Dress and Human Behavior
Dress and Human Behavior
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
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.
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|
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
|August 27||Psychology, Sociology and Anthropology of Dress and Appearance||
identity Instability as Fashion Fuel
Davis, Chapter 1
||Labor Day holiday|
||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 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
||Jack Daniels: Mythologizing the Company||Holt, Chapter 3
||Ben & Jerry's: Provoking Ideological Flashpoints||Holt, Chapter 4|
||No class, Professor at Verizon End the Violence Conference|
||Starbucks: Trickling Down Cultural Codes|
||Starbucks: Trickling Down Cultural Codes, Cont.
||Holt, Chapter 5|
|Ocober 10||Patagonia: Social Enterprises Cross the Cultural Chasm
||Holt, Chapter 6|
|October 13||Vitaminwater: Creating a Better Mousetrap with Myth||Holt, Chapter 7|
|October 15||Marlboro: The Power of Cultural Codes||Holt, Chapter 8|
|October 17||Cultural Innovation Theory
||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|
||Freelancers Union: Branding as Social Innovation
||Holt, Chapter 13|
||The Brand Bureaucracy and the Rise of Sciency Marketing||Holt, Chapter 14
Cultural Studio Forms UG: Levi's 501s in Europe
|Holt, Chapter 15
||Assignment: Mapping the Cultural Orthodoxy
||Holt, Chapter 16
|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|
Presentations: Mapping the Cultural Orthodoxy & Documenting a Social Disruption
Assign: Unearth Ideological Opportunity: Detail how this disruption is impacting a specific category of consumers
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|
||Craft the Cultural Strategy: Question and Answers on Final Submission|
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