论房地产广告的社会建构
发布时间：2018-09-07 07:05
【摘要】：随着我国城市化进程的加速推进，房地产行业的发展可以称得上是突飞猛进，俨然已经成为拉动我国国民经济的支柱产业。行业成熟壮大的结果是商品住宅市场的日益规范化和产品多样化，再加上生活水平的提高和人们消费意识的转变，，这些情况给房地产广告带来的不仅是新的发挥机遇，更多的是如何在激烈竞争的市场环境中脱颖而出，成功召唤消费欲望促进消费行为的挑战。因此，房地产广告的创作势必要迎合当下的发展趋势。本文要探讨的就是在这样一种复杂多变的环境下，房地产广告中呈现出怎样一幅社会图景，传达出什么样的意识形态，又对社会产生了哪些影响，同时进一步分析房地产广告表征背后的作用因素，深入探寻房地产广告社会建构的深层机制。 首先，按照消费者的不同消费需求，将房地产广告的诉求策略分为功用型和认同型两大类，并结合案例分别对两种策略展开分析，为讨论房地产广告的社会建构作用提供现实依据。 第二部分着重阐释房地产广告在对现实生活进行加工处理之后所呈现出来的拟像社会，主要体现在对虚拟住宅和虚拟生活进行超真实描述，将多元文化加注在住宅身上，塑造制式化的消费主体。 第三、四部分提出房地产广告的两个社会建构作用：一是将住宅的“身份区隔”功能转化为“品位区隔”功能，使社会分层得到“合法化”运作；二是运作在房地产广告中的逻辑关系使社会中层群体产生“地位恐慌”。 最后从社会环境的引导作用、消费者的主动性和广告的商品属性三个方面深入分析房地产广告社会建构的深层机制，提倡辩证看待房地产广告的社会作用。
[Abstract]:With the acceleration of urbanization in China, the development of real estate industry can be said to be by leaps and bounds, and has become the pillar industry of our national economy. The result of the industry's maturity and growth is the increasing standardization of the commodity housing market and the diversification of products, coupled with the improvement of living standards and the change of people's consumption consciousness. These conditions not only bring new opportunities for real estate advertising, More is how to stand out in the fierce competition market environment, successfully summons the consumptive desire to promote the consumer behavior challenge. Therefore, the creation of real estate advertising is bound to cater to the current trend of development. What this article wants to discuss is in such a kind of complex and changeable environment, the real estate advertisement presents what kind of social picture, conveys what kind of ideology, and has what influence to the society, At the same time, it further analyzes the factors behind the representation of real estate advertising, and probes into the deep mechanism of the social construction of real estate advertising. First of all, according to the different consumer demand, the demand strategy of real estate advertising is divided into two categories: functional type and identity type, and the two strategies are analyzed in combination with a case study. To discuss the social construction of real estate advertising to provide a realistic basis. The second part emphatically explains the real estate advertisement after processing the real life presents the simulacra society, mainly manifests in the virtual residence and the virtual life carries on the ultra true description, will the multiculturalism note on the residence body, Shaping the main body of consumption in a standardized way. Third, the fourth part puts forward two social constructional functions of real estate advertisement: one is to transform the function of "identity partition" of residence into "grade partition" function, so that social stratification can be "legalized" operation; Second, the logical relationship in real estate advertising causes the middle class to panic about their status. Finally, this paper analyzes the deep mechanism of the social construction of real estate advertising from three aspects: the leading role of social environment, the initiative of consumers and the commodity attribute of advertising, and advocates the dialectical treatment of the social role of real estate advertising.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8;F299.233.4
本文编号：2227551
[Abstract]:With the acceleration of urbanization in China, the development of real estate industry can be said to be by leaps and bounds, and has become the pillar industry of our national economy. The result of the industry's maturity and growth is the increasing standardization of the commodity housing market and the diversification of products, coupled with the improvement of living standards and the change of people's consumption consciousness. These conditions not only bring new opportunities for real estate advertising, More is how to stand out in the fierce competition market environment, successfully summons the consumptive desire to promote the consumer behavior challenge. Therefore, the creation of real estate advertising is bound to cater to the current trend of development. What this article wants to discuss is in such a kind of complex and changeable environment, the real estate advertisement presents what kind of social picture, conveys what kind of ideology, and has what influence to the society, At the same time, it further analyzes the factors behind the representation of real estate advertising, and probes into the deep mechanism of the social construction of real estate advertising. First of all, according to the different consumer demand, the demand strategy of real estate advertising is divided into two categories: functional type and identity type, and the two strategies are analyzed in combination with a case study. To discuss the social construction of real estate advertising to provide a realistic basis. The second part emphatically explains the real estate advertisement after processing the real life presents the simulacra society, mainly manifests in the virtual residence and the virtual life carries on the ultra true description, will the multiculturalism note on the residence body, Shaping the main body of consumption in a standardized way. Third, the fourth part puts forward two social constructional functions of real estate advertisement: one is to transform the function of "identity partition" of residence into "grade partition" function, so that social stratification can be "legalized" operation; Second, the logical relationship in real estate advertising causes the middle class to panic about their status. Finally, this paper analyzes the deep mechanism of the social construction of real estate advertising from three aspects: the leading role of social environment, the initiative of consumers and the commodity attribute of advertising, and advocates the dialectical treatment of the social role of real estate advertising.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8;F299.233.4
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