{"id":30,"date":"2021-12-08T07:37:32","date_gmt":"2021-12-08T06:37:32","guid":{"rendered":"https:\/\/bataproject.utb.cz\/?page_id=30"},"modified":"2021-12-14T09:05:22","modified_gmt":"2021-12-14T08:05:22","slug":"o-projektu","status":"publish","type":"page","link":"https:\/\/bataproject.utb.cz\/","title":{"rendered":"O projektu"},"content":{"rendered":"\n<p>Czechoslovak Brand &#8211; Ba\u0165a \u2013 datab\u00e1ze ba\u0165ovsk\u00e9 reklamy je spole\u010dn\u00fd projekt dvou jednotek Univerzity Tom\u00e1\u0161e Bati ve Zl\u00edn\u011b: Informa\u010dn\u00edho centra Ba\u0165a\u00a0 <a href=\"https:\/\/tomasbata.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/tomasbata.org<\/a> a Fakulty multimedi\u00e1ln\u00edch studi\u00ed <a rel=\"noreferrer noopener\" href=\"https:\/\/fmk.utb.cz\/\" target=\"_blank\">https:\/\/fmk.utb.cz<\/a>. Projekt byl podpo\u0159en veden\u00edm Univerzity Tom\u00e1\u0161e Bati v\u00a0r\u00e1mci projekt\u016f financovan\u00fdch z\u00a0Fondu strategick\u00e9ho rozvoje FSR (Ford 5 a 6).<\/p>\n\n\n\n<p>Projekt m\u00e1 za c\u00edl sb\u011br a uchov\u00e1v\u00e1n\u00ed r\u016fzn\u00fdch forem reklamy firmy Ba\u0165a a komplexn\u00ed mapov\u00e1n\u00ed vzniku komplexn\u00edho brandu Ba\u0165a. Jedn\u00edm z&nbsp;\u00fakol\u016f projektu bylo popsat a vytvo\u0159it datab\u00e1zi propaga\u010dn\u00edch prost\u0159edk\u016f pou\u017e\u00edvan\u00fdch firmou Ba\u0165a v letech 1920-1950.<\/p>\n\n\n\n<p>Firma Ba\u0165a zav\u00e1d\u011bla v\u00a0mnoha oblastech nov\u00e1torsk\u00e9 postupy a inovace. V\u00fdjimkou nebyla ani oblast firemn\u00ed propagace a brandingu. Ve\u00a0sv\u00fdch snah\u00e1ch st\u00e1t se dominantn\u00ed zna\u010dkou v\u00a0r\u00e1mci \u010ceskoslovenska a v\u0161eobecn\u011b zn\u00e1m\u00fdm a viditeln\u00fdm glob\u00e1ln\u00edm podnikem, pou\u017e\u00edvala ve\u0161ker\u00e9 dostupn\u00e9 n\u00e1stroje a vynikala ve\u00a0vyu\u017e\u00edv\u00e1n\u00ed modern\u00edch prost\u0159edk\u016f komunikace. Mezi nimi jsou inzer\u00e1ty, plak\u00e1ty, firemn\u00ed v\u00fdlohy, billboardy, performance akce, spolupr\u00e1ce s osobnostmi, firemn\u00ed zna\u010dka, reklamn\u00ed vozidla, p\u0159esuli\u010dn\u00ed p\u00e1sy, sout\u011b\u017ee, firemn\u00ed tiskoviny (\u010dasopisy a noviny) apod. Krom\u011b toho firma pou\u017e\u00edvala k budov\u00e1n\u00ed sv\u00e9ho specifick\u00e9ho brandu tak\u00e9 svoji soci\u00e1ln\u00ed politiku. Rovn\u011b\u017e tov\u00e1rn\u00ed m\u011bsta vybudovan\u00e9 v\u00a0b\u00fdval\u00e9m\u00a0\u010ceskoslovensku, ale i ve sv\u011bt\u011b, p\u0159edstavovaly v\u00fdkladn\u00ed sk\u0159\u00ed\u0148 glob\u00e1ln\u00ed zna\u010dky firmy Ba\u0165a.