xvii, 228 p. : ill. ; 24 cm.

Machine generated contents note: Materiality -- Mass Commodities: The Things of Modernity -- Commodity Consumption and Globalization -- Performances of Consumption in Relation to Style -- The Cultural Context of Consuming Alcohol in Greece -- To "Follow the Thing" -- ch. 1 The Imported Spirits Indus...

Contents note continued: From Making Brands to Advertising -- Advertising in Greece -- Distinction: The Emergence of the Main Advertising Themes in Greece in the 1960s and the 1970s -- Localisms -- Marketing, Advertising, and Scale Making -- ch. 4 The Social Life of Whisky in Athens: Popular Style,...

Contents note continued: Social Stratification and Social Differentiation -- Making a Living on the Island -- Gender Styles -- Traditionality and Modernity Inside Out -- Drinking Mesa and Ekso: The Consumption of Alcohol in the Konatsi, Kafenio, and Bar -- The Symbolism of Scotch Whisky in Gambling...