ARISTOTELIAN RHETORIC AND MIMESIS IN ARCHITECTURAL DESIGN: “LEARNING FROM LAS VEGAS” CASE STUDIES OF THE “DUCK”, THE “DECORATED SHED”, AND THE “GUILD HOUSE”

ARISTOTELIAN RHETORIC AND MIMESIS IN ARCHITECTURAL DESIGN: “LEARNING FROM LAS VEGAS” CASE STUDIES OF THE “DUCK”, THE “DECORATED SHED”, AND THE “GUILD HOUSE”

In Learning from Las Vegas (1972), Robert Venturi, Denise Scott Brown, and the student Steven Izenour propose the study of an architecture oriented to the linguistic persuasion. In conjunction with nine architecture students and four urban planning students, those involved set out to analyze the cit...

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Hoofdauteurs: Bosi, Felipe Azevedo, Pinheiro, Ethel
Formaat: Online
Taal:por
Gepubliceerd in: Unisinos 2019
Online toegang:https://revistas.unisinos.br/index.php/arquitetura/article/view/arq.2019.151.09
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id oai:ojs.www.unisinos.br:article-13840
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institution Universidad de Vale do Rio dos Sinos (UNISINOS)
collection OJS
language por
format Online
author Bosi, Felipe Azevedo
Pinheiro, Ethel
spellingShingle Bosi, Felipe Azevedo
Pinheiro, Ethel
ARISTOTELIAN RHETORIC AND MIMESIS IN ARCHITECTURAL DESIGN: “LEARNING FROM LAS VEGAS” CASE STUDIES OF THE “DUCK”, THE “DECORATED SHED”, AND THE “GUILD HOUSE”
author_facet Bosi, Felipe Azevedo
Pinheiro, Ethel
author_sort Bosi, Felipe Azevedo
title ARISTOTELIAN RHETORIC AND MIMESIS IN ARCHITECTURAL DESIGN: “LEARNING FROM LAS VEGAS” CASE STUDIES OF THE “DUCK”, THE “DECORATED SHED”, AND THE “GUILD HOUSE”
title_short ARISTOTELIAN RHETORIC AND MIMESIS IN ARCHITECTURAL DESIGN: “LEARNING FROM LAS VEGAS” CASE STUDIES OF THE “DUCK”, THE “DECORATED SHED”, AND THE “GUILD HOUSE”
title_full ARISTOTELIAN RHETORIC AND MIMESIS IN ARCHITECTURAL DESIGN: “LEARNING FROM LAS VEGAS” CASE STUDIES OF THE “DUCK”, THE “DECORATED SHED”, AND THE “GUILD HOUSE”
title_fullStr ARISTOTELIAN RHETORIC AND MIMESIS IN ARCHITECTURAL DESIGN: “LEARNING FROM LAS VEGAS” CASE STUDIES OF THE “DUCK”, THE “DECORATED SHED”, AND THE “GUILD HOUSE”
title_full_unstemmed ARISTOTELIAN RHETORIC AND MIMESIS IN ARCHITECTURAL DESIGN: “LEARNING FROM LAS VEGAS” CASE STUDIES OF THE “DUCK”, THE “DECORATED SHED”, AND THE “GUILD HOUSE”
title_sort aristotelian rhetoric and mimesis in architectural design: “learning from las vegas” case studies of the “duck”, the “decorated shed”, and the “guild house”
description In Learning from Las Vegas (1972), Robert Venturi, Denise Scott Brown, and the student Steven Izenour propose the study of an architecture oriented to the linguistic persuasion. In conjunction with nine architecture students and four urban planning students, those involved set out to analyze the city’s urban form through the “ornamental-symbolic elements” of the Strip Street, one of the major thoroughfares in Las Vegas. From this analysis, two patterns that focus in communication emerge: the “Duck” type, in which the construction takes on a symbolic form linked to its use, and the “Decorated shed” type, in which the form of the building is separated from its main communication. With the two models defined, the authors compare the communicational effectiveness of the “Crawford Manor”, a building that seeks originality, with the “Guild House”, an asylum that was designed by Venturi and Scott Brown and that applies both the ideas of the “Decorated Shed” model and expands it into different layers of communication. In this article, we propose a discussion about the persuasive capacity of these models and the two buildings assigned, using the strategies already studied and raised by Aristotle in his works, such as Rhetoric and Poetic Art, complementing the latter with other works on visual rhetoric. We’ll also carry on a discussion about the possibilities of the use the rhetorical art during the design process. The main objective is to demonstrate how knowledge in rhetoric can help designers in their choices and defenses during the design process, defining the audience to be reached, the conclusions and the impositions of experience that the appropriate strategies can create. Keywords: Architectural language, Duck, decorated shed, rhetoric, mimeses.
publisher Unisinos
publishDate 2019
url https://revistas.unisinos.br/index.php/arquitetura/article/view/arq.2019.151.09
