The bonnet is only two thirds full of engine and the

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s sacrifices are for style. The bonnet is only two-thirds full of engine and the stubby rear makes the boot small Ford, traditionally value conscious, has produced a stylish and successful car, and the 3000 on its own terms has the panache of a car twice its price. So long as people are not cheated by superficial design into believing that stylish elegance compensates for engineering negligence (and this is clearly not the case in the Capri, which is excellent value for money), I see no cause for puritanical objections to dressing up the ordinary with the glamour of the extraordinary. It differs only in materials and technique from making the visual best of one s personal appearance. The desire to obtain positive aesthetic pleasure and social status from the objects used by man is as old as mankind itself. A concern with the shape and decoration of manmade products is an endemic characteristic of the human race; it stretches from the decoration of neolithic pots to supporting the structure of 19th century beam engines by classical Grecian columns, from the decoration of Saracen scabbards to the form and livery of the Japanese Tokaido express train. The present need is not to disparage this aspect of style but to ensure that the formal decisions are appropriate to the object to decide which artifacts and systems should be negative and self-effacing and which may proudly and aggressively acclaim the social and symbolic implications of their mechanical purpose. The motor car, high speed trains and television sets fall into the expressive, symbolic category; machine tools, electronic equipment, refrigerators and hospital equipment have willingly accepted a discreet anonymity in which their 70 Traditions and Origins of Design Management formal qualities are the outcome mainly of operational efficiency and economy in production. Some products which are initially expressive recede to a negative acceptance without social overtones and then later burst out again as positive social symbols. The telephone is an example of this see-saw process. In the early 1900 s the telephone was both a utility and an indicator of social status; by 1914 it was hidden under dolls with crinoline skirts; by the thirties, it was accepted as a piece of domestic, commercial and industrial equipment which warranted no greater attention or commendation than its technical efficiency; by the 1970 s it has again attracted symbolic, social attitudes as the availability of new types of instruments provides the opportunity for the type of personal choice and decision which can provide positive aesthetic pleasure and indicate social status. Already there are different models offered by the British Post Office. Computers are in the early stages of an aggressive-recessive cycle. They are
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still a source of pride to their owners but soon to be relegated to commonplace acceptance comparable with the boiler room and the air conditioning plant, now of interest only to the specialist. The automobile has moved in years from brash spaceman exuberance to
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