| With the development of our society, especially the process of urbanization,more and more people are moving into the city. Housing is a rigid demand for urban residents; it has greatly stimulated the rapid development of real estate. Real estate advertising is one of the important channels of communication between developers and consumers. So in this paper, we take it as the object of studyIn order to better understand and promote the construction of real estate advertising, this paper based on the multimodal discourse theory, with visual modal discourse analysis as the research path, case study on the Chinese real estate advertisement take, which researches for the relationships among the modal characteristics of color, image and character in advertising and which also discusses how to build the visual modality in advertising and its meanings.Research showed that the visual modes of the youth micro apartments advertising, the ordinary residential advertising and the villa housing advertising of the Chinese Business View generalized around the meaning of “home”,which passed a concept that “the house is family, where there family,there is happiness”.In addition, series of ads targeted specific consumers through coordination of the perspective of modal images, text, color and other sub modal symbol, which built a diversity and level of consumer demand of meaning. |
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