發(fā)布時(shí)間：2018-05-23 23:26

  本文選題：房地產(chǎn)廣告 + 文化訴求�。� 參考：《安徽工程大學(xué)》2013年碩士論文

【摘要】：現(xiàn)代商業(yè)社會(huì)中,廣告作為一種現(xiàn)實(shí)存在正無(wú)孔不入地滲透到每個(gè)人的生活。而隨著時(shí)代環(huán)境的變化,特別是消費(fèi)社會(huì)的來(lái)臨,買(mǎi)方市場(chǎng)的出現(xiàn)和媒體傳播的發(fā)達(dá),現(xiàn)代廣告的傳播內(nèi)容和方式都在發(fā)生著顯著的轉(zhuǎn)變：從硬性地告知消費(fèi)者轉(zhuǎn)變?yōu)檐浶缘卣T導(dǎo)消費(fèi)者；從單一的產(chǎn)品功能告知轉(zhuǎn)變?yōu)樗茉旌途S持長(zhǎng)期的品牌形象。 作為現(xiàn)代廣告的重要組成部分,房地產(chǎn)廣告同樣表現(xiàn)出此種轉(zhuǎn)變趨勢(shì)�？偨Y(jié)近三十年國(guó)內(nèi)房地產(chǎn)廣告設(shè)計(jì)的發(fā)展歷程,概括地說(shuō),其訴求演變大致經(jīng)歷了三個(gè)階段：早期的信息告知階段,中期的產(chǎn)品營(yíng)銷(xiāo)階段和今天的文化營(yíng)銷(xiāo)階段。這種訴求演變,表現(xiàn)出房地產(chǎn)廣告設(shè)計(jì)從赤裸建筑到文化包裝、從自言自語(yǔ)到人文關(guān)懷、從單個(gè)產(chǎn)品到品牌塑造的總體特征。由此,文化訴求成為今天房地產(chǎn)廣告訴求的主流方式。 在此種文化訴求的轉(zhuǎn)向中,房地產(chǎn)廣告設(shè)計(jì)的文化訴求策略與表現(xiàn)相應(yīng)地在發(fā)生改變。從策略上說(shuō),房地產(chǎn)廣告更加注重商品文化價(jià)值的提取,比如對(duì)地脈文化、建筑文化、社區(qū)文化的挖掘；或與某種文化形式結(jié)合,賦予房地產(chǎn)商品某種文化內(nèi)涵。就表現(xiàn)而言,房地產(chǎn)廣告設(shè)計(jì)承擔(dān)著將項(xiàng)目文化內(nèi)涵形象化地傳遞給消費(fèi)者的職責(zé)。從案名的擬定、標(biāo)志的設(shè)計(jì),到多種媒介廣告的表現(xiàn),房地產(chǎn)廣告設(shè)計(jì)無(wú)不貫穿著科學(xué)性與情感性的交融,和商業(yè)性與藝術(shù)性的結(jié)合。 基于此種認(rèn)識(shí)和理解,筆者全面參與了黃山太平假日地產(chǎn)項(xiàng)目的營(yíng)銷(xiāo)策劃與廣告設(shè)計(jì)實(shí)踐。作為旅游度假地產(chǎn)項(xiàng)目,太平假日是“改善型”或“投資型”的第二居所,其整體形象定位為“黃山腳下的度假別院”。廣告?zhèn)鞑ヒ怀鰟e樣的生活方式,“黃山小筑,悠閑時(shí)光”的廣告語(yǔ)自然形成,通過(guò)各種媒體與活動(dòng)的整合傳播,一種遠(yuǎn)離都市,悠游山水的假日生活躍然眼前。
[Abstract]:In modern commercial society, advertising as a reality is permeating everyone's life. And with the changes of the times, especially the coming of the consumer society, the emergence of the buyer's market and the development of the media, The communication contents and methods of modern advertising are changing significantly: from hard informing consumers to soft inducing consumers, from single product function informing to shaping and maintaining long-term brand image. As an important part of modern advertising, real estate advertising also shows such a trend of change. In this paper, the author summarizes the development of domestic real estate advertising design in the past 30 years. In a nutshell, its appeal evolution has undergone three stages: the early stage of informing information, the intermediate stage of product marketing and the stage of cultural marketing today. This kind of appeal evolves, shows the real estate advertisement design from the naked building to the cultural packing, from the self-talk to the humanities concern, from the single product to the brand shaping overall characteristic. From this, the cultural appeal becomes the mainstream way of the real estate advertisement appeal today. In the turn of this kind of cultural appeal, the strategy and expression of the cultural appeal of the real estate advertisement design are changing accordingly. From the strategy, the real estate advertisement pays more attention to the extraction of the cultural value of the commodity, such as excavating the local culture, the architectural culture, the community culture, or combining with a certain cultural form to endow the real estate commodity with a certain cultural connotation. As far as performance is concerned, real estate advertising design undertakes the responsibility of transferring the cultural connotation of the project to consumers visually. From the formulation of the case name, the design of logo to the performance of various media advertisements, the design of real estate advertisements runs through the blend of science and emotion, and the combination of commercial and artistic. Based on this understanding, the author participated in the marketing planning and advertising design practice of Taiping Holiday Real Estate Project in Huangshan. As a tourist vacation real estate project, Taiping holiday is the second residence of "improvement" or "investment", and its overall image is "the holiday house at the foot of Huangshan". Advertising communication should highlight a different way of life, "Huangshan small building, leisure time" advertising language naturally formed, through the integration of various media and activities spread, a far away from the city, leisurely scenery of the holiday life in front of the eyes.
【學(xué)位授予單位】：安徽工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：J524.3

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本文編號(hào)：1926805