Download Anth S-1140 Icons: A Material History of Harvard

Anth S-1140 Icons: A Material History of Harvard
Exercise 10 – COOP-SCOOP
name:
Visit the Harvard souvenir and clothing departments on the first floor of the Harvard Coop store.
Observe the marketing techniques and variety of Harvard University insignia items for sale and answer
the answer the following questions (for some questions you may choose to include non Harvard College
items):
1. Find what you consider to be the most iconic “Harvard” sweatshirt for sale. Describe the item.
What type of sweatshirt is it and which Harvard insignia is used? Describe & draw.
What color is the material(s) and the insignia?
Where was the item manufactured?
How much does it cost?
2. Find a “Harvard” apparel item marketed for WOMEN or MEN. Describe the item.
What is the item & which type of Harvard insignia is used? Describe & draw.
What color is the material(s) and the insignia?
Where was the item manufactured?
How much does it cost?
3. Find a “Harvard” apparel item marketed for CHILDREN. Describe the item.
What is the item & which type of Harvard insignia is used? Describe & draw.
What color is the material(s) and the insignia?
Where was the item manufactured?
How much does it cost?
4. Find the most strange/unexpected/weird/inappropriate/etc. use of the Harvard insignia. Describe
the item.
What is the item & which type of Harvard insignia is used? Describe & draw.
What color is the material(s) and the insignia?
Where was the item manufactured?
How much does it cost?
5a. Drawing of Marxist thought, Langman (1991) describes shopping—as a spectacle where emotions
are manipulated to foster consumerism (failure to consume leading to despair and anxiety etc.,
possessing leading to pride and joy etc.). Consider your above responses to answer the following: What
emotions/hopes/expectations are involved in the spectacle of the Coop and in purchasing Harvard
insignia items there?
5b. Commodity fetishes appear to exist independently of those who produce them, have inherent value,
and transform people. How do insignia items function as “commodity fetishes”?