https://ojs.victoria.ac.nz/aha/issue/feed Architectural History Aotearoa 2024-04-30T20:14:01+00:00 Christine McCarthy christine.mccarthy@vuw.ac.nz Open Journal Systems <p><em>AHA: Architectural History Aotearoa</em> is a forum for broad-ranging discussion on the built environment and related issues in Aotearoa. Each issue focuses on a specific decade. It encourages experimental, raw thinking and investigation, from researchers and scholars (academics, enthusiasts, practitioners, and students) from all career stages and experiences that opens up new understanding of architecture in our country. It aims to be intellectually expansive in its investigations of each focussed time period and academically generous.</p> <p>Aha is both an acronym and a word in te reo Māori; maoridictionary.co.nz translates "aha" as a verb meaning: "to do what? treated in what fashion? to do anything" and a noun meaning "what?"<br /><br /><strong>ISSN 2703-6626 </strong></p> https://ojs.victoria.ac.nz/aha/article/view/6705 "... about as austere as a Dior gown ...": New Zealand architecture in the 1960s 2021-01-12T00:55:45+00:00 Christine McCarthy Christine.McCarthy@vuw.ac.nz <p><span style="left: 83.792px; top: 177.61px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.09802);">Peter Middl</span><span style="left: 187.09px; top: 177.61px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.06544);">eton's 1964 description of </span><span style="left: 83.8084px; top: 199.622px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.07841);">Hoogerburg Scott's Futuna Chapel (1958-1960) </span><span style="left: 83.8084px; top: 221.633px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.12025);">as being "about as austere as a Dior gown and </span><span style="left: 83.8084px; top: 243.645px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.09692);">as comforting as a hair shirt ... [but] at least it's </span><span style="left: 83.8084px; top: 265.657px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.05393);">a meaningful statement" points to a sense of </span><span style="left: 83.8084px; top: 287.669px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.10365);">complexity and contradiction present in the </span><span style="left: 83.8084px; top: 309.321px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.04019);">architecture of the 1960s. The decade which </span><span style="left: 83.8084px; top: 331.333px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.0582);">began with Futuna's com</span><span style="left: 269.112px; top: 331.333px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.04427);">pletion, ends shortly </span><span style="left: 83.8084px; top: 353.344px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.09631);">after its recognition with an NZIA Gold Medal </span><span style="left: 83.8084px; top: 375.356px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.06097);">Award in 1968. The significance of the </span><span style="left: 83.8084px; top: 397.368px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.12477);">building weaves through the full length of the </span><span style="left: 83.8084px; top: 419.38px; font-size: 16.3292px; font-family: serif; padding: 0px; transform: scaleX(1.11655);">decade.</span></p> 2005-10-03T00:00:00+00:00 Copyright (c) 2005 https://ojs.victoria.ac.nz/aha/article/view/6706 A Final Formality: Three Modernist Pavilion Houses of the early 1960s 2021-01-12T01:00:27+00:00 Michael Dudding michael.dudding@vuw.ac.nz <p><span style="left: 165.413px; top: 172.941px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10115);">The Beard, Alington, and Mackay houses represent the endpoint of a direction in New Zealand domestic architecture that was both internationalist </span><span style="left: 1039.37px; top: 172.941px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.00105);">and</span><span style="left: 1059.26px; top: 172.941px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.11666);"> based within the </span><span style="left: 83.7622px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.1058);">realities of local house building in the mid</span><span style="left: 335.797px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10635);">-twentieth century. Imi Porsolt, while reviewi</span><span style="left: 606.648px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09677);">ng Stephanie Bonny and Marilyn Reynolds'</span><span style="left: 869.69px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.05996);">book </span><span style="left: 902.698px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(0.936196);">Living with 50 Architects</span><span style="left: 1042.2px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.05849);"> in 1980, specifically </span><span style="left: 83.7622px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.03258);">points to the Alington house as the final formalisation of this purist trend. Porsolt's review provides a</span><span style="left: 709.235px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.02193);">n historical subtext to </span><span style="left: 845.193px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(0.948384);">Living with 50 Architects </span><span style="left: 992.51px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.0679);">that o</span><span style="left: 1028.01px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.04042);">pposes the "altogether </span><span style="left: 83.7622px; top: 226.898px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.1049);">austere style" of the pavilion with the vernacularism of what is best described as the "elegant shed" tradition of New Zealand house design. More elegant than the elegant shed, these </span><span style="left: 83.7622px; top: 244.65px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10356);">pavilions reveal something of a "blind spot" in New Zealand's architectural history </span><span style="left: 579.67px; top: 244.65px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10264);">– aside from the inclusion of the Beard and Alington houses in </span><span style="left: 955.941px; top: 244.65px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.00917);">Living with 50 Architects</span><span style="left: 1096.16px; top: 244.65px; font-size: 13.4893px; font-family: serif; padding: 0px;">,</span><span style="left: 1103.26px; top: 244.65px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.12231);">they have </span><span style="left: 83.7487px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.01234);">not appeared in any of the canon-</span><span style="left: 286.803px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.02325);">forming historical surveys such as Mitchell and Chaplin's </span><span style="left: 634.741px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(0.928026);">The Elegant Shed</span><span style="left: 730.17px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.12024);"> or Shaw's </span><span style="left: 795.318px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(0.90223);">A Hi</span><span style="left: 823.894px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.01148);">story of New Zealand Architecture.</span><span style="left: 1017.36px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.00412);"> The Mackay house also </span><span style="left: 83.7622px; top: 280.505px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.03829);">has not featured until its recent appearance in Lloyd Jenkins' </span><span style="left: 460.818px; top: 280.505px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(0.95118);">At Home: A Century of New Zealand Design.</span><span style="left: 719.176px; top: 280.505px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.02199);"> This paper uses Porsolt's view as a useful starting point from which to </span><span style="left: 83.7622px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10018);">consider the relation</span><span style="left: 204.451px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09251);">ship that exists between the Beard, Alington, and Mackay houses, and their place in the development of New Zealand's domestic</span><span style="left: 963.049px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.08366);"> architecture during the 1960s</span><span style="left: 1137.34px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(0.975638);">.</span></p> 2005-10-03T00:00:00+00:00 Copyright (c) 2021 https://ojs.victoria.ac.nz/aha/article/view/6707 Constructing Education: 1961-69 2021-01-12T01:07:42+00:00 Kate Linzey kate.linzey@massey.ac.nz <p><span style="left: 165.777px; top: 172.941px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.11221);">The 1960s were a time of great change and growth in New Zealand's tertiary eduction sector, and the u</span><span style="left: 780.957px; top: 172.941px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10668);">niversity</span><span style="left: 833.134px; top: 172.941px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10988);">-based discipline of architecture was in no way exempt </span><span style="left: 83.7622px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(0.998349);">from this progress. In response to the Parry Report of 1959-</span><span style="left: 445.492px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.02112);">1960, the New Zealand government passed the 1961 Universities Act, which dissolved the federated University of New </span><span style="left: 83.7622px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09812);">Zealand. This </span><span style="left: 172.158px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.11253);">Act opened </span><span style="left: 244.568px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10821);">the way for the independence of the four universities of Auckland, Victoria, Canterbury and Otago, and the two allied agricul</span><span style="left: 992.51px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.0974);">tural colleges of Massey and </span><span style="left: 83.7622px; top: 226.898px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.11683);">Lincoln. Under the