Urban Medias Cape Crit 3

8/8/2019 Urban Medias Cape Crit 3

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TAN JIT MING

AB060264


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THESIS STATEMENT

A building is a potential medium to promote an

effective message. Any media on the building

reflects our culture and society. Some criteria need

to be addressed in depth for the aspect of architecture to act as media communication tool.

The approach of this study will focus on the

potential of exterior and interior building design for

publicity effectiveness.


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AIM

to identify the way of integration between

media elements and architecture.

achieve marketing communication goal,corporate identity and image of building.


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The study starts with the theoretical research onrelated media issues and types of media. Then,

latest technology will be merged to integrate

media on building either on surface or interior.


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To analyze the purpose and relation between art, architecture and

advertisement

To reflect the historic development of advertisement, relationship

between advertising and art and the medium used for commercial

need

To understand and explore how architecture is used as a

communication element in commercial field.

To identify the influence factor and effects of advertisement on

architecture, city landscape and human behaviour.

To look into the positive as well as negative impact of

advertisement on city.

To produce a suitable and effective way of integration towards

architecture, where it can interact with the surroundings.

The objectives of the research


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Advertisement

History

Types

Effectiveworks

Internationallevel

Communication

Strategy

Site selection

Designtechnique

Architecture

Define

Function

Symbolic

STUDY SCOPE


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ADVERTISING


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Advertising is a form of communication intended topersuade an audience (viewers, readers or listeners) topurchase or take some action upon products, ideals, orservices. It includes the name of a product or service

and how that product or service could benefit theconsumer, to persuade a target market to purchase or toconsume that particular brand.

These brands are usually paid for or identified through

sponsors and viewed via various media. Advertising canalso serve to communicate an idea to a large number ofpeople in an attempt to convince them to take a certainaction.

WHAT IS ADV?


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Modern advertising developed with the rise ofmass production in the late 19th and early 20thcenturies. Mass media can be defined as anymedia meant to reach a mass amount of people.Different types of media can be used to deliver

these messages, including traditional mediasuch as newspapers, magazines, television,radio, outdoor or direct mail; or new media suchas websites and text messages. Advertising may

be placed by an advertising agency on behalf ofa company or other organization.


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HISTORY

Lost and found advertising on papyrus was common in

Ancient Greece and Ancient Rome. Wall or rock painting

for commercial advertising is another manifestation of an

ancient advertising form, which is present to this day in

many parts of Asia, Africa, and South America. The

tradition of wall painting can be traced back to Indian

rock art paintings that date back to 4000 BC.


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NEWSPAPER

In the 17th century advertisements started to appear in

weekly newspapers in England. These early print

advertisements were used mainly to promote books and

newspapers, which became increasingly affordable withadvances in the printing press


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MAIL-ORDER

As the economy expanded during the 19th century,

advertising grew alongside. In the United States, the

success of this advertising format eventually led to the

growth of mail-order advertising.

In June 1836, French newspaper La Presse was the first to

include paid advertising in its pages.


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RADIO

Early 1920s, the first radio stations were established

by radio equipment manufacturers and retailers who

offered programs in order to sell more radios to

consumers.When the practice of sponsoring programs was

popularised, each individual radio program was

usually sponsored by a single business in exchange

for a brief mention of the business' name at thebeginning and end of the sponsored shows.


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TELEVISION

The late 1980s and early 1990s saw the introduction of

cable television and particularlyMTV. Pioneering the

concept of the music video, MTV ushered in a new type of

advertising: the consumer tunes in for the advertisingmessage, rather than it being a by-product or

afterthought.


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INTERNETMarketing through the Internet opened newfrontiers for advertisers and contributed to

the "dot-com" boom of the 1990s.

At the turn of the 21st century, a number of

websites including the search engine

Google, started a change in online

advertising by emphasizing contextuallyrelevant, unobtrusive ads intended to help

users. This has led to an increasing trend of

interactive advertising.


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So... what do Architecture and Media have

to do with one another?


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whenever media elements are incorporatedwith architecture, it will affect the cultural,

environmental andmoral values


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It is afun architecture


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Construct new spaces identities


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Making city more meaningful and pleasurable


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COMMUNICATION IN ARCHITECTURE


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Human visual is one of the most important direct senses.


