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The Substance of Style: How the Rise of Aesthetic Value Is Remaking Commerce, Culture, and Consciousness (P.S.)
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.
Customer Reviews:
Simple points made well
By Jerry Brito - September 29, 2003Never before have humans mastered production and distribution so well that function and value become givens, making aesthetics the ground of marginal competition. Design, therefore, has real and substantive, if hard to measure, economic value. These are the two points that Virginia Postrel makes in The Substance of Style. It takes her 191 pages to do so, however, and this distresses some who feel that these obvious points could have been made in two sentences.I came to this book with the same trepidation because I didn't particularly care for Postrel's last book, The Future and its Enemies. But, I ended up a convert. Sure, Postrel's thesis here is a simple one, but this only underscores its elegance. That we all demand ambiance with our coffee and a flourish with our door knobs is something many folks take for granted. But the thing is, it's an unprecedented change in the history of human consumption and I don't know of anyone who has catalogued it like Postrel has. That... read more
Are We Having Fun Yet?
By Tyler Cowen - September 25, 2003Virginia Postrel's "The Substance of Style" is smart, fun to read, and correct. She tells us that we have entered the "Age of Aesthetics," a time when beauty and style are to be found everywhere, at least for market economies. Every product, every place, and every experience now is supposed to offer a touch of the aesthetic. The reason is simple: increasingly wealthy and sophisticated customers demand "an enticing, stimulating, diverse, and beautiful world." (p.4)The book surveys a wide variety of trends -- from fashion to cosmetic surgery to restaurant design -- and shows how they fit this common pattern. We hear about Martha Stewart, Starbucks, the iMac, fashion magazines, tiled floors, nice salad bowls, and the Michael Graves brush from Target. The age of Wonder Bread is gone, and the middle class can now buy a sense of style previously reserved for the wealthy. Postrel declines the enterprise of demarcation and does not try to draw a boundary... read more
Form follows emotion, NOT form follows function.
By Richard L. Bjornseth "Dick Bjornseth" - April 11, 2004You can share the author's thrill of discovery as she uncovers something new about ourselves and our visual culture. The Substance of Style is a fascinating and well-thought out book that is hard to put down. As an artist and art professor I find particularly refreshing Postrell's insights and informed optimism about the immediate future of art and design in the world. Postrel has done her homework on art, design, and aesthetics. As an outsider to the artworld (an economist writing for publications ranging from the New York Times and Reason Magazine), she offers new insights in the stuffy and exclusive club of academia, aesthetics, and art theory. Such cross-fertilization of disciplines offers the potential for break-though observations. Postrel's book proves this point by introducing consumer preferences, the creativity and competition of the marketplace, and product distinction as central to "good" design. The author gains from others who have likewise crossed their... read more
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