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Memories of the scent of orange blossoms
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Content
Memories of The Scent of Orange Blossoms
By
Rong Wang
A Thesis Presented to the
FACULTY OF THE ROSKI SCHOOL OF ART AND DESIGN
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the Requirements for the Degree
Master of Fine Arts
Design
December 2021
Copyright 2021 Rong Wang
ii
Acknowledgments
I would like to express my appreciation for the help I received from Professor Ewa
Wojciak, Professor Brian O’Connell and Professor Jason Ellenburg during the thesis writing
process. They provided me with insight, suggestions and research guides.
iii
TABLE OF CONTENTS
Acknowledgements………………………………………………………………………………………………………………...…ii
List of Figures………………………………………………………………………………………………………………………...…iv
Abstract………………………………………………………………………………………………………………………...….........v
Introduction………………………………………………………………………………………………………………………...…...1
The Southern California citrus industry began to flourish…………………........…………2
The Decline of the Oranges Groves……………………………………….....................…………4
Project 1: Brand Identity…………………………………………………………………………………………………….……11
Project 2: Orange Blossom Air freshener……………………………………………………………………………….…15
Project 3: App Design………………………………………………………………………….......................................18
Self-Critique and Meaning…………………………………………………………………………...............................21
Bibliography…………………………………………………………………………………………………………………………….24
iv
List of Figures
1. 1907 Sunkist print advertisement ………………………………………………………………………………….3
2. Vintage print ad for Sunkist oranges on Ephemera in 1941 ……………………………………………3
3. The remaining 76 acres of oranges groves in Los Angeles County as of 2002 ………………..7
4. Vintage 1941 Sunkist oranges California fruits Ephemera 40’s print ad ………………………...9
5. A brochure of the Los Angeles chamber of Commerce in 1929 ……………………………………12
6. Citrine Lands vintage logo design and wooden box with logo ………………………………………13
7. Detailed hand-drawn logo and ribbon design on the crate ………………………………………….14
8. Citrine Lands air freshener package design (front side with logo and illustration) ……….16
9. Citrine Lands air freshener design ……………………………………………………………………………….17
10. Citrine Lands UI design, harvest calendar detailed page ………………………………………………20
11. Citrine Lands UI design, grove location detailed page ………………………………………………….21
12. Citrine Lands UI design, grow your own detailed page …………………………………………………21
v
Abstract
The orange fields that once surrounded Southern California cities are disappearing
because of urbanization and development. Agriculture, especially the citrus industry, is affected
by air pollution, the needs for additional housing and convenient shopping malls. Once famous
for the scent of orange blossoms in the air, Southern California has replaced citrus orchards
with urban sprawl during the last century.
This project recalls and explores the scented memory from the past and the nostalgia
that made citrus orchards very important. As orange fields disappear or move further away,
maintaining a connection to nature and retaining the ability to interact with it remains
essential.
This thesis presents a study centered on the dynamics of the disappearance and
replacement of citrus, the citrus industry, and the importance of maintaining a connection to
the horticultural past of the region. Finally, it proposes design solutions that will enable
contemporary residents of Southern California to reconnect to the sensory and emotional
environments of the past.
1
Introduction
The Southern California region has always been associated with golden sunshine and an
endless coastline. This image lingers in the minds of the many people who have never visited
here or were not born in this region. Southern California has a unique geographical advantage
and produces fresh and juicy oranges that are well known not only in the state but also
throughout the world. Lush orange groves come to mind with the mention of Southern
California. Looking out from the orange groves, one can also see snow-capped mountains and
the blue sky contrasting each other. During these moments, the noise of the city fades, and
busy factories become invisible. In essence, the sweet scent of orange blossoms permeates
childhood dreams. Importantly, the scent of orange blossom, which lingers in the memory of
the locals, rides the breeze and reaches the ocean.
As a foreign student, I have been fascinated by the promised beauty of the orange
groves that surround the Southern California region. When I first arrived in Los Angeles, the
skyscrapers and endless flow of traffic caught my eye, and the scent of orange blossoms that
wafted through the sea breeze did not arrive as promised.
