The purpose of this thesis is to investigate how is it possible for companies to manage, what I term, the aesthetic “more” connected to its products. The aesthetic “more” of products account for a great deal of the perceived value of products on the market today. However, the field seems to lack both a thorough concept of the aesthetic dimension of products as well as a practical approach to the management of this. I set out to develop such concept and practice outline within the field of philosophical aesthetics. I take my point of departure in an overview of Immanuel Kant deontological subjectification of beauty that makes aesthetics a concern of judgement and Mikel Dufrenne’s reconnection of the aesthetic to the object by making it dependent on both the object and the subject. I then present Ole Fogh Kirkeby who temporalizes this space between the subject and object, which enables us to understand the aesthetic “more” as an event. On this base, I propose a non‐exclusive chiasm figure oscillating between materiality and meaning, which allows professionals to examine the aesthetic ”more” exactly as an event; the on‐going happening where materiality is mirrored in meaning and vice versa. With this in mind, I examine how the management of the aesthetic “more” is being practised. I show how the theories available to professionals, who deal with this particular field, are limited to the two institutionalized disciplines; industrial design and branding, which I claim, do not consider the ontological and epistemological implications of the models and theories they propose. I therefore conclude the thesis by sketching out a practical anthropomorphism that synthesizes the event‐based concept of the aesthetic ”more” in the historically specific flaneur as a sort of experience ideal, which will inspire professionals to manage the aesthetic ”more” as the beauty that happens.
|MSc in Philosophy, (Graduate Programme) Final Thesis
|Number of pages