房地产广告设计中的文化诉求研究

发布时间：2018-05-23 23:26

本文选题：房地产广告 + 文化诉求　；参考：《安徽工程大学》2013年硕士论文

【摘要】：现代商业社会中,广告作为一种现实存在正无孔不入地渗透到每个人的生活。而随着时代环境的变化,特别是消费社会的来临,买方市场的出现和媒体传播的发达,现代广告的传播内容和方式都在发生着显著的转变：从硬性地告知消费者转变为软性地诱导消费者；从单一的产品功能告知转变为塑造和维持长期的品牌形象。作为现代广告的重要组成部分,房地产广告同样表现出此种转变趋势。总结近三十年国内房地产广告设计的发展历程,概括地说,其诉求演变大致经历了三个阶段：早期的信息告知阶段,中期的产品营销阶段和今天的文化营销阶段。这种诉求演变,表现出房地产广告设计从赤裸建筑到文化包装、从自言自语到人文关怀、从单个产品到品牌塑造的总体特征。由此,文化诉求成为今天房地产广告诉求的主流方式。在此种文化诉求的转向中,房地产广告设计的文化诉求策略与表现相应地在发生改变。从策略上说,房地产广告更加注重商品文化价值的提取,比如对地脉文化、建筑文化、社区文化的挖掘；或与某种文化形式结合,赋予房地产商品某种文化内涵。就表现而言,房地产广告设计承担着将项目文化内涵形象化地传递给消费者的职责。从案名的拟定、标志的设计,到多种媒介广告的表现,房地产广告设计无不贯穿着科学性与情感性的交融,和商业性与艺术性的结合。基于此种认识和理解,笔者全面参与了黄山太平假日地产项目的营销策划与广告设计实践。作为旅游度假地产项目,太平假日是“改善型”或“投资型”的第二居所,其整体形象定位为“黄山脚下的度假别院”。广告传播要突出别样的生活方式,“黄山小筑,悠闲时光”的广告语自然形成,通过各种媒体与活动的整合传播,一种远离都市,悠游山水的假日生活跃然眼前。
[Abstract]:In modern commercial society, advertising as a reality is permeating everyone's life. And with the changes of the times, especially the coming of the consumer society, the emergence of the buyer's market and the development of the media, The communication contents and methods of modern advertising are changing significantly: from hard informing consumers to soft inducing consumers, from single product function informing to shaping and maintaining long-term brand image. As an important part of modern advertising, real estate advertising also shows such a trend of change. In this paper, the author summarizes the development of domestic real estate advertising design in the past 30 years. In a nutshell, its appeal evolution has undergone three stages: the early stage of informing information, the intermediate stage of product marketing and the stage of cultural marketing today. This kind of appeal evolves, shows the real estate advertisement design from the naked building to the cultural packing, from the self-talk to the humanities concern, from the single product to the brand shaping overall characteristic. From this, the cultural appeal becomes the mainstream way of the real estate advertisement appeal today. In the turn of this kind of cultural appeal, the strategy and expression of the cultural appeal of the real estate advertisement design are changing accordingly. From the strategy, the real estate advertisement pays more attention to the extraction of the cultural value of the commodity, such as excavating the local culture, the architectural culture, the community culture, or combining with a certain cultural form to endow the real estate commodity with a certain cultural connotation. As far as performance is concerned, real estate advertising design undertakes the responsibility of transferring the cultural connotation of the project to consumers visually. From the formulation of the case name, the design of logo to the performance of various media advertisements, the design of real estate advertisements runs through the blend of science and emotion, and the combination of commercial and artistic. Based on this understanding, the author participated in the marketing planning and advertising design practice of Taiping Holiday Real Estate Project in Huangshan. As a tourist vacation real estate project, Taiping holiday is the second residence of "improvement" or "investment", and its overall image is "the holiday house at the foot of Huangshan". Advertising communication should highlight a different way of life, "Huangshan small building, leisure time" advertising language naturally formed, through the integration of various media and activities spread, a far away from the city, leisurely scenery of the holiday life in front of the eyes.
【学位授予单位】：安徽工程大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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