The Study Of Cultural Appeal In Real Estate Advertising Design

In modern commercial society, existing as a reality advertisement is almost everywhere. With the changes of social environment, especially in the advent of the consumer society, the emergence of a buyer’s market and media dissemination developed, the content and the ways of spreading modern advertisement are undergoing significant changes. One is from informing consumers to inducing consumers, the other is from informing the function of product singly to shaping and maintaining a long-term brand image.As an important part of modern advertisement, real estate advertising also shows the same tendency. Summarized the course of development of the domestic real estate ads design of the last few decades, in a nutshell, the evolution of their appeal roughly experienced three stages:early informing information stage, the mid-stage of product marketing and cultural marketing stage. Such appeal evolution which "from naked building to cultural packaging; from soliloquize to humane care; from selling single product to shaping brand" is the process of cultural appeal becomes the mainstream of real estate ads appeals.In such cultural appeal steering, the strategies and performance of real estate advertising design shows the corresponding changes. From the policy perspective, real estate ads pay more attention to the extraction of the cultural value of goods, such as regional culture, architecture culture and community culture, or combined with some kind of cultural forms, giving real estate commodities a cultural connotation. In terms of performance, real estate ads design bears the responsibility of transferring the cultural connotation to the consumers. From the formulation of the case name and the logo design, to the performance of a variety of media, real estate ads design are all permeated with a blend of the scientific and emotional, but also a combination of commercial and artistic.Based on this understanding, the author fully participates in the real estate projects of Huangshan Taiping holiday marketing planning and ads design practice. As tourist resort real estate projects, Taiping holiday is built as the second home for improved-type or investment-type demands. Its overall image is positioned as a "holiday villas at the foot of Huangshan".The ads have to highlight a different kind of lifestyle, the slogan "Huangshan Villas, leisure time" called out naturally. Through the integration of various media and the spread of activity, a far way from the city, tour landscape holiday life ran in front vividly.