03.01.06 Week 8
If Ideas were Fashion
Wong, E. D., & Henriksen, D. If ideas
were fashion.
Postrel, V. Surface and substance. In
"The Substance of Style."
assignments
Next week - Spring Break
Week 9: Graphic arts and advertising
Pre-class activity
Readings
Inquiry & Design Proposal
assignments
Pre-class activity
Next week's class will involve using principles of
principles of graphic arts design to create a
compelling visual example of an educational
idea or advertising promotion. With this in
mind, come to class with some ideas which
you want to develop for this visual arts activity.
assignments
Readings
Krause, J. (2004). Design Basics Index. Sections
about Harmony, Emphasis, Alignment, Flow.
McCloud, S. (1994). Understanding Comics.
Chapter 7, The six steps. HarperCollins.
assignments
The Central Idea/Analogous Suggestion (1/2 page)
What did the professionals’ view of the NDCE in
their work suggest for the NDCE in your work?
Describe the ideas/analogous suggestions inspired
by our guests between the NDCE in their domain
and the NDCE in your domain. Be as specific as
you can about what they said, did, or wrote.
Note: In this proposal, you should not list all the ideas
inspired by our guests. Rather, you should only describe
the specific idea(s) that you have chosen to focus on in
this project.
assignments
Design: The Plan for Inquiry (1/2 page)
In your domain, you will want to try out these ideas and see
what happens. What is your plan for trying out the ideas? What
is your plan for seeing what will happen? Your response to
these two questions constitutes the design or plan of your
inquiry. Describe these two aspects of your design as
specifically as you can. You will want to come up with a plan
that will enhance the likelihood that you’ll learn something
about the central idea. The heading for this section should be
“Design” The Plan for Inquiry.”
Note: Although your design should be thoughtful, there is no need
to think of this as a “formal” empirical study with all the
associated methodological constraints and requirements.
assignments
Qualities of a Good Proposal
I can see clearly the specific ways that you have
been inspired by the experts in fields outside of
education.
I can see clearly the central idea/analogous
suggestions at the heart of your project
I will be convinced that your project design will help
you learn something about the central idea.
reflection on interior design
What ideas were inspired by how interior
designers create compelling experiences?
fashion: what does that mean?
fashion
-
n, a particular way of behaving or doing something
-
n, the way of doing things that is popular at the moment
-
vt, to give shape or form to something, to create
style
- a distinctive way of doing something
- flair, confidence about exhibiting skill or good taste
- extravagance or lavishness
if ideas were fashion
On a Paris metro train….
students and fashion
What evidence is there of our interest
in fashion?
fashion: a deep inclination
Fascination with fashion is more than a
just an immature phenomenon. It is a
deep, human inclination.
“deep inclination” - something that has
compelled us through the ages, across
cultures
just to be clear…
“In fashion” is not the same as “to fashion”
Saying that “looks matter” is not the same as
saying that “beauty matters”
Both “surface” and “substance” matter
“Cool things” are not the same as “cool
experiences” with things
pitfalls of the fashion metaphor
Unintelligent attention to style may be associated
with...
Being a "slave to fashion" - external influence,
lack of choice
Non-rationality: impulse, emotions, peer pressure
superficial
fashion is only "for the moment", always
changing, nothing endures
pitfalls of the fashion metaphor
social pressure and conformity, loss of individuality
obsession with oneself, obsession with others,
obsession
dissatisfaction with the current, admiring the
unobtainable
detracts from more worthwhile purposes
rampant, mindless consumerism
coveting, materialism, possession
the surface of things
There is a historical distinction between
the superficial and the deep
appearance and reality
surface and substance
What is the basis for this?
why we distrust fashion
Historically, “we” have had more faith…
in our brain than our eyes
in our mind than our heart
in the power of reason than the power of perception
or feeling
in science than art
…how unfortunate that this is the case
why fashion?!
When we consider ideas as fashion, we may better
see…
the importance of the aesthetic
the social aspects of learning
how we are compelled when imagining the possible
how beauty matters to everyone
how style can be substance
the importance of creating and expression
implications
If ideas are fashion,
then the teacher a merchant and the student
is a consumer
then teaching is selling and learning is
shopping
ad campaigns for ideas?
We are familiar with ad campaigns for
commercial products. What about ad
campaigns or marketing strategies for
ideas, attitudes, or behaviors?
ad campaigns
http://www.youtube.com/watch?v=UADizYtTrAI&eurl=http%3A%2F%2Fwww%2
Econsumerist%2Ecom%2F
Dove Real Beauty
http://www.campaignforrealbeauty.com/
Ad Council
http://www.adcouncil.org/
Ad Gallery
http://www.mediacampaign.org/mg/
Superbowl Ads
http://video.google.com/superbowl.html
IPod
http://www.apple.com/ipodshuffle/ads/640.html
http://www.apple.com/ipod/ads/rollerskating/640.html
ad campaigns
elements of an ad campaign
creating the need/desire
considering the “cool” factor
creating the “buzz”
fashion challenge
Imagine you work for an advertising agency.
Your task is to make a particular school idea
fashionable or cool.
In teams, develop advertising campaign ideas.
Find inspiration and support your ideas by citing
examples of
ad campaigns that have used similar ideas
phenomena that have become fashionable by
similar means
ideas soon to be fashion
Idea: plants are the only thing on earth
which produce their own food. All other
living things rely on food produced by
others.
Idea: the history and culture of a place
can be understood by examining its
physical geography.
“cool” - what it is
title
title
deep inclination
“deep inclination” - something that has compelled us through
the ages, across cultures
A construct that may be useful for identifying “that which moves
us” and, thus, that which motivates students
Two essential requirements for identifying potential deep
inclinations of students
has both enduring (across time) and widespread (across
generation, culture) expression in Art
is manifested in current popular culture or students’ world
deep inclination
In our analysis of popular and fine art, we were
particularly interested in ideas that have been
expressed across time and genre. As a literary
scholar might search for classic universal themes
and archetypal characters, we searched for similar
qualities in the past and present human story as
represented in the arts. We called the pervasive and
persistent ideas “deep inclinations.” Because deep
inclinations are expressed over long periods of time,
through diverse mediums, by a wide variety of
people, we propose these ideas will continue to find
resonance with students today.
deep inclination
Absolute interests (Schank): death, danger,
power, violence, and sex
Emotional interests (Kintsch): contrasted with
cognitive interests
Situational interest (Hidi, Wade): novelty,
unexpected or surprising information,
intensity, concreteness, and visual imagery
Seductive details (Gardner)
deep inclination: examples