本文選題：房地產(chǎn)廣告 + 表現(xiàn)形式　； 參考：《長春工業(yè)大學(xué)》2012年碩士論文

【摘要】：廣告的基本表現(xiàn)形式與意義是靠各個視覺元素的整體組織結(jié)構(gòu)來呈現(xiàn)的,而表現(xiàn)形式的創(chuàng)新則是廣告設(shè)計(jì)一直探索研究的方面。視覺元素的構(gòu)建雖是從感性捕捉到理性邏輯的過程,但又不能停留于理性邏輯層面,它需要升華為生活意義層面,并同時兼有表現(xiàn)企業(yè)文化內(nèi)涵的特征。有效的利用廣告設(shè)計(jì)元素把握這兩者間的關(guān)系,從生活的情感角度與文化消費(fèi)的高度去打動消費(fèi)者,突破原始視覺元素,并不斷尋求新的有文化特征的元素,使房地產(chǎn)廣告更具內(nèi)涵,使企業(yè)更有品牌價值。 以萬科房地產(chǎn)廣告為例,它的廣告總能以淡定平和的心態(tài),與消費(fèi)者進(jìn)行心與心的交流,關(guān)于生活、關(guān)于人生的態(tài)度和人生的看法等等。在商業(yè)性十足的房地產(chǎn)廣告行業(yè)中,處處是以利益優(yōu)先,而萬科房地產(chǎn)的廣告卻帶來了一份清新淡雅,在廣告中折射出的是一種文化的美感,淡化了太過現(xiàn)實(shí)的商業(yè)利益目的。萬科的企業(yè)文化里融合了建筑、人性、文化和生活的美,也同樣在廣告?zhèn)鞑ブ谐浞值捏w現(xiàn)出來,賦予文化內(nèi)涵于廣告之中,自然能夠創(chuàng)作出有靈魂的廣告作品,一方面提升了形象,樹立了品牌的地位,另一方面還達(dá)成了銷售的目的,所以說萬科的房地產(chǎn)廣告在關(guān)注文化的同時也得到了效益。 本文首先,從房地產(chǎn)廣告表現(xiàn)形式入手,分析了房地產(chǎn)廣告表現(xiàn)形式的特點(diǎn),并舉例說明了房地產(chǎn)廣告表現(xiàn)形式的創(chuàng)新；其次,對萬科逐年的經(jīng)典房地產(chǎn)廣告進(jìn)行多視角,多方面的分析,以此來闡述房地產(chǎn)廣告的創(chuàng)作過程是一個不斷推進(jìn)的過程,每個環(huán)節(jié)都很重要,環(huán)環(huán)相扣,缺一不可,并指出萬科房地產(chǎn)的廣告是塑造萬科形象最直接最有效的方法,為廣告文化產(chǎn)生的影響形成了依據(jù)；再次,從企業(yè)文化與廣告文化的影響入手,探討了品牌涵義和廣告文化內(nèi)涵；最后,探討了萬科的品牌戰(zhàn)略思想,文化傾向所建立的輿論導(dǎo)向等等,勢必會對全行業(yè)文化內(nèi)涵有顯著的提升,旨在給企業(yè)的管理者和廣告行業(yè)的創(chuàng)作者以有益的啟迪。
[Abstract]:The basic form and meaning of advertising are presented by the overall organizational structure of each visual element, and the innovation of the form of expression is the research aspect of advertising design all the time. Although the construction of visual elements is a process from perceptual capture to rational logic, it can not remain at the rational logic level. It needs to be sublimated into the meaning of life and also has the characteristics of expressing the connotation of enterprise culture. The effective use of advertising design elements to grasp the relationship between the two, from the emotional perspective of life and the height of cultural consumption to move consumers, breakthrough the original visual elements, and constantly seek new elements with cultural characteristics, Make real estate advertisement more intension, make enterprise have brand value more. Take Vanke real estate advertisement as an example, its advertisement can always with calm peace of mind, with consumer heart and heart exchange, about the life, the attitude about life and the view of life and so on. In the commercial real estate advertising industry, everywhere is to benefit first, but Vanke real estate advertising has brought a fresh and elegant, reflected in the advertisement is a cultural sense of beauty, desalination of the commercial interests too realistic purpose. Vanke's corporate culture incorporates the beauty of architecture, humanity, culture and life, and it is also fully reflected in the spread of advertising, endowing cultural connotations in advertising, and naturally creating soulful advertising works. On the one hand, the image has been enhanced, the brand has been established, on the other hand, the purpose of sales has been achieved, so Vanke's real estate advertising pays attention to culture and gains benefits. First of all, from the real estate advertising form of expression, the paper analyzes the characteristics of the real estate advertising form, and illustrates the real estate advertising form innovation; secondly, the Vanke year by year classic real estate advertising multi-perspective, Analysis of various aspects to illustrate that the creative process of real estate advertising is a continuous process, each link is very important, interlocking, indispensable, It is pointed out that the advertising of Vanke real estate is the most direct and effective way to shape Vanke's image, which forms the basis for the influence of advertising culture. Thirdly, it starts with the influence of corporate culture and advertising culture. Finally, it discusses Vanke's brand strategy thought, the public opinion orientation established by cultural tendency, and so on, which is bound to promote the whole industry's cultural connotation. The aim is to give useful inspiration to the managers of enterprises and the creators of the advertising industry.
【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】：2012
【分類號】：F713.8;F293.3

【引證文獻(xiàn)】

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

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本文編號：2037105