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By G T Geis

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53 The Globalization of European Consumption 35 The sudden demand for calico can be partly explained by its exotic appeal. 54 In this imaginary of the foreign, India was part of a fascinating but vaguely construed Orient that stretched from the Ottoman Empire to India, China, and Japan. 56 In a different register, calicoes exuded exoticism through their elaborate floral motifs such as blossoming trees, which mixed Persian and Chinese elements to tap into a growing European fascination for botany and sculpted landscapes in the late seventeenth century.

Britain epitomized this trend. Over the eighteenth century, British customs duties (on imported tea, sugar, wine, foreign spirits, and tobacco) and excise taxes (on beer, malt, domestic spirits, and salt) pushed revenue to staggering heights. By the reign of George III, indirect taxation had grown to 80 percent of total tax revenues, providing ample funding for Britain’s debt and catapulting the nation to great-power status. This rise in indirect taxation was not merely a reflection of British commercial growth, as vigorous as that growth was.

Indeed, the proliferation of consumer products at many levels of society prompted a vigorous debate over the moral and political implications of “luxury,” a word subject to intense scrutiny in the eighteenth century. On one side, moralists worried about the violation of Christian interdicts against the pursuit of earthly pleasure, the usurpation of social status by commoners who consumed above their station, and the corruption of civic virtue that seemed to always follow in the destructive wake of luxury.

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Business Reporting - Business Statistics by G T Geis


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