[The Theory of the Leisure Class by Thorstein Veblen]@TWC D-Link bookThe Theory of the Leisure Class CHAPTER Six ~~ Pecuniary Canons of Taste 18/68
Gold, for instance, has a high degree of sensuous beauty very many if not most of the highly prized works of art are intrinsically beautiful, though often with material qualification; the like is true of some stuffs used for clothing, of some landscapes, and of many other things in less degree. Except for this intrinsic beauty which they possess, these objects would scarcely have been coveted as they are, or have become monopolized objects of pride to their possessors and users.
But the utility of these things to the possessor is commonly due less to their intrinsic beauty than to the honor which their possession and consumption confers, or to the obloquy which it wards off. Apart from their serviceability in other respects, these objects are beautiful and have a utility as such; they are valuable on this account if they can be appropriated or monopolized; they are, therefore, coveted as valuable possessions, and their exclusive enjoyment gratifies the possessor's sense of pecuniary superiority at the same time that their contemplation gratifies his sense of beauty.
But their beauty, in the naive sense of the word, is the occasion rather than the ground of their monopolization or of their commercial value.
"Great as is the sensuous beauty of gems, their rarity and price adds an expression of distinction to them, which they would never have if they were cheap." There is, indeed, in the common run of cases under this head, relatively little incentive to the exclusive possession and use of these beautiful things, except on the ground of their honorific character as items of conspicuous waste.
Most objects of this general class, with the partial exception of articles of personal adornment, would serve all other purposes than the honorific one equally well, whether owned by the person viewing them or not; and even as regards personal ornaments it is to be added that their chief purpose is to lend eclat to the person of their wearer (or owner) by comparison with other persons who are compelled to do without.
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