Champagne as a Symbol of Celebration: The Performativity of Happiness and the Construction of Social Class

Abstract

Alcohol consumption can be considered as part of everyday life. It is important to highlight and note the internalization of certain patterns presented in advertisements for a specific category or type of alcoholic beverage. This study presents the models behind actions. It analyzes how social class is simulated through consumption and how advertising mediates this simulation. The study discusses class horizon, meaning the social class that an individual aspires to, which is illustrated through consumption. The main results of the study highlight individuals as social class consumers from Jean Baudrillard’s perspective. Additionally, the discourse around the champagne glass is viewed from Thorstein Veblen’s perspective of conspicuous consumption. My study suggests that individuals are performers who present themselves through what they consider socially desirable, consuming the social position they wish to showcase.