An Excerpt from Packaged Pleasures: How Technology and Marketing Revolutionized Desire by Gary S. Cross and Robert N. Proctor
“The Carrot and the Candy Bar”
Our topic is a revolution—as significant as anything that has tossed the world over the past two hundred years. Toward the end of the nineteenth century, a host of often ignored technologies transformed human sensual experience, changing how we eat, drink, see, hear, and feel in ways we still benefit (and suffer) from today. Modern people learned how to capture and intensify sensuality, to preserve it, and to make it portable, durable, and accessible across great reaches of social class and physical space. Our vulnerability to such a transformation traces back hundreds of thousands of years, but the revolution itself did not take place until the end of the nineteenth century, following a series of technological changes altering our ability to compress, distribute, and commercialize a vast range of pleasures.
Strangely, historians have neglected this transformation. Indeed, behind this astonishing lapse lies a common myth—that there was an age of production that somehow gave rise to an age of consumption, with historians of the former exploring industrial technology, while historians . . .