当代中国房地产广告的创意策略研究

发布时间：2018-04-14 19:44

本文选题：房地产广告 + 创意　；参考：《合肥工业大学》2007年硕士论文

【摘要】： 今天，房地产广告无疑是广告业界的巨无霸，广告创意成为房产开发商及广告设计者所要追求的目标，房地产广告缺乏创意是有目共睹的，只是现实中存在着种种无奈，使得广大的房地产设计策划的业内人士无力改变现状。房地产广告设计的精髓在于创意，我认为，在广告设计中能够获得好的创意无疑是难能可贵的，目前的房地产广告市场上自然也不乏精彩之作，但不客气的说，今天在国内的广告市场上平庸的广告作品大行其道，占据了广告媒体的绝大篇幅。但房地产广告设计的创意要受到设计师的个人艺术修养、开发商的喜好、市场的接受度、房屋所针对的客户群、客户对居住环境的需求等多方面客观因素的制约。因而设计师们要想肆意的挥洒个人的创意灵感便显得力不从心，广告创意趋向“平凡”。目前的房产广告市场中绝大多数看上去较为平凡的广告其实也是众多房产广告人孜孜不倦的寻找着创意的结晶。社会上对于房地产广告褒贬不一，设计师进退维谷，为了在设计上寻求突破，房地产广告设计师们竭尽所能在创意上下工夫，力求在“平凡”中创造“不平凡”。在这种情况下，寻求一种具有商业化、更为实用性、更能为大众、为业内人士所称道的好的房地产广告创意的模式十分重要。其实中国的房地产广告人是敬业的，他们有强烈的忧患意识，他们渴望在重重枷锁中寻求突破，虽然结果不尽如人意，但他们仍然在孜孜不倦的探索着，为了使广告创意与商品经济大环境避免发生冲突，多数的房产广告人采用了折中的方式，于是在我看来便出现了所谓的“平凡中的创意”。这并不意味着广告人已经变的消极、变的向那些房地产开发商们妥协，我相信大家追求好的创意的心态不会改变，，只是我们在寻求一种具有商业化、更为实用性、更能为大众、为业内人士所称道的好的房地产广告创意的模式。我相信终有一天，我们能寻找到一种契机，一种能拥有中国生活文化底蕴、又适合于大众商业宣传的好的房地产广告创意模式，以便为中国的房地产行业服务，为中国广大的老百姓服务。
[Abstract]:Today, the real estate advertisement is undoubtedly the advertisement industry giant, the advertisement creativity becomes the real estate developer and the advertisement designer to pursue the goal, the real estate advertisement lacks the creativity is obvious to all, but in reality has all sorts of helplessness.So that the vast number of real estate design planning industry unable to change the status quo.The essence of real estate advertising design lies in creativity. I think that it is undoubtedly commendable to be able to obtain good ideas in advertising design. At present, there are many wonderful works in the real estate advertising market, but I don't want to put it politely.Today in the domestic advertising market mediocre advertising works, occupied the vast majority of advertising media.But the creativity of the real estate advertisement design is restricted by the designer's personal artistic accomplishment, the developer's preference, the acceptance of the market, the customer group targeted by the house, the customer's demand for the living environment, and so on.As a result, designers want to wanton individual creative inspiration will appear to be unable to do, advertising creative tend to "ordinary."At present, the vast majority of the real estate advertising market seems to be more ordinary advertising is also a lot of real estate advertisers tirelessly looking for creative crystallization.In order to find a breakthrough in design, real estate advertising designers try their best to create "extraordinary" in the "ordinary".In this case, it is very important to seek a kind of commercial, more practical, more popular, the industry praised the good real estate advertising creative model.In fact, China's real estate advertisers are dedicated, they have a strong sense of distress, they are eager to find a breakthrough in the many shackles, although the results are not satisfactory, but they are still tireless exploration,In order to avoid conflicts between advertising ideas and the general environment of the commodity economy, most of the real estate advertisers have adopted a compromise, so it seems to me that the so-called "ordinary creativity."It doesn't mean that advertisers have become negative, that they have compromised to those real estate developers, I believe that the mindset of people pursuing good ideas will not change, but we are looking for a kind of commercialized, more practical, more public.For the industry praised the good real estate advertising creative model.I believe that one day we will be able to find a kind of opportunity, a kind of good real estate advertisement creative mode which can have the Chinese life culture inside information and is suitable for the public commercial propaganda, in order to serve the real estate industry in China.To serve the masses of Chinese people.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3

【引证文献】