房地产广告中的人文情怀

发布时间：2018-04-27 14:16

本文选题：房地产业 + 广告　；参考：《内蒙古师范大学》2012年硕士论文

【摘要】：房地产业是国民经济的重要组成部分，它在国民经济发展中扮演着举足轻重的角色。近些年来，广告业也得到了迅速的发展和壮大，国内出现了一些比较经典的营销案例，推动和带动了行业的大发展。房地产广告进驻中国也有了十几年的历史，但是由于先天不足和后天缺乏培育造成了种种误区。房地产广告难道就是房地产+广告吗？笔者通过大量素材、案例的研究发现不能用这样简单的逻辑来解决根本问题。买房置地历来是中国人心中的大事，安居乐业，不能安居岂能乐业，这是中国人的传统思维。房子作为人一生中比较大的投资，人们在选择时是慎而又慎的。广告商应该是作为媒介，任务是向想找到它的消费者提供有效信息，但如果做不好，房地产广告就可能成为房地产商通过概念大额套取利益的工具，在消费者一边你又会成为言过其实的骗子。成本加利润的定价方法深得开发商的喜爱，现实中也运用得最多，因为简单易行。其实这完全是一厢情愿、本末倒置。它将消费者的因素排除在价格体系之外，而现实生活中消费者认为付出的钱能得到的甚至是超出超额的价值时，才会使交易变成现实，企业才会真正获取利润。这恰恰是广告设计师的用武之地，出色地设计师会利用人文情怀在广告中的作用给消费者特殊的附加值，即便价格高也会欣然认购，从而使发展上获得超额的利润的机会，，而糟糕的、不能满足消费者需要和欲求的设计，依据成本加利润的定价方法只能形成一个“虚拟”价格，不会受到消费者的回应。有鉴于房地产的此类特征，不是每种广告都能产生它的效能。本文从房地产行业的发展入手，深刻剖析了当前房地产广告的发展现状，论及在房地产广告中应该更注重的是对人的关心和爱，更加注重人的感性诉求，更加关注人文情怀；根据各自不同的房地产广告人文情怀的体现方式，分析了房地产广告人文情怀的特征；从中产阶级的壮大影响房地产广告人文情怀的表达入手，通过分析中产阶级的典型特征来说明人文情怀表达的重要；从房地产广告人文情怀塑造的目的、作用和方法，分别论述了房地产广告人文情怀应用的重要性，并在方法中从品质、物业、周边设施甚至是风水等方面提及人对人文情怀的关注。在第四章,通过案例分析诠释了房地产广告的未来发展趋势。本文作者希望通过本文的撰写，来激发广大房地产广告设计从业人员在创作中更加关注人文情怀，肯定人在房地产的中心地位。
[Abstract]:Real estate industry is an important part of national economy, it plays a pivotal role in the development of national economy. In recent years, the advertising industry has also been rapid development and growth, there are some more classic domestic marketing cases, promoting and driving the great development of the industry. Real estate advertisement in China has a history of more than ten years, but due to the inherent deficiencies and the lack of nurture has caused a variety of misunderstandings. Is a real estate advertisement a real estate advertisement? Through a lot of material, the case study found that this simple logic can not be used to solve the fundamental problem. Buying land has always been a major event in the Chinese mind. It is the traditional thinking of Chinese to live and work in peace and contentment. As a large investment in a person's life, people choose carefully and carefully. Advertisers should be a medium to provide effective information to consumers who want to find it, but if not, real estate advertising could become a tool for real estate developers to monetize themselves through the concept. On the consumer side, you will become a liar. Cost-plus-profit pricing is popular with developers and is used the most because of its simplicity. In fact, this is entirely wishful thinking, putting the cart before the horse. It excludes the factors of consumers from the price system, but in real life, when consumers think that the money they pay can get even more than the excess value, the transaction will become a reality, and the enterprise will make a real profit. This is precisely an opportunity for advertising designers to display their talents. Outstanding designers will take advantage of the role of humanism in advertising to give consumers special added value, and they will gladly subscribe even at high prices, thus enabling them to gain excess profits for development. Unfortunately, designs that fail to meet consumers' needs and desires, and pricing methods based on cost and profit, can only form a "virtual" price that will not be responded to by consumers. In view of such characteristics of real estate, not every advertisement can produce its effectiveness. Starting with the development of the real estate industry, this paper deeply analyzes the current situation of the development of the real estate advertising, discusses that in the real estate advertising, we should pay more attention to the care and love of people, pay more attention to the emotional demands of people, pay more attention to the humanistic feelings; According to the different embodiment of the real estate advertising humanistic feelings, this paper analyzes the characteristics of the real estate advertising humanistic feelings, and starts with the expression of the middle class's influence on the real estate advertising humanistic feelings. Through the analysis of the typical characteristics of the middle class to explain the importance of the expression of humanistic feelings, from the real estate advertising humanistic feelings of the purpose, role and methods, respectively discussed the application of real estate advertising humanistic feelings of importance, And in the method from the quality, property, peripheral facilities and even geomantic aspects of human concern. In the fourth chapter, it explains the future development trend of real estate advertisement through case analysis. The author hopes that through the writing of this article, the majority of real estate advertising design practitioners will pay more attention to humanistic feelings and affirm the central position of people in real estate.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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