Annette Lynch

Dress and Human Behavior

Dress and Human Behavior

Fall 2014

Annette Lynch

Faculty Office:  231 Latham, 273-2114, office hours 10:45 AM - 12:15 PM T TH, and by appointment

Center for Violence Prevention: 219 Sabin Hall, 273-3054


Required Texts:

Davis, Fred. (1992). Fashion, Culture and Identity. Chicago: University of Chicago Press.

Holt, D. and Cameron, D. (2010). Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands. Oxford, UK: Oxford University Press. 


Course Objectives

1.  Recognize that dress is a complex social process and a revealing form of human behavior.

2.  Approach dress as a means of understanding self, social interaction,  and society.

3.  Identify factors within the social context that influence dress choices and affect the meaning of the dressed body.

4.  Become attuned to the symbolic functions of dress and its importance within the communication process.

5.  Observe how people use dress and appearance in daily life to organize and give meaning to social experiences.

6.  Recognize cross-cultural diversity and commonality of dress patterns and consider implications of globalization of dress practices.

7.  Apply feminist theory and concepts to the study of dress and appearance styles.

8.  Become acquainted with research focused upon social and psychological aspects of clothing and textiles. 

Course Requirements and Grading System

Exam 1 25% of grade Sept. 23
Exam 2 25% of grade November 10
Brand as Empowerment Project  25 % of grade DUE: December 12 (Stages 1-5)
Final Exam Portfolio Pages and Presentation of Cultural Strategy                                           25 % of grade DUE: December 16


Class Policies

Attendance Policy: Students are expected to be at all class sessions. It is the instructor's philosophy that classes should be attended to receive full credit for a college level course. Attendance roll will be taken and penalties assessed for excessive missed classes, medically excused or not. The following penalty schedule will be applied in the class:

More than 5 classes missed: Loss of One Full Letter Grade

More than 7 classes missed: Loss of Two Full Letter Grades 

More than 9 classes missed: Failure (F) in the course.

 Assignments - Assignments are due in class on the due date. Any work not turned in on time will be marked one grade lower. After the first late week, two grades lower.

Exams - Students who must miss an exam due to extreme illness or other emergency must contact me in advance of the exam in order to arrange a make-up assignment.  Your make-up assignment will be a 20 research paper in the content area of the exam. 

Students with Special Needs:

The Americans with Disabilities Act of 1990 (ADA) provides protection from discrimination for qualified individuals with disabilities. Students with a disability, who require assistance, will need to contact the Office of Disability Services (ODS) for coordination of academic accommodations. The ODS is located at 213 Students Services Center. Their phone number is 319-273-2676. Students should also feel free to contact the professor if there are accommodations that can be made.



Tentative Schedule

August 25


Introduction to course



August 27 Psychology, Sociology and Anthropology of Dress and Appearance  

August 29


identity Instability as Fashion Fuel

Davis, Chapter 1



September 1
Labor Day holiday  
September 3
Ambivalences of Gender

Davis, Chapter 2

September 5  Ambivalences of Status

Davis, Chapter 3


Ambivalences of Sexuality  Davis, Chapter 5
September 11 Fashion as Cycle  Davis, Chapter 6
September 13 Stages of the Fashion Process  Davis, Chapter 7


September 16  Anti-Fashion Davis, Chapter 8
September 18

September 20 Exam Review



September 23 Exam 1
September 25 Introduction to Brand Empowerment Project/Text
Holt, Chapter 1
September 27 Nike: Reinventing the Dream
Holt, Chapter 2


September 29
Jack Daniels: Mythologizing the Company   Holt, Chapter 3
October 1
Ben & Jerry's: Provoking Ideological Flashpoints Holt, Chapter 4
October 3
No class, Professor at Verizon End the Violence Conference


October 6
 Starbucks: Trickling Down Cultural Codes
October 8
Report in class on Projects Holt, Chapter 5
Ocober 10 Report in class Projects, Work Time Holt, Chapter 6


October 13 Vitaminwater, Patagonia, Starbucks Work Groups Holt, Chapter 7
October 15 Group Presentations Holt, Chapter 8
October 17 Cultural Innovation Theory: Formal KEY lecture
Holt, Chapter 9


October 20 Applying the Cultural Strategy Model, Introduction to Brand Empowerment Project Holt, pages 195 - 201
October 22 Clearblue Pregnancy Tests: Branding a New Technology Holt, Chapter 10
October 24 Fat Tire Beer: Crossing the Cultural Chasm Holt, Chapter 11


October 27 Fuse Music TV: Challenging Incumbants with Cultural Jujitsu
Holt, Chapter 12
October 29
Freelancers Union: Branding as Social Innovation
Holt, Chapter 13
October 31
The Brand Bureaucracy and the Rise of Sciency Marketing Holt, Chapter 14


November 3

No Class, MPLS trip

November 5
Cultural Studio Forms UG: Levi's 501s in Europe Holt, Chapter 13-15, themes lectured
November 7
Exam Review  


November 10

Exam 2

November 12 Work Time: Mapping the Cultural Orthodoxy, No Class, Professor presenting at Conference
November 14 Work Time: Documenting a Social Disruption, No Class, Professor presenting at Conference


November 17

Presentations: Mapping the Cultural Orthodoxy & Documenting a Social Disruption

November 19

Assign: Unearth Ideological Opportunity: Detail how this disruption is impacting a specific category of consumers

November 21

Assign: Cull source material, research your subcultural group




November 25 Thanksgiving Break
November 27 Thanksgiving Break
November 29 Thanksgiving Break  



December 1 : Review Cultural Tactics               

December 3 Apply Cultural Tactics: Question and Answer
December 5
 Craft the Cultural Strategy: Question and Answers on Final Submission


December 8

Individual Meetings: Brand as Empowerment Brand Project

December 10 Individual Meetings: Brand as Empowerment Project  
December 12 Brand as Empowerment: Stages 1 - 5 Due in Class


FINAL EXAM:  Tuesday, December 16, 10 - 11:50 AM, Portfolio Pages Due, Formal Presentation in Class