本文選題：長沙 + 報紙��； 參考：《湖南師范大學(xué)》2010年碩士論文

【摘要】： 房地產(chǎn)行業(yè)從進(jìn)入新世紀(jì)以來發(fā)展得異常迅速。長沙作為全國內(nèi)陸的省會城市,房地產(chǎn)發(fā)展史相當(dāng)于這個城市的發(fā)展史。伴隨著房地產(chǎn)行業(yè)的成長歷程,地產(chǎn)廣告逐漸演化成了廣告業(yè)中一個重要的行業(yè)。尤其是《瀟湘晨報》、《長沙晚報》、《三湘都市報》等報紙媒體,以其為本地服務(wù)的特點和及時性、發(fā)行量大、可保存性、廣告主選擇性多等特點,占據(jù)著長沙房地產(chǎn)廣告最重要的傳播媒介的位置。從最初設(shè)計的粗糙到現(xiàn)今的精致,廣告的設(shè)計水平有了很大的提升。但我們卻常發(fā)現(xiàn)長沙的房產(chǎn)廣告中的一些不合理的現(xiàn)象無法用廣告學(xué)理論甚至廣告法律來解釋,其中倫理道德因素就是很重要的一方面。 在論文的結(jié)構(gòu)上,首先,對房地產(chǎn)廣告?zhèn)惱淼母拍钭髁司唧w描述。其次,對長沙房地產(chǎn)廣告的外部環(huán)境和內(nèi)部要素做出了相應(yīng)的分析,探討兩者與房地產(chǎn)廣告?zhèn)惱碇g存在的關(guān)系。接下來,本文對長沙市報紙房地產(chǎn)廣告?zhèn)惱砣笔У膯栴}做出了分析,認(rèn)為存在此問題是我市房地產(chǎn)商、房地產(chǎn)廣告公司、報紙媒體、消費者共同造成的,其中對經(jīng)濟(jì)效益的追求是根本的原因。除此之外還包括西方價值觀念的沖擊、房地產(chǎn)廣告行業(yè)內(nèi)部的混亂、相關(guān)法律法規(guī)的不完善以及市民倫理道德意識的薄弱。長沙報紙房地產(chǎn)廣告?zhèn)惱砣笔Ь唧w表現(xiàn)為：虛假廣告、炫耀性公告、新聞廣告、女性廣告、崇洋廣告、名人廣告、廣告版面的分布等。最后,在此基礎(chǔ)上提出了改善長沙報紙房地產(chǎn)廣告?zhèn)惱砣笔У慕ㄗh：加強(qiáng)立法和監(jiān)督體系的建立、房地產(chǎn)行業(yè)內(nèi)部人員的自我管理、提高市民道德素養(yǎng)。通過從倫理的角度對長沙市房地產(chǎn)廣告行業(yè)的研究分析,希望能為我市房地產(chǎn)廣告市場的健康發(fā)展提供理論依據(jù)。
[Abstract]:The real estate industry has developed very rapidly since entering the new century.Changsha as the capital city of the inland, the history of real estate development is equivalent to the history of the development of this city.With the growth of the real estate industry, real estate advertising has gradually evolved into an important industry in the advertising industry.In particular, the "Xiaoxiang Morning Post", "Changsha Evening News", "Sanxiang Metropolis Daily" and other newspaper media are characterized by their local service characteristics and timeliness, large circulation, preservation, and the choice of advertisers, etc.Changsha real estate advertising occupies the position of the most important media.From the original rough design to the present exquisite, advertising design has a great improvement.However, we often find that some unreasonable phenomena in real estate advertising in Changsha can not be explained by advertising theory or even advertising law, among which ethical and moral factors are very important.In the structure of the paper, firstly, the concept of real estate advertising ethics is described in detail.Secondly, the external environment and internal elements of Changsha real estate advertising are analyzed, and the relationship between them and real estate advertising ethics is discussed.Next, this paper makes an analysis of the lack of ethics in Changsha newspaper real estate advertising, and concludes that the existence of this problem is caused by real estate developers, real estate advertising companies, newspaper media and consumers.Among them, the pursuit of economic benefits is the fundamental reason.In addition, it also includes the impact of western values, the chaos within the real estate advertising industry, the imperfection of relevant laws and regulations, and the weakness of citizens' ethical and moral consciousness.The lack of ethics of Changsha newspaper's real estate advertisement includes: false advertisement, conspicuous announcement, news advertisement, female advertisement, foreign advertisement, celebrity advertisement, distribution of advertisement space and so on.Finally, the paper puts forward some suggestions to improve the lack of ethics of Changsha newspaper real estate advertising: strengthening the establishment of legislation and supervision system, self-management of the real estate staff, and improving the moral literacy of the citizens.Through the research and analysis of Changsha real estate advertising industry from the angle of ethics, this paper hopes to provide theoretical basis for the healthy development of real estate advertising market in Changsha.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F293.3;F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 劉國俠;長沙市房地產(chǎn)報紙廣告訴求研究[D];湖南大學(xué);2012年

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本文編號：1754815