With curiosity and imagination, I began to search for the orange groves as they
appeared in postcards, posters and films. I visited areas where the orange groves where said to
be and studied old advertisements produced by the California citrus industry. My
disappointment in finding how little was left of the orange groves led me to deeper research
about Southern California, the history of the region and the orange groves that now existed
only as a troupe and a tourist dream
2
i) The Southern California citrus industry began to flourish
In 1804, the San Gabriel missionaries produced an impressive amount of citrus fruits.
1
However, the bright appearance and sweet taste of oranges alone did not attract people to buy
and taste them. In 1893, orange growers in Southern California collaborated to create the
Southern California Fruit Exchange, which was later known as Sunkist.
2
Social and economic
growth skyrocketed in the wake of the Second Industrial Revolution (from 1870 to 1914).
However, environmental degradation followed the explosive expansion of cities. Soil and air
pollution, garbage on the streets, and dirty, crowded living conditions provided ample
conditions for the growth and spread of diseases. After the 1918 flu swept the world, concerns
for health reached an all-time high. These changes provided marketers with business
opportunities. According to Doug Sackman, author of Orange Empire: California and the Fruits
of Eden, these perishable fruits were supplied with advertisement materials. Thousands of
photos of garden landscapes in Southern California, including rose gardens, palms trees, and
citrus groves, beneath snow-covered mountains were distributed. In 1918, more than
70,000,000 oranges were sold, which led to a profit of $32 million at the time.
3
With the
development of agricultural technology, the production of California oranges rapidly increased.
However, the increase in production exceeded the market demand, which resulted in a large
1
Benjamin Thomas Jenkins, “The Octopus’s Garden: Railroads, Citrus Agriculture, and the Emergence of
Southern California” (dissertation, escholarship, 2016), pp. 1–382, 71.
2
Rachel A. Surls, “Los Angeles and the ‘Orange Empire,’” Los Angeles Agriculture (Regents of the
University of California, January 9, 2009), https://ucanr.edu/blogs/blogcore/postdetail.cfm?postnum=924.
3
Douglas Cazaux Sackman, Orange Empire: California and the Fruits of Eden (Berkeley and Los Angeles,
CA: University of California Press, 2005), 475.
3
quantity of unsold oranges. Fruit farmers sought for a solution. With the promotion of the idea
that eating oranges is part of a healthy lifestyle, Sunkist, in collaboration with Albert Lasker (the
father of modern advertising) and Claude Hopkins (a master ad copywriter), found that a
person can consume an average of half an orange per day in its natural form. However, if
oranges were converted into juice, then this consumption could increase to two or three
oranges per person. With the introduction of orange juice, the sales for California oranges
skyrocketed by 400%, such that Sunkist became the world's largest producer of fruit juices by
the mid-1930s.
4
Figure 1 1907 Sunkist Print Advertisement
Figure 2 Vintage Print Ad for Sunkist Oranges on Ephemera in 1941
4
Rebecca Benison, “Orange You Glad I Didn’t Say Bad Marketing?” Sprinklr, September 27, 2018,
https://blog.sprinklr.com/sunkist-orange-juice-marketing-history/.
4
Meanwhile, hardworking California farmers dug canals for irrigation to address the
problem of inland drought. As such, California is the leading state in terms of the use of
irrigation. Although this aspect would prove problematic in the future, the opinion of a federal
report in 1894 stated that irrigation was vital to fruit growing in California.
5
Moreover, the
railroad was introduced to California with the development of traffic. The north and south were
connected, and trade began to flourish. Tons of citrus were delivered via crates to different
states along with colorful advertisement flyers. Thus, people became familiar with Southern
California. The farming of fruits launched another gold rush in California. Undeniably, the citrus
industry exerted a significant influence on the economic development of California and its
diligent people. According to Tobey and Wetherell (2021), the citrus industry in California
experienced explosive growth even during the Great Depression. Between 1895 and 1944,
California farmers earned profits that exceeded 3.6 billion USD (32 billion USD in 1991 dollars),
that is, from 10.7 million USD in 1900 to 83.2 million USD in 1920 and to 144.6 million USD in
1930.
6
In the 20th century, orange became the representative color of California due to the
gold rush, sunshine, and orange orchards.
ii) The Decline of the Oranges Groves
5
EDWARD J. BACHUS, “Who Took the Oranges Out of Orange County?: The Southern California Citrus
Industry in Transition,” Southern California Quarterly 63, no. 2 (1981): pp. 157–173,
https://doi.org/10.2307/41170935, 170.
