| Real estate industry as a pillar industry of China ’s national economy, theeconomy and culture on Chinese society has an important impact on the life of manypeople in the house owned by the largest commodity, but also people of the largestsymbol of social status. With the real estate boom, real estate advertising as apropaganda tool in large numbers in all types of media, such as the agenda-settingcamel affect public life. In order to achieve commercial purposes, real estateadvertising will house as part of a social purpose and social processes to performance.Research on real estate advertising content and meaning construction process hasconsiderable value.In this paper, real estate advertising," the Chongqing Morning News" onbillboards as the research object, in the theoretical framework of multi-modaldiscourse analysis, integrated communication theory, semiotics, sociology analyze.Multimodal discourse is the use of auditory, visual, tactile and other sensory,communicative through language, images, sounds, movements and other means andsymbolic resources of the phenomenon. According to Chris, and Levin threemetafunctions language created to reproduce the meaning, significance andcomposition interactive significance as the core content of the visual image analysissyntax for multi-modal discourse analysis provides a theoretical basis and method ofanalysis. In this paper, the basic point of the visual grammar were reviewed, andexamines the research status Multimodal Discourse Analysis and real estateadvertising in our country, in order to raise the research questions. This articlecorresponds to these questions three samples ads qualitative analysis, the formationprocess of reproduction in which the symbol system. Although with different formatsin different types of real estate ads reproduction meaning, significance andcomposition interactive significance, but all the text and images to coordinatetogether to build some kind of ideal life. Real estate advertising " ChongqingMorning News " on propagation through symbolic force of some social significance:Building that "family" and " business"; great fusion of Chinese and Western; modern lifestyle respected; social groups divided. These social significance stimulatehousing demand of consumers, so that they constantly engaged in psychological andbehavioral change. |
PDF Full Text Request