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ISTANBUL TECHNICAL UNIVERSITY INSTITUTE OF SCIENCE AND TECHNOLOGY EVOLUTIONARY PERSPECTIVE FOR DESIGN: DESCRIBING THE CHANGE IN DESIGN OF CIGARETTE PACKAGES FROM TURKEY Ph.D. Thesis by Elif KOCABIYIK Department : Industrial Product Design Programme : Industrial Product Design MARCH 2012 ISTANBUL TECHNICAL UNIVERSITY INSTITUTE OF SCIENCE AND TECHNOLOGY EVOLUTIONARY PERSPECTIVE FOR DESIGN: DESCRIBING THE CHANGE IN DESIGN OF CIGARETTE PACKAGES FROM TURKEY Ph.D. Thesis by Elif KOCABIYIK (502032954) Date of submission : 10 February 2011 Date of defence examination : 07 March 2012 Supervisor (Chairman) : Prof. Dr. Nigan BAYAZIT (ITU) Members of the Examining Committee : Prof. Dr. H. Alpay ER (ITU) Prof. Dr. John Z. LANGRISH (UoS) Prof. Dr. Ayla ÖDEKAN (ITU) Assoc. Prof. Dr. Şebnem TİMUR ÖĞÜT (ITU) MARCH 2012 İSTANBUL TEKNİK ÜNİVERSİTESİ FEN BİLİMLERİ ENSTİTÜSÜ TASARIMA EVRİMSEL BİR BAKIŞ: TÜRKİYE’YE ÖZGÜ SİGARA PAKETLERİNİN ÜZERİNDEN TASARIMDA DEĞİŞİMİN TASVİRİ DOKTORA TEZİ Elif KOCABIYIK (502032954) Tezin Enstitüye Verildiği Tarih : 10 Şubat 2011 Tezin Savunulduğu Tarih : 07 Mart 2012 Tez Danışmanı : Prof. Dr. Nigan BAYAZIT (İTÜ) Diğer Jüri Üyeleri : Prof. Dr. H. Alpay ER (İTÜ) Prof. Dr. John Z. LANGRISH (UoS) Prof. Dr. Ayla ÖDEKAN (İTÜ) Doç. Dr. Şebnem TİMUR ÖĞÜT (İTÜ) MART 2012 FOREWORD I would like to take this opportunity to express my deep appreciation and thanks to my supervisor Prof. Dr. Nigan Bayazıt. Without her encouragement, this thesis could not be written. I would also like to thank three key people who made this research possible. Asst. Prof. Dr. A. Can Özcan, for introducing me to the field of design evolution and suggesting the subject of the research. The collector Tunca Varış who not only shared his collection with me but also opened the world of ephemera collections to me. Finally, I would like to state my heartfelt thanks to Prof. Dr. John Z Langrish for his invaluable support during this research and his tireless and pateint explanations of his studies. My thesis committee members, Prof. Dr. Ayla Ödekan and Assoc. Prof. Dr. Şebnem Timur Öğüt were always positive and encouraging. Thank you. Thanks also to Dr. Erica Wright. Her PhD thesis showed me the way whilst Dr. Artemis Yagou’s interest in my research and Prof. Chris Rust’s support made me work harder. Thank you. I would like to thank Mustafa Seydioğulları from Tobacco and Alcohol Market Regularity Authority; Nejat Oğuztaş, a veteran tobacco expert, Feride Metal, general manager of Tekel Maltepe Packaging Factory-İstanbul; Alparslan Çetin, manager for production at Tekel Maltepe Packaging Factory-İstanbul; Oktay Çelik, head of the Association of Tobacco Experts-Izmir; Önder Misçioğlu, manager for institutional relations at Tekel İzmir Cigarette Factory; Arzu Amirak, manager for institutional relations at Philip Morris International-İzmir; Barış Karacaoğlu, manager for technical training at Philip Morris International-İzmir, for their contributions to this research. I would like to thank Asst. Prof. Dr. Fulya Ertem Başkaya, M. Ali Müstecaplıoğlu, and Ömer Durmaz for their graphic design contributions to this research, and Dr. Matthew English for his proof reading and continuous support. I would like to thank to my friends, colleagues and professors at the Department of Industrial Design and at the Faculty of Fine Arts and Design (Izmir University of Economics); Prof. Dr. H. Alpay Er, Prof. Dr. Özlem Er, Dr. Ece Arıburun (Istanbul Technical University); and UK friends (Sheffield Hallam University). I would like to thank my Istanbul friends Güleren Eren, Peri Demirbaş, Bahar Demirhan, and Meriç Altıntaş for accommodating me and tolerating me during some stressful times. Nergiz Yiğit, thank you for everything; you are an invaluable friend. Dilek Himam Er, you are an invaluable no. 2. Thank you. I would also like to thank my family, Ayşen & Ahmet Kocabıyık and Zeynep Kocabıyık Hansen, from the bottom of my heart. I am very lucky to have you. I also would like to thank my aunt Aynur İşgenç for taking care of me. And finally... This thesis could not be written without the interruptions of cats around me. Patik, Haspa, Boo and Keşkül, thank you for taking all the stress away. March 2012 Elif KOCABIYIK Industrial Product Design v vi TABLE OF CONTENTS Page FOREWORD ............................................................................................................ vii TABLE OF CONTENTS ........................................................................................... vii LIST OF TABLES ..................................................................................................... xi LIST OF FIGURES .................................................................................................. xiii SUMMARY .............................................................................................................. xiii ÖZET ................................................................................................................... xixvii 1. INTRODUCTION .................................................................................................... 