Vizuální smog ve veřejném prostoru: případová studie ulice 9. května v Táboře

This bachelor thesis deals with the issue of visual pollution and advertising in public spaces, focusing on the highly frequented 9. května Street in Tábor. The aim of the thesis is to identify sources of visual pollution in the selected location and, based on the data obtained, to propose a strategy for their cultivation. The theoretical part defines key terms and places them in the context of marketing, urban planning, and psychology. The practical part combines an objective analysis of advertising signage according to a defined methodology, which uses expert opinion, with a public opinion survey in which 213 respondents participated. The results of the research showed a strong correlation between the expert-supported objective assessment and public perception, confirming the existence of visual pollution, with problematic elements identified in all defined categories. These include a high number of bold colors, inappropriate use of fonts, inadequate size and use of adhesive elements, unsystematic hierarchy and number of elements, and disregard for architecture in various forms. At the same time, the work shows that the issue requires a comprehensive solution to all problematic aspects together, not selectively. Based on these findings, specific cultivation tools based on positive motivation are proposed for the city of Tábor. These tools include the creation of a Good Practice Manual for business signage, the establishment of a coordinator position, and the possible introduction of a motivational subsidy program for entrepreneurs or property owners.