万科房地产广告表现形式与文化内涵研究

发布时间：2018-06-18 22:37

本文选题：房地产广告 + 表现形式　；参考：《长春工业大学》2012年硕士论文

【摘要】：广告的基本表现形式与意义是靠各个视觉元素的整体组织结构来呈现的,而表现形式的创新则是广告设计一直探索研究的方面。视觉元素的构建虽是从感性捕捉到理性逻辑的过程,但又不能停留于理性逻辑层面,它需要升华为生活意义层面,并同时兼有表现企业文化内涵的特征。有效的利用广告设计元素把握这两者间的关系,从生活的情感角度与文化消费的高度去打动消费者,突破原始视觉元素,并不断寻求新的有文化特征的元素,使房地产广告更具内涵,使企业更有品牌价值。以万科房地产广告为例,它的广告总能以淡定平和的心态,与消费者进行心与心的交流,关于生活、关于人生的态度和人生的看法等等。在商业性十足的房地产广告行业中,处处是以利益优先,而万科房地产的广告却带来了一份清新淡雅,在广告中折射出的是一种文化的美感,淡化了太过现实的商业利益目的。万科的企业文化里融合了建筑、人性、文化和生活的美,也同样在广告传播中充分的体现出来,赋予文化内涵于广告之中,自然能够创作出有灵魂的广告作品,一方面提升了形象,树立了品牌的地位,另一方面还达成了销售的目的,所以说万科的房地产广告在关注文化的同时也得到了效益。本文首先,从房地产广告表现形式入手,分析了房地产广告表现形式的特点,并举例说明了房地产广告表现形式的创新；其次,对万科逐年的经典房地产广告进行多视角,多方面的分析,以此来阐述房地产广告的创作过程是一个不断推进的过程,每个环节都很重要,环环相扣,缺一不可,并指出万科房地产的广告是塑造万科形象最直接最有效的方法,为广告文化产生的影响形成了依据；再次,从企业文化与广告文化的影响入手,探讨了品牌涵义和广告文化内涵；最后,探讨了万科的品牌战略思想,文化倾向所建立的舆论导向等等,势必会对全行业文化内涵有显著的提升,旨在给企业的管理者和广告行业的创作者以有益的启迪。
[Abstract]:The basic form and meaning of advertising are presented by the overall organizational structure of each visual element, and the innovation of the form of expression is the research aspect of advertising design all the time. Although the construction of visual elements is a process from perceptual capture to rational logic, it can not remain at the rational logic level. It needs to be sublimated into the meaning of life and also has the characteristics of expressing the connotation of enterprise culture. The effective use of advertising design elements to grasp the relationship between the two, from the emotional perspective of life and the height of cultural consumption to move consumers, breakthrough the original visual elements, and constantly seek new elements with cultural characteristics, Make real estate advertisement more intension, make enterprise have brand value more. Take Vanke real estate advertisement as an example, its advertisement can always with calm peace of mind, with consumer heart and heart exchange, about the life, the attitude about life and the view of life and so on. In the commercial real estate advertising industry, everywhere is to benefit first, but Vanke real estate advertising has brought a fresh and elegant, reflected in the advertisement is a cultural sense of beauty, desalination of the commercial interests too realistic purpose. Vanke's corporate culture incorporates the beauty of architecture, humanity, culture and life, and it is also fully reflected in the spread of advertising, endowing cultural connotations in advertising, and naturally creating soulful advertising works. On the one hand, the image has been enhanced, the brand has been established, on the other hand, the purpose of sales has been achieved, so Vanke's real estate advertising pays attention to culture and gains benefits. First of all, from the real estate advertising form of expression, the paper analyzes the characteristics of the real estate advertising form, and illustrates the real estate advertising form innovation; secondly, the Vanke year by year classic real estate advertising multi-perspective, Analysis of various aspects to illustrate that the creative process of real estate advertising is a continuous process, each link is very important, interlocking, indispensable, It is pointed out that the advertising of Vanke real estate is the most direct and effective way to shape Vanke's image, which forms the basis for the influence of advertising culture. Thirdly, it starts with the influence of corporate culture and advertising culture. Finally, it discusses Vanke's brand strategy thought, the public opinion orientation established by cultural tendency, and so on, which is bound to promote the whole industry's cultural connotation. The aim is to give useful inspiration to the managers of enterprises and the creators of the advertising industry.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;F293.3

【引证文献】