6
Ronald Tobey and Charles Wetherell, “The Citrus Industry and the Revolution of Corporate Capitalism in
Southern California, 1887-1944,” California History 74, no. 1 (1995): pp. 6-21, https://doi.org/10.2307/25177466,
12.
5
Because of the expansion of cities, residents of Southern California experienced a rapid
increase in population since the beginning of the 19th century. People from across the world
came to Southern California to seek their dream of paradise. They brought enormous economic
development and rendered the cultural landscape of Southern California more recognizable. A
few statistics would be sufficient to explain the demographic transition in Southern California:
between 1900 and 1950, California's population grew by 600%.
7
As stated in Who Took the Oranges Out of Orange County?, the 20th-century
phenomenon that exerted the most significant influence on the citrus industry in Southern
California is progress.
8
With the impacts of urbanization and globalization, countless orchards
and groves have been destroyed and bulldozed to make room for housing, plazas, or sky
towers. Although parents opt to continue living around farms, the younger generation seeks a
better life in cities. The hard and tedious work on farms contrasted with the easy, friendly life in
cities, which led a large number of the population to settle in urbanized areas.
Living in urban areas exerts a substantial impact on the developing youth. As a result,
well-educated young people choose to pursue their dreams in big cities due to better
amenities. The New York Times states that orange groves accounted for 41,000 of land in Los
Angeles County (LA County) in 1950, which provided the Southern California region with a large
section of revenue (Jose, 2019).
9
In the 1950s, LA County was one of the most famous
7 & 8
EDWARD J. BACHUS, “Who Took the Oranges Out of Orange County?: The Southern California Citrus
Industry in Transition,” Southern California Quarterly 63, no. 2 (1981): pp. 157-173,
https://doi.org/10.2307/41170935, 170.
9
Jose A. Del, “A Southern California Without Orange Groves? One of the Last Could Soon Be Gone,” The
New York Times (The New York Times, July 11, 2019), https://www.nytimes.com/2019/07/11/us/southern-
california-orange-grove.html.
6
agricultural counties in the United States. Gradually, commercial land values became more
profitable than agricultural farming in Southern California. Thus, the demand for housing in
population centers outweighed other demands in Southern California. After 2000, LA County
suffered from the most severe food-insecurity problem in the world with 1.2 million food-
insecure people, whereas 4.1 million individuals in California suffer the same plight. By 2019,
only 76 acres of orange groves remained in LA County. The following figures demonstrate the
status of the remaining 76 acres of orange groves in San Bernardino, Southern California (Jose,
7
2019).
10
Figure 3 The remaining 76 acres of orange groves in Los Angeles County as of 2002. Source: Jenna Schoenefeld of The
New York Times
10
Jose A. Del, “A Southern California Without Orange Groves? One of the Last Could Soon Be Gone,” The
New York Times (The New York Times, July 11, 2019), https://www.nytimes.com/2019/07/11/us/southern-
california-orange-grove.html.
8
As illustrated by Figure 3, this orange grove decreases in size every year and is being
replaced by housing areas. Across Southern California, orange groves are being replaced by
office buildings and shopping malls. The orange groves seen by past generations are gradually
disappearing, whereas the smell of car exhaust and fast food is also eventually replacing the
scent of orange blossoms in the air. In this modern city, nostalgia cannot be a decisive factor
because it cannot meet the changing economic and demographic needs. The loss of citrus
orchards in Southern California has resulted in a sprawling, featureless megapolis. In recent
times, California has been prominent for its combination of super-wealthy and poor denizens,
water shortage, mountain fires, and unaffordable housing. However, according to Professor
Bruce Babcock of the School of Public Policy in the University of California Riverside, citrus
farmers in California produced approximately 49 billion USD worth of agricultural commodities
in 2016. Furthermore, the citrus industry accounts for approximately one million jobs in
California, which represents approximately 6% of the total employment.
11
One of the important reasons of the decrease in citrus groves is the arguments about
the nutritive value of orange juice. Into the middle to the late 20th century, controversies
increased within the scientific community about the effects of and need for vitamins.
