The development of integrated marketing communications at the British General Post Office, 1931–39

In the 1930s, the General Post Office (GPO) in Britain became one of the nation’s most innovative pioneers of marketing communication. Following criticism of the organisation in the 1920s for its conservative use of publicity, the GPO embarked upon a series of creative publicity campaigns that applied, amongst other methods, advertising, public relations, promotions, cinema, events and artistic posters. Through an overview of its publicity, and through a narrative of three case-studies, this article argues that one of the most important innovations of the GPO was its integration of marketing communication, both in terms of techniques used and in relation to its emphasis in promoting the organisation and the services it provided.     

心理健康教育视域下的校园文化景观教学——以福建商业高等专科学校为例

在校园文化建设中,景观建设是其基本内容。商专校园文化景观贯穿继承与弘扬"闽商精神"的根本理念,将几大文化板块相融通,构造出丰富多彩的内容。探讨校园文化景观与心理健康教育的关系,结合相关的基础理论,分析校园文化景观对心理健康教育的多重积极作用,使心理健康教育的情境化教学方式落到实处,有益于心理健康教育的良性发展,对深化高校心理健康教育的多样化途径的认识与理解也有借鉴作用。     

商业招牌的景观现状与设计策略——以南京路步行街61家商业企业为例

招牌作为企业的标志,起到树立企业文化、表现企业精神及吸引消费者等目的。本文通过对南京路步行街61家企业商铺招牌的放置形式、字体、主色调和招牌质地的研究分析,提出放置形式的多样化、字体选择的“企业化”、质地材料的新颖化和色彩表现的情感化等招牌设计策略,以期达到进一步丰富商业街的景观文化、美化城市的目的。     

Alternative farming and collective goals: Towards a powerful relationships for future food policies

Based on the significant amount of literature on the concept of spatial, ecological, and social embeddedness in the Alternative Food Networks (AFNs) research, this study describes the main dynamics related to the involvement of non-conventional farmers in their collective ideas and actions.With a comparison between two European regions: Sardinia and the Community of Madrid, the paper identifies different styles of behaviour among organic producers, whether or not supervised by a control body, and highlights the differences and similarities regarding their ideas about how alternative agriculture has an impact on the environment as well as society. Eco-economies and ecopreneurship are also considered. The aim is to see if, and to what extent, these ideas have a collective character, going beyond the limits of the single farm to reach a regional scale and, thus, if there is a basis for the development of future food-related planning policies. Through the information provided by semi-structured interviews, farmers have been divided into categories according to their degree of embeddedness, described through the main themes that emerged during the interviews. Every farmer has been included in only one category according to his or her main preference, which does not imply the ab-sence of a positive attitude towards other categories.The study aims to contribute to the understanding of how AFN values and methods can boost the improvement of biodiversity and landscape conservation through collective actions which have the power to boost and develop rural initiative at a regional scale.     

Intergenerational appeal in advertising: impacts of brand–gender extension and brand history

An intergenerational (IG) appeal in an advertising campaign usually presents a nostalgic image with family portraits, emphasizing the traditions that have been passed on from generation to generation or harkening back to the ‘good old days’ between father and son, or mother and daughter. The IG appeal can effectively enhance a brand's image and induce that all-important consumer purchase. This paper takes gender differences (father/son or mother/daughter) into consideration while examining two moderators related to branding: (in)congruent brand–gender extension and brand history. Results indicate that a well-established brand history enhances the effects of the IG appeal. In addition, a congruent brand–gender extension increases the effects of the IG appeal. More interestingly, IG appeals can be effective in presenting a less established brand which has an incongruent brand–gender extension.     

中国传统造园模式的解读与启示

在城市进入大规模的拆迁与重整的今天，人类对“家园”的认知尤为重要。“什么环境空间组合才是我们需要的家园，什么样的空间形式才是适合我们居住的呢？”无疑，这是个值得深思和探究的课题。从传统造园的三个基本形式来展开分析解读，并试图找出一条属于全人类的、未来的、生态的、和谐的城市“家园”的发展之路。     

货币信用属性演化的历史与逻辑

通过讨论主要货币起源与演化理论的矛盾与不足,从货币取得人们信任的角度,尝试整合了货币起源与演化的事实与逻辑,由此可以认为货币的本质是信用,(商品、金属)货币和纸币一样都是信用货币,货币演化是货币内涵的威权因素和物的因素相互竞争的结果;且货币制度的核心是信用。维持人们对货币的信心与币值稳定应当是任何货币调控的出发点和归宿。     

“中国道路”的接续探索与时代价值

“中国道路”的发展“奇迹”引起了国内外专家学者热议，有赞誉，有指责；有肯定，也有否定，呈现出多种思考与议论。针对这些热议，需要坚持“历史与逻辑”相统一的辩证唯物主义立场来认识“中国道路”演化的系统性和必然性，进而领会“中国道路”的时代价值。“中国道路”创新和丰富了世界现代化发展模式。将“中国道路”的“历史起点和逻辑起点”放在宏观时空环境中来观察分析，以期深刻揭示选择走“中国道路”的必然性；同时秉持历史唯物主义基本立场和观点，坚决批判历史虚无主义，树立“道路自信”。     

西方经济强国模式类型及中国特色经济发展模式的思考

历史上的九个经济强国可分为三种类型,按其特色大致分为四种崛起模式;改革开放以来,形成中的有中国特色的经济发展模式创造了世界经济发展史上奇迹;正在形成中的有中国特色的经济发展模式的已具有六个方面的本质特征;重视中国经济发展模式成长中的困境;加大制度创新,突破发展障碍。     

延安市姚店工业区绿地系统环境景观规划设计

设计依托结合姚店工业区总体规划,在充分考虑现有自然条件的前提下,挖掘当地工业历史和文化,营建与新区发展相适应的具有文化内涵并突出生态型的绿地环境景观系统。为工业区可持续发展打造坚实的物质和文化基础。