[The Theory of the Leisure Class by Thorstein Veblen]@TWC D-Link bookThe Theory of the Leisure Class CHAPTER Six ~~ Pecuniary Canons of Taste 21/68
So, again, it may be remarked that, considered simply in their physical juxtaposition with the human form, the high gloss of a gentleman's hat or of a patent-leather shoe has no more of intrinsic beauty than a similarly high gloss on a threadbare sleeve; and yet there is no question but that all well-bred people (in the Occidental civilized communities) instinctively and unaffectedly cleave to the one as a phenomenon of great beauty, and eschew the other as offensive to every sense to which it can appeal.
It is extremely doubtful if any one could be induced to wear such a contrivance as the high hat of civilized society, except for some urgent reason based on other than aesthetic grounds. By further habituation to an appreciative perception of the marks of expensiveness in goods, and by habitually identifying beauty with reputability, it comes about that a beautiful article which is not expensive is accounted not beautiful.
In this way it has happened, for instance, that some beautiful flowers pass conventionally for offensive weeds; others that can be cultivated with relative ease are accepted and admired by the lower middle class, who can afford no more expensive luxuries of this kind; but these varieties are rejected as vulgar by those people who are better able to pay for expensive flowers and who are educated to a higher schedule of pecuniary beauty in the florist's products; while still other flowers, of no greater intrinsic beauty than these, are cultivated at great cost and call out much admiration from flower-lovers whose tastes have been matured under the critical guidance of a polite environment. The same variation in matters of taste, from one class of society to another, is visible also as regards many other kinds of consumable goods, as, for example, is the case with furniture, houses, parks, and gardens.
This diversity of views as to what is beautiful in these various classes of goods is not a diversity of the norm according to which the unsophisticated sense of the beautiful works.
It is not a constitutional difference of endowments in the aesthetic respect, but rather a difference in the code of reputability which specifies what objects properly lie within the scope of honorific consumption for the class to which the critic belongs.
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