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Visual media in the urban space
Strejcová, Anna ; Láb, Filip (advisor) ; Šoltys, Otakar (referee)
The diploma theses Visual Media in the Urban Space deals with the issue of commercial visual media in the public space and the way they are incorporated to the city centers. I am focusing on that kind of media that invade the public space with the biggest force, such as billboards, bigboards, citylights, video screens, wraps, etc. The goal of the research is to compare the placement and the quantity of the out-of-home advertisements in the center of Prague and Barcelona. The research is done from the historical, cultural and geographical point of view (I am not going to investigate the visual messages from the semiotic point of view). I have chosen these two cities because they are the economic and cultural centers of the region and they have a very long history. Since these two cities are placed in the European cultural space and there are global agencies operating on the market I suppose there will be some parallels in the placement and appearance of the visual messages. My hypothesis is that most of the advertisements will be placed in the new-built neighborhoods and the historical centers will be less "visually polluted". Another hypothesis is that the public space in Prague will be filled more with aggressive media forms than the public space in Barcelona. According to my hypothesis there is...
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Analysis of the Phenomenon of Visual Pollution in Prague and Delhi, especially in New Delhi
Andresek, Šimon ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis focuses on the phenomenon of visual pollution and its presence in the Republic of India, in the National Capital Territory of Delhi, in New Delhi, the capital, and in the Czech Republic and its capital, especially in Historic Centre of Prague. First, the space where visual pollution takes place and which could be mostly described as public, is defined by four perspectives based on its different functions and structures. Thereafter, the phenomenon of visual pollution is described both through the broad spectrum of its causes and through the processes of perception and cognition and the aesthetic evaluation of the environment that arises from these psychological processes. The subsequent part is dedicated to the consequences of the presence of visual pollution in public space, especially to the psychological ones. The practical part of this thesis is dedicated to the analysis of legislatïon and real status quo of the presence of visual pollution and the variety of its sources in examined states and especially at the level of particular municipalities. First, the legislation is analysed concerning visual pollution itself and its manifestations at the level of state units. Thereafter, the specific legislative implementations of visual pollution and its primary sources are identified...
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The current trends of outdoor advertisment extraordinary forms, focused on Prague
Linhart, Tomáš ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
This thesis addresses the complexity of outdoor advertisement in the Czech Republic. In the theoretical section, characteristics of outdoor communication, advantages and disadvantages, forms, the market and associations are presented. The empirical section analyses the current trends of outdoor advertisement extraordinary forms based on the field research findings and the concluding chapter puts both the theory and findings into the context of the environment in Prague. In this final part, the advertisement smog and accordance with surroundings and legislation are examined. The default assumption is that the outdoor advertisement is ubiquitous and is influencing every single individual. The impact varies, but essential is that the outdoor advertisement is impossible to drop or shut down; it is only possible to ignore it in order to avoid it. This might cause the Czech indifference to the advertisement oversaturation, which is often criticised by artists and experts. The aim of the thesis is to analyse and collect the current trends of outdoor extraordinary adaptations with respect to form and content. The theory is followed by the empirical section analysing the data obtained by field research in Prague. Several popular trends were discovered: multidimensional additional structures, special 3D design,...
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Use of LumiTRIX projection systems in OOH advertising
Nováček, Jiří ; Chylíková, Hana (advisor) ; Brus, Lukáš (referee)
The aim of this thesis is to explore the possibilities of using the LumiTRIX projection systems in outdoor (OOH) advertising. The first chapter is devoted to the position of outdoor advertising in advertising and marketing in general and to the history, formats and current trends of OOH advertising. The second chapter is dedicated to video mapping and LumiTRIX projection systems. The research can be found then in the third chapter. The possibilities of using LumiTRIX projection systems are explored here by means of individual in-depth interviews with representatives of Czech OOH advertising companies. The research proves that LumiTRIX projection systems can be very well used in outdoor advertising. The research also shows that the LumiTRIX Typhoon projector can be effectively used as a replacement for a "dynamic backlight" technology.
