Rozbor vybraného období společnosti Polaroid a využití instantní fotografie jako marketingového nástroje

Krchová, Petra

This thesis discusses marketing communication of Polaroid company and also defines and describes the usage of instant photography as a marketing tool. Polaroid company, one of the most iconic brands thanks to its founder, Edwin Land, is popular for their unique instant cameras and an instant photography, which is still popular today. First part of this thesis describes the origin and history of the company. It describes first intentions and talks about reasons that stood before the idea of establishing the company. It also focuces on history of the company and introduces all the important cameras during its evolution. The second part of this thesis defines company as a brand and describes its marketing communication in a wider range and focuses closely on the visual communication of two periods of the company's history. Period from 1960 to 1990 was the most succesful period of Polaroid company. The other period, from 2007 to 2017, was much more different though. Polaroid company started working as a licensing company and it changed the face of an instant photography and also changed the ways of using it. This thesis describes and analysies those periods, puts them in contrast and compares them. It also discusses practical usage of instant photography in marketing communication and shows that usage...

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