| Robert·Grand, a French advertising critics, once commented the close relation of advertising and daily life by saying "the air we breathe compose of oxygen, nitrogen and advertising" to indicate that advertising is already inseparable from daily life. It is not only an economic activity but also a cultural phenomenon. This paper try to reveal the characteristics of real estate advertising which is the object of this study in the field of consume culture in new century.Advertising culture and consume culture is closely related to each other. Consumer culture, namely, accompanied by consumption activities, is a system expressing a certain meaning or carrying a certain value and shown by people s'behavior and goods symbol system. With the rapid development of public electronic media, today's living environment has become increasingly symbolic and image-based. Advertising, like a mirror, reflects the image of daily life. The image described in the advertising picture form a new consumer culture, resulting in the worship of material and copy describes the new way of life in advertising.Based on the advertising works from 2000 to 2008, the object of this paper, selected from "IAI Yearbook of China's advertising works", published in nine consecutive from 2001 to 2009, this paper analysis the text of plane real estate ads from the ad copy and visual identity by the methods of content analysis, literature review methods and semiotics, qualitatively and quantitatively to find the characteristics of consume culture over the past decade and the underlying causes of this phenomenon.The images and living ways described in real estate advertising actually are part of social reality and are the images reflected in advertising. The ideology in advertising reflects people's mental outlook and living conditions and the theme of an era and culture of performance.In the analysis, this paper mainly statistically analysis the copy of real estate by way of content analysis and semantically analysis the cases of real estate advertising to explain the significance of visual identifiers. The analysis involves hundreds of properties for sale, so this paper set objective and easily operated variation in the hope of a more comprehensive view of the characteristics of real estate advertising. Based on the results of the characteristics of consumer, the marketing campaigns, especially in the real estate industry, could make forward-looking program. This is also the expected contribution of this paper. |