1 1.1 Aim of the Research ....................................................................................... 1 1.2 Research Problem ........................................................................................... 1 1.3 Expected Contribution to Knowledge and Engagement with the Theory ......... 2 1.4 Definitions ........................................................................................................ 2 1.5 Conceptual Framework .................................................................................... 4 1.6 Methodology .................................................................................................. 12 1.7 Structure ........................................................................................................ 14 1.8 Limitations ...................................................................................................... 15 2. BACKGROUND TO THE RESEARCH ................................................................ 17 2.1 Evolutionary Thinking and the Biological View in Science ............................. 17 2.1.1 Ideologies in the 19th Century................................................................. 17 2.1.2 Different viewpoints on evolution ........................................................... 19 2.1.3 Darwinian evolutionary thinking ............................................................. 23 2.1.4 Biological view in science ....................................................................... 28 2.2 Neo-Darwinian Evolution Theory ................................................................... 30 2.2.1 Modern evolutionary synthesis ............................................................... 30 2.2.2 Darwinian natural selection and the genes ............................................ 30 2.2.3 Requirements for Darwinian evolution theory ........................................ 32 2.2.4 Sexual Selection .................................................................................... 38 2.3 From Biological Evolution to Design Evolution: Darwinian Evolution Theory and Memes in Design ..................................................................................... 39 2.3.1 Explanations for change in design ......................................................... 39 2.3.2 From biological evolution to cultural evolution via design ability of human beings .................................................................................................... 42 2.3.3 Introduction to memes: Definitions and different types .......................... 43 2.3.4 Darwinian evolutionary thinking in design .............................................. 48 2.3.4.1 Similarities and differences between biological and cultural evolution ................................................................................................. 49 2.3.4.2 The arguments of evolutionary thinking in design ...................... 51 2.3.5 Darwinian evolution theory and memes in design .................................. 54 2.3.5.1 Requirements for Darwinian evolution theory in design ............. 54 2.3.5.2 Sexual selection in design ......................................................... 57 2.3.5.3 The role of memes ..................................................................... 58 2.3.5.4 The novelty issue ....................................................................... 60 2.3.6 The study of objects in design evolution literature ................................. 66 2.4 Cigarettes and Cigarette Packages from Turkey ........................................... 73 2.4.1 Discovery of tobacco and its spread in the world ................................... 74 2.4.2 Introduction of tobacco to the Ottoman Empire ...................................... 76 vii 2.4.3 Environment of tobacco, cigarettes and cigarette packages .................. 77 2.4.3.1 The economic policy .................................................................. 77 2.4.3.2 Design and technology .............................................................. 79 2.4.3.3 Socio-cultural aspects ................................................................ 85 2.4.3.4 Legal issues and smoking bans ................................................. 85 2.5 Contribution to Knowledge............................................................................. 86 3. METHODOLOGY ................................................................................................