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The purpose of this paper is to draw a parallel between color combinations in coats of arms of the twelfth century and color combinations in current brand logotypes of 400 companies from the Forbes Global 2000 list.

In this work, the frequency of color combinations displayed in medieval coats of arms and in the brand logotypes of the top 400 largest companies in the Forbes list were compared.

One of the main findings of this research is the stability of color usage in two visual identity systems – coats of arms and brand logotypes – although 800 years separate them. In these two identification systems, almost the same colors are preferred or rejected. Yet, even though it is regularly argued that color will submerge the consumption world, this research shows that, in the twenty-first century, visual identities of brands are rather less colorful than medieval coats of arms: nowadays, at a global level, half of the logotypes are formed with white combined with red and/or blue.

By drawing a parallel between two visual identification systems that are coats of arms and logotypes, the results from this study highlight the stability in color usage and color combinations along the centuries. Thus, it seems that modern analysis of color combination practices could greatly benefit from the history and historical evolution of coats of arms. Far from being out of date, the study of coats of arms can provide marketers with interesting insights about the rules and implementation of color combinations when designing logotypes.

This study aims to investigate the role of two structural factors – threat level depicted on fear messages and warning size – as well as two contextual factors – repeated exposure and type of packs – on pictorial and threatening tobacco warnings’ effectiveness.

A two (warning threat level: moderate vs high) × two (coverage: 40 vs 75 per cent) × two (packaging type: plain vs branded) within-subjects experiment was carried out. Subjects were exposed three times to pictorial and threatening tobacco warnings. Both self-report and psychophysiological measurements of emotion were used.

Results indicate that threat level is the most effective structural factor to influence smokers’ reactions, while warning size has very low impact. Furthermore, emotional arousal, fear and disgust, as well as attitude toward tobacco brand, decrease after the second exposure to pictorial and threatening tobacco warnings, but stay stable at the third exposure. However, there is no effect of repetition on the emotional valence component, arousal-subjective component, on intention of quitting or of reducing cigarette consumption. Finally, there is a negative effect of plain packs on attitude toward tobacco brand over repeated exposures, but there is no effect of the type of packs on smokers’ emotions and intentions.

Useful marketing social guidance, which might help government decision-makers increase the effectiveness of smoking reduction measures, is offered.

For the first time in this context, psychophysiological and self-report measurements were combined to measure smokers’ reactions toward pictorial and threatening tobacco warnings in a repeated exposure study.

Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content restrictions (as practised in some countries where ads may only convey factual information and objective properties of alcohol products) versus non-regulated advertising affect consumers’ product perceptions, attitude towards the ad and desire to drink. This study also examines how such restrictions influence the noticeability of text health warnings in ads (signalling alcohol-related risks) depending on their prominence.

A multi-method study was used to increase the validity of results. An online quantitative survey (n = 348) and an eye-tracking study (n = 184) were conducted on young French people (15–30). The eye-tracking method is particularly relevant for objectively measuring visual attention.

Results show that content restrictions on alcohol advertising reduce ad appeal and desire to drink. A more prominent format enhanced attentional processing of the text warning, whereas none of the tested ad contents influenced its noticeability.

This study assesses scientific evidence of the effect on alcohol ad content regulations adopted by some countries and provides arguments for upstream social marketers to inform and influence policymakers.

To the best of the authors’ knowledge, this is the first multi-method study that assesses the effect of regulated vs non-regulated alcohol ads in terms of persuasion and of text warning visibility.

This chapter attempts to offer a clearer look at the historical roots of the founding of mutualist finance. Without denying that the various forms of financial mutualism may have legal and organizational roots in ancient times, the author considers what, for contemporary mutualist banks, may constitute the soul.

In its first part, the document presents the individual constructions that existed in the eighteenth and nineteenth centuries, in a context in which economic development and the industrial revolution banished the rules and standards of the former society. It refers to Utopian socialisms as opposed to the scientific solutions proposed for a new social organization and to the new solidarism according to Léon Bourgeois. Christian sources are also called to mind with social Christianity (Protestant) and social Catholicism until the birth of the social doctrine of the Church.

This frenzy of ideas as well as the confrontation with reality led to the birth, in Germany, of the first experiments with alternative finance. This is the subject of the second part of this chapter, which then develops the bank mutualism created by the founding fathers, F.W. Raiffeisen and H. Schulze-Delitzsch.

The historical description of the creation of mutualist banks brings up two major problems when talking about the “other finance”: the interest and activity of the bank. Is an ethical finance capable of proposing a credible alternative? This is a question that needs to be answered in the light of history.

This chapter attempts, more than 150 years after the fact, to demonstrate the ponderous presence of the question and the permanence of the founding ideas in order to comprehend the facts and propose ideas for analysis and construction of an “other finance.”