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Visual media in the urban space
Strejcová, Anna ; Láb, Filip (advisor) ; Šoltys, Otakar (referee)
The diploma theses Visual Media in the Urban Space deals with the issue of commercial visual media in the public space and the way they are incorporated to the city centers. I am focusing on that kind of media that invade the public space with the biggest force, such as billboards, bigboards, citylights, video screens, wraps, etc. The goal of the research is to compare the placement and the quantity of the out-of-home advertisements in the center of Prague and Barcelona. The research is done from the historical, cultural and geographical point of view (I am not going to investigate the visual messages from the semiotic point of view). I have chosen these two cities because they are the economic and cultural centers of the region and they have a very long history. Since these two cities are placed in the European cultural space and there are global agencies operating on the market I suppose there will be some parallels in the placement and appearance of the visual messages. My hypothesis is that most of the advertisements will be placed in the new-built neighborhoods and the historical centers will be less "visually polluted". Another hypothesis is that the public space in Prague will be filled more with aggressive media forms than the public space in Barcelona. According to my hypothesis there is...
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Regulation of Outdoor Advertising in the Czech Republic
Coufal, Vojtěch ; Vostrovská, Zdenka (advisor) ; Zeman, Martin (referee)
Outdoor advertising constitutes a part of the public space and as such it affects all inhabitants. Outdoor advertising causes several negative effects, such as traffic hazard or visual pollution. Therefore, it raises a requirement for its effective regulation. The thesis analyzes the current state of regulation of outdoor advertising in the Czech Republic and focuses primarily on advertising alongside the roads and on advertising in Prague. It deals with advertising from a marketing point of view, its role in society and the economic theories and approaches to advertising. Next, the thesis presents the specifics and forms of outdoor advertising, and also negative effects which are associated with it. Last, it analyzes legislative and institutional framework of regulation of outdoor advertising and describes its problematic areas. To evaluate the current state of regulation, an own empirical research was conducted using the method of questionnaires and personal interviews.
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Reklama ve veřejném prostoru
Holasová, Tereza
The bachelor thesis deals with the issue of advertising in public space. As it is a today's phenomen, it spreads very fast and it's out of control. The theoretical part focuses on the definition of important concepts, includes a typology of advertising media and public space, outlining the background and defines the scope of the joint advertising and public space. This essay also includes a summary of the main negative aspects of advertising in public space and its possible benefits. In connection with the problem, there is also mentioned the current legislation that deals with this topic even if only marginally. And at last, but not least, there are outlined the possible trends. The task of the practical part is the analysis and evaluation of several examples of the use of advertising media in public space, using the methodics and garden architectural design of public space. The location of the project is a problematic Sportovní street in Brno. The results lead to a clear conclusion that advertising in various degrees degrades specific public space and deprives it of many essential functions, including the residential function.
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Assessment of outdoor advertising
BAUEROVÁ, Milada
The aim of this thesis is to Assessment the outdoor advertisement in beforehand chosen company and new advertisement proposal with further suggestions for the company on the basis of assessment given. The other goal of this paper is to find out, in what way people of public notice outdoor advertisement, to create own proposal of advertisement and trying to determine the most successful campaign. The chosen company for the survey is the restaurant Bazén situated in town Rakovník. It is a small business providing restaurant services. The work itself is processed by using the following methods: review of literature, guided interview, experiment (using questionnaires), comparison, synthesis and analysis of results. According to the results there will be proposed new measures and recommendations for the selected company.
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Business plan for an out-of-home advertising market opportunity.
Purkrábek, Jan ; Kešner, Martin (advisor) ; Tichá, Klára (referee)
The aim of the document is to prepare a complete business plan for a new company tending to enter the out-of-home advertising market within the Czech Republic. Secondary aims are to check the feasibility and rentability of the project, to support the decision about starting or declining such project. The document analyses the relevant market, describes business opportunity including legal background, gives estimates on the market potential and specifies a detailed operating plan. Finally it analyses main risks and assemblies all used assumptions into the financial statements, including profitability evaluation.
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Trends in outdoor advertising
Piknová, Marcela ; Karlíček, Miroslav (advisor) ; Matuš, Vladimír (referee)
Work is focused on current issues in outdoor advertising, and their possible solutions. Analysis of current situation in outdoor and new technologies is based on interviews with practitioners. The first chapter contains a specification of forms of outdoor advertising. The second deals with used material, printing techniques and production process of advertising. The third chapter summarizes current trends in four thematic units, which are the basis for solving the problems described outdoor advertising.
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