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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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