Studies On Contemporary China Real Estate Advertising Investigation On Communications And Culture Studies

This paper discusses the influence of the real estate advertising on contemporary Chinese by the communications and the culture studies view through observation of various kinds of advertising phenomena and case analysis. Following the basic ideas of the advertising's research, this paper includes the research of ads' messages, advertisers, advertising audiences, advertising media and other aspects, I put forward my view and forecast of the real estate ads.Because of the influence upon science, economic and culture, the study on the real estate ads means much to us. This paper uses literature, observation and qualitative research methods, in accordance to the internal logic of Advertising analysis, so that logical consistency, clarity. Real estate developments in our country through five different periods of time, and China's real estate advertising and is closely related to real estate development process in three decades, it becomes a hot problem in marketing economy, starting from the early stages of development to the present which in the highly prosperous phase.This paper is a comprehensive study of real estate advertising messages, summing up eight key words which often appear in these ads and explore those from the view of culture,marketing through a large number of cases, they are nature, location, construction itself, philosophy on life, concept, show off, emotion, discount. The eight key words cover almost all the current real estate advertising, and you can see the development and change of China's real estate ads nearly two decades. These changes not only reflect the profound philosophy - humanism, but also make the real estate advertising and marketing approach to the idea of"consumer-orien".The relationship between real estate advertising and its audience is inseparable. Obviously, audience's values is gradually constructed and affected by these ads which constantly classify the audience. The fact that People endowed with different classificatory not only makes advertisers divide the target audience clearly and focus on communication in order to improve the chance of get perfect results, but also trains audience to have the characteristic of"as long as you buy some kind of project, you will be someone", deepening the cognition of the consumerism and lifestyle.From the perspective of media research, there is nobody denied the important influence made by the advertisinglized monograph of real estate on the media group. In the process of media industrialization, real estate advertising brings huge profits for the newspaper, but there is no doubt that there is a strong connection between the media "turning point" and its over-reliance on real estate ads. During the time of mushroom development of new media, Internet has become a new platform for real estate advertising, while mobile phone ads are not trusted due to these stratagems of publication and the authenticity of content, so they become to an object of supervision but lack of legal regulationIn theory, the real estate ads also interpret with the theory on communications. I inquire the effects of the communication according to the theory of subjectivism; probe the application of self-psychology theory in the ads' creation, and search the combination between ads' commercial and artistic effects. In the final conclusion, the paper emphasize the social, economic, and culture significance of the real estate ads from the part of products, operations, cultural influence, and game with the media. So this paper will synthesize the various factors, investigate the real estate ads on the view of communications and culture study, guide the pillar industries on the rational theory.