本文關(guān)鍵詞： 訴求 人性化 品牌 房地產(chǎn)廣告　出處：《長春工業(yè)大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：基于當(dāng)下房地產(chǎn)熱、全國房價居高不下這一熱點,結(jié)合自身所學(xué)專業(yè),從設(shè)計角度出發(fā),將房地產(chǎn)廣告設(shè)計做為本文的切入點,從實際出發(fā),深入探討房地產(chǎn)廣告這一訴求的根源所在。 本文從房地產(chǎn)廣告的訴求概論、房地產(chǎn)廣告人性化訴求的定位與表現(xiàn)、房地產(chǎn)廣告中人性化訴求的思維理念與推廣等三個方面對論文觀點進行了全面詳細(xì)的闡釋,從廣告是人性化的真實反映、房地產(chǎn)廣告人性化訴求的設(shè)計定位、房地產(chǎn)背景文化與品牌、房地產(chǎn)廣告中的人性化訴求的創(chuàng)作理念等多方面進行了深入的剖析,從而將房地產(chǎn)廣告產(chǎn)生的原因、作用、意義逐一地展現(xiàn)在讀者面前。 房地產(chǎn)熱度的居高不下,從某種意義上成就了房地產(chǎn)商,但一個有頭腦的房地產(chǎn)商,卻越來越注重將自身的企業(yè)文化內(nèi)涵與開發(fā)項目巧妙地融合到一起,將一點點積累起來的品牌和手中的項目疊加在一起,一并展示給世人,形成各自獨特的企業(yè)形象和宣傳風(fēng)格。正如,提及萬科,人們首先會想到“好”,再想到“貴”,甚至有些人“望而卻步”,但不管怎樣,這都在說明這一種品牌形象,就像在全國有不少城市都有“萬科·藍山”這一高端品牌一樣,每一個“萬科·藍山”都有類似的廣告語,“厚重的城市,一派新藍”,一句很有意境的話,細(xì)細(xì)讀來,似乎給人一種撥云見日的感受,有種要去購買的欲望。一句煽動性的廣告語,促使了不少人前去品鑒,這便真正的實現(xiàn)了銷售的第一步。而這時,廣告起到了吸引購買人群的決定性作用。 在房地產(chǎn)廣告的表現(xiàn)之前,需要我們準(zhǔn)確的把握房地產(chǎn)定位以及訴求對象,將理性訴求與感性訴求相結(jié)合。房地產(chǎn)廣告進行表現(xiàn)時,抓住吸引消費者感官注意力,結(jié)合房地產(chǎn)背景文化,形成從抽象到具象的創(chuàng)意思維,全方位的立體表現(xiàn),圖文并茂；抓住表現(xiàn)廣告恰當(dāng)媒體和表現(xiàn)形式及節(jié)奏。與此同時,把握好廣告的策略性表現(xiàn),能夠符合置業(yè)者地位及精神上的需求；抓住現(xiàn)代人渴望回歸自然,感受田園氣息的思想感受,進行情感化與藝術(shù)化的有機結(jié)合,體現(xiàn)出我國天人合一,有容乃大的居位文化,追求更為人性化的訴求理念,貼合消費者的內(nèi)心狀態(tài)和情感需求。正如,萬科柏翠園的廣告詞：“心生大境之園”給人一種清新、愜意的感覺,如同真正的回歸于大自然一般。 在房地產(chǎn)廣告中融入人性化訴求,使得廣告的作用不僅僅簡單地停留在銷售傳遞信息上,提升整個社會的人性化氣息,進而不斷地激發(fā)設(shè)計師的創(chuàng)作靈感,拓展思路,開辟設(shè)計的新領(lǐng)域,達到通過設(shè)計傳播,促進社會的和諧化發(fā)展。
[Abstract]:Based on the current real estate fever, the national high prices of this hot spot, combined with their own professional, from the design point of view, the real estate advertising design as a starting point, from the reality. The root of this appeal of real estate advertisement is discussed in depth. This article from the real estate advertisement appeal general introduction, the real estate advertisement humanization demand localization and the performance. In the real estate advertisement humanization demand thought idea and promotion three aspects to the thesis viewpoint has carried on the comprehensive detailed explanation, from the advertisement is the humanity real reflection, the real estate advertisement humanization demand design localization. The background culture and brand of real estate, the creative idea of humanized demand in real estate advertisement and so on are deeply analyzed in order to analyze the cause and function of the real estate advertisement. The meaning unfolds before the reader one by one. The high heat of real estate, from a certain sense of achievement of real estate developers, but a smart real estate developers, but more and more focus on their own corporate culture connotation and development projects skillfully integrated together. A little bit of accumulated brand and the project in the hands of the stack together, together to show to the world, forming their own unique corporate image and publicity style. Just as the mention of Vanke, people first think of "good." Think of "expensive", even some people "deterred", but in any case, this is in the description of this brand image, just as there are many cities across the country, "Vanke Blue Mountain", a high-end brand. Every "Vanke Blue Mountain" has a similar slogan, "thick city, a new blue," a very artistic words, read carefully, it seems to give people a feeling of the day. There is a desire to buy. A inflammatory advertisement has prompted a lot of people to go to taste, which really realized the first step of sales. At this time, advertising played a decisive role in attracting buyers. Before the performance of the real estate advertising, we need to accurately grasp the real estate positioning and the object of appeal, the rational appeal and the emotional appeal of the combination. Real estate advertising performance. Hold to attract consumer sensory attention, combine real estate background culture, form from abstract to concrete creative thinking, omnidirectional stereoscopic performance, picture and text luxuriant; At the same time, grasp the strategic performance of advertising, can meet the status and spiritual needs of buyers; Grasp the modern people's desire to return to nature, feel the rural atmosphere of the ideological feelings, emotional and artistic organic combination, reflects the unity of nature and man in our country, tolerance is a large residential culture. The pursuit of a more human appeal concept, to meet the consumer's inner state and emotional needs. Just as Vanke Park advertising words: "heart-life landscape garden" gives people a fresh, comfortable feeling. Like a true return to nature. In the real estate advertising integration of human appeal, so that the role of advertising not only simply stay on the sale of information, improve the whole society of humanization, and then constantly stimulate the designer's creative inspiration. Expand ideas, open up a new field of design, through the spread of design, promote the harmonious development of society.
【學(xué)位授予單位】：長春工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 郗浩紅;西安市房地產(chǎn)廣告?zhèn)鞑ペ厔菅芯縖D];西北大學(xué);2013年

，

本文編號：1484197