Consequently, the healing powers of vitamin C from orange juice were scrutinized. In its
advertisements, Sunkist claimed that orange juice is rich in vitamin C and can prevent and treat
the common cold, flu, and pneumonia. For people who experienced the horrible ravages of the
flu, such a promotion is extremely attractive.
11
Bruce Babcock, “Economic Impact of California’s Citrus Industry,” 2018, https://ccqc.org/wp-
content/uploads/Economic-Contribution-of-California-Citrus-Industry21_rev_060418.pdf, 4.
9
Figure 4 Vintage 1941 Sunkist oranges California Fruits Ephemera 40's Print Ad
In the 1960s, the Food and Drug Administration became concerned about the false
labeling of commercial orange juices. Other orange juice drinks that were advertised as freshly
squeezed and all natural may have large amounts of added sugar, flavoring, and water.
Nutritionists also warned consumers that certain orange juice drinks were unhealthy, had
10
excessive amounts of sugar, and, thus, should be consumed with caution. By the late 1980s,
along with the pursuit of diet that is low in sugar and calories and without additives, orange
juice was no longer viewed as a healthy choice. Since 2001, the consumption of orange juice in
the United States declined by approximately 50%.
12
Imagine a scene where the citrus industry moved away from California. Thousands of
people would lose their job, and families would suffer economic crises. Moreover, California
would lose one of its cultural labels. The memories of countless people are drowning in the
process of urbanization, and California is becoming one of the modern metropolises that is
losing its unique charm. Distinguished Professor Edward Soja from Emeritus of Urban Planning
at the University of California Los Angeles summarizes the phenomenon in Los Angeles: … for
the past century, Los Angeles has been a place where imaginative fantasy radiates and
hypnotizes, dissolving the distinction between truth and fiction. There are times when Los
Angeles remembers, and there are others when it forgets.
13
As a designer I was motivated to create work that examined this history. My design for
this project was motivated in large part by the desire to reclaim Los Angeles as the land of
sunshine. Moreover, this aims to restore the allure of the metropolis that was once known as
the City of Angels, which has been fading in recent years due to neglect. Furthermore, the
orange grove serves as a link between people and nature. Those who care for orange trees
obtain the benefits of their labor, whereas the trees provide the aroma and sweetness of
12
Philip R. Ashurst, Chemistry and Technology of Soft Drinks and Fruit Juices, 3rd Edition (Hoboken, NJ:
John Wiley & Sons, 2016), 280.
13
Edward W. Soja, My Los Angeles: from Urban Restructuring to Regional Urbanization (London, England:
University of California Press, Ltd., 2014), 13.
11
orange blossoms and fruits in return. From a personal perspective, I wanted to design a citrus
package to emphasize the connection between people and nature. The package includes a
brand identity design and orange blossom air freshener. In addition to these items, I created
the Citrine Land app to arouse the interest of young people in environmental conservation.
Project 1 Brand Identity
Citrine Lands is the working title for the entire thesis project. Citrine is a type of
gemstone that is yellow or orange in color. Furthermore, the name is derived from the French
word citron, which is literally translated as lemon. In addition, Citrine Lands refers to the
harvesting of citrus trees, as well as the best nostalgic intentions of people who aspire that the
public could relive their childhood memories through this endeavor. The classic illustration on
the old marketing brochure (figure 5) serves as the source of inspiration for the design of the
brand identity. As previously mentioned, railroads were introduced to California during the
12
19th century, which promoted the growth of California's fruit business.
Figure 5 A brochure of the Los Angeles Chamber of Commerce in 1929. Source: Oviatt Library, Cal State Northridge
Against this background, the promotional advertisement of the citrus industry began to
gain an increasing amount of attention. The advertisements included realistic images of the
lovely environment of California with blue skies, white clouds, and orange groves. The majority
13
of advertisement at the time was focused on orange groves. Typography makes use of an old-
style serif font, as well as ornamented embellishment and flourishment.
Figure 6 Citrine Lands vintage logo design and wooden box with logo
Using authentic details from the original designs, The Citrine Lands project asks that the
audience will recognize the retro-inspired project as coming from the surface of a vintage
wooden crate. California citrus was packaged in wooden crates, stacked on trucks and carried
to markets where it was sold. The crate was also to serve as a container for some of my other
projects that when packaged together would present the vintage fantasy of the orange groves,
as well as allow them to participate in it. After researching poster designs of the citrus boom in
California, I concluded that a successful vintage design should be able to sustain the visual
relationship from past to present through the use of fonts, bold colors, and texture.
