January_1965 — Page 31

limitations of a product than by over-emphasising its good characteristics.

In my own contribution to the journal I shall try to introduce a word of criticism. Architectural educa- tion is founded on the critical approach, and this re- mains a fundamental technique of the architect not only towards the evalution of his own work but of that of others.

In Hong Kong, and this is also true to some extent in other coutries, criticism is taken as an attempt to dis- credit rather than to be constructive. This attitude is partly excusable because the line between dispassionate criticism and unprofessional conduct is rather thin.

But if this journal is to be successful as a com- municating medium within the professions of building it must present both analysis and critisism, always pro- vided that the opportunity is given and encouraged for rebuttal.

Standards

A good deal of space is normally allocated in the architectural and building press to professional and technical matters. This is very important.

However, developing countries and countries with special problems, such as Urban Renewal in Hong Kong, in seeking well tried technical solutions often lose sight of the humanitarian and environmental aspects of

By Professor W. G. Gregory such problems.

Mass produced system buildings, erected to stereo- B Arch, ARIBA typed layouts, offer quick solutions to housing pres- sures. But looking at the result it often appears doubt- ful whether the new is much better than the old, and obsessions with quantity build up in deference to quality.

"Progress. depends upon the dissemination of news and the exchange of knowledge.....”

ing. Although the latter has not yet started a local branch in the Far East, the two former are well repre- sented in Hong Kong and Malaysia. In other countries in the Far East, the professions are also represented by national institutions.

If this professional representation is the first sign of growth, the second is the introduction of a respon- sible trade press.

Form of Aid

Progress in any profession depends upon the dis- semination of news and the exchange of knowledge, experience and ideas. In the Far East this goes fur- ther in that apart from national needs the passing on of expertise from the more to the less developed coun- tries is an essential form of aid,

Now that the professions are included this journal's circulation there should be an incentive to the trade interests to present their material in a more com- prehensive and where appropriate more technical form. I hope that advertisers will trend towards an "informa- tion sheet" type of presentation, ready for filing.

Good advertising, apart from redounding to the credit of the advertiser, also enhances the prestige of the journal in which it appears.

Advertising in professional papers is generally of materials services and equipment used in building. Those who display their products by this means should remember that the potential user is probably a trained and dis- criminating person with a conservative approach to anything new,

Salesmanship

Frank information and reasonably detailed presen- tation is necessary, allowing the reader to assess for himself the use and function of the item. High pres- sure salesmanship is a dangerous technique to use with persons more capable of assessing the value of a pro- duct than the person applying the pressure. Indeed more effect might be achieved by pointing out the

Far East Architect & Builder January, 1965

The numbers of housing units and the numbers of people they accommodate per annum make the head- lines, but little comment passes on the environment which is created at the same time,

This applies to all building and planning and I fervently hope that it will be the policy of Far East Architect and Builder to stand for good architecture as well as for good technical building, and that its stand- ards of judgment will be based on the contribution which a building makes in enhancing the human vironment.

"The building was completed after the architect returned from a scholarship in the West!"

en-

BY PERNISSION OF THE ASIA MAGAZINE

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