现代中国房地产报纸广告的色彩传播研究

发布时间：2018-03-26 15:10

本文选题：房地产报纸广告　切入点：色彩传播　出处：《湘潭大学》2012年硕士论文

【摘要】：20世纪90年代以来，随着中国市场经济的腾飞，房地产业发展迅猛，相应的房地产广告行业也如火如荼发展起来。目前，中国的视觉传达色彩传播正处于全面发展时期，在房地产报纸广告中也得到充分的使用。以2011全年的《京华时报》、《新民晚报》、《南方都市报》的2296幅房地产报纸广告为样本，用12个能够客观阐释房地产报纸广告色彩传播特征的编码标准作为分析指标进行统计，从房地产报纸广告色彩传播基本色调的意向和大众认知、影响因素、传播特征三个角度对现代中国房地产报纸广告中的色彩传播现状来剖析，可以发现：（1）主色调按照其各自在房地产报纸广告总样本数中占有的比例，从高到低依次为蓝、黄、绿、粉、白、紫、红、灰/黑、橙。蓝色在房地产报纸广告中代表着海洋、理性、大气、低调等含义；黄色以其固有色象征了富贵财富等，绿色在房地产报纸广告的色彩传播中代表着庄园、自然、健康、舒适、绿化、环境等含义；粉色代表了雅致、温馨、柔美、安居等意象；紫色象征了奢华、高贵、豪宅、优雅等意象；红色则在大多数情况下代表了家、喜庆、致谢、宅院等意象；橙色出现的次数不多，且绝大多数用在普通住宅上，，代表小、活力等意象。黑、灰作为无彩色，通常用来表示稳重、大气、沉静等意象。随着搭配色调的变化，主色调代表的意象也会相应出现一些变化，比如主色调如果仅仅作为底色使用时，往往是来用来加强对比突出口号字体，其原有的意象便会消失或者减弱。（2）北京地区房地产广告偏爱黄色、红色等正统的色彩，上海地区喜欢使用淡雅、温和的色彩，广东地区则对绿色情有独钟。尽管各地区有着自己的特征，但是从整体上看，现代房地产报纸广告色彩传播的总体特征表现为，一是与特定的色彩文化契合，二是基本色调的一致性，三是基本色彩的延续性，四是与品牌形象的契合。（3）从各种要素对色彩传播的影响——如消费群体心理因素对房地产报纸广告色彩选择的影响，主流时尚色彩的流行对房地产报纸广告色彩传播的影响，设计语言要素对于现代房地产报纸广告色彩传播的影响——来分析，房地产报纸广告色彩传播的特征表现为，一是运用色彩和谐营造愉悦视觉感受，二是运用色彩的华丽提升商品的档次，三是运用色彩兴奋刺激观看，四是运用不同色温表现不同的商品特性。（4）现代房地产报纸广告色彩传播存在色彩传播同质化较为普遍、色彩传播形式较为单一等不足，需要从传统建筑色调的应用和继承、本土与国际色的融合与发展、新锐风格的色彩使用与传播等方面进行创新。
[Abstract]:Since 1990s , with the rapid development of China ' s market economy , the development of real estate industry has been developing rapidly , and the corresponding real estate advertising industry has been fully developed .

( 1 ) the dominant hue , according to the proportion of the total sample size of the real estate newspaper advertisement , is blue , yellow , green , powder , white , purple , red , grey / black , orange and blue in order from high to low , and represents the meaning of sea , reason , atmosphere , low key and the like in the real estate newspaper advertisement ;
Yellow , with its inherent color , represents the wealth of wealth , etc . , green in the color of the real estate newspaper advertisement represents the estate , nature , health , comfort , green , environment and so on ;
Pink represents the image of elegant , warm , soft , peaceful and so on ;
Purple symbolizes luxury , noble , luxury , elegant and so on .
Red , in most cases , represents the image of home , joy , thanks , house and so on ;
Orange appears many times , and the vast majority is used in common houses , representing small , dynamic image . Black , gray as color - free , often used to represent steady , atmosphere , calm and other images . With the change of collocation hue , the image of the dominant hue represents some changes , such as the dominant hue , if used only as the background color , often used to strengthen the contrast highlighting slogan font , its original image will disappear or weaken .

( 2 ) The real estate advertisement in Beijing is the dominant color of yellow , red , etc . The Shanghai area likes to use light and gentle colors , and the Guangdong region is unique to green . In spite of its own characteristics , the overall characteristics of the color transmission of the modern real estate newspaper advertisement are as follows : 1 is the conformity with the specific color culture , the second is the consistency of the basic color tone , the third is the continuity of the basic color , and the fourth is the fit of the brand image .

( 3 ) The influence of various factors on the color transmission , such as the influence of consumer group psychological factors on the color selection of real estate newspaper advertisement , the influence of design language factor on the color transmission of real estate newspaper advertisement , and the influence of design language factor on the color transmission of modern real estate newspaper advertisement .

( 4 ) The color propagation of modern real estate newspaper advertisement is more common , the form of color propagation is single and so on . It needs to be innovated from the application and inheritance of traditional building color tone , the fusion and development of native and international colors , the color use and transmission of the new style .

【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;G206

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