Aesthetics

In her article, The Aesthetic Imperative, Virginia Postrel argues that today's Americans are not living in a futuristic world with flying cars and pills for food, but in a world where everything must meet our aesthetic requirement of a beautiful world. She argues that we like our appliances shiny, our computers colorful, designer coffee on every street corner, and our clothes must be glamorous. We are living in a world of creativity and expect nothing less than the most creative thing possible. Aesthetic does not have to represent beauty, however, it can represent horror, relief, happiness, and sadness. As long as we feel sophisticated in a visual way, we feel accomplished.

In regards to value hierarchies in Postrels argument, lets first look at loci of quantity. In this article, the greatest good for the greatest number of people is not truly important. There is a massive quantity of things that we do not need. Do we truly need every single color of computer known to man? Do we really need to have the refreshing feeling that in the next block there will be a Starbucks and now you want one?
Loci of quality is questionable in a aesthetic world like this as well. If we are making things just to make them, how good are they? However, when things are better or look better, we seem to feel more prone to buy or visit those things.
Loci of the person can seen faded as well in an aesthically pleasing world. The dignity of the person is being taken advantage of. Because something looks pretty and pleasing is what gets people to move toward those things. We wanna dress like the richest stars and live in the best houses. I have a friend who will only shop at Wholefoods because the store is the nicest and she will not even think of stepping into a QFC because they are dirty.
Loci of the existent looks at the concrete over the possible. Well, anything is possible right? What is concrete gets removed from what is possible. The example of clothing comes to mind when Postrel says that colors are in and black and gray are out.
Loci of essence values what is at the core of a group or class rather than what is on the fringes. Years ago, many people especially men did not really worry about what clothes they would wear. Some would wear the same ones over and over again. Today, what was on the fringe years ago is now part of the core. People love clothes and love impressing others with the clothes they buy. If you don't look good, you don't leave the house.
So, are we only concerned with aesthetics and what is pleasing to us. For now we are. Aesthetics is why you buy something. You can admit or not, but what looks good to you and primarily to the masses is what you strive for. Postrel writes in her article that "aesthetics is the way we communicate through our senses. It is the art of creating reactions without words, through the look and feel of people, places, and things." I agree fully with Postrels position. Just the other day, I bought a pair of shoes that were bright green and gold and thought to myself "those will stand out and make people look." Things are appealing to us for a reason. As babies, we grow up fascinated by the colorful and fascinating things that we see and want to know what they are right away. Well, it seems like the argument of aesthetics is that it wants to keep us as babies and fascinate us with color and brilliance.