【作者】 罗志芬；

【导师】 黄合水；

【作者基本信息】 厦门大学 ， 传播学， 2006， 硕士

【摘要】 从1998年实行房改政策以来,房地产成为了异军突起的消费热点,房地产广告也因此被注入了无限的活力。其中,北京作为中国楼市三巨头之一,凭借其特殊的政治、经济和文化地位,房地产市场一直保持着强劲的发展势头,房地产广告也处于比较先进的水平,研究北京的房地产广告对了解中国房地产广告的发展、变化、未来趋势都有着较大的意义和参考价值。从以往的研究可以看到,关于房地产广告的研究主要集中在对房地产广告个案的创意探讨、营销和品牌的分析,大多是从一种较主观的角度来看问题;而从内容分析的角度对具体的广告内容做深入探讨的研究颇为冷寂,且分析的内容不够全面和细致,变量的设置过于简单。本研究试图从纵向角度,做一个专门针对房地产报纸广告的内容分析。选取1998年至2004年共七年的房地产广告进行研究,共选取了824个样本,采用了20个可以客观描述同时具有参考价值的变量进行了统计分析,主要从房地产报纸广告的发展状况、变化趋势及广告表现特点等方面进行探讨,希望从一个更为全面的视角探讨房地产广告的特点。结果发现:房地产报纸广告投放具有一定的时间规律性;大规格广告深受青睐,半版广告超过了总量的50%,已成为房地产报纸广告的主流形式;彩色广告的绝对数量远远超过黑白广告,自1999年开始彩色广告的投放量呈直线上升趋势;房地产广告非常重视图片的使用;大部分房地产报纸广告都属于详尽介绍式的广告,正文一般较长;以生活方式、生活质量、文化、身份、品位等文化因素为重点的诉求近年来逐渐提高等现象和规律。本文对研究结果产生的原因作了分析、讨论,同时还根据研究结果提出了一些建议。更多还原

【Abstract】 Since real estate innovation in 1998, real estate became a very hot consumption, therefore the real estate advertising also became very actively. Because of the national leading position in the media and the advertisement environment, the real estate advertising of Beijing was in a more advanced level. Studying the real estate advertising of Beijing has the great significance to understand the development, and the change, the future tendency of the Chinese real estate advertising.We can see that the former research mainly concentrated on creativity, marketing and the brand analysis, most of them were from a subjective angle; and the research from the content analysis angle to make the thorough discussion was so few. This research tried to do a content analysis from a longitudinal angle aiming at the real estate newspaper advertising. The author investigated 824 samples in Beijing daily from 1998 to 2004, with 20 variables which can be described objectively and also has the reference value to carry on the statistical analysis, mainly discussed from the advertisement development condition, the change tendency and the advertisement performance characteristic. According to results of this research, The newspaper real estate advertising publish has a certain time regularity; The big space advertisement is very significant, half space advertisement has surpassed the total quantity 50%, and become the mainstream form; The quantity of color real estate advertising is much more than black-and-white advertising; At the same time, the picture is widely used in the newspaper real estate advertisement; the copy of the advertising is usually very long; The appeal of cultural element ,such as life style, quality of life, culture, status, personal status and so on, gradually enhanced in recent years .This thesis analyzed and discussed the cause bringing the research result, and offered some advice according to the research result.更多还原