Dress and Human Behavior
Dress and Human Behavior
Faculty Office: 237 Latham, 273-2358 office hours 10:45 AM - 12:15 PM T TH, and by appointment
Holt, D. and Cameron, D. (2010). Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands. Oxford, UK: Oxford University Press.
Students are required to participate in the Fashion 4 Action runway show on February 6. Commitment will include rehearsal times in the afternoon in advance of the show that will be included in the assignment handed out the first week of class. Fashion show will take place at the Gallagher Bluedorn Performing Arts Center.
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||20% of grade|
|Exam 2||20% of grade|
|Fashion for Action: Brand as Empowerment Runway Project||20% of grade|
|Brand as Empowerment Project||20 % of grade||DUE: (Stages 1-5)|
|Final Exam Portfolio Pages and Presentation of Cultural Strategy||20 % of grade||DUE:|
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.
Introduction to course and Projects
Psychology of Dress and Appearance, cognitive pyschology
Anthropological Approaches to Studying Dress and Appearance
Meaning Manufacture and Movement in the World of Goods
Consumption, Change and Continuity
Assignment: Styling/Designing for Change
| Grant McCracken, Chapter 5 & 9 (distributed for reading first day of class)
Stylizing Empowerment: Formation of groups, Group discussion and Report Back
Davis, Chapter 2
Sociological Approaches to Studying Dress and Appearance
Identity Ambivalence and Embodied Resistance as Fashion Fuel - Exploring theory and Case Studies
Holt, Chapter 1
|January 26||Group Work Time with Feedback from Dr. Lynch|
|January 28||Performance Rehearsal 1||
|February 2||Performance Rehearsal 2|
|February 4||Final Rehearsal and Concept Paper Due|
February 6 - FASHION and STEM Workshop (am), rehearsal (afternoon), Fashion for Action Runway show 8 - 10 PM
|February 9||Class Release - Fashion for Action Fashion Show|
|February 11||Exam Review|
|February 16||Exam 1|
Cultural Branding Strategies to Create Change, Introduction to Text and Project
|Holt, Chapters 1 & 2|
Mythologizing a Company: Jack Daniels
Ben & Jerry's: Provoking Ideological Flashpoints
Group Brand Project 3
|Holt, Chapters 3 & 4|
Starbucks: Trickling Down Cultural Codes
Group Brand Project 4
|Holt, Chapter 5 and 6|
|March 1||Applying the Cultural Strategy Model, Introduction to Brand Empowerment Project||Holt, Chapter 9|
|March 3||Cultural Innovation Theory: Formal KEY lecture||Holt, Chapter 10|
Clearblue Pregnancy Tests: Branding a New Technology
Fat Tire Beer: Crossing the Cultural Chasm
|Holt, Chapters 10 and 11|
Fuse Music TV: Challenging Incumbants with Cultural Jujitsu
Cultural Studio Forms UG: Levi's 501s in Europe
Group Brand Project 6
|Holt, Chapters 12, 13, 14 and 15|
|March 15||Spring Break|
|March 17||Spring Break|
|March 22||Presentations: Mapping the Cultural Orthodoxy & Documenting a Social Disruption|
|March 24||Presentations: Mapping the Cultural Orthodoxy & Documenting a Social Disruption||Holt, Chapter 13-15, themes lectured|
Assign: Unearth Ideological Opportunity: Detail how this disruption is impacting a specific category of consumers
|March 31||Assign: Cull source material, research your subcultural group|
Apply Cultural Tactics.
Craft the Cultural Strategy
Individual Meetings: Brand as Empowerment Project
|April 12||Individual Meetings: Brand as Empowerment Project|
|Apirl 14||Exam 2, Exam Review|
|April 19||Exam 2||
|April 21||Individual Meetings: Brand as Empowerment Project|
|April 25||Individual Meetings: Brand as Empowerment Project|
|April 28||Brand as Empowerment: Stages 1 - 5 Due in Class|
Final Exam: Wednesday, May 4 - 8 to 9:50 AM - Porfolio Pages Due, Formal Presentation in Class