本文選題：房地產(chǎn)廣告 + 創(chuàng)意　； 參考：《合肥工業(yè)大學》2007年碩士論文

【摘要】： 今天，房地產(chǎn)廣告無疑是廣告業(yè)界的巨無霸，廣告創(chuàng)意成為房產(chǎn)開發(fā)商及廣告設計者所要追求的目標，房地產(chǎn)廣告缺乏創(chuàng)意是有目共睹的，只是現(xiàn)實中存在著種種無奈，使得廣大的房地產(chǎn)設計策劃的業(yè)內(nèi)人士無力改變現(xiàn)狀。 房地產(chǎn)廣告設計的精髓在于創(chuàng)意，我認為，在廣告設計中能夠獲得好的創(chuàng)意無疑是難能可貴的，目前的房地產(chǎn)廣告市場上自然也不乏精彩之作，但不客氣的說，今天在國內(nèi)的廣告市場上平庸的廣告作品大行其道，占據(jù)了廣告媒體的絕大篇幅。 但房地產(chǎn)廣告設計的創(chuàng)意要受到設計師的個人藝術修養(yǎng)、開發(fā)商的喜好、市場的接受度、房屋所針對的客戶群、客戶對居住環(huán)境的需求等多方面客觀因素的制約。因而設計師們要想肆意的揮灑個人的創(chuàng)意靈感便顯得力不從心，廣告創(chuàng)意趨向“平凡”。目前的房產(chǎn)廣告市場中絕大多數(shù)看上去較為平凡的廣告其實也是眾多房產(chǎn)廣告人孜孜不倦的尋找著創(chuàng)意的結晶。 社會上對于房地產(chǎn)廣告褒貶不一，設計師進退維谷，為了在設計上尋求突破，房地產(chǎn)廣告設計師們竭盡所能在創(chuàng)意上下工夫，力求在“平凡”中創(chuàng)造“不平凡”。在這種情況下，尋求一種具有商業(yè)化、更為實用性、更能為大眾、為業(yè)內(nèi)人士所稱道的好的房地產(chǎn)廣告創(chuàng)意的模式十分重要。 其實中國的房地產(chǎn)廣告人是敬業(yè)的，他們有強烈的憂患意識，他們渴望在重重枷鎖中尋求突破，雖然結果不盡如人意，但他們?nèi)匀辉谧巫尾痪氲奶剿髦瑸榱耸箯V告創(chuàng)意與商品經(jīng)濟大環(huán)境避免發(fā)生沖突，多數(shù)的房產(chǎn)廣告人采用了折中的方式，于是在我看來便出現(xiàn)了所謂的“平凡中的創(chuàng)意”。這并不意味著廣告人已經(jīng)變的消極、變的向那些房地產(chǎn)開發(fā)商們妥協(xié)，我相信大家追求好的創(chuàng)意的心態(tài)不會改變，，只是我們在尋求一種具有商業(yè)化、更為實用性、更能為大眾、為業(yè)內(nèi)人士所稱道的好的房地產(chǎn)廣告創(chuàng)意的模式。我相信終有一天，我們能尋找到一種契機，一種能擁有中國生活文化底蘊、又適合于大眾商業(yè)宣傳的好的房地產(chǎn)廣告創(chuàng)意模式，以便為中國的房地產(chǎn)行業(yè)服務，為中國廣大的老百姓服務。
[Abstract]:Today, the real estate advertisement is undoubtedly the advertisement industry giant, the advertisement creativity becomes the real estate developer and the advertisement designer to pursue the goal, the real estate advertisement lacks the creativity is obvious to all, but in reality has all sorts of helplessness.So that the vast number of real estate design planning industry unable to change the status quo.The essence of real estate advertising design lies in creativity. I think that it is undoubtedly commendable to be able to obtain good ideas in advertising design. At present, there are many wonderful works in the real estate advertising market, but I don't want to put it politely.Today in the domestic advertising market mediocre advertising works, occupied the vast majority of advertising media.But the creativity of the real estate advertisement design is restricted by the designer's personal artistic accomplishment, the developer's preference, the acceptance of the market, the customer group targeted by the house, the customer's demand for the living environment, and so on.As a result, designers want to wanton individual creative inspiration will appear to be unable to do, advertising creative tend to "ordinary."At present, the vast majority of the real estate advertising market seems to be more ordinary advertising is also a lot of real estate advertisers tirelessly looking for creative crystallization.In order to find a breakthrough in design, real estate advertising designers try their best to create "extraordinary" in the "ordinary".In this case, it is very important to seek a kind of commercial, more practical, more popular, the industry praised the good real estate advertising creative model.In fact, China's real estate advertisers are dedicated, they have a strong sense of distress, they are eager to find a breakthrough in the many shackles, although the results are not satisfactory, but they are still tireless exploration,In order to avoid conflicts between advertising ideas and the general environment of the commodity economy, most of the real estate advertisers have adopted a compromise, so it seems to me that the so-called "ordinary creativity."It doesn't mean that advertisers have become negative, that they have compromised to those real estate developers, I believe that the mindset of people pursuing good ideas will not change, but we are looking for a kind of commercialized, more practical, more public.For the industry praised the good real estate advertising creative model.I believe that one day we will be able to find a kind of opportunity, a kind of good real estate advertisement creative mode which can have the Chinese life culture inside information and is suitable for the public commercial propaganda, in order to serve the real estate industry in China.To serve the masses of Chinese people.
【學位授予單位】：合肥工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：J524.3

【引證文獻】

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

4 張雪;現(xiàn)代中國房地產(chǎn)報紙廣告的色彩傳播研究[D];湘潭大學;2012年

5 葉楚瑩;中國房地產(chǎn)企業(yè)品牌廣告的文化解析[D];暨南大學;2013年

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