aesthetics (part ii)
DESCRIPTION
this presentation is the continuation of part one and explains the aesthetics, its traits and valuesTRANSCRIPT
Aesthetics - II
All objects may be found containing aesthetic qualities but
without focused attention on these qualities these may be of little relevance aesthetically
Stimulation of senses will eventually
lead to focused attention
Formal qualities?
Perceivable features of the
structural compositionof the object or environment
Color
ShapeTexture
Line
Balance Rhythm
proportions
Expressive qualities ?
It represents emotions. ..evoke emotions in the appreciator
It may be inherent in the form
or
It may be due to learned responses
Intense colors like red excite the brain…thus high intensity colors
may be perceived as exciting due to their associated physical response to the body
It is also important to notice… in what context an image is seen. Red as the foreground attracts the viewer…Red as the background detracts the viewer
The overlap between the two circles expresses tension because of the tension between the two spheres of force
The color yellow expresses the feeling of warmth because of the physical warmth felt when exposed to sun.
In the Indian culture red dot (bindi) & sindoor symbolized the marital status of women.
Expression of patriotism…
Certain formal qualities may
express or evoke emotions because of learned
association shared by a group.
Red, white & blue may express loyalty & express or evoke the feeling of Americans as these are the colors of the US flag. These three colors may have less effect on other groups.
The same happens with orange, white & green that expresses the emotions of the Indians as a group.
Symbolic qualities?
Symbols are signs that represent something. They communicate an idea about the world.
Symbolic qualities are again individuals Personal interpretation about anything
Symbolic qualities
Realistic representation(Accurate depiction of the visual qualities)
Non realistic representation(It captures the qualities/content of the object
Are real imagesStylized & abstract images
Real representation Abstract representation
Stylized representation
The perception or understanding of
aesthetics is very personal but it is often
directed by an individual’s socio-cultural
environment
…..the bottom-line is that
One can look at aesthetics from
instrumental or non instrumentalperspective as well…
Instrumental qualities are the
utilitarian qualitieswhich led an individual to
achieve a goal or purpose other that the aesthetic qualities.
Non-instrumentalqualities are the
non-utilititarian qualities which leads to
pleasure & satisfaction
Red …stop
Yellow…ready
Green …..Go
Aesthetic experience affects three
aspects of the individual
the body
the mind
the soul
Stimulating the sensesof the body
Arousing or expressing the feeling of the soul
Activating the thought process
Pleasure can result -
Stimulation of the sensory receptors of the body
Recognition & discrimination of those sensations by the brain
Sensory receptors
like eyes, ears, skin
recv. info
Brain receive
s
the info &
decodes ..it
recognizes o
r
discrim
inates
object
body
brainConsists of physical & electrical connections
The mind consists of the cognitive or the thought process
The mind and the brain are inter- related
The pleasure & satisfaction from activating the mind results from more advanced mental processes of
understanding & creating content or symbolic meaning.
Pleasure can come from
Arousing emotions
Expressing feelings
The soul refers to the non-physical entity which cannot be physically sensed
The music lacks soul !!!
The eyes are windows to the soul!!!
Smells like teen spirit !!!Touches the soul!!!
while stimulating the senses is one way of creating aesthetic experience, arousing emotions & expressing feelingsare also factors in aesthetic experience
Other factors that contribute to aesthetic experience
Emotional & cognitive experience
• The essence of emotional experience is captured using dimensions like
- Pleasure- Arousal
Pleasure is a positive experience
One finds it pleasurable to spend time with friends, listening to music, painting, ,meditating etc.
Multi sensory aspect of a product also affects the level of arousal or energy
Bright colors are more energetic than dull colors
Patriotic songs are more energetic that any other song than can arouse your emotions.
The essence of cognitive experience is captured using dimensions like
- Reality- Fantasy- Entertainment
It is existence of anything as an object or a fact
Reality is again a subjective matter.
Aesthetic experience is also communicated through fantasy. For eg. Halloween costume, Haute couture which help the viewer to visualize a different world altogether
Products such as movies, CDs, books are valued for their stimulation of the imagery
Entertainment involves enjoying creative aspect of a product or environment
Aesthetic & instrumental value
• Aesthetic Value
Aesthetic or non instrumental values are rewarding and pleasurable in themselves.
• Instrumental value
Instrumental (utilitarian benefit) result from the achievement of some goal or purpose other than aesthetic experience
Both aesthetic and instrumental values are derived from the formal, expressive & symbolic qualities of a product or environment.