<\/p>\n\n\n\n<p>V&nbsp;r\u00e1mci realizace projektu byl proveden v\u00fdzkum v&nbsp;pam\u00e1tkov\u00fdch instituc\u00edch v&nbsp;\u010cesk\u00e9 republice i v&nbsp;zahrani\u010d\u00ed. B\u011bhem bad\u00e1n\u00ed byl zdigitalizov\u00e1n velk\u00fd po\u010det dokument\u016f o ba\u0165ovsk\u00e9 reklam\u011b. S&nbsp;ohledem na autorsk\u00e1 pr\u00e1va m\u016f\u017ee b\u00fdt zp\u0159\u00edstupn\u011bna ve\u0159ejnosti jenom \u010d\u00e1st digitalizovan\u00fdch dokument\u016f v&nbsp;r\u00e1mci t\u00e9to datab\u00e1ze. Vet\u0161\u00ed \u010d\u00e1st dokument\u016f se nach\u00e1z\u00ed v&nbsp;neve\u0159ejn\u00e9 \u010dasti datab\u00e1ze, kter\u00e1 je p\u0159\u00edstupn\u00e1 v\u011bdeck\u00fdm badatel\u016fm.<\/p>\n\n\n\n<p>Z\u00e1jemc\u016fm jsou prozat\u00edm ve\u0159ejn\u011b p\u0159\u00edstupn\u00e9 dne\u0161n\u00ed fotografie ba\u0165ovsk\u00fdch m\u011bst, a tak\u00e9 \u010d\u00e1st novinov\u00e9 inzerce, plak\u00e1t\u016f, hlavi\u010dek a tituln\u00edch stran r\u016fzn\u00fdch ba\u0165ovsk\u00fdch tiskovin, seznam osobnost\u00ed spojen\u00fdch s&nbsp;ba\u0165ovskou reklamou a kompletn\u00ed seznam film\u016f ba\u0165ovsk\u00e9 produkce.<\/p>\n\n\n\n<p>Datab\u00e1ze bude pr\u016fb\u011b\u017en\u011b dopl\u0148ovan\u00e1.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Czechoslovak Brand &#8211; Ba\u0165a \u2013 datab\u00e1ze ba\u0165ovsk\u00e9 reklamy je spole\u010dn\u00fd projekt dvou jednotek Univerzity Tom\u00e1\u0161e Bati ve Zl\u00edn\u011b: Informa\u010dn\u00edho centra Ba\u0165a\u00a0 https:\/\/tomasbata.org a Fakulty multimedi\u00e1ln\u00edch studi\u00ed https:\/\/fmk.utb.cz. Projekt byl podpo\u0159en veden\u00edm Univerzity Tom\u00e1\u0161e Bati v\u00a0r\u00e1mci projekt\u016f financovan\u00fdch z\u00a0Fondu strategick\u00e9ho rozvoje FSR (Ford 5 a 6). Projekt m\u00e1 za c\u00edl sb\u011br a uchov\u00e1v\u00e1n\u00ed r\u016fzn\u00fdch forem reklamy &#8230; <a title=\"O projektu\" class=\"read-more\" href=\"https:\/\/bataproject.utb.cz\/\" aria-label=\"More on O projektu\">Read More<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_generate-full-width-content":"","ngg_post_thumbnail":0},"_links":{"self":[{"href":"https:\/\/bataproject.utb.cz\/index.php\/wp-json\/wp\/v2\/pages\/30"}],"collection":[{"href":"https:\/\/bataproject.utb.cz\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/bataproject.utb.cz\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/bataproject.utb.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bataproject.utb.cz\/index.php\/wp-json\/wp\/v2\/comments?post=30"}],"version-history":[{"count":2,"href":"https:\/\/bataproject.utb.cz\/index.php\/wp-json\/wp\/v2\/pages\/30\/revisions"}],"predecessor-version":[{"id":50,"href":"https:\/\/bataproject.utb.cz\/index.php\/wp-json\/wp\/v2\/pages\/30\/revisions\/50"}],"wp:attachment":[{"href":"https:\/\/bataproject.utb.cz\/index.php\/wp-json\/wp\/v2\/media?parent=30"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}