Jacek Sztuka

To look for answers to some of the above questions, Author decided to conduct research using an eye tracker that records eyeballs movement. Author tested thirty respondents (and heself). The research sample here consisted of young people and experienced artists. Each subject observed a sequence of images. These images were: a value sketch and a color sketch by the subject, a group sketch in which he...

In considering the relationship of the artwork to integrated marketing communications, it is worth addressing the hard-to-grasp concept of art itself and the work of art associated with it. Seeking answers to the fundamental question of the role of art and its creations in visual marketing communications, we must be aware of what an artwork is and how to distinguish it from other visual communications...