Obtuses senses, the advertisements for architecture of Bernard Tschumi
DOI:
https://doi.org/10.24220/2318-0919v21e2024a7898Keywords:
Architecture, Conceptual Art, Fiction, Image, TextAbstract
The article starts by examining the connection between photography and caption in the work Advertisements for Architecture by Bernard Tschumi, whose content is made from a series of posters created between 1976 and 1977 that use the language of advertising and magazine ads as vehicle for questioning the very foundations of the discipline. In this sense, based on the architect’s approach to the 1970s movements such as conceptual art, performance and Roland Barthes’
philosophy of image, the article intends to revisit the reframing of reality and fiction that were present in the questioning of the modern vision of the autonomy of the arts and the specificity of the media; as well as replacing the study of the image, especially in its relationship of tension with the text, as a critical possibility that is still potent today for confronting and approaching the condition of reproducibility of works in various media through which they are propagated,
disconnected from their time and space, and return carrying new meanings. Therefore, the article will focus on the nature of posters as a transit between the real and the fictional, as an attempt to overcome the abstract field of theory to go towards the realization of the body in space, communication with the other and its limits as architecture.
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References
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