【摘要】：隨著我國城市化進程的加速推進，房地產(chǎn)行業(yè)的發(fā)展可以稱得上是突飛猛進，儼然已經(jīng)成為拉動我國國民經(jīng)濟的支柱產(chǎn)業(yè)。行業(yè)成熟壯大的結(jié)果是商品住宅市場的日益規(guī)范化和產(chǎn)品多樣化，再加上生活水平的提高和人們消費意識的轉(zhuǎn)變，，這些情況給房地產(chǎn)廣告帶來的不僅是新的發(fā)揮機遇，更多的是如何在激烈競爭的市場環(huán)境中脫穎而出，成功召喚消費欲望促進消費行為的挑戰(zhàn)。因此，房地產(chǎn)廣告的創(chuàng)作勢必要迎合當下的發(fā)展趨勢。本文要探討的就是在這樣一種復(fù)雜多變的環(huán)境下，房地產(chǎn)廣告中呈現(xiàn)出怎樣一幅社會圖景，傳達出什么樣的意識形態(tài)，又對社會產(chǎn)生了哪些影響，同時進一步分析房地產(chǎn)廣告表征背后的作用因素，深入探尋房地產(chǎn)廣告社會建構(gòu)的深層機制。 首先，按照消費者的不同消費需求，將房地產(chǎn)廣告的訴求策略分為功用型和認同型兩大類，并結(jié)合案例分別對兩種策略展開分析，為討論房地產(chǎn)廣告的社會建構(gòu)作用提供現(xiàn)實依據(jù)。 第二部分著重闡釋房地產(chǎn)廣告在對現(xiàn)實生活進行加工處理之后所呈現(xiàn)出來的擬像社會，主要體現(xiàn)在對虛擬住宅和虛擬生活進行超真實描述，將多元文化加注在住宅身上，塑造制式化的消費主體。 第三、四部分提出房地產(chǎn)廣告的兩個社會建構(gòu)作用：一是將住宅的“身份區(qū)隔”功能轉(zhuǎn)化為“品位區(qū)隔”功能，使社會分層得到“合法化”運作；二是運作在房地產(chǎn)廣告中的邏輯關(guān)系使社會中層群體產(chǎn)生“地位恐慌”。 最后從社會環(huán)境的引導(dǎo)作用、消費者的主動性和廣告的商品屬性三個方面深入分析房地產(chǎn)廣告社會建構(gòu)的深層機制，提倡辯證看待房地產(chǎn)廣告的社會作用。
[Abstract]:With the acceleration of urbanization in China, the development of real estate industry can be said to be by leaps and bounds, and has become the pillar industry of our national economy. The result of the industry's maturity and growth is the increasing standardization of the commodity housing market and the diversification of products, coupled with the improvement of living standards and the change of people's consumption consciousness. These conditions not only bring new opportunities for real estate advertising, More is how to stand out in the fierce competition market environment, successfully summons the consumptive desire to promote the consumer behavior challenge. Therefore, the creation of real estate advertising is bound to cater to the current trend of development. What this article wants to discuss is in such a kind of complex and changeable environment, the real estate advertisement presents what kind of social picture, conveys what kind of ideology, and has what influence to the society, At the same time, it further analyzes the factors behind the representation of real estate advertising, and probes into the deep mechanism of the social construction of real estate advertising. First of all, according to the different consumer demand, the demand strategy of real estate advertising is divided into two categories: functional type and identity type, and the two strategies are analyzed in combination with a case study. To discuss the social construction of real estate advertising to provide a realistic basis. The second part emphatically explains the real estate advertisement after processing the real life presents the simulacra society, mainly manifests in the virtual residence and the virtual life carries on the ultra true description, will the multiculturalism note on the residence body, Shaping the main body of consumption in a standardized way. Third, the fourth part puts forward two social constructional functions of real estate advertisement: one is to transform the function of "identity partition" of residence into "grade partition" function, so that social stratification can be "legalized" operation; Second, the logical relationship in real estate advertising causes the middle class to panic about their status. Finally, this paper analyzes the deep mechanism of the social construction of real estate advertising from three aspects: the leading role of social environment, the initiative of consumers and the commodity attribute of advertising, and advocates the dialectical treatment of the social role of real estate advertising.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F713.8;F299.233.4

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