|Sumario:||This report focuses on the representation of architectural and urban atmospheres in the advertising of architectural projects. The primary objective is to highlight the role of human figures in both; the representation of atmospheres and the lifestyles portrayed in the images, and as a method of helping potential customers identify and picture themselves in these images. This work is structured into four main parts:
The first part sets out the theoretical framework. It highlights the fact that the research topic is new and belongs to the following three different and relatively known fields of study: The representation of atmospheres in architectural and urban projects, the image as a communication tool, and the staging of human figures in promotional advertising.In the second part, interviews with image production specialists are done in order to understand how images are made, what marketing strategies are used, how graphic atmospheres are conceived, and how the selection and staging of human figures is done. Based on the previous findings, the third part of the project consists of an in depth image analysis.
A two phase approach is used: First, images used for the promotion of housing projects and architectural contests are analysed with the purpose of evaluating the difference of the role played by the human figures in these two types of project advertisement.
Then, a detailed analysis of images of housing projects is made in order to highlight the most frequent elements used to depict an ideal urban atmosphere. A discussion is made on how this atmosphere is far away from reality and how individual interpretation influences the perception of these images that only represent an idyllic representation of reality; a depiction of how people would like to live in that perfect city.
Lastly, the fourth part is dedicated to the collection of perceptions from potential customers of housing projects based on 3 images of an ideal urban atmosphere. The design, completion, and analysis of these surveys represent the experimental section of our research. This last part validates the different hypotheses concerning the role of human figures and shows that they are used as a tool for facilitating the perception of positive atmospheres even though they do not influence other general aspects such as the perception of light, the warmness, the harmony or the pleasantness of the atmospheres that are represented by these images.|