The Power of Glamour

Virginia Postrel, a highly recognized author, differentiates glamour from glitter in provocative detail with over one hundred images, explaining what attributes make a person, an object, a venue, or an event gorgeous. What triggers that delightful ache of desire—that if only feeling? If only I could dress like that, be a member of that organization, drive that car, live in that house, and be (or be with) that person. In all types of glamour, Postrel defines the three key aspects and explains how they work together to create a distinct experience of projection and yearning. The Power of Glamour is the first book to explain what glamour is—not just a fashion trend or a personal trait, but a phenomena that discloses our inner selves and influences our big and small actions. Glamour stokes ambition and feeds optimism by embodying the promise of a new and better self in other and better circumstances, even as it creates sometimes-dangerous delusions. Postrel contends that glamour is a compelling cultural force that can be seen everywhere from vacation brochures to military recruiting advertising, from the Chrysler Building to the iPad, from political utopias to action heroes. Its allure extends beyond the usual realms of fashion and cinema, influencing our purchasing decisions, as well as where we live, what occupations we seek, where we invest, and how we vote. The outcome is a paradigm-shattering hypothesis that explains how glamour evolved into a strong type of nonverbal persuasion, one that delves into our deepest desires and secrets to affect our daily decisions.