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Marketing communication in performing arts
Hájková, Eliška ; Kladný, Tomáš (advisor) ; Váša, Ondřej (referee)
The diploma thesis focuses on marketing communications in performing arts. In particular, it concentrates on poster advertising of the Divadlo na Vinohradech. Marketing in art is specific because it must adapt to the artistic goals. Thus, the role of marketing is not to conform to demands of the market but to attract audience to the current offer. The product is firstly made and only then placed on the market. It is possible to base the marketing communication channels on the product itself. In connection with the above mentioned, I tried to reveal what elements - either those which are explicitly shown or the hidden ones - are used on posters for theatre performances. Moreover, I tried to find out whether the posters included traits which are specific for the field of culture and arts. As a tool the semiotic analysis was chosen to examine individual pictures and texts as well as their mutual relationships. Keywords Semiotics, marketing, marketing of culture, communication, verbal and visual communication, picture and text.
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The process of transformation of the urban space formed by the "Psychiatrická léčebna Bohnice" psychiatric hospital into a public space.
Zlatušková, Eva ; Marcelli, Miroslav (advisor) ; Váša, Ondřej (referee)
The diploma thesis "Proces proměny urbánního prostoru Psychiatrické léčebny Bohnice v prostor veřejný" offers an insight into the process of integration of two distinct urban zones (The psychiatric hospital and the housing estate) into one continuous living area formed in the suburban neighborhood Bohnice. The impulse for the creation of the thesis was the currently ongoing progress of opening of the hospital grounds to the public. The theoretical section characterizes the process of urbanization and the creation of both urbanity and public space. The following empirical section characterizes the architectonic and urban attributes of both mentioned urban zones and studies whether by reorganizing and reforming the public space is it possible to further the social contacts between the inmates and the housing estate inhabitants by creating proper meeting places. With the help of antropologic performative method, which is aimed at observing the manifestation of everyday activity and behavior of people in space, the how and the why of hospital space usage is studied. This include the question whether the process of space integration include the integration of mentally sick patients into the wider society.
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Interpretation of Place - Landscape Park Veltrusy
Matolínová, Barbora ; Marcelli, Miroslav (advisor) ; Váša, Ondřej (referee)
Diploma thesis deals with possibilities of interpretation of landscape park type ornamented farm in Veltrusy castle area in the current context. Park is treated as an artificial place, which function changes in the course of history. The concept of space is used in the sense of meaningful place, which one can understand and be identified with. In the empirical part, we try to reveal the primary structure and characteristic motifs of the park, which are important for the interpretation of its meanings in new historical context, so as to maintain its identity and dynamics. As the text has as many interpretations as readers, so has the park as many interpretations as visitors. Park enters into an ongoing dialogue with its users, but in the changing historical context. The aim of this work is not an effort to create "one holistic" interpretation of the park, but to provide the basis for individual interpretation. In conclusion we consider the possibility to convey the structure and nature of the park to visitors and make them more responsive to the identity of the park and give them the possibility of individual interpretation.
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Le Corbusier's Architectural and Urban Visions in perspective of Semiology
Štěpánková, Anna ; Marcelli, Miroslav (advisor) ; Váša, Ondřej (referee)
of Diploma Thesis "Le Corbusier's architectural and urban visions in a semiological perspective The subject of this thesis is a semiological analysis of Le Corbusier's text Towards a New Architecture. It methodologically follows semiological conceptions of Ferdinand de Saussure and Roland Barthes. The main methodological source is a work of French theoretician of architecture and urbanism François Choay, The Rule and the Model (1997), in which she has stated three paradigms, which according to her, influenced forming of modern urbanism as an autonomous science: genre of architectural treatise, utopia and scientific discourse. For each of these discursive forms she has identified characteristic signs. Le Corbusier is considered as a symbol of modern movement of architecture and urbanism, who broke away from an old tradition and brought to realm of architecture and urbanism a new insight. The fundamental question of this thesis is, whether this innovative approach could be found also in his texts, in the manner how Le Corbusier wrote about architecture and urbanism, or whether Le Corbusier followed an old tradition. This question should be answered in the course of searching for the signs of mentioned paradigms postulated by F. Choay.
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In front of an object. The question of distance and aura in thought of Georges Didi-Huberman
Váša, Ondřej ; Fulka, Josef (referee) ; Petříček, Miroslav (advisor)
The essay concebtrates around the thinking of french philosopher Georges Didi-Huberman and his reception of Walter Benjamin's term aura, which is strongly connected to the critique of classical art history and re-thinking colour and material as stain, it's symptomal nature and not only compositional, but also de-compositional features. One of the centres of this essay is interpretation of Titian's painting Apollo and Marsyas, painting, which sophisticatedly problematizes viewing the painting as pure illusion or manifestation of ideas in matter. The second milestone are works of american minimalism, which are places of radiating aura, but aura in stae of her own decay. We tried to show, that if the original meaning of aura was connected to cultic works of art and their presented inaccessibility, in case of american minimalists it is surviving as a experience of turn-arounded vertigo.
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