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Shop Signs of Traditional Crafts in Zagreb Under the Impact of Globalization

Melita Varga   ORCID icon orcid.org/0000-0002-9208-7873 ; Studentica Odsjeka za sociologiju, Filozofski fakultet u Zagrebu

Puni tekst: hrvatski, pdf (221 KB) str. 273-296 preuzimanja: 1.019* citiraj
APA 6th Edition
Varga, M. (2012). Reklamni natpisi tradicionalnih obrtnika u gradu Zagrebu na udaru globalizacije. Socijalna ekologija, 21 (3), 273-296. Preuzeto s https://hrcak.srce.hr/93597
MLA 8th Edition
Varga, Melita. "Reklamni natpisi tradicionalnih obrtnika u gradu Zagrebu na udaru globalizacije." Socijalna ekologija, vol. 21, br. 3, 2012, str. 273-296. https://hrcak.srce.hr/93597. Citirano 10.07.2020.
Chicago 17th Edition
Varga, Melita. "Reklamni natpisi tradicionalnih obrtnika u gradu Zagrebu na udaru globalizacije." Socijalna ekologija 21, br. 3 (2012): 273-296. https://hrcak.srce.hr/93597
Harvard
Varga, M. (2012). 'Reklamni natpisi tradicionalnih obrtnika u gradu Zagrebu na udaru globalizacije', Socijalna ekologija, 21(3), str. 273-296. Preuzeto s: https://hrcak.srce.hr/93597 (Datum pristupa: 10.07.2020.)
Vancouver
Varga M. Reklamni natpisi tradicionalnih obrtnika u gradu Zagrebu na udaru globalizacije. Socijalna ekologija [Internet]. 2012 [pristupljeno 10.07.2020.];21(3):273-296. Dostupno na: https://hrcak.srce.hr/93597
IEEE
M. Varga, "Reklamni natpisi tradicionalnih obrtnika u gradu Zagrebu na udaru globalizacije", Socijalna ekologija, vol.21, br. 3, str. 273-296, 2012. [Online]. Dostupno na: https://hrcak.srce.hr/93597. [Citirano: 10.07.2020.]

Sažetak
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.

Ključne riječi
globalization; modernization; city of Zagreb; history of crafts; shop signs; logo

Hrčak ID: 93597

URI
https://hrcak.srce.hr/93597

[hrvatski] [njemački]

Posjeta: 1.489 *