14
Figure 7 detailed hand-drawn logo and ribbon design on the crate
Figure 7 illustrates the design solution to achieving a retrospective appearance. This
picture features a detailed border with hand-drawn ribbons and other graphic designs inspired
by the 19th century. The initial goal was to generate this artwork and logo on the crate through
laser cutting, which would then be printed on the container. The wooden box is used to
replicate the appearance of old wooden crates that held and carried these oranges. Besides,
the typography chose the bold serif font to connect the past and the present, as san serif font
was considered as a representative of modernity. The second reason was that the bold san serif
font was more recognizable and could stand out among the busy patterns.
15
In addition, the box served as a carrier to complete the project and increased the
viewers’ interaction with the design by opening it and looking at the stuff inside. The box
contained a detailed booklet introducing the rich history of orange groves in Southern
California. There was an orange blossom air freshener that could evoke some viewers’
memories, and Citrine Lands app QR code.
Project 2 Orange Blossom Air Freshener
I wanted to capture the smell of orange blossom. I designed the Orange Blossom Air
freshener and it’s packaging so that everyone would be able to experience the scent and be
transported to and orange blossom field. Numerous test results indicate that odor is an
excellent trigger to one's emotional memory. In fact, from time to time in our lives, some
familiar smells can bring back some memories, sometimes to scenes, place, people, and events
that can simply make you feel like you are there. Neuroscientists call this phenomenon “Proust
Effect”. This effect comes from a passage in Marcel Proust’s book In Search of Lost Time, in
which he evokes the smell of Madeleine cupcakes:
And suddenly, the memory revealed itself. The taste was that of the little piece of
madeleine which on Sunday mornings at Combray (because on those mornings I
did not go out before mass), when I went to say good morning to her in her
bedroom, my aunt Léonie used to give me, dipping it first in her own cup of tea or
tisane. The sight of the little madeleine had recalled nothing to my mind before I
tasted it; perhaps because I had so often seen such things in the meantime,
without tasting them, on the trays in pastry-cooks windows, that their image had
dissociated itself from those Combray days to take its place among other recent;
perhaps because of those memories so long abandoned and put out of mind,
nothing now survived, everything was scattered; the shapes of things, including
that of the little scallop-shell pf pastry, so richly sensual under its severe, religious
folds, were either obliterated or had been so long dormant as to have lost the
16
power of expansion which would have allowed them to resume their place in my
consciousness,
14
As demonstrated in the preceding example, olfactory-evoked memories generally
provoke strong emotions and frequently entail events that were initially associated with the
odor. Additionally, memories of smell can persist for a long time and are frequently formed
during childhood. They may last decades or a lifetime according to the individual. Furthermore,
smells frequently evoke unintended consequences. For this notion to operate, an open
connection is required between specific occurrences and the scent. As a result, the following
notion for recalling memories utilizes fragrances to emphasize the critical nature of conserving
the existing citrus trees. Thus, the primary challenge I experienced in this design was the
maintenance of a contemporary design for a box and the combination of graphics and
materials. Figure 7 presents the first version of a concept sketch for the package design.
Figure 8 Citrine Lands air freshener package design (front design with logo and illustration)
14
Marcel Proust et al., In Search of Lost Time (London, England: Chatto & Windus, 1992), 63.
17
Figure 9 Citrine Lands air freshener package design
In summary, the brand identity and package design are influenced by the elements of
Victorian architecture and design. This concept is evident in the symmetrical pattern and hand-
drawn embellishment, along with illustrations and typography.
18
Project 3 App Design
The thesis project has been extended with the addition of a mobile fruit map
application, which aims to encourage public engagement. The motivation for this concept was
derived from a non-profit organization called City Fruit. The group utilizes one of the
community's most treasured resources: urban fruit trees. Moreover, they assist urban trees in
growing nutritious fruits by reclaiming them. City Fruit harvests, preserves, and assists in the
maintenance of fruit trees. Additionally, they share excess fruit and educate on the
conservation of urban fruit trees, which is accessible to anyone who wishes to learn.
