Call this cultural category code: Luxury Angst.
Definition: American consumers (with low self-confidence and knowledge) are encouraged to defer to paternalistic European-style luxury.
Notes on this code: “You never actually own a Patek Philippe. You merely take care of it for the
next generation.” “Manufacture de Haute Horlogerie” — consumer is flattered to be addressed in French. BMW ads comparing the brand to, e.g., “most consecutive victories as a skipper in the oldest sailing regatta.”
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