Cedano, Cesar A
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Using the media to cultivate certain tastes is largely frowned upon by the current architectural establishment even as its most famous proponents actively engage in this activity. In this thesis, I will explore the ways in which advertising and marketing affect our perceptions of architecture, and will develop a proposal for the marketing of contemporary architecture. For the purposes of this exploration, I will take the position that marketing strategies must be understood and critically adopted to promote a desire for contemporary architecture among the general population.