[perex]<\/p>\r\n
\u201eB\u00e1sn\u011b z d\u00e1lnice\u201c jsou sestaven\u00e9 z reklamn\u00edch slogan\u016f z\u00a0billboard\u016f, kter\u00e9 sesb\u00edrala Jolana Havelkov\u00e1 p\u0159i cest\u00e1ch \u010ceskou republikou za uplynul\u00fdch 12 let. V\u00fdstava se kon\u00e1 v\u00a0r\u00e1mci programu Um\u011bn\u00ed pro m\u011bsto a je spole\u010dn\u00fdm projektem Galerie hl. m. Prahy<\/a> (GHMP) a Dopravn\u00edho podniku hl. m. Prahy (DPP) s podporou hl. m. Prahy.<\/p>\r\n [\/perex]<\/p>\r\n V\u00fdstava zachycuje prom\u011bnu jazyka copywriter\u016f, kte\u0159\u00ed p\u00ed\u0161ou slogany pro billboardy, v obdob\u00ed ohrani\u010den\u00e9m dv\u011bma v\u00fdznamn\u00fdmi spole\u010densk\u00fdmi zvraty: finan\u010dn\u00ed kriz\u00ed v letech 2008 \u2013 2009 a sou\u010dasnou pandemi\u00ed covid-19. Je v\u00fdb\u011brem z obs\u00e1hlej\u0161\u00ed sb\u00edrky text\u016f, kter\u00e9 si Jolana Havelkov\u00e1, autorka v\u00fdstavy, zaznamen\u00e1vala p\u0159i cest\u00e1ch \u010ceskou republikou od roku 2008.<\/p>\r\n \u201eObvykl\u00fdm c\u00edlem text\u016f na billboardech je zm\u011bna vlastn\u00edho \u017eivota \u2013 pob\u00edzej\u00ed k uskute\u010dn\u011bn\u00ed sn\u016f, motivuj\u00ed ke koupi \u010di ochran\u011b majetku. V sou\u010dasn\u00e9 dob\u011b se ov\u0161em styl n\u011bkter\u00fdch slogan\u016f m\u011bn\u00ed a sm\u011b\u0159uje k opatrnosti a z\u00e1chran\u011b \u017eivot\u016f. Vytr\u017een\u00e1 sd\u011blen\u00ed se bez vizu\u00e1ln\u00edho podkladu a p\u0159edm\u011btu reklamy st\u00e1vaj\u00ed asociativn\u00ed hrou se slovy, v kontextu doby trefnou glosou aktu\u00e1ln\u00edho d\u011bn\u00ed<\/em>,\u201c\u00a0popisuje koncepci v\u00fdstavy \u201eB\u00e1sn\u011b z d\u00e1lnice\u201c jej\u00ed kur\u00e1torka Tereza Nov\u00e1kov\u00e1.<\/p>\r\n \u201eV sociokulturn\u00edch a historick\u00fdch souvislostech se univerz\u00e1ln\u00ed pravda slogan\u016f m\u016f\u017ee jevit jako pouh\u00fd v\u00fdk\u0159ik na pomez\u00ed k\u00fd\u010de a psychologick\u00e9 \u00fat\u011bchy. Bez kontextu\u00e1ln\u00edho propojen\u00ed s p\u016fvodn\u00edm obsahem reklamn\u00edch ploch nab\u00fdvaj\u00ed tato sd\u011blen\u00ed nov\u00fd potenci\u00e1l. Absenc\u00ed p\u0159edm\u011btu reklamy se tato p\u0159ivlastn\u011bn\u00e1 hesla st\u00e1vaj\u00ed asociativn\u00ed hrou se slovy. Poskytuj\u00ed t\u00e9m\u011b\u0159 bezb\u0159eh\u00fd prostor pro imaginaci a vyb\u00edzej\u00ed k zamy\u0161len\u00ed nad obsahem a smyslem text\u016f, kter\u00e9 n\u00e1s l\u00e9ta obklopuj\u00ed. Slogany tvo\u0159\u00ed vizu\u00e1ln\u00ed i obsahovou str\u00e1nku pl\u00e1tna. V\u011bt\u0161\u00ed \u010d\u00e1st m\u00e9 sb\u00edrky b\u00e1sn\u00ed se tak vrac\u00ed na sv\u00e1 p\u016fvodn\u011b ur\u010den\u00e1 m\u00edsta ve ve\u0159ejn\u00e9m prostoru, na \u201areklamn\u00ed\u2018 plochy. Motiva\u010dn\u00ed potenci\u00e1l ti\u0161t\u011bn\u00fdch slogan\u016f, kter\u00fd sk\u00fdt\u00e1 mo\u017enost oslovit kolemjdouc\u00ed, je akcentov\u00e1n \u00fast\u0159edn\u00edmi barevn\u00fdmi hesly spole\u010dn\u011b se zv\u00fdrazn\u011bn\u00fdmi sd\u011blen\u00edmi, kter\u00e1 rastruj\u00ed samotnou plochu billboardu<\/em>,\u201c\u00a0dopl\u0148uje Jolana Havelkov\u00e1.