本文選題：房地產(chǎn)廣告語　切入點(diǎn)：順應(yīng)理論　出處：《東北師范大學(xué)》2011年碩士論文

【摘要】：從20世紀(jì)90年代初到現(xiàn)在,房地產(chǎn)業(yè)在中國經(jīng)歷了從無到有,由弱到強(qiáng)的發(fā)展過程。特別是近十年來,該行業(yè)的市場競爭日呈激烈,作為十分有力的促銷工具的房地產(chǎn)廣告應(yīng)運(yùn)而生并呈現(xiàn)出越來越重要的作用。2010年我國的房地產(chǎn)廣告的年投入總額達(dá)到了160億元,占全年廣告總額的第一位(中國國家統(tǒng)計(jì)局?jǐn)?shù)據(jù),2011)。如同蓋斯所指出“廣告的重要作用在于勸說乃至于誘導(dǎo)消費(fèi)者做出購買產(chǎn)品或服務(wù)的行為。”(蓋斯, 1994: 42),一條優(yōu)秀的房地產(chǎn)廣告不但能為樓盤做出準(zhǔn)確的定位,而且能夠給潛在的客戶留下深刻而美好的印象,最重要的是它能夠鼓勵人們做出購買行為。為了實(shí)現(xiàn)這一極具難度的目標(biāo),廣告主必須精心設(shè)計(jì)房地產(chǎn)廣告的語言來迎合,順應(yīng)潛在客戶。這些廣告語言極具特色,但對其進(jìn)行探討的學(xué)術(shù)研究尚為少見,所以本文的目的在于通過研究,發(fā)現(xiàn)并總結(jié)出其語言特色。 維索爾倫在其提出的“順應(yīng)理論”中認(rèn)為“語言的使用就是有意識或無意識做出語言選擇過程,實(shí)現(xiàn)順應(yīng),從而無限接近交際的滿意點(diǎn)�！狈康禺a(chǎn)廣告語是語言在特殊領(lǐng)域的運(yùn)用,因而在此過程中廣告主也要進(jìn)行一系列的語言選擇。作者在本文中以順應(yīng)理論作為理論基礎(chǔ),通過對選自吉林省主流報紙(包括:《新文化報》,《東亞經(jīng)貿(mào)新聞》和《長春房地產(chǎn)報》)的324條中文房地產(chǎn)廣告語進(jìn)行質(zhì)化與量化相結(jié)合的研究,發(fā)現(xiàn)并總結(jié)出中文房地產(chǎn)廣告語的語言選擇方面的特點(diǎn): 首先,為了實(shí)現(xiàn)對潛在客戶的順應(yīng),廣告主在設(shè)計(jì)房地產(chǎn)廣告語時,在語言結(jié)構(gòu)層面做出了如下選擇:在語音層面上,整齊對稱的音節(jié)結(jié)構(gòu)被廣泛應(yīng)用;在詞匯層面,表達(dá)最高級別的語素和詞匯以及較多的新穎造詞被選用;在句子層面,大量的陳述句被選擇運(yùn)用以增強(qiáng)廣告的可信度,句子長度主要被控制在8-16個漢字之間,同時大量的修辭手法被應(yīng)用到中文房地產(chǎn)廣告語中使其更加生動。 第二,為了順應(yīng)潛在的消費(fèi)者,激發(fā)其購買房地產(chǎn)產(chǎn)品的愿望,廣告主重點(diǎn)選擇了8個和樓盤項(xiàng)目相關(guān)的因素進(jìn)行了大力宣傳。從順應(yīng)理論的視角來看,這正是實(shí)現(xiàn)語境順應(yīng)的過程。作者發(fā)現(xiàn)中文房地產(chǎn)廣告語在順應(yīng)物理世界的基礎(chǔ)上著重對人們的精神世界和社交世界進(jìn)行了順應(yīng)。 在對精神世界的順應(yīng)中,廣告主選擇了以下4個樓盤相關(guān)因素進(jìn)行了宣傳以滿足人們的不同動機(jī)和愿望:宣傳樓盤優(yōu)越的地理位置和配套交通條件來滿足顧客的求便動機(jī);宣傳極具競爭力價格來滿足客戶的求廉動機(jī);宣傳開發(fā)商的資質(zhì)和信譽(yù)度、樓盤的質(zhì)量、物業(yè)的資質(zhì)來滿足客戶的求信動機(jī);還宣傳了樓盤周圍的湖景山色來滿足人們對閑適的生活的渴望。 除了選擇相關(guān)因素進(jìn)行宣傳以順應(yīng)消費(fèi)者的精神世界外,廣告主也選擇另外4類因素大力宣揚(yáng)來順應(yīng)客戶的社交世界,它們包括:對樓盤的洋化風(fēng)格宣傳來順應(yīng)社會上盛行的洋化之風(fēng);渲染樓盤所帶來家的溫馨之感來順應(yīng)中國社會的重家文化;大力宣揚(yáng)樓盤周圍的教育配套設(shè)施以順應(yīng)中國的重教文化;還著重宣傳樓盤的奢華來順應(yīng)社會上存在的奢華之風(fēng)。 通過總結(jié),我們發(fā)現(xiàn)為實(shí)現(xiàn)對潛在客戶的順應(yīng),中文房地產(chǎn)廣告在語言選擇上具有鮮明的特點(diǎn)。這可以加深我們對房地產(chǎn)廣告語這一語言使用現(xiàn)象的理解,同時也對房地產(chǎn)廣告語的創(chuàng)作形成啟發(fā),以便創(chuàng)造出更優(yōu)秀的中文房地產(chǎn)廣告語。
[Abstract]:From the beginning of the 1990 s to present , the real estate industry has experienced the development process from now to now , from the weak to the strong . Especially in the past ten years , the market competition day of the industry has been fierce . As a powerful promotion tool , the real estate advertisement has emerged and played an increasingly important role . In 2010 , the total annual investment of the real estate advertisement in our country reached 16 billion yuan , accounting for the first number of the whole year ' s total advertisement ( China National Bureau of Statistics , 2011 ) . As Gaius points out , " the important role of advertising is to persuade the nation to induce consumers to make purchases or services . " ( Gaius , 1994 : 42 ) , an excellent real estate advertisement not only makes accurate positioning for the building , but also enables people to make purchases . In order to achieve this extremely difficult goal , advertisers must carefully design the language of real estate advertising to cater to potential customers . The purpose of this paper is to find and summarize their language features through research .

