ADVERTISING TO ARCHITECTS: CREATING DESIRE AND ESTABLISHING CREDIBILITY IN THE CASE OF ALUMINIUM
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Media advertising, sponsorship deals and office visits are some of the main mechanisms through which manufacturers and suppliers attempt to place their materials and products before architects and find a way into professional consciousness. As scholarly interest in the promotional practices of manufacturers and their agents builds, there is a need to formulate and discuss analytical terms and tools for this research. The paper puts forward two terms through which the promotion of new materials and products to architects can be studied: desire and credibility. As a case study, it examines the introduction of aluminium as a building material in Australia in the mid-1930s and its subsequent promotion to become a major part of building construction in the 1950s.
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