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Worlds of Consumption

Bright Modernity

Color, Commerce, and Consumer Culture

Editors: Blaszczyk, Regina Lee, Spiekermann, Uwe (Eds.)

  • Provides a multidisciplinary analysis of the relationship between color, commerce, and consumer societies in the United States
  • Appeals to scholars of cultural history, design, fashion, and history of the chemical industry
  • Includes contributions from international scholars in the field
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Buy this book

eBook $89.00
price for USA (gross)
  • ISBN 978-3-319-50745-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.99
price for USA
  • ISBN 978-3-319-50744-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

Color is a visible technology that invisibly connects so many puzzling aspects of modern Western consumer societies—research and development, making and selling, predicting fashion trends, and more. Building on Regina Lee Blaszczyk’s go-to history of the “color revolution” in the United States, this book explores further transatlantic and multidisciplinary dimensions of the topic. Covering history from the mid nineteenth century into the immediate past, it examines the relationship between color, commerce, and consumer societies in unfamiliar settings and in the company of new kinds of experts. Readers will learn about the early dye industry, the dynamic nomenclature for color, and efforts to standardize, understand, and educate the public about color. Readers will also encounter early food coloring, new consumer goods, technical and business innovations in print and on the silver screen, the interrelationship between gender and color, and color forecasting in the fashion industry.

About the authors

Regina Lee Blaszczyk is Leadership Chair in the History of Business and Society at the University of Leeds, UK.  Her nine books include several award-winning titles: Imagining Consumers: Design and Innovation from Wedgwood to Corning; Producing Fashion: Commerce, Culture, and Consumers (editor); and The Color Revolution.

Uwe Spiekermann teaches economic and social history at the University of Göttingen. His research interests in German and American history include consumption, retailing, nutrition, and knowledge. He has published extensively, including Decoding Modern Consumer Societies (coeditor) and The Rise of Marketing and Market Research (coeditor).

Reviews

“This rich collection of essays sharpens analysis of a still relatively neglected topic. From synthetic dyes to electric lightbulbs, the book's analyses of the multifarious connections between color science, commerce and culture vividly capture how color helped shape the twentieth century. The book's breadth of new scholarship uncovers many fascinating complexities around color forecasting, design and commercial application during a pivotal chapter in the history of color in Europe and the USA.” (Sarah Street, Professor of Film and Foundation Chair of Drama, University of Bristol, UK)

“The full spectrum of colorful topics. This innovative and carefully crafted collection combining rigorous scholarship and imaginative analysis across time and space documents the impact of color on modernity in the West.” (Gary Cross, Distinguished Professor of Modern History, Pennsylvania State University, USA)

Table of contents (12 chapters)

  • Bright Modernity: Color, Commerce, and Consumer Culture

    Blaszczyk, Regina Lee (et al.)

    Pages 1-34

  • Coloring the World: Marketing German Dyestuffs in the Late Nineteenth and Early Twentieth Centuries

    Engel, Alexander

    Pages 37-53

  • Learning to See with Milton Bradley

    Gaskill, Nicholas

    Pages 55-73

  • “Real Men Wear Pink”? A Gender History of Color

    Grisard, Dominique

    Pages 77-96

  • New Words and Fanciful Names: Dyes, Color, and Fashion in the Mid-Nineteenth Century

    Nicklas, Charlotte

    Pages 97-111

Buy this book

eBook $89.00
price for USA (gross)
  • ISBN 978-3-319-50745-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.99
price for USA
  • ISBN 978-3-319-50744-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Bright Modernity
Book Subtitle
Color, Commerce, and Consumer Culture
Editors
  • Regina Lee Blaszczyk
  • Uwe Spiekermann
Series Title
Worlds of Consumption
Copyright
2017
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-50745-3
DOI
10.1007/978-3-319-50745-3
Hardcover ISBN
978-3-319-50744-6
Edition Number
1
Number of Pages
X, 287
Number of Illustrations and Tables
12 b/w illustrations, 27 illustrations in colour
Topics