Objects of desire: the role of product design in revising contested cultural meanings
JOURNAL OF MARKETING MANAGEMENT(2017)
摘要
We explore the link between product design and market legitimation by examining the evolution of a product market that has been shrouded by cultural taboo. Conducting media analysis and selected visual audits of sex toys over a recent 25-year period, we find that innovations in the design of these products - materials, form and function - can facilitate evolution of a mainstream market. Producers can facilitate legitimation by introducing innovative designs that significantly contradict existing cultural meanings associated with the category. Furthermore, when the aesthetic and functional aspects of a new product design are aligned with cultural norms, we find that mainstream media reframe the products in ways that signal social acceptance.
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关键词
Product design,legitimation,product meaning,taboo,market emergence,market evolution
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