{"product_id":"twentieth-century-limited-industrial-design-in-america-19251939-american-civilization-9780877221586","title":"Twentieth Century Limited: Industrial Design in America  1925-1939 (American Civilization)","description":"\u003cp\u003eIn the late 1920s  \"streamlined\" became the term businessmen used to described new models that were easier to produce as well as those that met with less sales resistance than older products. Illustrating this concept with streamlined objects from soup cans to the Chrysler building  Jeffrey Meikles classic book  \"Twentieth Century Limited\"  celebrates the birth of the industrial design profession from 1925-1939. This second edition includes a new preface and improved photographic reproduction. Commercial artists who answered the call of business Walter Dorwin Teague  Norman Bel Geddes  Henry Dreyfuss  and Raymond Loewy the best known among them were pioneers who envisioned a coherent machine-age environment in which life would be clean  efficient  and harmonious.Working with new materials chrome  stainless steel  Bakelite plastic they created a streamlined expressionist style which reflected the desire of the Depression-era public for a frictionless  static society. Appliances such as Loewys Coldspot refrigerator \"set a new standard\" (according to the advertisements)  and its usefulness extended to the way it improved the middle-class consumers taste for sleek new products. Profusely illustrated with 150 photographs  \"Twentieth Century Limited\" pays tribute to the industrial designers and the way they transformed American culture; a generation after its initial publication  this book remains the best introduction to the subject. The new edition will fascinate anyone interested in art  architecture  technology  and American culture of the 1930s. Jeffrey L. Meikle is Professor of American Studies and Art History and Chair of the Department of American Studies at the University of Texas at Austin.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":45651728269365,"sku":"ByrdShop_0877221588","price":284.39,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9780877221586.jpg?v=1781838418","url":"https:\/\/atxbooks.com\/products\/twentieth-century-limited-industrial-design-in-america-19251939-american-civilization-9780877221586","provider":"ATX Books","version":"1.0","type":"link"}