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Architectural graphics is a major communication tool in design. Although drawings are meant to facilitate processes of building an architectural structure, nowadays they are imbued directly or indirectly with a lot of additional data.This study explores contemporary architectural graphic artifacts and is focused on their public appearance in design, marketing, or even political visual texts and discussions. Graphics are often used in parallel: as an internal professional language and as a special way to promote to the whole society marketing ideas of "new" and "ideal" house, office, city, and life. And although design renderings are not meant to be a true analog of the existing architecture, they sometimes act for it and replace its real sense and vision. Thus, the mass substitutions of architectural objects with their jug-handled images in our data streams are a social phenomenon that is changing what is contemplated as a building environment or the architect's role of a creator.Investigation of different communication models, types, and levels is implemented with the use of various castle representations as a case study.The results of the study are in the semiotics of architectural graphics, same as design history and theory.

DOI: 10.1007/978-94-017-9404-6_21

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