{"id":445,"date":"2010-01-13T14:48:13","date_gmt":"2010-01-13T14:48:13","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=445"},"modified":"2019-02-14T19:41:55","modified_gmt":"2019-02-14T19:41:55","slug":"psucie-ryby-od-ogona","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/psucie-ryby-od-ogona\/","title":{"rendered":"Psucie ryby od ogona"},"content":{"rendered":"<p>Oto mamy billboardowy \u201euk\u0142ad\u201d. Przeci\u0119tna, polska tablica reklamowa \u2013 to dzi\u015b obraz n\u0119dzy i rozpaczy. Ilo\u015bciowo \u2013 przodujemy w Europie. Jako\u015bciowo \u2013 szkoda strz\u0119pi\u0107 pi\u00f3ra. W jednym z wrze\u015bniowych numer\u00f3w \u201ePolityki\u201d dokonuje si\u0119 wiwisekcji polskiej bran\u017cy outdoorowej. Trudno polemizowa\u0107 z argumentacj\u0105 zaw\u0142aszczania przestrzeni publicznej, braku estetyki, harmonii czy prostej logiki u\u017cycia. To s\u0105 fakty, a z nimi jak wiadomo \u2013 nie ma sensu wojowa\u0107. Obraz Polski outdoorowej \u2013 to obraz wielkiej walki w policjant\u00f3w i z\u0142odziei. Kto b\u0119dzie szybszy i bardziej chytry ? \u00a0U\u017cycie w dzisiejszych czasach tych trzech liter jest na tyle ryzykowne, \u017ce pos\u0142u\u017c\u0119 si\u0119 fraz\u0105<em> \u201erudokitnyj\u201d<\/em> \u2026<\/p>\n<p>Ryba nie psuje si\u0119 od g\u0142owy. Ryba psuje si\u0119 od niewykszta\u0142conego, marnego grafika. Od marnej, miejskiej estetyki. Marnego, zgaszonego marketera. Od indolencji samorz\u0105dowych decydent\u00f3w, dla kt\u00f3rych reklama w przestrzeni publicznej to nadal objaw \u201eku\u0142ackiego imperium prywaciarza\u201d. Wszystko zaczyna si\u0119 od braku koncepcji i pomys\u0142u na uporz\u0105dkowanie miejskiej przestrzeni reklamowej. Brakuje lokalnych rozwi\u0105za\u0144 prawnych, kt\u00f3re uwzgl\u0119dnia\u0107 b\u0119d\u0105 zar\u00f3wno interesy agencji, samorz\u0105d\u00f3w, klient\u00f3w agencji, ale i lokalnej spo\u0142eczno\u015bci. Brakuje zdefiniowania miejsc, kt\u00f3re nie powinny by\u0107 \u201ezaw\u0142aszczane\u201d mimo ich niew\u0105tpliwej atrakcyjno\u015bci, takich jak zabytki czy ko\u015bcio\u0142y.<\/p>\n<p>Ryba naprawd\u0119 psuje si\u0119 od ogona \u2026 Byliby\u015bmy pewnie w stanie zaakceptowa\u0107 nawa\u0142 reklamy zewn\u0119trznej, je\u015bli jej jako\u015b\u0107 reprezentowa\u0142aby \u201epierwszy sort\u201d. Tak niestety nie jest. \u015awiat billboard\u00f3w, miesza si\u0119 z lokalnymi wyklejankami i wycinankami pami\u0119taj\u0105cymi \u015bwiat reklamowej folii, citylightami, kawa\u0142kami \u015bwiec\u0105cych neon\u00f3w czy diodami LED. Techniczny i designerski prymitywizm wype\u0142nia otoczenie og\u00f3lnopolskich no\u015bnik\u00f3w. A mo\u017ce odwrotnie ?<\/p>\n<p>Przez 17 lat, demokratyczna Polska nie wykszta\u0142ci\u0142a licznych i profesjonalnych projektant\u00f3w reklamy.\u00a0 Gdzie s\u0105 lokalne szko\u0142y kszta\u0142c\u0105ce specjalist\u00f3w w zakresie zasad identyfikacji \u00a0wizualnej, szlifuj\u0105ce kreatywno\u015b\u0107, pozwalaj\u0105ce na eksperyment\u00a0 czy na wyj\u015bcie poza konwenanse i sztamp\u0119 ? Gdzie jest wysokiej klasy, polskie rzemios\u0142o reklamowe ? Czy\u017c przez kilkana\u015bcie lat nie mia\u0142o szansy si\u0119 narodzi\u0107 ? A gdzie mistrzowie wielkiej, polskiej szko\u0142y plakatu ?<\/p>\n<p>Dzi\u015b szef marketingu np. wielkiego browaru nie ma problemu z organizacj\u0105\u00a0 og\u00f3lnopolskiej kampanii \u2013 fachowc\u00f3w ma na wyci\u0105gni\u0119cie r\u0119ki. Niekt\u00f3rzy nawet gwizda\u0107 nie musz\u0105. Zdecydowanie gorzej ma w\u0142a\u015bciciel ma\u0142ego, lokalnego biura turystycznego, kt\u00f3ry szuka wyr\u00f3\u017cniaj\u0105cej go koncepcji identyfikacji oraz profesjonalnego wykonania no\u015bnik\u00f3w. I nie chce sprzedawa\u0107 samochodu, \u017ceby j\u0105 sobie zaprojektowa\u0107. Ale zdecydowanie najgorzej \u2013 ma ten, kt\u00f3ry zabawia si\u0119 w Zosi\u0119-Samosi\u0119, samodzielnie tworz\u0105c estetyczne potworki atakuj\u0105ce nas na ka\u017cdym kroku. I ten \u201e\u015bpiewno-ta\u0144cuj\u0105cy\u201d folklor, jest dla naszego oka tym samym czym disco polo dla uszu. Konsekwencje tak samo druzgoc\u0105ce \u2026<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Oto mamy billboardowy \u201euk\u0142ad\u201d. Przeci\u0119tna, polska tablica reklamowa \u2013 to dzi\u015b obraz n\u0119dzy i rozpaczy. Ilo\u015bciowo \u2013 przodujemy w Europie. 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