- Sunday, December 19, 2010 - 7:47:35 PM
/abstract for presentation in AISV 2010, Venice, in „RETORICA DEL VISIBILE, convegno dell’Associazione internazionale di semiotica visiva AISV-IASV, p. 63-64/
The subject of this report are certain aspects of the visual rhetoric of architectural graphics created between XV-XVII century.
During this period, paper is recognized as a major carrier of graphical contents. This affects types and nature of the information transmissions. New possibilities of printing and mastering of graphic techniques reflect on the process of architectural design itself. Also, architectural competitions gain more open, public character. The existing architectural theory is rethinked, and new treatises and albums are created. The capture, descriptions and analysis of existing monuments become more and more important.
The term of ’visual rhetoric’ is used in the report with the meaning of ’the art of making adequate visual communication, ensuring accurate transmission of different types information’.
Also, ’Architectural Graphics’ will be considered as a visual semiotic system for communication between the architect-author and recipients of various types - architects, engineers, builders, customers and citizens.
The focus will be in two aspects of architectural graphic: once it will be studied as a medium for the architect to communicate with himself in the process of analysis and design and on second hand it will be examined as a tool for internal communication between architects. In this aspects, architectural graphics will be explored as a form of speech, with its specific structure, message and style.
The aim of this report will be to investigate formation and use of monologue (performed by one author) and dialogue (between multiple authors) in architectural graphics.
Through graphic monologue the architect discusses the concept with himself, and also accepts, rejects or develops his own viewpoint. The analysis of all used rhetorical techniques in a designer’s architectural speech, reveals the process of creation as well as the traces of individual vision and aesthetics, and the emersion of author’s own creed and style.
The dialogue between architects (conducted by architectural graphics) is an unavoidable way to defend their personal vision, and to win a contract, or favour city audience and patrons. In such graphic dialogue, rhetorical skills like readability, brevity, arrangement, focus, honesty, artistry, emotion or strength of the image are widely used and developed to their transformation into the art of the architectural graphic speech.
In this instance, stylistic features of the epoch and their influence over architectural graphics will also be recognized.
One more aspect of graphic dialogues is their cognitive nature. They are a specific method for analysis of architectural design, as well as the stages of its implementation and development in time.
In conclusion, the importance of such a perspective to architectural graphics will be shown. Thus that may be a starting point for future studies over its development, its semiotic and rhetorical aspects.
Keywords: visual rhetoric, architectural graphics; sign system and graphic communication; architectural speech - monologue and dialogue;