• 한국환경복원기술학회지
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• 제7권4호
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• pp.8-16
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• 2004

The industrialization of central Europe more than 100 ago marked the beginning of densely concentrated buildings in quickly growing cities. A cheap type of roofing material of that time was tar. But it was dangerous because it was high inflammable. Then some roofer had a splendid idea. They used sandy material as a final layer atop the impermeable tar layer. These roofs were much more fire resistant than the typical roofs. In this sandy layer some plant species began to grow spontaneously. This was the beginning of the green roof history of modern Europe. A number of these green roofs survived both world wars. In the early 80's in Berlin alone, 50 such buildings existed and they continued to be waterproof until the present day. Since the 1992 Earth Summit of 1992 in Rio de Janeiro(http://www.johannesburgsummit.org/html/basic_info/unced.html) the term "sustainable development" became of central interest of urban designers. In city regions green roofs had become synonymous with this term. With a small investment, long-lasting roofs can be created. Further back in history, more exciting examples of green roofs can be found. The hanging gardens of antiquity are well-known. There are also green roofs built as insulation against cold and heat all over the world. For over 20 years, roof greening in central Europe has been closely examined for various reasons. Roof greening touches several different disciplines. Of primary interest is the durability of the roofs. But ecologists are also interested in green roofs, for instance in biodiversity research. The beneficial effect of greening on water proofing was also proven. For some time, the issue of fire protection was investigated. According to tests, green roofs received a harsh careful rating. Their fire protective property is considered similar to that of tile roofs. Another recent impulse for the green roof movement in Germany has come from the evident improvement of storm water retention and the reduced burden on the sewer system. The question of whether and how much energy green roofs can save has become an urgent question. The state of the research and also various open questions from a central European point of view will be discussed in the context of international collaboration. Apart from academic considerations, those who involve themselves in this issue take a predominantly positive view of the numerous existing green roofs in Germany. In some cities, green roofs are the typical construction technique for new buildings. A few outstanding examples will conclude this review. In Germany, about 20 companies, some of which operate internationally, specialize in green roof consulting. Learning from each other in an open-ended way with respect to different construction techniques and applications in various climatic regions can only be accomplished through such international collaboration as is taking place here.

• 한국조경학회지
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• 제34권6호
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• pp.87-100
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• 2007

This study analyzed the key words in Korea's leading apartment brands and newspaper advertisements to examine especially their view-oriented advertising characteristics and green marketing properties. Four study topics were established and examined for this purpose. The following are the results; 1. The key words on apartment brands and catch phrases are $\ulcorner$emotion-oriented$\lrcorner$ words, such as taste, pride, and happiness, and $\ulcorner$environment-oriented$\lrcorner$ to appeal to customers with beautiful views of the nature. Also key words on newspaper advertisement headlines stress views for $\ulcorner$environment-oriented$\lrcorner$ characteristics as well as $\ulcorner$emotion-oriented$\lrcorner$ characteristics for elegance and luxury, and $\ulcorner$function-oriented$\lrcorner$ characteristics for the future. Views, nature and park are key words and everything about illustration that are especially emphasized even on the headlines of newspaper advertisements. 2. Unlike brands or headlines, sub-headlines and body copies stress $\ulcorner$modern-oriented$\lrcorner$ characteristics for life, culture, and accessibility, followed by $\ulcorner$emotion-oriented$\lrcorner$ characteristics. Key words on caption were also highly $\ulcorner$modern-oriented$\lrcorner$, followed by $\ulcorner$environment-oriented$\lrcorner$ and $\ulcorner$function-oriented$\lrcorner$ characteristics for practical aspects. 3. In result of $X^2-test$, $\ulcorner$environment-oriented$\lrcorner$ key words that convey good views, naturalism, parks, and nature are the major representation of green marketing strategies of apartment brands and newspaper advertisements. However, brands were strongly $\ulcorner$emotion-oriented$\lrcorner$, whereas captions were $\ulcorner$modern-oriented$\lrcorner$ and body copies were $\ulcorner$investment-oriented$\lrcorner$. Both apartment brands and advertisements were consistently $\ulcorner$environment-oriented$\lrcorner$, but were not consistent in other factors. 4. Different parts of newspaper advertisements are focusing on green marketing strategies in terms of environmental protection, but are actually leaning toward modern-oriented lifestyles and accessibility. Thus, it is more well-being marketing rather than green marketing. To pursue true green marketing despite the limits of newspaper advertisements, it is necessary to present products and pricing strategies that represent sustainable.