federated u</span><span style="left: 271.898px; top: 226.898px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10742);">niversity system, Auckland University College had been the centre of ar</span><span style="left: 702.49px; top: 226.898px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.11859);">chitectural training, and had delivered extramural course through c</span><span style="left: 1104.69px; top: 226.898px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.1023);">olleges in </span><span style="left: 83.7622px; top: 244.65px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.0581);">the other centres. As the "disproportionate number" of extramural and part</span><span style="left: 550.924px; top: 244.65px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.04159);">-time study had been criticisms levelled by the Parry Report, it was obvious that another School of </span><span style="left: 83.7622px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.08749);">Arc</span><span style="left: 105.777px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.01924);">hitecture would now be required, but where? Ever an argumentative association, members of the New Zealand Institute of Architects engaged in a lively debate on the choice, </span><span style="left: 83.7622px; top: 280.505px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.04329);">positing Victoria University in Wellington, and Canterbury University in Christchurch, as the major contenders. By the end of the decade university</span><span style="left: 991.809px; top: 280.505px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.06077);">-based architectural training </span><span style="left: 83.7622px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.03894);">would expand at both Auckland and (the new) Wellington Schools, New Zealand's first PhD in Architecture would be conferred on </span><span style="left: 889.924px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.00878);">Dr John Dickson, and many of the ca</span><span style="left: 1116.4px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(0.983933);">reers of </span><span style="left: 83.7487px; top: 316.71px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.0957);">architects and architectural academics who went on to construct the discipline as it is today, had begun. </span></p> 2005-10-03T00:00:00+00:00 Copyright (c) 2021 https://ojs.victoria.ac.nz/aha/article/view/6708 Unbuilt Sixties: The Unsuccessful Entries in the Christchurch Town Hall Competition 2021-01-12T01:23:09+00:00 Ian Lochhead ian.lochhead@canterbury.ac.nz <p><span style="left: 167.544px; top: 172.941px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.04564);">The completion of the Christchurch Town Hall in 1972 marked the end of a process which had begun in 1964 with a national comp</span><span style="left: 988.261px; top: 172.941px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.0566);">etition, the largest and most </span><span style="left: 83.7622px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.03694);">prestigious of the post</span><span style="left: 218.305px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.00727);">-war era in New Zealand and one of the major architectural events of the 1960s</span><span style="left: 696.109px; top: 190.693px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.04279);">. Although Warren and Mahoney's winning design has assumed a prominent </span><span style="left: 83.7622px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.08407);">place in New Zealand architecture, unsuccessful designs by among others, Pascoe &amp; Linton; Lawry &amp; Sellars; Austin, Dixon &amp; Pe</span><span style="left: 848.04px; top: 208.796px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09069);">pper; Gabites &amp; Beard and Thorpe, Cutter, Pickmere, </span><span style="left: 83.7622px; top: 226.898px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09189);">Douglas </span><span style="left: 136.303px; top: 226.898px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09385);">&amp; Partners, are virtually forgotten. These designs deserve to be better known since they offer an invaluable insight into th</span><span style="left: 855.85px; top: 226.898px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09757);">e range of architectural approaches being employed </span><span style="left: 83.7622px; top: 244.65px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10157);">during the mid sixties. Standing apart from the short listed designs is Peter B</span><span style="left: 543.815px; top: 244.65px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10547);">eaven's more widely published entry, which was singled out by the jury as being especially meritorious. </span><span style="left: 83.7622px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.10402);">The paper will examine unrealised designs for the Christchurch Town Hall in the context of contemporary attitudes towards concert hall and civic centre</span><span style="left: 991.094px; top: 