The proposed mobile app addresses three issues, namely, where to access citrus fruits,
specifically in places in Southern California, such as Los Angeles; where to obtain citrus fruits in
general; and where to receive citrus fruits. Which citrus fruits are currently offered to
consumers? Additionally, how can users cultivate their own citrus fruits? The study further
proposes the following solutions. First, a map of the city's fruit orchards or trees should be
established, and whereas the current state of the trees on specific sites should be displayed.
Second, a database of the city's fruit orchards or trees should be constructed. In this manner,
user can select a harvest path inside their garden. Additionally, the program includes
experienced professional agriculturists to assist users in cultivating their trees at home. In
summary, the app encourages users to become more connected to the environment and to
safeguard the remaining wild citrus trees.
Prior to the development of the advanced functionality of the app, research on various
types of users was conducted. Initially, the program's two primary user groups are families and
young professionals dwelling in the city core. The primary objectives of users are to enjoy their
19
time with friends and family and to purchase fresh and nutritious fruits and vegetables from the
market. Secondary goals may include improving one's knowledge of local fruits and, therefore,
one's knowledge of Southern California. Additionally, consumers can determine the harvest
date of the fruits, the quantity of fruit that remains accessible, and, importantly, the location of
the trees and grove. Additionally, users interested in growing their fruits will profit from the
expert knowledge provided.
Figure 10 Citrine Lands UI design, Harvest calendar detailed pages
20
Figure 11 Citrine Lands UI design, Grove location detailed pages
Figure 12 Citrine Lands UI design, Grow your own detailed pages
21
Self-Critique and Meaning
Reviewing the design work and viewing the situation as a foreign student, I wanted to
bring the beautiful natural resources of California to urban dwellers and plan the city in a
manner that is gentler and kinder to nature. Now, with the Citrine Lands project, I am opening a
window to the past and future for the residents of the city with the aim of deepening their
connection to nature. In the future, I hope that the app will serve a greater purpose. For
example, people can adopt a virtual sapling on the app and water and fertilize it through their
low-carbon daily travel. When the sapling grows into a big tree, then a charity in the city will
plant a tree named after the app user. In other words, the integration of virtual technology into
real life should be promoted, and nature should be revived in the city. The residents should be
encouraged to contribute by building their beautiful ecological environment. Let the world be a
little different because of you and me. Perhaps, people can expand this approach to other
projects that protect nature, such as purifying the sea and reducing environmental pollution.
In terms of creating antique logos and packaging, many individuals voiced their worries
about the term vintage, because it may not always inspire happy memories. Mexican and
Chinese immigrant laborers were exploited and oppressed, whereas only the white upper class
mainly benefited out during the boom of the citrus industry in California. Although the
packaging design is not intended to allude to the disparities in class and race during the late
19th century, the subsequent focus of the design was switched from retro to neo-retro to
lessen the suffering associated with this class. For instance, I designed an orange container that
held an air freshener, a quick response code for the app, and an introductory brochure to the
22
city. As a result, the design highlights that the purpose of the product is to assist the audience
in comprehending the objective of the product, that is, to promote and preserve the distinct
characteristics of the city instead of becoming a cosmopolitan metropolis and losing its
historical flavor in the process.
Los Angeles is a thriving city that continues to redefine itself. The orange groves of the
past, which were one of its most distinctive traits, have disappeared. However, if Los Angeles
wishes to achieve its goal of rapid growth and maintain an expanding tourist economy, then it
will need to embrace a future where nature and humans coexist.
During my two years in Los Angeles, I have enjoyed the downtown skyscrapers and have
seen the city's bustling night scene from the floor-to-ceiling windows of tall buildings. For
various reasons, however, the majestic nature is embedded in my memory. I understand that
tall buildings will always compete against one another, and advanced technology will replace
the existing technology. However, there will never be scenes more shocking than the waves
lapping at the shore, moments more moving than mornings with the scent of orange blossoms
wafting through the breeze, or moments more delightful than sunlight kissing the face.
Nevertheless, globalization is accelerating at an even faster pace and is continuing to
widen the divide between cities and rural existence. The migration of population to cities leads
to the emergence of a new division, that is, competitiveness between large urban centers. The
structures of cities are coalescing into nature by combining various aspects of the landscape.
