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Abstract:
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Media advertising, sponsorship deals and office visits are some of the main mechanisms
through which manufacturers and suppliers attempt to place their materials and products before
architects and find a way into professional consciousness. As scholarly interest in the
promotional practices of manufacturers and their agents builds, there is a need to formulate and
discuss analytical terms and tools for this research. The paper puts forward two terms through
which the promotion of new materials and products to architects can be studied: desire and
credibility. As a case study, it examines the introduction of aluminium as a building material in
Australia in the mid-1930s and its subsequent promotion to become a major part of building
construction in the 1950s. |
