Wracaj\u0105c do domu, spotykam coraz wi\u0119cej ekran\u00f3w LED. Jeden szczeg\u00f3lnie zwraca moj\u0105 uwag\u0119. Emituje tak silne \u015bwiat\u0142o i jest na tyle du\u017cy, \u017ce okolicznym domom spad\u0142y pewnie zdecydowanie rachunki za pr\u0105d. Nie\u00a0 jestem pewien, czy sta\u0142e zamieszkanie w dyskotece bez muzyki \u00a0jest \u00a0szczytem marze\u0144 Polaka-Szaraka\u2026<\/p>\n
Osobi\u015bcie nie mam nic przeciwko ekranom LED. Tak samo jak nie mam nic przeciwko outdoorowi. Reklama zewn\u0119trzna pe\u0142ni swoj\u0105 funkcj\u0119 i doskonale portretowa\u0142 to Darek Kubuj w swojej ksi\u0105\u017cce Outdoor\u201d (pozdrowienia :)) . Coraz cz\u0119\u015bciej kr\u00f3tkie porci\u0119ta polskiej reklamy zewn\u0119trznej, ujawniaj\u0105 bezsensownie go\u0142e (i niestety nie seksowne) po\u015bladki. I a\u017c r\u0119ka \u015bwierzbi, \u017ceby wymierzy\u0107 solidnego klapsa.<\/strong><\/p>\n Polskie \u201erzemios\u0142o reklamowe\u201d jest w stanie gorzej ni\u017c marnym. Nie trzeba tego udowadnia\u0107 \u2013 wystarczy wyj\u015b\u0107 \u00a0na ulic\u0119. Trudno si\u0119 dziwi\u0107. Skoro w szko\u0142ach reklamy uczy si\u0119 g\u0142\u00f3wnie o mediach, a rzemie\u015blnicy to g\u0142\u00f3wnie samouki z nierzadko mocno dyskusyjnym poczuciem estetyki, wiedz\u0105 o proporcjach, liternictwie czy projektowaniu graficznym. Wyuczeni „na klientach” – wszak ka\u017cdy rodak to specjalista we wszystkich dziedzinach reklamy. \u00a0Dzi\u015b ka\u017cdy kto ma Photoshopa uwa\u017ca si\u0119 za kreatywnego artyst\u0119. Ale klikanie mysz\u0105 w \u00a0InDesignie \u00a0detepowca jeszcze nie czyni\u2026 (taka parafraza klaskania u Rubika …) Ale nie o tym \ud83d\ude42<\/p>\n Efektem jest niestety \u201etrzoda na ulicach\u201d , zar\u00f3wno pod wzgl\u0119dem estetycznym, uwarunkowa\u0144 przestrzennych czy standard\u00f3w informacyjnych i identyfikacji miejskiej. \u00a0 Dzi\u015b to tego garnuszka wchodz\u0105 powoli acz skutecznie, systemy komunikacji wizualnej. Obejmuj\u0105cej wspomniane ekrany LED, projekcje wizyjne, sieci ekran\u00f3w LCD i wszelkie narz\u0119dzia okre\u015blane mianem cyfrowych narz\u0119dzi reklamy i informacji. Ale instalacja outdooru, to nie do samo co LED. \u0179le umiejscowiony ekran b\u0119dzie o\u015blepia\u0142 kierowc\u00f3w, dostarcza\u0142 wieczornych, dyskotekowych atrakcji mieszka\u0144com okolicznych domostw czy dezorientowa\u0142 przechodni\u00f3w. Podobnie jak projekcja wizyjna.\u00a0 Je\u015bli zdezorientowany, pijany kierowca wjedzie w centrum Warszawy w t\u0142um ludzi na przystanku, dyskusja b\u0119dzie si\u0119 toczy\u0107 wok\u00f3\u0142 o\u015blepienia go przez ekran (nowo\u015b\u0107), a nie jazdy po alkoholu (zbyt pospolite).<\/p>\n Komunikacja cyfrowa, to zupe\u0142nie nowe mo\u017cliwo\u015bci prezentacji zawarto\u015bci informacyjnej i reklamowej. Oby przez nonszalancj\u0119 niekt\u00f3rych marketer\u00f3w i agencji, wspomniany na wst\u0119pie klaps nie zamieni\u0142 si\u0119 w legislacyjnego kopniaka. Ze strony prawodawcy jak i samorz\u0105d\u00f3w. Szkoda by by\u0142o. Mo\u017ce wi\u0119c warto samemu najpierw popracowa\u0107 nad standardami, uwzgl\u0119dniaj\u0105cymi interesy wszystkich stron.<\/p>\n PS. Tytu\u0142 zaczerpn\u0105\u0142em od pewnego berli\u0144skiego powiedzenia, zwi\u0105zanego z pa\u0142acem prezydenckim. Ale go tutaj nie przytocz\u0119 :)))<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Wracaj\u0105c do domu, spotykam coraz wi\u0119cej ekran\u00f3w LED. Jeden szczeg\u00f3lnie zwraca moj\u0105 uwag\u0119. Emituje tak silne \u015bwiat\u0142o i jest na […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[747],"tags":[90,94,135,170,376,566],"class_list":["post-381","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-blog","tag-blog-o-marketingu","tag-cmo","tag-dzial-marketingu","tag-marketing","tag-rynkologia"],"aioseo_notices":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/paKYj5-69","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/381","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/comments?post=381"}],"version-history":[{"count":1,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/381\/revisions"}],"predecessor-version":[{"id":5947,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/381\/revisions\/5947"}],"wp:attachment":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/media?parent=381"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/categories?post=381"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/tags?post=381"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}