This occurrence is worldwide. The belief that environmentalism was for the fringe or the elite
23
has become a rallying cry among younger generations who want to reclaim the land and
steward it back to health.
As the population of cities grows to critical levels, an increasing number of people recognize the
value of an urban center that embraces local and sustainable agriculture. Awakening the public
to the possibilities of reclaiming produce that exists relatively literally within their reach is an
exciting example of the shift of public consciousness toward a greener way of life despite
existing in sprawling cities. The existing city governments, such as Los Angeles, would benefit by
embracing their agricultural past, as they struggle to preserve distinct urban characteristics and
redefine the culture of the region at the same time.
24
Bibliography
Ashurst, Philip R. Chemistry and Technology of Soft Drinks and Fruit Juices, 3rd Edition.
Hoboken, NJ: John Wiley & Sons, 2016.
Bachus, Edward J. “Who Took the Oranges Out of Orange County?: The Southern California
Citrus Industry in Transition.” Southern California Quarterly 63, no. 2 (1981): 157-73.
Accessed June 16, 2021. doi:10.2307/41170935.
Benison, Rebecca. “Orange You Glad I Didn’t Say Bad Marketing?” Sprinklr, September 27,
2018. https://blog.sprinklr.com/sunkist-orange-juice-marketing-history/.
Del, Jose A. “A Southern California Without Orange Groves? One of the Last Could Soon Be
Gone.” The New York Times. The New York Times, July 11, 2019.
https://www.nytimes.com/2019/07/11/us/southern-california-orange-grove.html.
Jenkins, Benjamin T. “The Octopus’s Garden: Railroads, Citrus Agriculture, and the Emergence
of Southern California.” Dissertation, escholarship, 2016.
Proust, Marcel, D. J. Enright, Joanna Kilmartin, Terence Kilmartin, and Andreas Mayor. In Search
of Lost Time. London, England: Chatto & Windus, 1992.
Sackman, Douglas C. Orange Empire: California and the Fruits of Eden. Berkeley and Los
Angeles, CA: University of California Press, 2005.
Soja, Edward W. My Los Angeles: from Urban Restructuring to Regional Urbanization. London,
England: University of California Press, Ltd., 2014.
Surls, Rachel A. “Los Angeles and the ‘Orange Empire.’” Los Angeles Agriculture. Regents of the
University of California, January 9, 2009.
https://ucanr.edu/blogs/blogcore/postdetail.cfm?postnum=924.
Tobey, Ronald, and Charles Wetherell. “The Citrus Industry and the Revolution of Corporate
Capitalism in Southern California, 1887-1944.” California History 74, no. 1 (1995): 6-21.
Accessed June 16, 2021. doi:10.2307/25177466.
Abstract (if available)
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Asset Metadata
Creator
Wang, Rong
(author)
Core Title
Memories of the scent of orange blossoms
School
Roski School of Art and Design
Degree
Master of Fine Arts
Degree Program
Design
Degree Conferral Date
2021-12
Publication Date
10/08/2021
Defense Date
09/03/2021
Publisher
University of Southern California
(original),
University of Southern California. Libraries
(digital)
Tag
Citrus Industry,OAI-PMH Harvest,package design,Southern California,UI/UX design
Format
application/pdf
(imt)
Language
English
Contributor
Electronically uploaded by the author
(provenance)
Advisor
Wojciak, Ewa (
committee chair
), Ellenburg, Jason (
committee member
), O'Connell, Brian (
committee member
)
Creator Email
Rwang720@usc.edu,wangcheryl0911@gmail.com
Permanent Link (DOI)
https://doi.org/10.25549/usctheses-oUC16023064
Unique identifier
UC16023064
Legacy Identifier
etd-WangRong-10144
Document Type
Thesis
Format
application/pdf (imt)
Rights
Wang, Rong
Type
texts
Source
University of Southern California
(contributing entity),
University of Southern California Dissertations and Theses
(collection)
Access Conditions
The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given.
Repository Name
University of Southern California Digital Library
Repository Location
USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA
Repository Email
cisadmin@lib.usc.edu
Tags
package design
UI/UX design