262.753px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.11224);"> design. Approaches ranged </span><span style="left: 83.7487px; top: 280.505px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.02907);">from the Miesian international modernism of Lawry and Sellars to the sculptural forms of Beaven's proposal in which influences as diverse as Aalto, Scharoun and Mountfort are </span><span style="left: 83.7487px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09902);">strikingly integrated. The paper will also assess Wa</span><span style="left: 391.521px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09935);">rren and Mahoney's unbuilt civic centre design within the framework of the competition entries as a whole. Such unbuilt des</span><span style="left: 1136.98px; top: 298.607px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.0789);">igns </span><span style="left: 83.7487px; top: 316.71px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09045);">constitute an important, but largely invisible part of the architecture of the 1960s and deserve to be re</span><span style="left: 677.993px; top: 316.71px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(1.09478);">-inscribed within in the history of the period</span><span style="left: 939.254px; top: 316.71px; font-size: 13.4893px; font-family: serif; padding: 0px; transform: scaleX(0.975638);">.</span></p> 2005-10-03T00:00:00+00:00 Copyright (c) 2005 https://ojs.victoria.ac.nz/aha/article/view/9471 No free love: the dearth of media output from the Architectural Centre in the swinging sixties 2024-04-30T19:55:20+00:00 Marriage Guy <p>The Architectural Centre, having made a powerful impact on the design profession in New Zealand in the '40s and '50s, appears to have taken a back seat in the 1960s. Were the drug-crazed psychedelic sixties to blame, or was there still signs of life behind the closed doors? No longer publishing Design Review, the Centre continued to work on projects, mainly behind the scenes, such as the campaign for better town planning in Wellington. The effort that went into this campaign may have led to the Centre having "sucked its bottle dry" and an almost stagnation at times during the 1960s, but in the end achieved its aim with the publication by Wellington's Council of a Town Plan, and the creation of a Town Planning department within the Council. This paper follows the actions of the Centre throughout its "mute" decade, and exposes its continuing influence on the City, on subject matter that is still being discussed today, via the publication of a special supplement in the Dominion, a publishing coup that is unparalleled today.</p> 2024-04-30T00:00:00+00:00 Copyright (c) 2024 Marriage Guy https://ojs.victoria.ac.nz/aha/article/view/9472 Going for Gold: New Zealand houses in the 60s through the veil of the NZIA Bronze Medals 2024-04-30T20:02:34+00:00 Christine McCarthy <p>In 1926 the New Zealand Institute of Architects instituted a Gold, Silver, Bronze Medal system to recognise its members' work. By the 1960s, the Bronze Medal recognised the best designed single-unit house. The award system appears to have been a strict one, the Institute feeling no obligation to award the Bronze Medal in 1962, 1964 and 1969. This paper looks at the seven houses recognised by the Bronze Award in the 1960s.</p> 2024-04-30T00:00:00+00:00 Copyright (c) 2024 Christine McCarthy https://ojs.victoria.ac.nz/aha/article/view/9473 Innovation in Christchurch Church Architecture 2024-04-30T20:08:16+00:00 John Wilson <p>Several church buildings erected in Christchurch in the 1960s signalled significant departures in the city's established traditions of church architecture. They included three Roman Catholic parish churches – St Matthew's Bryndwr, Our Lady of Victories, Sockburn, and St Anne's, Woolston. This paper focuses on the most innovative and striking of these three churches, Our Lady of Victories, Sockburn. It sets the building in the broader context of post-war church architecture in Christchurch. Innovation in Christchurch church architecture had begun in the 1950s with a number of brick churches, but significant departures from established church building forms did not occur until the 1960s. Our Lady of Victories reflected with particular drama the impact on church architecture of the changes in Roman Catholic liturgy associated with the Second Vatican Council. The paper describes the process through which the radically new design emerged, paying particular attention to the interaction between the architect, C.R. Thomas, and the new Roman Catholic Bishop of Christchurch, Brian Ashby. The paper also sets the design of the church in the context of New Zealand, and international, architectural trends in the late 1950s and 1960s.</p> 2024-04-30T00:00:00+00:00 Copyright (c) 2024 John Wilson https://ojs.victoria.ac.nz/aha/article/view/6713 "Picture This": Advertising and Image in the New Zealand Architectural Journals in 1965 2021-01-12T01:47:40+00:00 Peter Wood peter.wood@vuw.ac.nz <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> 2005-10-03T00:00:00+00:00 Copyright (c) 2005