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spelling oai:ojs.www.unisinos.br:article-138402021-08-30T19:09:22Z ARISTOTELIAN RHETORIC AND MIMESIS IN ARCHITECTURAL DESIGN: “LEARNING FROM LAS VEGAS” CASE STUDIES OF THE “DUCK”, THE “DECORATED SHED”, AND THE “GUILD HOUSE” RETÓRICA ARISTOTÉLICA E MIMESE NO PROJETO ARQUITETÔNICO: OS CASOS “PATO”, “GALPÃO DECORADO” E “GUILD HOUSE” DE “APRENDENDO COM LAS VEGAS” Bosi, Felipe Azevedo Pinheiro, Ethel In Learning from Las Vegas (1972), Robert Venturi, Denise Scott Brown, and the student Steven Izenour propose the study of an architecture oriented to the linguistic persuasion. In conjunction with nine architecture students and four urban planning students, those involved set out to analyze the city’s urban form through the “ornamental-symbolic elements” of the Strip Street, one of the major thoroughfares in Las Vegas. From this analysis, two patterns that focus in communication emerge: the “Duck” type, in which the construction takes on a symbolic form linked to its use, and the “Decorated shed” type, in which the form of the building is separated from its main communication. With the two models defined, the authors compare the communicational effectiveness of the “Crawford Manor”, a building that seeks originality, with the “Guild House”, an asylum that was designed by Venturi and Scott Brown and that applies both the ideas of the “Decorated Shed” model and expands it into different layers of communication. In this article, we propose a discussion about the persuasive capacity of these models and the two buildings assigned, using the strategies already studied and raised by Aristotle in his works, such as Rhetoric and Poetic Art, complementing the latter with other works on visual rhetoric. We’ll also carry on a discussion about the possibilities of the use the rhetorical art during the design process. The main objective is to demonstrate how knowledge in rhetoric can help designers in their choices and defenses during the design process, defining the audience to be reached, the conclusions and the impositions of experience that the appropriate strategies can create. Keywords: Architectural language, Duck, decorated shed, rhetoric, mimeses. Na obra Aprendendo com Las Vegas (1972), Robert Venturi, Denise Scott Brown e Steven Izenour propõem o estudo de uma arquitetura voltada para a persuasão linguística. Em conjunto com nove estudantes de arquitetura e quatro de planejamento urbano, os envolvidos partem para analisar a forma de Las Vegas por meio dos “elementos ornamentais–simbólicos” da Strip Street, uma das principais vias da cidade. A partir dessa análise, emergem dois modelos voltados para o ato de comunicar-se com os transeuntes: o tipo “Pato”, em que a construção assume uma forma simbólica ligada a seu uso, e o tipo “Galpão decorado”, no qual a forma da edificação encontra-se separada de sua comunicação principal. Com os modelos definidos, os autores comparam a efetividade comunicacional da “Crawford Manor”, uma edificação que busca originalidade com a “Guild House”, um asilo projetado por Venturi e Scott Brown que tanto se utiliza das ideias do modelo “Galpão Decorado” como as amplia, definindo diferentes camadas de comunicação. Neste artigo, propomos uma discussão acerca da capacidade persuasiva desses modelos e das duas edificações citadas a partir de estratégias levantadas originalmente por Aristóteles em suas obras Retórica e Arte Poética. Também abarcamos aqui uma discussão sobre as possibilidades de uso da arte retórica durante o processo projetual em arquitetura, sem direcioná-la para a leitura possível dos casos, mas para a intenção. O objetivo principal é confrontar a retórica, enquanto linguagem, com a ação projetual da arquitetura, de modo a demonstrar como o conhecimento em retórica pode auxiliar projetistas em suas escolhas e defesas, definindo previamente os públicos a serem atingidos, as conclusões e imposições de experiência que as devidas estratégias podem criar. Palavras-chave: Linguagem arquitetônica, Pato, Galpão decorado, retórica, mimese. Unisinos 2019-05-16 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.unisinos.br/index.php/arquitetura/article/view/arq.2019.151.09 10.4013/arq.2019.151.09 Arquitetura Revista; v. 15 n. 1 (2019): Jan-Jun; 162-178 1808-5741 por https://revistas.unisinos.br/index.php/arquitetura/article/view/arq.2019.151.09/60746945

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