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Introduction: The new phenomena have emerged in the post modern period in which there has been an intermingling of the architecture and the elements of advertising. Architecture has become the mouthpiece of the media and the giant monuments have been used partially or fully to symbolize an expression of statement marking the commercial aspect of the propaganda…
In postmodern period, which is inherently marked by capitalistic symbolism of faade -the media is speaking in the background of the architecture A very genuine question emerges which requires an investigation; has faade become architecture or does the architecture become faade. The marriage of facade and architecture to target new consumerism is outstanding phenomenon of the new age and new culture.
Chapter 1: Post-Modernist Approach to Architecture and Advertising: The post modernism is marked by strong cultural change which is reflected in the collective practices in the art, architecture, society, politics, ethics and the connectivity. It is a notion of more global expression which desires for quick attention and immediate results. The impact of post modernism is global as it's impact is seen and felt not just on one section of society rather the force of impact is felt on a much wider range including aesthetics and other dimensions of societies manifested in global sphere. ...
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