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The history of architecture has always been full of symbolic and expressive some closely related to the particular historical epoch and the unconscious individual architect, others are more universal and "decontextualized."

exist in architecture, for example, forms that are universally recognized, such as learning . The arch is not just a clever way to have the field to direct the structural tensions harmoniously down but also an icon, an image that evokes deep emotions. The potential of the arc is so strong that, despite new construction techniques have greatly exceeded the old structural limitations, create strings for an aesthetic need. The architect tries to interpret, represent this submerged within.

However, two wars, monumental architecture was used to express the power of a state, often dictatorial, that it intended to magnify the authority, the command hierarchy. That is why modern architects began to oppose the idea of \u200b\u200ba monumental and symbolic, to a type of architecture is strictly practical and functional.

was Jørn Utzon to have the courage to turn the Sydney Opera House into a symbol. There is

recognize the residents, visitors, the city, the continent. It 'a work by this monumental point of view, but that has nothing to do with issues of propaganda and rhetoric of power. The same forms that cover different areas of office, the architecture no longer seen as a machine, as a function, but as a means to communicate.

In the battle between traditional and avant-garde architecture solving the protagonists have been the architects of the modern movement, even if living in a cultural context are successful in promoting a new result of research Or who has given a new appearance to architecture. Contemporary architecture to respond to a new need for "communication". It retrieves the symbolic idea of \u200b\u200bthe work, previously abolished by the masters of the modern movement, which now assumes a different value than in the past: no more religious or political representation of power, but works that evoke emotions and want to establish a dialogue with people.

There are two points that have most caught my attention:

- ARCHITECTURE VIEW AS SYMBOL

Regarding the first point, I tried to analyze the true meaning of the symbol, finding things very interesting. SYMBOL is a term that derives from the greek symbàllo (put together), and is to represent the two halves of an object, broken, can be reassembled approached: in this way, each half becomes a sign of recognition. From this primitive function then practice the term has come to blend seamlessly with the meaning of the word SIGN. While the sign content is quite different from its representation, the sign symbolized the object is similar to its symbolic expression as it happens the same way with the analogy.

" The symbol is more or less content as a symbol that it expresses "Hegel

I think it is possible to identify two major categories: architecture that began as a symbol, which conjures up images and ideas that constitute the underlying message and interpreted by 'observer, which is what the designer wants to convey (the Jewish Museum by Daniel Libeskind, an emblem of hope, a place that tells the memory of a people without being Memorial) architecture that becomes a symbol of something (such as the Twin Towers that were not only the symbol of a city, but the economic power of an entire nation, and after their destruction message of peace, solidarity and memory).

- THE CONCEPT OF COMMUNICATION AND SUBJECTIVE

'for some time that I am following with interest some advertising ideas that are realized Internet through Zooppa.

Zooppa is a new advertising model based on the Internet and its ability to bring together people from all over the world. Comes from the idea of \u200b\u200bproviding a space for advertising created by content created by users. It is related to a business model where people and businesses come into contact in a viral based on creativity and recognition of a variable sum of money for self-produced content. This means promoting the creative talent of all those who usually have no say in the traditional world of advertising. Zooppa works with companies at national and international, interested in sponsoring their brands through the races that are periodically launched on the site. On the basis of information provided by the client companies, users are invited to create advertising for brands or products of the companies in question. Registered users can participate in different types of contributions: write about an idea or a script for a potential advertising, create graphics or page banner with the logo, record the radio spots, produce an animation or video shoot a real video.