July 30, 1857

Thorstein Veblen's (born on July 30, 1857) "Theory of the Leisure Class," discussed for the first time what we call "conspicuous consumption." One example of this is when people get pets not for their usefulness but because the pets tell others who much money we have. But let the man who first pointed this out speak for himself, about the basis for our choosing animals.

"The like pervading guidance of taste by pecuniary repute is traceable in the prevalent standards of beauty in animals. The part played by this canon of taste in assigning her place in the popular aesthetic scale to the cow has already been spoken of. Something to the same effect is true of the other domestic animals, so far as they are in an appreciable degree industrially useful to the community—as, for instance, barnyard fowl, hogs, cattle, sheep, goats, draught-horses. They are of the nature of productive goods, and serve a useful, often a lucrative end; therefore beauty is not readily imputed to them. The case is different with those domestic animals which ordinarily serve no industrial end; such as pigeons, parrots and other cage-birds, cats, dogs, and fast horses. These commonly are items of conspicuous consumption, and are therefore honorific in their nature and may legitimately be accounted beautiful. This class of animals are conventionally admired by the body of the upper classes, while the pecuniarily lower classes — and that select minority of the leisure class among whom the rigorous canon that abjures thrift is in a measure obsolescent — find beauty in one class of animals as in another, without drawing a hard and fast line of pecuniary demarcation between the beautiful and the ugly.

In the case of those domestic animals which are honorific and are reputed beautiful, there is a subsidiary basis of merit that should be spoken of. Apart from the birds which belong in the honorific class of domestic animals, and which owe their place in this class to their non-lucrative character alone, the animals which merit particular attention are cats, dogs, and fast horses. The cat is less reputable than the other two just named, because she is less wasteful; she may even serve a useful end. At the same time the cat's temperament does not fit her for the honorific purpose. She lives with man on terms of equality, knows nothing of that relation of status which is the ancient basis of all distinctions of worth, honour, and repute, and she does not lend herself with facility to an invidious comparison between her owner and his neighbours. The exception to this last rule occurs in the case of such scarce and fanciful products as the Angora cat, which have some slight honorific value on the ground of expensiveness, and have, therefore, some special claim to beauty on pecuniary grounds.

^p The dog has advantages in the way of uselessness as well as in special gifts of temperament. He is often spoken of, in an eminent sense, as the friend of man, and his intelligence and fidelity are praised. The meaning of this is that the dog is man's servant and that he has the gift of an unquestioning subservience and a slave's quickness in guessing his master's mood. Coupled with these traits, which fit him well for the relation of status — and which must for the present purpose be set down as serviceable traits — the dog has some characteristics which are of a more equivocal aesthetic value. He is the filthiest of the domestic animals in his person and the nastiest in his habits. For this he makes up in a servile, fawning attitude towards his master, and a readiness to inflict damage and discomfort on all else. The dog, then, commends himself to our favour by affording play to our propensity for mastery, and as he is also an item of expense, and commonly serves no industrial purpose, he holds a well- assured place in men's regard as a thing of good repute. The dog is at the same time associated in our imagination with the chase — a meritorious employment and an expression of the honourable predatory impulse."