Posts Tagged ‘http://www.youtube.com/watch?v=tKt3v8ATylY’

While reading Bourdieu’s article about aesthetics and the sense of distinction, I could not help but relate his theory to this commercial for Grey Goose Vodka. While the commercial is not aesthetically pleasing per se, it touches on some of Bourdieu’s main points. Grey Goose Vodka uses the phrase ‘Distinguishing Taste” as one of their company slogans. Distinguishing something and establishing its rank in the social space and in culture is part of Bourdieu’s central arguments about aesthetics and distinction. Grey Goose also ends its commercial with the slogan ‘Worlds Best Tasting Vodka”. This is distinguishing it from other vodkas not only in terms of taste, but the design of the bottle, the price of the product and the feeling that comes with drinking Grey Goose.