本文關(guān)鍵詞：湖湘文化元素在長沙房地產(chǎn)報(bào)紙廣告中的應(yīng)用研究　出處：《湖南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 湖湘文化元素 房地產(chǎn) 報(bào)紙廣告 應(yīng)用

【摘要】：目前，隨著文化地產(chǎn)逐步興起，具有民族性、區(qū)域性的文化元素在房地產(chǎn)報(bào)紙廣告中廣泛的應(yīng)用，引起了業(yè)界、學(xué)界的關(guān)注與重視。由于顯著的地域性特征，長沙房地報(bào)紙廣告中應(yīng)用了大量的湖湘文化元素，具有鮮明的湖湘文化特色。然而這些元素在長沙房地產(chǎn)報(bào)紙廣告中的應(yīng)用現(xiàn)狀如何，有著怎樣的應(yīng)用方式，呈現(xiàn)何種規(guī)律等諸如此類問題，值得深入探討。 本研究采用內(nèi)容分析法，選取2002-2011年十年間在《瀟湘晨報(bào)》、《長沙晚報(bào)》、《三湘都市報(bào)》上投放的房地產(chǎn)報(bào)紙廣告為研究對(duì)象，采用固定樣本等距抽樣，共搜集房地產(chǎn)報(bào)紙廣告樣本1359個(gè)，其中應(yīng)用湖湘文化元素的廣告為189個(gè)，所占比重達(dá)13.9%。通過對(duì)189個(gè)應(yīng)用湖湘文化元素的房地產(chǎn)報(bào)紙廣告的研究，歸納總結(jié)了其應(yīng)用現(xiàn)狀、應(yīng)用方式、應(yīng)用效果和應(yīng)用規(guī)律。本文認(rèn)為湖湘文化元素在長沙房地產(chǎn)報(bào)紙廣告中有三大應(yīng)用規(guī)律，即領(lǐng)會(huì)湖湘文化內(nèi)涵、把握購房者的需求、融合多種文化元素。在應(yīng)用過程中，出現(xiàn)了生搬硬套、曲解誤用湖湘文化元素，，廣告設(shè)計(jì)風(fēng)格單一化，助長消費(fèi)主義價(jià)值觀等問題。針對(duì)上述問題，筆者提出相應(yīng)對(duì)策：深入挖掘購房者喜愛的湖湘文化元素，培育湖南本土廣告人才，因地制宜突出湖湘文化元素的差異性，因時(shí)求新尋求湖湘文化的最佳創(chuàng)作點(diǎn)。 文化地產(chǎn)一直受到學(xué)術(shù)界與業(yè)界的重視。筆者通過研究，提供了湖湘文化元素在長沙房地產(chǎn)報(bào)紙廣告中應(yīng)用的實(shí)證案例和相關(guān)數(shù)據(jù)，以期對(duì)房地產(chǎn)廣告的實(shí)踐具有一定的指導(dǎo)意義。但是由于房地產(chǎn)廣告的種類與數(shù)量繁多，難以一一涉及，研究結(jié)果存在一定的局限性�？傊P者希望借助此研究，對(duì)房地產(chǎn)商業(yè)文化傳播以及長沙乃至整個(gè)湖南房地產(chǎn)廣告的發(fā)展有所裨益。
[Abstract]:At present, with the gradual rise of cultural property, with national, regional cultural elements used widely in newspaper ads in real estate, causing the industry, concern and attention in academic circles. Because of its obvious regional features, Changsha real estate newspaper ads in the application of the Hunan cultural elements, with distinctive Hunan cultural characteristics. However the application status of these elements in the newspaper advertising Changsha in real estate, have what kind of show what kind of law and so on, which is worthy of further exploration.
This research adopts content analysis method, selects 2002-2011 ten years in "Xiaoxiang Morning News >, < < > Changsha on the evening news, Sanxiang > on the real estate advertisement as the research object, using the fixed sample sampling, collected 1359 samples of real estate newspaper ads, which should be used for advertising elements of Huxiang Culture 189, study the proportion of 13.9%. in the 189 Huxiang culture elements of the real estate newspaper ads occupied, summarizes the application status, application method, application effect and application of law. This paper argues that there are three major elements of Huxiang culture application rules in newspaper advertising Changsha real estate, namely understand Huxiang culture connotation. Grasp the needs of buyers, the integration of a variety of cultural elements. In the application process, the mechanically, misused Hunan cultural elements, advertising design style single, encourage consumerism values and other issues. Aiming at the above problems, the author put forward the corresponding countermeasures: dig Hunan Cultural Elements buyers favorite, Hunan local advertising talent cultivation, highlighting the differences of Huxiang culture elements in local time, seeking the best creative novelty of Huxiang culture.
The culture of real estate has been by academic and industry attention. The author provides an empirical case of Huxiang culture elements used in newspaper advertising Changsha in real estate and related data, which has a certain guiding significance to the practice of real estate advertising. But because the species and the number of real estate advertising is various, it is impossible to involve all. The research results have certain limitations. In short, I hope that through this study, the benefit of the real estate business culture communication and the development of Changsha and even the whole Hunan real estate advertising.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8;G212

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 曾長秋;;承往古衰朽之續(xù) 開近代風(fēng)氣之先——論曾國藩對(duì)湖湘文化的傳承[J];船山學(xué)刊;2005年04期

2 胡雪松;;湖南本土廣告人才培養(yǎng)啟示錄[J];湖南大眾傳媒職業(yè)技術(shù)學(xué)院學(xué)報(bào);2007年03期

3 羅志芬;戴s

本文編號(hào)：1410481