Whether it's sleek leather pants, a shiny new Apple computer, or
a designer toaster, we make important decisions as consumers every
day based on our sensory experience. Sensory appeals are
everywhere, and they are intensifying, radically changing how
Americans live and work. The twenty-first century has become the
age of aesthetics, and whether we realize it or not, this influence
has taken over the marketplace, and much more.
In this penetrating, keenly observed book, Virginia Postrel
makes the argument that appearance counts, that aesthetic value is
real. Drawing from fields as diverse as fashion, real estate,
politics, design, and economics, Postrel deftly chronicles our
culture's aesthetic imperative and argues persuasively that it is a
vital component of a healthy, forward-looking society.
Intelligent, incisive, and thought-provoking, The Substance of
Style is a groundbreaking portrait of the democratization of taste
and a brilliant examination of the way we live now.
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