​25TH FRAME EFFECT OF ARCHITECTURE: TEXT AND RHETORIC

Yıl 2017, Cilt: 2 Sayı: 1, 12 - 19, 01.03.2017

Serap Durmuş

Öz

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

Anahtar Kelimeler

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

Kaynakça

• Akın, G., 2007. Eleştiri Yazısı, içinde 1. Türkiye Mimarlık Eleştiri Örnekleri Seçkisi, TMMOB Mimarlar Odası
• İstanbul Büyükkent Şubesi, İstanbul. Batı, U., 2010. Reklamın Dili, Alfa Yayınları, İstanbul.
• Brembeck, W., Howell, W., 1955. Persuasion, Prentice-Hall, Inc.
• Civelek, Y., 2003. “Tarih, Üslup ve Söylem: Türkiye'de Çağdaş Mimarlık Tezleri”, TOL: Mimarlık Kültürü Dergisi, Sayı: 2, s. 32-38.
• Darıcı, S., 2012. Subliminal İşgal, Destek Yayınevi, İstanbul.
• Darıcı, S., 2013. Bilinçaltı Reklamcılık ve İletişim Teknikleri, İstanbul Gelişim Üniversitesi Yayınları, İstanbul.
• Durmuş, S., 2012. “Change And Transformation In Architecture: On The Concept Of Zeitgeist”, Global Built
• Environment Review: A Journal for Architecture, Planning, Development and The Environment (GBER), Volume 8, pp. 22-36. Gennaro, R. J., 2007. “Consciousness and Concepts”, Journal of Consciousness Studies, Volume: 9-10, pp. 1-19.
• Herrmann, W., 1992. “Introduction”, In What Style Should We Build? The German Debate on Architectural
• Style, The Getty Center: USA, pp. 1-60. Hübsch, H., 1992 (1828). In What Style Should We Build? The German Debate on Architectural Style, The Getty Center: USA, pp. 63-101.
• Jammiesson, H., 1996. İletişim ve İkna, Eğitim Sağlık ve Bilimsel Araştırma Çalışmaları Yayınları, Eskişehir.
• Küçükbezirci, Y., 2013. “Bilinçaltı Mesaj Gönderme Teknikleri ve Bilinçaltı Mesajların Topluma Etkileri”
• International Periodical For The Languages, Literature and History of Turkish or Turkic, Volume: 8/9, pp. 1894.
• McQuarrie, E. F, and Mick, D. G., 1996. “Figures of Rhetoric in Advertising Language”, Journal of Consumer
• Research, Volume: 22, No: 4, pp. 424-438. Morrow, G. R., 1953. “Plato’s Conception of Persuasion”, The Philosophical Review, Volume: 62, No: 2, pp. 250.
• Murphy, J., 1963. The Power of Your Subconcious Mind, USA: Prentice Hall Inc.
• Özerkan, Ş., 2001. Medya, Dil ve İletişim, Martı Yayınları, İstanbul.
• Tanju, B., 2010. Mimarlık Düşüncesi Tarihi, Basılmamış Lisansüstü Ders Notları, Bahar Dönemi, Yıldız Teknik
• Üniversitesi, İstanbul. Taylor, E., 2012. Self-Hypnosis and Subliminal Technology, USA: Hay House Inc.
• Ulaş, S. E., 2002. Felsefe Sözlüğü, Bilim ve Sanat Yayınları, Ankara.
• URL-1, http://www.sanalmuze.org/sergiler/view.php?type=1&artid=812 [Erişim Tarihi: 10 Eylül 2016].