Architecture as a Medium for Advertising
$ 42.5
Description
Architecture has become one of the most powerful yet underexamined media of contemporary advertising. Architectural Advertising investigates how branded architecture—particularly luxury flagship stores and global commercial spaces—functions as a cultural, social, and political instrument in contemporary cities. Moving beyond architecture’s traditional functional and aesthetic roles, this book argues that space itself has become a form of advertising: a strategic medium through which brands communicate identity, shape consumer behavior, and restructure urban life. Through interdisciplinary analysis combining architectural theory, branding studies, urban sociology, and critical political economy, the book examines how global brands transform buildings into immersive narratives and cities into arenas of symbolic power. Case studies from Paris, New York, London, Dubai, and other global cities reveal how architectural form participates in cultural globalization, consumer subject formation, and the reconfiguration of local identities. Introducing key concepts such as architectural advertising, advertising migration, and the Brand–Urban Assemblage Theory (BUAT), this work exposes the mechanisms through which corporate branding reshapes spatial production, public life, and urban governance. At the same time, it critically addresses the ethical tensions between economic vitality, cultural homogenization, and the erosion of authentic urban identity. Positioned at the intersection of architecture, urban theory, and cultural critique, Architectural Advertising is an essential contribution for architects, urban designers, scholars, policymakers, and brand strategists seeking to understand how power, capital, and culture are increasingly built into the spaces we inhabit.