Bright modernity : color, commerce, and consumer culture
Author(s)
Bibliographic Information
Bright modernity : color, commerce, and consumer culture
（Worlds of consumption）
Palgrave Macmillan, c2017
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Note
Includes index
Description and Table of Contents
Description
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.
Table of Contents
I. Foundations: Industry and Education
1. Coloring the World: Marketing German Dyestuffs in the Late Nineteenth and Early Twentieth Centuries
2. Learning to See with Milton Bradley
II. Gender and Color
3. "Real Men Wear Pink?" A Gender History of Color
4. New Words and Fanciful Names: Dyes, Color, and Fashion in the Mid-Nineteenth Century
5. Let's Go Shopping with Charles Sanders Peirce: Color Scientists as Consumers of Color
III. Ringmasters to the Rainbow: Color Inventions and Visual Culture
6. Movies Meet the Rainbow
7. Glamour Pink: The Marketing of Residential Electric Lighting in the Age of Color, 1920s-1950s
8. Life in Color: Life Magazine and the Color Reproduction of Works of Art
IV. Predicting the Rainbow
9. The Color Schemers: American Color Practice in Britain, 1920s-1960s
10. Modeurop: Using Color to Unify the European Shoe and Leather Industry
11. Who Decides the Color of the Season? How the Premiere Vision Trade Show Changed Fashion Culture
by "Nielsen BookData"
