title: Getting the Focus Right: New Zealand Baby Boomers and Advertisements for Glasses

authors: FitzPatrick, Mary

subjects: consumer behavior

abstract: Although baby boomers constitute an attractive market segment in terms of spending power and size, they have been largely ignored and/or misunderstood by advertisers. This article presents the results of qualitative research into New Zealand baby boomers' responses to advertisements for glasses as a specific health-related product. Key themes emphasize an advertisement's “relate-ability”; the use of “real” characters; the importance of narrative in engaging the viewer; and the standout design elements of information intensity, humor, and point of difference. Themes are related to advertisements for glasses and illustrated in a mock-up “ideal ad” for glasses. Finally, practical recommendations are made for more effective advertising of glasses to baby boomers.

text: Getting the Focus Right: New Zealand Baby Boomers and Advertisements for Glasses Although baby boomers constitute an attractive market segment in terms of spending power and size, they have been largely ignored and/or misunderstood by advertisers. This article presents the results of qualitative research into New Zealand baby boomers' responses to advertisements for glasses as a specific health-related product. Key themes emphasize an advertisement's “relate-ability”; the use of “real” characters; the importance of narrative in engaging the viewer; and the standout design elements of information intensity, humor, and point of difference. Themes are related to advertisements for glasses and illustrated in a mock-up “ideal ad” for glasses. Finally, practical recommendations are made for more effective advertising of glasses to baby boomers.

year: 2013

title: The impacts of tourism at a UNESCO heritage site in China – a need for a meta-narrative? The case of the Kaiping Diaolou

authors: Ryan, Chris

subjects: China

abstract: In China, sites categorised as UNESCO World Heritage Sites are commonly used as a means of economic regeneration through tourism development. This study is of a recent addition to the list, the diaolou (fortified tower houses) of Kaiping, Guangdong, in South China. This rural zone, characterised by past emigration and farming, is in the early stages of tourism development. The study, based on interviews and a survey, permits findings to be compared with other rural areas in China such as Hungcun and the Tangyue Arches of Bao Village in Anhui, and thus while similarities in attitudes are found, in Kaiping differences exist whereby tourism has been found to permit entrepreneurial activities while retaining an agricultural base as the “new tourism rich” employ others to continue farming. The work is contextualised within a model of evolving literature related to tourism impacts on communities. The paper explores a range of issues in sustainable tourism, including the use of tourism as a tool for social, economic and cultural development, holistic approaches to heritage tourism, and the development of glocalisation as a response to globalisation. It discusses differences in approach to heritage tourism, cultural change and commodification between western and Chinese scholars and society.

text: The impacts of tourism at a UNESCO heritage site in China – a need for a meta-narrative? The case of the Kaiping Diaolou In China, sites categorised as UNESCO World Heritage Sites are commonly used as a means of economic regeneration through tourism development. This study is of a recent addition to the list, the diaolou (fortified tower houses) of Kaiping, Guangdong, in South China. This rural zone, characterised by past emigration and farming, is in the early stages of tourism development. The study, based on interviews and a survey, permits findings to be compared with other rural areas in China such as Hungcun and the Tangyue Arches of Bao Village in Anhui, and thus while similarities in attitudes are found, in Kaiping differences exist whereby tourism has been found to permit entrepreneurial activities while retaining an agricultural base as the “new tourism rich” employ others to continue farming. The work is contextualised within a model of evolving literature related to tourism impacts on communities. The paper explores a range of issues in sustainable tourism, including the use of tourism as a tool for social, economic and cultural development, holistic approaches to heritage tourism, and the development of glocalisation as a response to globalisation. It discusses differences in approach to heritage tourism, cultural change and commodification between western and Chinese scholars and society.

year: 2011

title: Exploring synergies between Māori pedagogy and communicative language teaching

authors: Nock, Sophie

subjects: Māori language

abstract: The primary aim of this paper is to explore potential synergies between Māori pedagogy and what is known as 'communicative language teaching'. A brief outline of some changes and developments in approaches to language teaching and learning over the last few decades is followed by a summary of some of the main characteristics of communicative language teaching (CLT) and of different approaches to the conceptualization of Māori pedagogy. Some of the primary characteristics of communicative language teaching are then explored in the context of Māori pedagogy and it is argued that there are some important synergies between the two.

text: Exploring synergies between Māori pedagogy and communicative language teaching The primary aim of this paper is to explore potential synergies between Māori pedagogy and what is known as 'communicative language teaching'. A brief outline of some changes and developments in approaches to language teaching and learning over the last few decades is followed by a summary of some of the main characteristics of communicative language teaching (CLT) and of different approaches to the conceptualization of Māori pedagogy. Some of the primary characteristics of communicative language teaching are then explored in the context of Māori pedagogy and it is argued that there are some important synergies between the two.

year: 2008-11-30