Formal qualityAesthetic & instrumental value
• Aesthetic value
- sensual pleasure- beauty
• Instrumental value
- physical comfort- physical protection &
safety- Quality- Efficiency- Attractiveness to
opposite sex
Sensual pleasure contributing to aesthetic value
Formal qualities of a product may provide aesthetic satisfaction due to pleasure of senses.- smell of coffee- musical melody- silky texture of ice cream- satin against skin- ride of a motorbike
FORMAL QUALITIES
Harley Davidsos…..sensual pleasure
Beauty contributing to aesthetic value
Humans around the world have a desire to beautify the body. Undergoing liposuction, bleaching one’s skin, wearing figure enhancing apparel contribute in enhancing the beauty of human body.
FORMAL QUALITIES
Instrumental value
FORMAL QUALITIES
- physical comfort- physical protection & safety- Quality- Efficiency- Attractiveness to opposite sex
Physical comfortIt is separate from aesthetics, because it does not address enhanced pleasurable sensation.
However a product may offer both comfort & pleasurable sensations. For eg a store environment, sports shoes, automobiles etc
FORMAL QUALITIES
Running shoes may be purchased toreach the goal/marathon within the desired time.
FORMAL QUALITIES
The shape of a pointed shoe pinches the toe and limits the wearers ability to walk
FORMAL QUALITIES
Physical protection & safety• Apparel protects the wearer from
physical harm.• Bitter/sour taste of food indicates you
that the food has gone bad or poisonous
FORMAL QUALITIES
Quality (superiority or excellence)
• Quality helps assure that a consumer made a wise decision while making the purchase.
• Formal attributes of apparel such as fabric, seams, color, pattern determines the quality of product during purchase. Consumers also depend on attributes like price, brand name, or level of advertising to make a final decision.
• Durability of product during the use also determines the quality. For eg. Mattress, cushions, tyre.
FORMAL QUALITIES
EfficiencyIt is the ratio of output to input. It includes money, time & effort. eg
Formal aspect of microwave helps in saving time, effort and still gives a good output.
Arrangement of coordinated ensembles at a store.
Directions given through carpet on the floors of stores
FORMAL QUALITIES
Attractiveness to opposite sex• Like any other species, human beings
use their physical appearance to attract the opposite sex.
Expressive qualities
Aesthetics & instrumental vale
• Aesthetic value
- aroused emotion- creative expression
• Instrumental value
- reflected emotion- elevated emotion- spiritual emotion
• Aroused emotionThe vivid and bold patterns of pro – wrestling costumes arouse excitement among the spectators.
• Creative emotionArtists such as actors, musicians may feel emotionally drained after a performance.
Expressive qualities & aesthetic value
• Reflected emotions: products & apparel are used to reflect emotions. Eg. Red outfit during wedding reflects the mod of marriage or celebration.
• Elevated emotion: The expressive qualities of a product may help one get through a rough day. Eg. Music with quick tempo, smell of a coffee.
• Spiritual emotions: Products and environment also contributes to spiritual pleasure. eg. Temple, cathedral etc.
Expressive qualities & instrumental value
Symbolic qualities
Aesthetic value & instrumental value
• Aesthetic value
- Identity- Alternative existence
• Instrumental value
- Self acceptance- Status Social
acceptance or affiliation
- Spiritual protection
• Identity : Aesthetic products can communicate identity.
• Alternative existence: Apparel products like wedding gowns, football jerseys supports an alternative existence.
Symbolic qualities & instrumental value
• Self acceptance: The symbolic qualities of a product may affect self acceptance. Self esteem of self acceptance is affected by evaluating one’s personal character.
A consumer may like the overcoat but the fact thatthe material used for making the overcoat is derived from an animal skin can lead to decision of disliking Due to ethical reasons.
• Status: the acquisition of a product also symbolized the status of a person.
• Social acceptance or affiliation: Affiliation is generally accomplished by showing similarity to others within a social group.
• Wearing current fashion or identifying symbols of a social group may lead to social acceptance or affiliation.
• Employees may dress similarly in business situation to be accepted within the organization.
• Indian started wearing cotton to be accepted or be a part of the Indian movement for freedom led by Gandhiji.
• Spiritual expression : we tend to tie garlic, chilies, lemon on our door…to ward off evil spirits.
• These things may prove a sense of psychological comfort
• Stimulation of senses like sight, touch, kinesthetic, smell, hearing, and taste provides a holistic environment and leads to an aesthetic experience.
• This is referred to as a multi sensory experience. This can be fostered by interaction between apparel, body & mind.