wc jacques oer
Two primal demands of advertising have to be considered: The demand that the effectiveness be
permanent and the demand for possibilities of varying the advertising.
In order that the effectiveness may be permanent it is necessary that the lighting effects should
be architectonically connected with the building, an essential part of it. The more severity and
discipline be evidenced in the combination of architecture and lighting, the stronger and more
impressive will be the effect.
The nature of light is anti-spatial. Its effects are graphic, flat or cubic, according to whether it is
used as a line of light, as flooding or as direct illumination. The changes which can be rung upon
these various modes of expression open up extraordinary architectonic possibilities—since the
buildings are "objective", the lighting effects compel the imagination! Variable advertising, such
as that necessary at Christmas time, for bargain sales, or to make propaganda for some special
feature, makes demands quite different from those imposed by permanent effects:
Kino in Berlin-