Lecture 4

So what?

In first part Gemma did some brief refreshment. I choose some slides from Gemma’s presentation:


Lecture 4 – Gemma Marmelade


Lecture 4 – Gemma Marmelade
Slide6 Lecture 4 – Gemma MarmeladeSlide7 Lecture 4 – Gemma MarmeladeSlide8 Lecture 4 – Gemma MarmeladeSlide10 Lecture 4 – Gemma MarmeladeSlide12 Lecture 4 – Gemma MarmeladeSlide13 Lecture 4 – Gemma MarmeladeSlide14 Lecture 4 – Gemma MarmeladeSlide19 Lecture 4 – Gemma MarmeladeSlide20 Lecture 4 – Gemma MarmeladeSlide21 Lecture 4 – Gemma MarmeladeSlide29 Lecture 4 – Gemma MarmeladeSlide30 Lecture 4 – Gemma Marmelade

 Lecture Questions:

1. When considering your chosen exhibition, what is your rationale in selecting your three examples to discuss and why?

When I started choosing my three examples, my first thought was to try to find something representative as a design, or mechanism, or well know figure for who was made. In the same time, I am thinking to choose three watches which was made in a same period of time, or close as a time, because I will try to link each other and to create different contexts.

Notes during my research:

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2. What is a ‘contextual position’ and why should you only take a few rather than more when writing your essay?

‘Contextual position’ is where something is placed in a specific situation. I think is better to choose few representative contextual position then more, which probably are empty of content and maybe not representative for subject.

I choose sociological context and I start thinking at Patek Philippe adds. This is a powerful contextual position for my exhibits considering that they developed a tradition starting by this point.

This is an ad I found in The Daily Telegraph Magazines for Patek Philippe watches. The text in the lower left corner says “You never actually own a Patek Philippe. You merely take care of it for the next generation” (The Daily Telegraph Magazines, 1 November 2014). Basically by buying a Patek Philippe watch, you make an investment, is like insurance for your family and for your next generation.

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The Daily Telegraph Magazines, 1 November, 2014

Patek Philippe is a family owned company with flexibility and creativity. They have a strong culture about quality and they are not looking for quantity. It is amazing how they create their own tradition and lifetime value.

They develop a culture for innovation and emotional value of the brand, a family transmission as is showed in all they advertise.

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The Sunday Telegraph Magazines, 26 October 2014

. The target here is the wealthy and married with children. From this sociological context my mind is going to capitalism and a family unit. It is all about the family in their advertisements, it is appealing for them and this ad is really touching a sensitive side of a wealthy, married with children person. This strategy about family I consider very smart because this is the most important part for a majority of people, and basically they build a brand starting from this point of view.

Notes during my research for context:

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3. Think about your developing mind map. What elements best represent ‘globalization’ and why?

Thinking at my mind mapping, I thing historical, geographical and sociological represent the best globalization. I think that speaking about same products in different countries (geographical) or about sociological impact in different counties (sociological), or sociological and geographical in history, all together represent globalization. In all this context, the capitalism is the key factor which linked all together. As we can see, in all this context we speak about reach and powerful people who wear Patek Philippe watches.


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