房地产广告中的人性化诉求

发布时间：2018-02-02 09:32

本文关键词： 诉求人性化品牌房地产广告　出处：《长春工业大学》2011年硕士论文　论文类型：学位论文

【摘要】：基于当下房地产热、全国房价居高不下这一热点,结合自身所学专业,从设计角度出发,将房地产广告设计做为本文的切入点,从实际出发,深入探讨房地产广告这一诉求的根源所在。本文从房地产广告的诉求概论、房地产广告人性化诉求的定位与表现、房地产广告中人性化诉求的思维理念与推广等三个方面对论文观点进行了全面详细的阐释,从广告是人性化的真实反映、房地产广告人性化诉求的设计定位、房地产背景文化与品牌、房地产广告中的人性化诉求的创作理念等多方面进行了深入的剖析,从而将房地产广告产生的原因、作用、意义逐一地展现在读者面前。房地产热度的居高不下,从某种意义上成就了房地产商,但一个有头脑的房地产商,却越来越注重将自身的企业文化内涵与开发项目巧妙地融合到一起,将一点点积累起来的品牌和手中的项目叠加在一起,一并展示给世人,形成各自独特的企业形象和宣传风格。正如,提及万科,人们首先会想到“好”,再想到“贵”,甚至有些人“望而却步”,但不管怎样,这都在说明这一种品牌形象,就像在全国有不少城市都有“万科·蓝山”这一高端品牌一样,每一个“万科·蓝山”都有类似的广告语,“厚重的城市,一派新蓝”,一句很有意境的话,细细读来,似乎给人一种拨云见日的感受,有种要去购买的欲望。一句煽动性的广告语,促使了不少人前去品鉴,这便真正的实现了销售的第一步。而这时,广告起到了吸引购买人群的决定性作用。在房地产广告的表现之前,需要我们准确的把握房地产定位以及诉求对象,将理性诉求与感性诉求相结合。房地产广告进行表现时,抓住吸引消费者感官注意力,结合房地产背景文化,形成从抽象到具象的创意思维,全方位的立体表现,图文并茂；抓住表现广告恰当媒体和表现形式及节奏。与此同时,把握好广告的策略性表现,能够符合置业者地位及精神上的需求；抓住现代人渴望回归自然,感受田园气息的思想感受,进行情感化与艺术化的有机结合,体现出我国天人合一,有容乃大的居位文化,追求更为人性化的诉求理念,贴合消费者的内心状态和情感需求。正如,万科柏翠园的广告词：“心生大境之园”给人一种清新、惬意的感觉,如同真正的回归于大自然一般。在房地产广告中融入人性化诉求,使得广告的作用不仅仅简单地停留在销售传递信息上,提升整个社会的人性化气息,进而不断地激发设计师的创作灵感,拓展思路,开辟设计的新领域,达到通过设计传播,促进社会的和谐化发展。
[Abstract]:Based on the current real estate fever, the national high prices of this hot spot, combined with their own professional, from the design point of view, the real estate advertising design as a starting point, from the reality. The root of this appeal of real estate advertisement is discussed in depth. This article from the real estate advertisement appeal general introduction, the real estate advertisement humanization demand localization and the performance. In the real estate advertisement humanization demand thought idea and promotion three aspects to the thesis viewpoint has carried on the comprehensive detailed explanation, from the advertisement is the humanity real reflection, the real estate advertisement humanization demand design localization. The background culture and brand of real estate, the creative idea of humanized demand in real estate advertisement and so on are deeply analyzed in order to analyze the cause and function of the real estate advertisement. The meaning unfolds before the reader one by one. The high heat of real estate, from a certain sense of achievement of real estate developers, but a smart real estate developers, but more and more focus on their own corporate culture connotation and development projects skillfully integrated together. A little bit of accumulated brand and the project in the hands of the stack together, together to show to the world, forming their own unique corporate image and publicity style. Just as the mention of Vanke, people first think of "good." Think of "expensive", even some people "deterred", but in any case, this is in the description of this brand image, just as there are many cities across the country, "Vanke Blue Mountain", a high-end brand. Every "Vanke Blue Mountain" has a similar slogan, "thick city, a new blue," a very artistic words, read carefully, it seems to give people a feeling of the day. There is a desire to buy. A inflammatory advertisement has prompted a lot of people to go to taste, which really realized the first step of sales. At this time, advertising played a decisive role in attracting buyers. Before the performance of the real estate advertising, we need to accurately grasp the real estate positioning and the object of appeal, the rational appeal and the emotional appeal of the combination. Real estate advertising performance. Hold to attract consumer sensory attention, combine real estate background culture, form from abstract to concrete creative thinking, omnidirectional stereoscopic performance, picture and text luxuriant; At the same time, grasp the strategic performance of advertising, can meet the status and spiritual needs of buyers; Grasp the modern people's desire to return to nature, feel the rural atmosphere of the ideological feelings, emotional and artistic organic combination, reflects the unity of nature and man in our country, tolerance is a large residential culture. The pursuit of a more human appeal concept, to meet the consumer's inner state and emotional needs. Just as Vanke Park advertising words: "heart-life landscape garden" gives people a fresh, comfortable feeling. Like a true return to nature. In the real estate advertising integration of human appeal, so that the role of advertising not only simply stay on the sale of information, improve the whole society of humanization, and then constantly stimulate the designer's creative inspiration. Expand ideas, open up a new field of design, through the spread of design, promote the harmonious development of society.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

【引证文献】