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Shopping in the Renaissance: Consumer Cultures in Italy, 1400-1600 Paperback – December 1, 2009

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Evelyn S. Welch (Author)
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3.8 out of 5 stars 4 customer reviews
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Product Details

  • Paperback: 256 pages
  • Publisher: Yale University Press; 2nd Printing edition (December 1, 2009)
  • Language: English
  • ISBN-10: 0300159854
  • ISBN-13: 978-0300159851
  • Product Dimensions: 9.7 x 7.2 x 1 inches
  • Shipping Weight: 2.5 pounds (View shipping rates and policies)
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #1,142,995 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

36 of 37 people found the following review helpful
A Familiar View of an Unfamiliar Locale
By Rob Hardy HALL OF FAMETOP 500 REVIEWER on January 18, 2006
Format: Hardcover Verified Purchase
Given that much of the lives of us relatively wealthy people is devoted to finding things to buy and then buying them, it is fun to find out how people of different ages and places arranged financial transactions to keep their lives going. It's no surprise that they did a lot differently in Italy five hundred years ago, and not much of a surprise that much is the same. In _Shopping in the Renaissance: Consumer Cultures in Italy 1400 - 1600_, Evelyn Welch has drawn on letters, legal records, paintings, price lists, inventories, architectural plans, and a wide range of other sources to make this basic human activity visible. A problem is that it remains largely invisible; those Italians didn't shop mindlessly, but almost instinctively as we do, with the intricacies of social values involved well below the level of consciousness. Shopping can be opened up, Welch shows, to show the society's thinking and its emphasis on themes like artisanship, labor, honest dealing, and social strata.

In Renaissance Italy, shopping was fraught with possibilities of sin. One Lenten sermon reminded hearers that shopping involved misuse of the time God had sacredly granted us, and involved usury. Merchants would habitually do such things as claim their goods were better than they actually were, perhaps even swearing oaths in verification, or they would use false measures. They might even dress misleadingly; in Venice, for instance, it was illegal for a merchant to dress as a peasant to fool buyers that the offered produce was home grown, and those who were re-selling goods on behalf of others were to wear a red "R" on their clothing for _revenditrice_. Dressing wrong was an offense to God: "O merchant," ran one sermon, "if you wish to appear as a merchant, then wear the garment that is made for you.Read more ›
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2 of 2 people found the following review helpful
Great Resource
By mysweets27 on October 13, 2012
Format: Paperback Verified Purchase
This is a required textbook for a renaissance class I'm taking. It is one of the few textbooks I have ever had that makes reading enjoyable. The pictures are vibrant and reinforce the material perfectly. The book is divided into easy to read sections. The only bad thing I could say are some parts are slow getting through. A wealth of information on a subject not often thought of.
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1 of 1 people found the following review helpful
Rich in details
By Roseann Gillespie on June 25, 2013
Format: Paperback
I am a living history buff of this period and I loved the book. It was full of the details that brings the period to life. Full of things I as a Renaissance woman would know. Things like: the pharmacy isn't "really" closed when other shops were mandated to be, how not to get jipped at the market, if I do, it's my own fault, and that pawning was a huge market. Just look at the cover, who knew you could get a wooden leg or hand at the pharmacy?
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0 of 20 people found the following review helpful
Boooooring
By Josh S. on November 15, 2012
Format: Paperback Verified Purchase
Do you have any idea how exciting shopping in the Renaissance was. Not very. On the plus side, the author's daughter is a rock star.
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