湖湘文化元素在长沙房地产报纸广告中的应用研究

发布时间：2018-01-11 17:22

本文关键词：湖湘文化元素在长沙房地产报纸广告中的应用研究　出处：《湖南大学》2013年硕士论文　论文类型：学位论文

【摘要】：目前，随着文化地产逐步兴起，具有民族性、区域性的文化元素在房地产报纸广告中广泛的应用，引起了业界、学界的关注与重视。由于显著的地域性特征，长沙房地报纸广告中应用了大量的湖湘文化元素，具有鲜明的湖湘文化特色。然而这些元素在长沙房地产报纸广告中的应用现状如何，有着怎样的应用方式，呈现何种规律等诸如此类问题，值得深入探讨。本研究采用内容分析法，选取2002-2011年十年间在《潇湘晨报》、《长沙晚报》、《三湘都市报》上投放的房地产报纸广告为研究对象，采用固定样本等距抽样，共搜集房地产报纸广告样本1359个，其中应用湖湘文化元素的广告为189个，所占比重达13.9%。通过对189个应用湖湘文化元素的房地产报纸广告的研究，归纳总结了其应用现状、应用方式、应用效果和应用规律。本文认为湖湘文化元素在长沙房地产报纸广告中有三大应用规律，即领会湖湘文化内涵、把握购房者的需求、融合多种文化元素。在应用过程中，出现了生搬硬套、曲解误用湖湘文化元素，，广告设计风格单一化，助长消费主义价值观等问题。针对上述问题，笔者提出相应对策：深入挖掘购房者喜爱的湖湘文化元素，培育湖南本土广告人才，因地制宜突出湖湘文化元素的差异性，因时求新寻求湖湘文化的最佳创作点。文化地产一直受到学术界与业界的重视。笔者通过研究，提供了湖湘文化元素在长沙房地产报纸广告中应用的实证案例和相关数据，以期对房地产广告的实践具有一定的指导意义。但是由于房地产广告的种类与数量繁多，难以一一涉及，研究结果存在一定的局限性。总之，笔者希望借助此研究，对房地产商业文化传播以及长沙乃至整个湖南房地产广告的发展有所裨益。
[Abstract]:At present, with the gradual rise of cultural property, with national, regional cultural elements used widely in newspaper ads in real estate, causing the industry, concern and attention in academic circles. Because of its obvious regional features, Changsha real estate newspaper ads in the application of the Hunan cultural elements, with distinctive Hunan cultural characteristics. However the application status of these elements in the newspaper advertising Changsha in real estate, have what kind of show what kind of law and so on, which is worthy of further exploration.
This research adopts content analysis method, selects 2002-2011 ten years in "Xiaoxiang Morning News >, < < > Changsha on the evening news, Sanxiang > on the real estate advertisement as the research object, using the fixed sample sampling, collected 1359 samples of real estate newspaper ads, which should be used for advertising elements of Huxiang Culture 189, study the proportion of 13.9%. in the 189 Huxiang culture elements of the real estate newspaper ads occupied, summarizes the application status, application method, application effect and application of law. This paper argues that there are three major elements of Huxiang culture application rules in newspaper advertising Changsha real estate, namely understand Huxiang culture connotation. Grasp the needs of buyers, the integration of a variety of cultural elements. In the application process, the mechanically, misused Hunan cultural elements, advertising design style single, encourage consumerism values and other issues. Aiming at the above problems, the author put forward the corresponding countermeasures: dig Hunan Cultural Elements buyers favorite, Hunan local advertising talent cultivation, highlighting the differences of Huxiang culture elements in local time, seeking the best creative novelty of Huxiang culture.
The culture of real estate has been by academic and industry attention. The author provides an empirical case of Huxiang culture elements used in newspaper advertising Changsha in real estate and related data, which has a certain guiding significance to the practice of real estate advertising. But because the species and the number of real estate advertising is various, it is impossible to involve all. The research results have certain limitations. In short, I hope that through this study, the benefit of the real estate business culture communication and the development of Changsha and even the whole Hunan real estate advertising.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;G212

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