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IMAGE, SIGNAGE, SYMBOL

Kevin Lynchs Image of the City:

Environmental images are the results ofa two-way process

between the observer and his environment.


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IMAGE, SIGNAGE, SYMBOL

Environmental image is analyzed into 3 components:

identity, structure andmeaning

Firstly, a workable image requires the identification of an

object which implies its distinction from the others

Second, the image must include spatial or pattern relation

of the object to the observer and to other objects.Thirdly, the object must have some meaning for the

observer, whether practical or emotional.


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CITY IMAGE AND ITS ELEMENT

1. Landmark

2. Paths

3. Edges

4. Districts

5. Nodes


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LANDMARK

point-reference

external, observer doesnt enter within them

defined physical object: buildings, sign, mountain


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PATHS

channels along which the observer moves

predominant elements in human image

streets, walkway, transit lines etc


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EDGES

linear elements not used as paths

boundaries between two phases/breaks in continuity

important organizing features: outline of a city


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DISTRICTS

medium-to-large sections of the city which observer

mentally enters

always identifiable from the inside but also used for

exterior reference if visible from outside


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NODES

strategic points and spots in a city which an observer

can enter

may be primarily junctions, convergence of paths, or

simply concentrations


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OTHER ASPECTS

Aspects that influence a citys image:

1. Social

2. Political

3. Administration

4. Economy


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WHY MEDIA?


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WHY MEDIA?

Concentrations of huge signs and bright lights have come

to symbolize downtown

Public services, activities, and facilities of all kinds are

able to have visual identity

Direct views of the activity itself are usually more

expressive than any abstraction or symbol.


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PROBLEM STATEMENT

Overload


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PROBLEM STATEMENT

Dominance


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PROBLEM STATEMENT

Obscure public services


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PROBLEM STATEMENT

Activity Poorly Expressed


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ISSUES/PROBLEMS

Media advertisement has become

uncontrollable message turned unclear

and fuzzy towards the surrounding

Political and economic factor

Competitors highlight on visual rather than

content more dominant adv attract more

people.

Loss of information confusing information


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ARCHITECTURAL APPROACH

The proposed building will be a media city gallery.


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The Exhibition Centre displays KL's urban planning anddevelopment. Exhibitions include models of planned andrecent developments, as well as the citys history.

explanations about planning strategies, new iconic buildingsand historical developments.

Interactive exhibits for enjoyable self-discovery of citysplanning.

Atrraction a tourism and education centre.


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BUILT ENVIRONMENT

Outdoor media with environment


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BUILT ENVIRONMENT

Aspect of design


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BUILT ENVIRONMENT

Publicity sustainable architecture


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BUILT ENVIRONMENT

Mapping urban image


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BUILT ENVIRONMENT

Outdoor publicity as urban element


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BUILT ENVIRONMENT

New Landmark in Town


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THE SITE

The proposed site will be around the urban area to

tackle the target group of city dwellers and tourists.

Located in the bustling city, the site will become a

centre for community and as a medium for the media.

The site will be a centre for the urban community to

enjoy interaction and having a good time in the middle

of the city.


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THE SITE

The proposed site is located between Jalan Imbiand Jalan Sultan Ismail where it is congested

with human and traffic activities.

SITE


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LAND USE


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REASON OF SITE SELECTION

Area around Bukit Bintang will be upgraded and

developed as a main tourism precinct

Develop priority and incentives for areas around

transit terminal

One main shopping spine in city will be

promoted as world class shopping precinct (KL

Structure Plan)

Higher pedestrian volume, commercial

opportunity and market demanded


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SITE BACKGROUND

In 1920, it is a rubber estate, tin mines

In 1970, famous of prostitution, place ofentertainment

Part of Golden Triangle, plays vital role incommerce and finance

Strong and famous commercial activity,commercial spot (Bintang Walk)

Resides of many malls, offices, entertainmentOne of the busiet intersection, linked to SMART

tunnel


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THESIS CHART

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Urban Medias Cape Crit 3

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