摘 要

改革开放以来，中国社会在与世界接轨的过程中取得了重大发展，但也受到西方资本主义国家消费文化的冲击，在消费主义国际浪潮的影响下，当前中国在一些较为发达地区和一些特定群体中，消费社会特征初露端倪，消费主义价值倾向在各方面产生影响。立足于这一现实背景，本文以房地产广告作为切入点，检视中国房地产广告中的消费主义价值倾向，并分析其产生的原因，进而提出构建科学健康的房地产广告诉求策略，让担负着传播重任的房地产广告更好地发挥其社会功能。

本文的写作思路为发现问题——分析问题带来的危害——探究问题产生的原因——提出解决问题的方法。即在分析中国房地产广告的发展现状时发现其存在明显的消费主义价值倾向，并阐明这类广告给社会带来的种种负面影响，如向社会大众传播、宣扬庸俗的思想和价值观；夸大贫富差距，激化社会矛盾；加深公众对广告行业的不良印象。随后找到中国房地产广告产生消费主义价值倾向的原因，并呼吁构建科学健康的房地产广告诉求策略。

本文采用了比较归纳法和个案分析法，就大量的房地产广告文本内容进行了梳理归纳，总结出房地产广告的一般特征。同时对具有代表性的个案进行深度剖析，发现其中的疏漏不足或值得借鉴之处，为理论提供实证依据。

全文以批判性的眼光检视了消费文化背景下的房地产广告发展现状，倡导从实际出发、回归住房本身的消费观念和消费方式，呼吁社会各界共同抵制消费主义价值倾向的滋长，弘扬文明向上的消费文化。

关键词：消费文化；消费主义；房地产广告；诉求策略

Abstract

Since the reform and opening up, Chinese society has made great progress in the process of being in line with the world, but it has also been affected by the consumption culture of Western capitalist countries. Under the influence of the international wave of consumerism, China is in some developed areas and some specific groups , Consumer social characteristics of the emerging, consumerism tend to have an impact in all aspects. Based on this realistic background, this paper takes real estate advertising as the starting point, examines the tendency of consumerism in China's real estate advertising, and analyzes its causes, and then puts forward the strategy of constructing scientific and healthy real estate advertising, Real estate advertising to better play its social function.

The writing idea of ​​this article is to find the problem - analyze the harm caused by the problem - explore the cause of the problem - put forward the solution to the problem. That is, in the analysis of the status of China's real estate advertising development found that there is a clear tendency of consumerism, and to clarify the advertising to the community of various negative effects, such as spread to the public, to promote vulgar thoughts and values; Gap, intensify social contradictions; deepen the public bad impression on the advertising industry. And then found the real estate advertising in China to produce consumerism tend to value the reasons, and called for the construction of scientific and healthy real estate advertising appeal strategy.

In this paper, the use of comparative induction and case analysis, a large number of real estate advertising text content of the card summed up, summed up the general characteristics of real estate advertising. At the same time, it analyzes the typical cases and finds that the omissions are insufficient or worthy of reference, and provide the empirical evidence for the theory.

The full text of the critical perspective of the consumer culture under the background of the development of real estate advertising, advocating from the reality, return to the housing itself, consumer attitudes and consumption patterns, called on the community to resist the growth of consumerism tendencies, promote civilization consumption culture.

Key Words：Consumer Culture；Consumerism；Real Estate Advertising；Appeal Strategy

目 录

第1章 绪论.................................................................................................................................................1

1.1研究的目的和意义..........................................................................................................................2

1.2研究的内容和目标..........................................................................................................................2

1.3研究的方法和措施..........................................................................................................................2

第2章 基本理论和概念..........................................................................................................................4

2.1消费文化............................................................................................................................................4

2.2消费主义............................................................................................................................................4

2.3房地产广告........................................................................................................................................5

2.3.1房地产广告的概念..................................................................................................................5

2.3.2房地产广告的特点..................................................................................................................5

2.3.3房地产广告的发展现状......................................................................................................6

2.4广告诉求策略...................................................................................................................................6

第3章 中国房地产广告的消费主义价值倾向及危害................................................................7

3.1房地产名称的消费主义价值倾向............................................................................................7

3.2房地产广告语的消费主义价值倾向.......................................................................................8

3.3房地产广告文案的消费主义价值倾向.....................................................................................10

3.4房地产广告产生消费主义价值倾向的危害............................................................................13

3.4.1宣扬庸俗的思想和价值观....................................................................................................13

3.4.2夸大贫富差距，激化社会矛盾...........................................................................................14

3.4.3加深公众对广告行业的不良印象.......................................................................................15