SCÉNICKÝ DIZAJN A VIZUÁLNA KOMUNIKÁCIA. OD UMENIA K MARKETINGU
SCENIC DESIGN AND VISUAL COMMUNICATION. FROM ART TO MARKETING

Summary/Abstract: The study explores the issues of theoretical and pragmatic thinking about scenic design, its means and practices. From a geographical point of view, the topic is examined mainly in the Slovak-Czech context and from a temporal point of view, it covers mainly the last two decades. The basis of the analysis of the understanding of the concept of scenic design is a reflection on theoretical and partly artistic contexts that deal with dramatic, primarily theatrical works. The examples chosen represent structuralist, formalist, semantic, semiotic, scenological, architectural, design and marketing interpretations of the issue. The study also highlights those aspects of the traditional understanding of scenic design as scenography that have led to a major reception turn in recent decades. Within it, its non-artistic qualities have also been pointed out. The study works with comparative, analytical, synthesising and intersemiotic methods.

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