ADVERTISING TO ARCHITECTS: CREATING DESIRE AND ESTABLISHING CREDIBILITY IN THE CASE OF ALUMINIUM

Hogben, P

ADVERTISING TO ARCHITECTS: CREATING DESIRE AND ESTABLISHING CREDIBILITY IN THE CASE OF ALUMINIUM

Hogben, P

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Publication Type:: Article
Issue Date:: 2007-10-05

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Field	Value	Language
dc.contributor.author	Hogben, P
dc.date.accessioned	2007-10-05
dc.date.accessioned	2012-12-15T02:35:06Z
dc.date.available	2007-10-05
dc.date.available	2012-12-15T02:35:06Z
dc.date.issued	2007-10-05
dc.identifier.uri	http://hdl.handle.net/10453/19678
dc.description.abstract	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.	en
dc.format.extent	210309 bytes
dc.format.mimetype	application/pdf
dc.language.iso	en	en
dc.relation.replaces	http://hdl.handle.net/2100/475
dc.subject	credibility	en
dc.subject	building materials	en
dc.subject	building products	en
dc.subject	marketing	en
dc.subject	desire	en
dc.subject	architects	en
dc.subject	advertising	en
dc.subject	promotion	en
dc.subject	aluminium	en
dc.title	ADVERTISING TO ARCHITECTS: CREATING DESIRE AND ESTABLISHING CREDIBILITY IN THE CASE OF ALUMINIUM	en
dc.type	Article	en
utslib.copyright.status	open_access

Abstract:

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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http://hdl.handle.net/10453/19678