Preliminary communication
Shop Signs of Traditional Crafts in Zagreb Under the Impact of Globalization
Melita Varga
orcid.org/0000-0002-9208-7873
; Studentica Odsjeka za sociologiju, Filozofski fakultet u Zagrebu
Abstract
Croatian modernization and cultural development depends on the West and its impacts. Croatia is a country in transition which is reflected in a conflict between traditional and modern identity. Traditional crafts were very important in the capital Zagreb’s development and progress in the past, however, after the Homeland war and political changes a number of crafts seized to exist. Shop signs represent a segment of the outdoor advertising because they are not only words or symbols but markers of identity of the shops. Content analysis of shop signs with a purposive sample was used. Research area ranges between the British Square across Jelačić Square to the Kvaternik Square in the capital Zagreb. The research shows that only 13% of shops are crafts. They are being pushed away from the streets into the backyards. In most cases shop signs are in Croatian. Only goldsmiths, watch makers and jewelers use colors to mark their identity, whereas bakers and locksmiths have characteristic logos. The inconsistency between craft shops’ signs represents a big problem. Ensuring the compatibility and recognition of shop signs and development of characteristic logos is important for the construction of identity of crafts and their recognition on the market.
Keywords
globalization; modernization; city of Zagreb; history of crafts; shop signs; logo
Hrčak ID:
93597
URI
Publication date:
10.12.2012.
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