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  1. 1 Studia Ekonomiczne

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  1. 1 Štrbová E.

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  1. 1 2014

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Action Art and Theatre Art in Marketing Communication

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Štrbová E.
Studia Ekonomiczne
|
2014
|
vol. 205
72-90
EN
This paper deals with the application of action art and its particular forms, such as events, happenings and performances in marketing communication. It theoretically elaborates similarities and differences of aesthetic and marketing understanding of the terms "event" and "marketing event" as well as locating their forms in contemporary art and marketing convention. We also deal with the terms "gender", "interaction and interactive audience", "aesthetic emotion" and perception in theatre environment that we link with the environment of event marketing and search for experience in consumer behaviour.
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