The primary purpose of the speech was to inform the audience about Ms Postrel’s newest book, The Substance of Style, which examines commercial capitalism, focusing on the apparent need for aesthetic value in modern American items such as designer clothing and gourmet food. In the book, the author argues that this concern with aesthetics is more significant than many people realize, and is in fact necessary to fuel creativity, inspire development, and enhance emotional comfort (New York Times, 2003).

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