Annette Lynch

Dress and Human Behavior

Dress and Human Behavior

Fall 2017

Annette Lynch

Faculty Office:  237 Latham, 273-2358 office hours 11 to 12 noon MWF and by appointment


Required Texts:

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

Required Events:

Students are required to participate in the Engage, Empower, Act: Cedar Valley Diversity and Inclusion Conference at UNI on Friday, October 13.

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 20% of grade
Exam 2 20% of grade
Engage, Empower, Act Runway Project - Rod Library/Conference (group project) 20% of grade
Brand as Empowerment Project (individual project) 20 % of grade DUE: Friday, December 8
Final Exam Portfolio Pages and Presentation of Cultural Strategy                                           20 % of grade DUE: Beginning of Final Exam


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.

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

Monday, August 21


Introduction to course and projects

Psychology of Dress and Appearance, cognitive pyschology



Wednesday, August 23

Anthropological Approaches to Studying Dress and Appearance 

Friday, August 24

Meaning Manufacture and Movement in the World of Goods

Consumption, Change and Continuity


Grant McCracken, Chapter 5 & 9 (distributed for reading first day of class)


Monday, August 28

Sociological Approaches to Studying Dress and Appearance

Assignment 1 distributed.

Davis, Chapter 2 (distributed in class)

Wednesday, August 30

Parker Bennett Presentation

 Identity Ambivalence and Embodied Resistance as Fashion Fuel - Exploring theory and Case Studies


Menswear in the Millennium: Bending the Gender Binary (distributed in class) 

Friday, September 1

Arctic Indigenous Chic Presentation, Varvara Korkina and Madeline Meyer



Monday, September 4
Wednesday, September 6
Lecture  Kangol Cool: Stylized Hats and the Performance of Black Dandyism (distributed in class)
Friday, September 8 Film (Analysis completed in class)

David Bowie and 2007 runway show


Monday, September 11
Stylizing Empowerment: Formation of groups, Group discussion 
Wednesday, September 13
  Rod Library Planning Day, meet at sculpture in coffee area


Monday, September 18
Insider/Outsider driven empowerment strategies, discussion, preparation for take home exam question handed out Wednesday

Wednesday, September 20
 Exam Review
Friday, September 22 Group Report Back Fashion as Activism




Monday, September 25
 Exam 1
Wednesday, September 27

Cultural Branding Strategies to Create Change, Introduction to Text 

Holt, Chapters 1
Friday, September 30

Nike: Reinvention of the American Dream

, Holt Chapter 2


Monday, October 2

Group Work 

Wednesday, October 4

Group Work

Friday, October 6

 Group Reports



Monday, October 9

Jack Daniels: Mythologizing the Company to Revive Frontier Masculinity

Holt, Chapter 3
Wednesday, October 11

Ben and Jerry's: Provoking Ideological Flashpoints

Holt, Chapter 4
Friday, October 13

Engage, Empower Act conference

No Class, class registered for conference


Monday, October 16

Class Debrief Conference


Wednesday, October 18

Runway Show Rehearsal 


Friday, October 20

Runway Performance: Projects - At Rod Library



Monday, October 23

Assign Final Project: Applying the Cultural Strategy Model

Holt, pages 195 to 201

Wednesday, October 25

Practice Excercise: Crossing the Cultural Chasm/Trickle Down

 Holt, Chapter 5
Friday, October 27 Practice Excercise: Reactionary Ideology - Marlboro  Holt, Chapter 6


Monday, October 30

Practice Excercise: Ideological Flashpoints/Cultural Jujitsu - Ben and Jerry's

 Holt, Chapter 7
Wednesday, November 1

Guest Lecture

Holt Chapter 8
Friday, November 3

Levi's 501 video & review of recent case studies

Individual Presentation of Projects in Small Groups

Holt, Chapter 9 and 15


Monday, November 6

Individual Presentation of Projects 

Wednesday, November 8

Individual Presentation of Projects

Friday, November 10

Exam Review



Monday, November 13 Exam 2
Monday, November 15
Individual Presentations of Projects
Friday, November 17 Individual Presentations of Projects


Thanksgiving Holiday, November 20 to 24th

Monday, November 27
Work Day  
Wednesday, November 29
Work Day
Friday, December 1
Work Day
Monday, December 4
Individual Presentations of Projects
Wednesday, December 6
Individual Presentations of Projects
Friday, December 8
Individual Presentations of Projects


 Final Exam - Monday, December 11, 10 to 11:50 Porfolio Pages Due, Presentation in Class