‘D i s s e r t a t i o n ’

ADVERTISEMENT THROUGH ARCHITECTURE

AIM: To Study and analyze the trend, where architecture of a building is linked to the creation of a distinct advertisement to enhance the perceived value.

OBJECTIVE:-• To understand what is advertisement and what does it mean in architecture.

• To determine the aim of advertising in architecture.

NEED OF THE STUDY:-

Advertisement of Architecture it is a symbol for particular lifestyle, an attitude, an identity and essentially a symbol of context way in which the advertisement of a company’s portfolio are related to and differentiated from one another. Architecture has evolved from an emphasis on “what it has” and “what it does” (function + program) to “what you feel” and “who you are” (experience + identity). Architects now aim building space that connect deeply with people, space that are memorable and beyond tangibles.

SCOPE:-• The study allows analysis of the present day phenomenon influencing design

in large parts of the world.

• It provides scope for understanding how a structure can be turned into an emotional experience and how one gets emotionally attached to a space.

• The study would provide insights on the relation between identity, product and environment which can be incorporated in design.

LIMITATIONS:- • The study would be limited to conceptual, functional and the cultural

parameters of advertisement in buildings and not the financial parameters.

• The case studies will mostly be of buildings of commercial and mixed use typologies and limited residential projects.

METHODOLOGY:-• Study and analysis of books on branding and architecture.

• Case studies.

• Literature studies.

• Analysis of each inferences from the case studies and literature studies.

• Conclusion.

• Inferences.