Is less more or a bore? Package design simplicity and brand perception: an application to Champagne

Packaging design as a medium for brand communication has a strong impact on the point-of-purchase decision. Therefore, marketers need a keen understanding of how packaging design influences brand perception. Although many studies have investigated the impact of design elements like color or typeface, few have examined the impact of holistic variables like the degree of elaborateness. This study proposes to fill this gap by investigating the influence of the degree of simplicity/complexity in package design on brand perception. The topic is first investigated through a multidisciplinary approach mobilizing the fields of semiotics, art history and marketing. Then, we conduct an experiment in which three bottles of Champagne operationalizing three levels of simplicity/complexity are tested with a sample of 305 consumers. The results indicate that the simplicity/complexity of a package design has a significant impact on brand perception, with simplicity being associated with modernity, reliability, authenticity, success and sobriety and complexity with seniority, joy, imagination, charm, femininity and sophistication.     

谈美术教育中人本主义的体现

以学生发展为本的人本主义教育理念是素质教育的要求，它使美术教育更关注丰富人性的培养，更为尊重学习者的个性目标。本文试从四个方面来谈谈如何在美术教育中体现人本主义这一理念。     

Art as an investment: Short and long-term comovements in major painting markets

This paper examines the short and long-term price linkages among major art and equity markets over the period 1976–2001. The art markets examined are Contemporary Masters, French Impressionists, Modern European, 19^th Century European, Old Masters, Surrealists, 20^th Century English and Modern US paintings. A global equity index (with dividends and capitalisation changes) is also included. Multivariate cointegration procedures, Granger non-causality tests, level VAR and generalised variance decomposition analyses based on error-correction and vector autoregressive models are conducted to analyse short and long-run relationships among these markets. The results indicate that there is a stationary long-run relationship and significant short and long run causal linkages between the various painting markets and between the equity market and painting markets. However, in terms of the percentage of variance explained most painting markets are relatively isolated, and other painting markets are generally more important than the equity market in explaining the variance that is not caused by innovations in the market itself. This suggests that opportunities for portfolio diversification in art works alone and in conjunction with equity markets exist, though in common with the literature in this area the study finds that the returns on paintings are much lower and the risks much higher than in conventional financial markets.The authors would like to thank delegates to the 14th Australasian Finance and Banking Conference, University of New South Wales, seminar participants at the Queensland University of Technology and Massey University, Masaki Katsuura, and two anonymous referees for helpful comments on earlier versions of this paper. The financial assistance of a Queensland University of Technology, Faculty of Business Research Initiative Grant is also gratefully acknowledged.     

探讨波普艺术在现代设计中的应用

文章通过对波普艺术的解读,从波普艺术在现代设计领域的个案入手,运用实例分析了波普艺术在现代设计中的应用,进而探讨了波普设计的发展趋势,为波普艺术的发展提供了更为广阔的空间,以此来满足现代社会人们标新立异、个性张扬的多元化需求。     

由广告引发的艺术思考

由广告是不是一门艺术的争议出发,探讨了艺术与功利之间的关系。通过思考分析,得出广告应该属于艺术门类的结论。     

论著作权法中的思想与表达二分法——以实用艺术作品为视角

文章以实用艺术作品为视角,分析了当实用艺术作品的思想或功能与表达重叠合并时著作权法不仅不能保护思想或功能,也不能保护表达的现实障碍,进而提出了实用艺术作品思想与表达的具体判定方法。文章进而从著作权客体、法条明文化、引入思想与表达合并原则等方面就该原则在我国著作权法上的完善提出了初步建议。     

Re‐gendering consumer agency in mid‐nineteenth‐century America: A visual understanding

The re‐gendering of consumer agency in the middle decades of the nineteenth century, from being a male to an increasingly female prerogative and responsibility, marked an important milestone in the history of American consumer culture. Art from this period can provide a visual understanding of this ideological and social transformation. Accordingly, this paper examines the lives and selected works of two intriguing genre painters, Francis W. Edmonds (1806–1863) and Lilly Martin Spencer (1822–1902), using concepts and methods from art history, visual culture, and postmodern theory. Implications for household consumption history and theory are also discussed.