In this paper , we find and sum up the characteristics of the language choice of Chinese real estate advertising language .

First , in order to realize the compliance of the potential customers , the advertiser has made the following choices at the language structure level when designing the real estate advertising language : at the voice level , the syllable structure of the order symmetry is widely applied ; at the level of the sentence , the highest level of morphemes and words and more novel words are selected ; at the sentence level , a large amount of declarative sentences are selected to enhance the credibility of the advertisement , and the length of the sentence is mainly controlled between 8 - 16 Chinese characters , and a large amount of rhetoric is applied to the Chinese real estate advertising language to make it more vivid .

Second , in order to comply with the potential consumers , to stimulate their desire to buy real estate products , the advertiser has chosen eight factors related to the building projects . From the perspective of compliance theory , this is the process of realizing context adaptation .

In the adaptation of the spiritual world , the advertiser has selected the following four factors of building disc related factors to satisfy the different motives and aspirations of people : to promote the superior geographical position of the building and the matched traffic conditions to satisfy the customer ' s demand motivation ; to promote the competitive price to satisfy the customer ' s request motivation ; to promote the qualification and reputation of the developer , the quality of the building , the qualification of the property to satisfy the customer ' s demand for letter ; and also to promote the lake and landscape color around the building to satisfy people ' s desire for leisure life .

In addition to selecting the relevant factors to adapt to the consumer ' s spiritual world , advertisers also choose another four factors to adapt to the social world of the customer . They include : the ization style of the building to conform to the popular culture of the society ; the warm sense of the home brought by the building is adapted to the heavy culture of the Chinese society ; the education supporting facilities around the building are vigorously promoted to conform to the Chinese reeducation culture ; and the luxury of the buildings is also emphasized to conform to the luxury wind in the society .

Through summarizing , we have found that in order to realize the compliance of potential customers , Chinese real estate advertisement has distinct characteristics in language selection . This can deepen our understanding of the use of real estate advertising language , and also inspire the creation of real estate advertising language , so as to create better Chinese real estate advertising language .

【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：H152

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