Publicidade e arquitetura: novas possibilidades na intersecção dos campos

Abstract

The present academic study presents as a theme the “Intersections between the fields of advertising and architecture”, answering the following research problem: “What are the points of intersection between advertising and architecture fields in the marketing and urban contexts?” This question leads us to define as a general objective “Structure an understanding about the intersections between advertising and architecture fields in the current market and urban contexts, focusing on the analysis of commercial locations facades”. As specific objetives, we highlight: compose an initial test of each field and subsequently of the intersections; analyze commercial architectural structures from the perspective of advertising and from the perspective of architecture, raising which aspects of each field materialize in the architectural project; find patterns/recurrences at the intersection of the two areas. For the construction of this work, it was used a methodological construction with focus in two stages: Selection of corpus, which consists of an initial exploratory study that seeks to contextualize and collect data useful to the body of our work; and Steps of Analysis, which consists of the analysis of the previously selected objects from the axes of institutional practices defined for each field. To support our work theoretically, we used the concepts of habitus and field, by Bourdieu; and Berger and Luckmann's concept of institutionalization. With the reflection about these factors, we can understand how each of the fields are constructed and what are the possibilities of innovations from the intersection of both fields.