TY - JOUR AU - Wood, Peter PY - 2005/10/03 Y2 - 2024/03/29 TI - "Picture This": Advertising and Image in the New Zealand Architectural Journals in 1965 JF - Architectural History Aotearoa JA - aha VL - 2 IS - SE - Articles DO - 10.26686/aha.v2i0.6713 UR - https://ojs.victoria.ac.nz/aha/article/view/6713 SP - 60-70 AB - <p><span style="left: 172.747px; top: 180.212px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.02552);">Throughout the 1960s advertising content in New Zealand's two leading architectural journals increased dramatically. In the c</span><span style="left: 955.103px; top: 180.212px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.09687);">ase of the </span><span style="left: 1017.99px; top: 180.212px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.02784);">NZIA Journal</span><span style="left: 1098.27px; top: 180.212px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.966487);">, what was a staid </span><span style="left: 87.3122px; top: 198.711px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.08809);">professional publication without advertising in the 1950s, by the end of the 1960s carrie</span><span style="left: 624.424px; top: 198.711px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.09886);">d significant advertising material including advertorial covers and the first colour centre pages. </span><span style="left: 87.3122px; top: 217.574px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.04132);">While not changing so dramatically, </span><span style="left: 320.354px; top: 217.574px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.962153);">Home and Building</span><span style="left: 433.551px; top: 217.574px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.03349);"> nonetheless significantly increased the visibility of its advertising content over the same period. Thi</span><span style="left: 1067.2px; top: 217.574px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.03327);">s research presents the </span><span style="left: 87.3122px; top: 236.438px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.037);">findings of a comparative analysis of commercial advertising imagery found in the pages of </span><span style="left: 675.829px; top: 236.438px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.952829);">Home &amp; Building</span><span style="left: 779.031px; top: 236.438px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.998854);"> and the </span><span style="left: 835.443px; top: 236.438px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.048);">NZIA</span><span style="left: 872.254px; top: 236.438px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.959027);"> Journal</span><span style="left: 918.851px; top: 236.438px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.01806);"> for 1965. Throughout the 1960s the dominant </span><span style="left: 87.2981px; top: 254.937px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.0958);">publications dedicated to the activities of architects and a</span><span style="left: 439.455px; top: 254.937px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.10154);">rchitecture in New Zealand were the periodicals </span><span style="left: 740.193px; top: 254.937px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.993386);">Home &amp; Building</span><span style="left: 840.809px; top: 254.937px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.11611);"> and the</span><span style="left: 890.738px; top: 254.937px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.01884);"> NZIA Journal</span><span style="left: 974.332px; top: 254.937px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.09122);">. From the point of view of advertisers </span><span style="left: 87.2981px; top: 273.8px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.05584);">it is important to emphasise that these periodicals were not market competitors. While the </span><span style="left: 675.051px; top: 273.8px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.00441);">NZIA Journal</span><span style="left: 757.202px; top: 273.8px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.04729);"> was a professional journal p</span><span style="left: 944.378px; top: 273.8px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.05612);">ublished by the New Zealand Institute of </span><span style="left: 87.2981px; top: 292.299px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.07109);">Architects, </span><span style="left: 157.215px; top: 292.299px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.00454);">Home &amp; Building</span><span style="left: 258.942px; top: 292.299px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.10924);"> was published under the auspices of the NZIA, and consequentially the content differences between the two reflects a consciou</span><span style="left: 1053.88px; top: 292.299px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.960859);">s effort on the part of the </span><span style="left: 87.3122px; top: 311.162px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.10474);">NZIA to distinguish between two di</span><span style="left: 310.74px; top: 311.162px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.09409);">fferent readerships. To a large extent this is reflected in the advertisements contained in each. The </span><span style="left: 914.093px; top: 311.162px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.02698);">NZIA Journal</span><span style="left: 994.7px; top: 311.162px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.10506);"> shows an appeal on the part of the </span><span style="left: 87.3262px; top: 330.026px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.03919);">advertisers to architects as building professionals with its bias towards products and systems of construc</span><span style="left: 746.505px; top: 330.026px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.00327);">tion. By contrast </span><span style="left: 853.784px; top: 330.026px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.01552);">Home &amp; Building</span><span style="left: 956.621px; top: 330.026px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.02618);"> advertising content tends to be directed </span><span style="left: 87.3403px; top: 348.525px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.10489);">towards a client market with a marked appeal to spaces of occupancy. This is exactly what we might expect to find; the professional journal directed to the work of the architect, an</span><span style="left: 1201.51px; top: 348.525px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.17701);">d </span><span style="left: 87.3543px; top: 367.388px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.0143);">the more populous one appealing to potential clients. Consequentially much of the advertising content reflects this distinction. However what is less clear is the degree to which the </span><span style="left: 87.3543px; top: 385.887px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.05194);">advertising content either followed or directed this ideological editor</span><span style="left: 523.105px; top: 385.887px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.04437);">ial difference.</span><span style="left: 618.183px; top: 385.887px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.03189);">In making a comparative analysis of the advertising material found in the pages of these two </span><span style="left: 87.3684px; top: 404.75px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.04204);">dominant forums attention has been given to the manner in which advertisers may have actively contributed to redefining the r</span><span style="left: 898.202px; top: 404.75px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.05421);">oles and responsibili</span><span style="left: 1027.3px; top: 404.75px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.995682);">ties of "architect" and "client" </span><span style="left: 87.3684px; top: 423.614px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.10253);">during this period of 1960</span><span style="left: 248.652px; top: 423.614px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.990015);">-70. I suggest that the NZIA may have had less control than it might have imag</span><span style="left: 740.994px; top: 423.614px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.11317);">in ed over the nature of influence its two premiere publications were having </span><span style="left: 87.3684px; top: 442.113px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(1.08568);">on New Zealand architects and architecture in the 1960s</span><span style="left: 430.642px; top: 442.113px; font-size: 14.0565px; font-family: serif; padding: 0px; transform: scaleX(0.973294);">. </span></p> ER -