumption perfumery discourse gentility Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/16ded1e9d69e4209abdc5d4647ed36fb
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spelling	oai:doaj.org-article:16ded1e9d69e4209abdc5d4647ed36fb2021-12-02T07:58:07ZVerbalization of Concept of “Aristocracy” as Axiological Characteristic of Elite Consumption in Russian Perfume Consumer Review2225-756X2227-129510.24224/2227-1295-2019-5-46-59https://doaj.org/article/16ded1e9d69e4209abdc5d4647ed36fb2019-05-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/1143https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295Russian 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.O. V. DolmatovaTsentr nauchnykh i obrazovatelnykh proektovarticleconsumer opinioninternet commentluxury consumptionperfumery discoursegentilitySlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 5, Pp 46-59 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	consumer opinion internet comment luxury consumption perfumery discourse gentility Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	consumer opinion internet comment luxury consumption perfumery discourse gentility Slavic languages. Baltic languages. Albanian languages PG1-9665 O. V. Dolmatova Verbalization of Concept of “Aristocracy” as Axiological Characteristic of Elite Consumption in Russian Perfume Consumer Review
description	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.
format	article
author	O. V. Dolmatova
author_facet	O. V. Dolmatova
author_sort	O. V. Dolmatova
title	Verbalization of Concept of “Aristocracy” as Axiological Characteristic of Elite Consumption in Russian Perfume Consumer Review
title_short	Verbalization of Concept of “Aristocracy” as Axiological Characteristic of Elite Consumption in Russian Perfume Consumer Review
title_full	Verbalization of Concept of “Aristocracy” as Axiological Characteristic of Elite Consumption in Russian Perfume Consumer Review
title_fullStr	Verbalization of Concept of “Aristocracy” as Axiological Characteristic of Elite Consumption in Russian Perfume Consumer Review
title_full_unstemmed	Verbalization of Concept of “Aristocracy” as Axiological Characteristic of Elite Consumption in Russian Perfume Consumer Review
title_sort	verbalization of concept of “aristocracy” as axiological characteristic of elite consumption in russian perfume consumer review
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2019
url	https://doaj.org/article/16ded1e9d69e4209abdc5d4647ed36fb
work_keys_str_mv	AT ovdolmatova verbalizationofconceptofaristocracyasaxiologicalcharacteristicofeliteconsumptioninrussianperfumeconsumerreview
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Verbalization of Concept of “Aristocracy” as Axiological Characteristic of Elite Consumption in Russian Perfume Consumer Review

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