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STREET ART AND GUERRILLA MARKETING AS ATTEMPTS TO CREATE A PUBLIC SPACE

100%

Grotowska S.

Studia Humanistyczne AGH

2012

vol. 11

issue 3

This article addresses a problem of the social functions of street art. The starting point is the assumption that art (not just street art) is present in all spheres of life - in a political propaganda, religious portraits, objects of trade, media, collective memory, etc. Explicitly or implicitly art supports the morale, co-creates the sense of community, social solidarity, can be used for - supporting the social order as well as for its criticism. The text consists of 4 subsections. The first summarises the origins of street art, inthe second one street art is considered as fram¬ing, in the third - street art has been analysed as a tool for building awareness of opposition, and the fourth one discusses the use of aesthetics of street art in the market games based on the example of guerrilla marketing and marketing activities of public institutions. The paper ends with a conclusion that street art is the art involved, the role of which in a public debatę relies on the production and maintaining awareness of opposition, although there are several factors that hinder the initiation of social change: a lack of understanding by the local com¬munity, limited freedom of speech, blurring the boundary between street art and street art aesthetics used for other purposes (such as guerrilla marketing).

Wykorzystanie ambient marketingu w promocji filmów i seriali

72%

Wojciechowski Ł. P.

Media Biznes Kultura

2018

issue 1(4)

141-154

The film industry does not exist today without extensive marketing activities based on non-standard solutions. The article presents the ways in which the film industry uses activities from the borderline of art and marketing activities, based mainly on the shock of recipients, to the promotion of films and series from the horror genre. The article presents relationships between various art forms (e.g. site-specific) and phenomena from the field of marketing communication (e.g. guerrilla marketing, ambient marketing). The basis for the conclusions is the analysis of information about the subject of the study (the so-called desk research method) and the review of the literature related to the studied issues.

Przemysł filmowy nie istnieje dzisiaj bez rozbudowanych działań marketingowych, opartych na niestandardowych rozwiązaniach. W artykule zaprezentowano, w jaki sposób przemysł filmowy wykorzystuje działania z pogranicza sztuki oraz działania marketingowe, oparte głównie na szokowaniu odbiorców, do promocji filmów i seriali z gatunku horrorów. W artykule przedstawiono związki pomiędzy różnymi formami sztuki (np. site-specific) a zjawiskami z obszaru komunikacji marketingowej (np. guerrilla marketing, ambient marketing). Podstawą do wysunięcia wniosków jest analiza informacji o przedmiocie badania (tzw. metoda desk research) oraz przegląd literatury dotyczącej badanej problematyki.

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1 Media Biznes Kultura

1 Studia Humanistyczne AGH

1 Grotowska S.

1 Wojciechowski Ł. P.

1 2018

1 2012

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STREET ART AND GUERRILLA MARKETING AS ATTEMPTS TO CREATE A PUBLIC SPACE

Wykorzystanie ambient marketingu w promocji filmów i seriali