​25TH FRAME EFFECT OF ARCHITECTURE: TEXT AND RHETORIC

Abstract

The aim of this study is to contribute to the architectural criticism through the relationship between the text and rhetoric. In this context, the study pursues the messages rhetoric –as an effective means of persuasion– instills in the subconscious, at the textual level, and is based on providing the reader with guidance and means for interpretation in a certain vein of thought. In architecture, the message can be conveyed not only through buildings, but also through texts. The mechanism is analogous with those of advertisements, TV series, or posters seeking ways to probe into and affect our perception systems. The architecture’s attempt at persuasion, on the other hand, can be read through discourse/textual products, as well as in the form of buildings. The persuasion, which introduce various archetypes to the vicinity of our consciousness, has a virtual reference to memory as something akin to the 25th frame of a film strip, through the visual and linguistic/textual messages extended either directly or in between the lines. In this context, the 25th frame effect, which provides substantial capabilities of persuasion, can become an object of architectural criticism, as one of the most effective methods of influencing the subconscious. In a nutshell, the relationship between the text and the rhetoric involves critical cases and meanings, which present the potential of becoming the 25th frame effect of architecture. Therefore, the study discusses the messages installed/positioned on the subconscious of the reader in the textual world of architecture, through the critical approach it adopts

Keywords

• Rhetoric,Text,Architecture,Criticism,25th Frame Effect

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