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Phil 110 3/5/2013

Importance in Aesthetics

I. America values aesthetics; although in social speech and terms we do not mention it

A) We value our merchandise, and purchase products that sways us with the particularaesthetics that we appreciate

1. It is essential to the work to designers-- can't even begin work without an ideal look

2. Part of what designers do is to make work appealinga) plays an internal role for the designer; function and aesthetics

b) how to market a product by making it aesthetically appealing, if it resonates with

people who find it very cool, appealingB) You cannot solely explain a product just by it's function, aesthetically you must appeal to the

audience too.

II. Examples of philosophy in aesthetics

A) Footlight parade 1933 Busby Berkley musical extravaganza; song and dance numbers1. He's very famous for creating synchronized work; mechanical precision and aestheics

2. 1930s-- where humankind are heavily impacted by machines-- technology.

3. The images Busby depicted was mechanical and technological that appealed to the ageof machinery of the 1930s

B) 8 Cylinder engine Stykan 20th century, George Keith. Machine and the Hand. Metal

1. Metalmachinery juxtaposed to human beings similar to previous photographsC) 1850-1860s Early locomotive. Steam powered wagon.

1. Top hats owners, guys on wagon mechanics

D) A more aesthetically pleasing and efficient design for a steam powered train

1. A locomotive around the 1860s, it is more modern and sleek2. An early locomotive that is actually used after determining and observing the technology

used in the previous decade (steam powered wagon)

3. The decoration is not only for aesthetics, but to convey a certain notion that the train isuser-friendly, that is ready to use and to be integrated into society by being aesthetically

pleasing and modern, domesticated

E) 1893; A simple looking train that is re-engineered to promote functionally andefficiency, more on aerodynamics.

1. It is faster train, 50-60 MPH train.

2. The inner organs/workings of the train is all closed off-- not observable to the public3. The design of the train focuses more on the power and speed of the train, underlying or

outlining the wheels of the train while promotes the view of the 1890s-- which focused

around America's prowess in automobiles; locomotives had become the norm

F) 1933; Radios, standard evolution of technology; observing, studying, and then morphinginto a more functional and aesthetically pleasing product

G) 1934; Aerodynamic car; Airflow. Very iconic advertisement of the 1930s comparing to

locomotive1. 30% functionality, 70% aerodynamics that conveys a particular notion to the populace

2. Keen on the image of aerodynamics, SODS design.

H) Mercedes benz 2004 ad that compares it to a locomotive-- high powered train1. Not successful, technology not at it's time and place, has to be leading edge

I ) Aerodynamic pitcher

1. Strong, powerful, sexy, leading edge

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J ) 1936 Hotcker Stapler; aerodynamic

1. Aerodynamics had nothing to do with staplers, but it is brilliantly designed to take a

technology associated with aerodynamics, takes it to a domain that doesn't apply, but use

it to adapt to it to create an aesthetically pleasing, inviting and actually functionaltechnology

K) 1955 Cadillac, height of the cold war, concerned about communists

1. Combat cold war, military might; fighter jet aircraft as a symbol; identity2. The fins of the early Cadillac reminiscent of the jet aircraft

3. The cones in front bumper also reflects jets

4. Conveying through aesthetics of the design (power) actually so important that it takesaway the functionality of the bumpers and actually reversing it

L) 1999 Computer Monitor, slightly relaxed design; clear, transparent technology that is

aesthetically pleasing and relaxed. Clear became the new technology. Rebirth1. Lightsaber colors, clear, relaxed aesthetics

M) Release of the new Volkswagen beetle; more relaxed, smooth, similar to the rebirth of the

computer monitor

Pick two or three technologies today, and tell how it resonates with society today. How it isaesthetically pleasing to us and why (e.g 55 Cadillac)

short answer short essay for midterm, show off what you know in the course. DO READINGS.