<\/p>\r\n Vizu\u00e1ln\u00ed podoba B\u00e1sn\u00ed z d\u00e1lnice se stala podkladem pro r\u00e9torickou performanci. Jolana Havelkov\u00e1 pro tuto p\u0159\u00edle\u017eitost p\u0159izvala herce Tom\u00e1\u0161e Je\u0159\u00e1bka a Davida Dvo\u0159\u00e1ka. Dynamick\u00fdm propojen\u00edm hesel a kladen\u00edm d\u016frazu na jednotliv\u00e9 reference vzniklo sedm nahr\u00e1vek B\u00e1sn\u00ed z d\u00e1lnice. Z\u00e1plava motiva\u010dn\u00edch, konformn\u00edch \u010di absurdn\u00edch slogan\u016f se prom\u011bnila v etudy v podob\u011b mluven\u00e9ho slova s prvky humoru a parodie. B\u00e1sn\u011b z d\u00e1lnice jsou p\u0159\u00edstupn\u00e9 prost\u0159ednictv\u00edm QR k\u00f3du v Galerii Vltavsk\u00e1 i na webov\u00fdch str\u00e1nk\u00e1ch projektu\u00a0www.basnezdalnice.cz<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"[perex] \u201eB\u00e1sn\u011b z d\u00e1lnice\u201c jsou sestaven\u00e9 z reklamn\u00edch slogan\u016f z\u00a0billboard\u016f, kter\u00e9 sesb\u00edrala Jolana Havelkov\u00e1 p\u0159i cest\u00e1ch \u010ceskou republikou za uplynul\u00fdch 12 let. V\u00fdstava se kon\u00e1 v\u00a0r\u00e1mci programu Um\u011bn\u00ed pro m\u011bsto a je spole\u010dn\u00fdm projektem Galerie hl. m. Prahy (GHMP) a Dopravn\u00edho podniku hl. m. Prahy (DPP) s podporou hl. m. Prahy. [\/perex] V\u00fdstava zachycuje prom\u011bnu jazyka copywriter\u016f, kte\u0159\u00ed p\u00ed\u0161ou slogany […]","protected":false},"author":97,"featured_media":47332,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[34],"tags":[],"_links":{"self":[{"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/posts\/47328"}],"collection":[{"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/users\/97"}],"replies":[{"embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/comments?post=47328"}],"version-history":[{"count":2,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/posts\/47328\/revisions"}],"predecessor-version":[{"id":47334,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/posts\/47328\/revisions\/47334"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/media\/47332"}],"wp:attachment":[{"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/media?parent=47328"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/categories?post=47328"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/tags?post=47328"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}