Divadelní propagace jako estetická odpovědnost

In my work, I focus on theatrical promotion from a semiotic point of view. Specifically, I examine the poster of Studio Hrdinů, which operates in Prague's Veletržní palác. I chose the poster Poslední kapitola dějin světa and defined three hypotheses: •the message of the poster's creator is obvious to the observer, •the observer can infer from the poster the style and type of performance, •the theatrical promotion is attractive to the observer. For the research I used semiotic analysis, where I evaluated the poster from my own perspective, and in-depth interviews, which were conducted with five respondents. The respondents include the author of the poster concept who is also the director of the production and whose answers served as a reference. In addition, there were two theatre staff members, a graphic designer and the theatre secretary, and two representatives of people who like to visit the theatre - one with an artistic background and one as an ordinary spectator. Based on the research, I refuted the stated hypotheses and suggested a modified visual style for the poster that would fit the director's requirements and have a better chance of confirming the hypotheses.